TAM ratings for news channels shifts from weekly to monthly!
This initiative taken by the News Broadcasters Association (NBA) would not in any way hamper the decision making of advertisers and advertising agencies. In the new monthly dispensation, advertisers would continue to get access to data broken down to a minute or a day-part or a specific programme in a manner similar to how data points are currently accessed in the weekly format.
The NBA and TAM are in discussion on implementation of this initiative which is being proposed to be introduced initially for a period of two years.
The changes are expected to be implemented from October, 2011. Eventually the monthly format is expected to be implemented for regional news channels as well.
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