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This is an archive article published on July 29, 2013
TV viewership data to be in numbers
The viewership data of television channels,as given out by market research agency TAM,will henceforth be available as absolute numbers instead of percentage points as was the practice earlier
Written by Express News Service
New Delhi | July 29, 2013 05:44 AM IST
2 min read
2 min read
The viewership data of television channels,as given out by market research agency TAM,will henceforth be available as absolute numbers instead of percentage points as was the practice earlier.
Broadcasters,advertisers and TAM reached an agreement over this last week. The matter has been a bone of contention for some time now,especially after Prasar Bharati dragged TAM to the Competition Commission of India,questioning the size and character of the sample used to generate the data and alleging that it was losing out because of the Metro bias. It was also decided that television ratings in thousands TVT will be released weekly and a four-week rolling average would be given out.
TVT captures and reflects growth in TV audiences in absolute numbers. TVT will be the sole rating available in the public domain, a statement released by the Indian Broadcasting Federation,Advertising Agencies Association of India,Indian Society of Advertisers and TAM said. Weekly percentage data will only be available for internal evaluation. The new method of representing data would benefit channels which are niche,regional or have smaller audiences,especially since TAM has now installed more than 1,000 meters in cities with a population of one lakh or less.
Prasar Bharati CEO Jawhar Sircar said: If advertisers and agencies are happy with this then we can think of agreeing,but my information says they are not. In that case we should move towards building consensus before declaring new systems.
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