TAM data deferred for nine weeks, regular rating from 19th December
Post the joint meeting held on 15th and 16th October between the three industry bodies, Indian Broadcasting Federation (IBF), Advertising Agencies Association of India (AAAI) and Indian Society of Advertisers (ISA), television channels looked for a concrete decision in the direction of television viewership measurement data. But while the official announcement is still awaited, Adgully learnt from industry resources that TAM shall defer the release of TV ratings data for all-India market for a nine-week period. The weekly viewership measurement data which was to release today has been temporarily delayed for nine weeks.
No official communication has been shared till date however according to sources an official communique will be disseminated today.
This statement clearly states that from Week 41 (October 1-7) onwards there will be no official data up-till Week 49 (Dec 2-8). Since the deferment period ends on December 19, it is said and expected that data of not only week 50 but Week 41 to week 49's data would also be released on that day. Senior officials however refrained to give any comments.
Considering the advent of the execution of compulsory digitization in the four metros, the scene looks not-so-easy! This is the most favorable festive time for advertisers and spenders with Navratri, Durga Pooja followed by Diwali. But with the absence of TAM ratings, it’s a complete wait and watch game and Adgully will keep you posted!
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