Is this the start to a Ratings Dark Period?

Last month saw a lot of chatter around TAM and BARC. Is BARC investing in TAM? Is TAM going to shut operations in India? What will happen when BARC rolls out operations? Will TAM assist BARC? And many more such questions have been raised.

Earlier in February, we had reported that TAM might face a dark period. Though we thought it was in March, coming closer to the launch of BARC, the month of darkness for TAM is April. Today is the day from when TAM dark period begins.

With the recent advisory sent by AAAI (Advertising Agencies Association of India) to all agencies concerned, to subscribe to BARC, broadcasters and media agencies have pulled out their subscription from TAM and this dark period will continue till the new measurement system is launched, most likely towards the end of April.

An anonymous senior spokesperson in the industry did mention that TAM will continue to provide data and will continue to do what it has been doing over the years.

Though he couldn’t clarify about the actual role of TAM, whether it will assist BARC and is BARC facing issues as the month of March was their testing period. Well only time to come will answer these questions.

This indeed adds a lot of pressure on BARC since they are facing challenges in their testing period when they are closer to their launch. We hope that everything goes well and look forward to the new ratings system to launch at a high note this month end.

Media
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Media