TAM steps adequate? Only time will tell...!

Trouble has been brewing between advertising agencies, broadcasters and TAM Media Research, research agency that conducts TV audience measurement in the country. The main points of contention centres around, limitations in the current research methodologies adopted by TAM, lack of transparency, smaller sample size and lack of accountability, being a monopoly.

 

The recent meeting on August 16 between The Indian Society of Advertisers (ISA) and the Advertising Agencies Association of India (AAAI) with TAM, was primarily called to address these concerns. TAM, responding to this, outlined an action plan and the key steps that are proposed to initiate. It included appointment of a security officer and a security agency, expansion in number of meters in the existing top six metros, a review of research processes that determine what TAM reports in its week-by-week by the industry and meter homes are left out of reporting for being data outliers, getting the outlier homes independently audited, faster panel rotation and an internal audit team to be put in place as soon as possible.

 

Even as the moves and the pace at which TAM implements these measures are being watched. Adgully tried to find out what the views of the various parties involved were.  

 

Bharat Patel, Chairman, ISA and Arvind Sharma, President, AAAI, commented, “As key users of audience research data, advertisers and advertising agencies need to know facts directly from the research agency. And if there are challenges at any level in the research, the research agency needs to share its proposed action plan with us.” They further added, “We look forward to a speedy implementation of the six action steps outlined by TAM. With the formation of Broadcast Audience Research Council (BARC) on the anvil, it will be appropriate for us to request BARC to review if these steps are adequate.” 

 

As for the industry reaction from the advertisers and broadcasters varied. Mohit Joshi, Managing Director, MPG, said, “Research should be used as broad directions. In a country with 20 Cr plus homes, a sample of 8,000 or even 10,000 (after expansion) will still be a significant under representation and nobody can scale up the research to get that representative sample for viewership measurement. While the steps outlined will give more confidence to the users of the data, there will always be areas of conflict.

 

 

It is felt that with the industry participation, the transparency will certainly improve. But the grievances are bound to stay as long as there is data and research. Joshi is of the opinion that in an environment like this, the important thing is to give agencies and channels the confidence that the data is in order. TAM needs to make the process more participative. TAM needs to scale up their people meter representation significantly. An example is IRS where the sample size is higher. One way is to overlay with buzz data (available online). In many countries online buzz generated by the program gives a good indication of its viewership. He believes that TAM will need to get specialized resources but given there is an intent, the same is not difficult. Joshi adding further said, “What is important is to look at research as research and not as the word of God. This is a collective consciousness that everybody in this industry have to develop in the long run.

 

Speaking on the same, Rajiv Mishra, CEO, Loksabha TV, “In my humble opinion, the sample size needs to be reworked. As of now we have one sample for a population of 1.47 lakhs. The government of India should also create a proactive watchdog comprising of its nominees and from the advertisers, and the broadcasters. Jointly, it should take steps to improve the transparency of the system.” He feels that BARC, the grievance resolution agency that is on the anvil can be a saviour but it will take time.

 

According to P M Balakrishnan, COO, Allied Media, “There is no quick answer to the issue. It is good that TAM has decided to react to the bone of contention. They need to clean their act. Whether the steps taken leads to something transparent, only time will tell. The challenge is in building depth in research and putting it to use.”

 

While the industry overall feels that the entire methodology needs to be reworked; the fact that discussions are taking place and TAM is ready to take constructive steps is a welcome sign. The most important thing is that people are sitting together. But will all these suffice and satisfy the aggrieved parties? Sums up Balakrishnan, “Although the steps are positive, we need to wait and watch.”