TRP blackout – Do ad spends on news channels hang in balance?
Adgully had launched its ‘Trending Now’ series a couple of years back to crystal gaze at the year ahead and predict the trends that will dominate the advertising, marketing and media industry. In the course of these two years, Trending Now has grown to assume its own independent stature, and since the beginning of 2021, we have featured some of the leading marketers, advertisers, business consultants and key observers, who identified the trends in the business of marketing, media, advertising and entertainment that will dominate the year 2021.
In the post-pandemic world, understanding the underlying currents of consumer behaviour is critical to make agile and informed business decisions. TV broadcast network News Nation has partnered with Adgully for this initiative and helped us reach a broad spectrum of experts in the business of advertising and media. More than a hundred conversations later, Trending Now has become a valuable resource for anyone grappling with the changes in the industry.
As part of the knowledge series, Adgully and News Nation have curated a power packed panel to discuss an important trend that emerged at the beginning of this year – ‘Advertising on News Channels without TRPs’. The Mumbai Police’s investigation into the TRP manipulation case led to the Broadcast Audience Research Council (BARC) of India suspending ratings for all news channels, affecting stakeholders and hundreds of crores in ad spends. While BARC continues to share ratings for the news genre as a whole, it will not resume ratings for individual news channels until an external committee examining the discrepancies in the TRP system submits its report. Marketers have reacted sharply to these developments and have continued to bet big on news channels despite there being no ratings.
Through our Zoom webinar this Friday, March 26, 2021, some of the leading industry experts will discuss the aspects that are influencing marketers’ decision to continue investing in news channels, ad spends in a ratings dark period, the measurement metrics ecosystem and much more.
We will be joined by veteran marketers and media buyers:
Ashish Bajaj, Head of Marketing, MediBuddy
Linu John, Vice President, Zenith
Loveleen Gajria, Vice President - Media, Emami Ltd.
Priti Murthy, Chief Executive Officer, OMD India
Rajiv Dubey, Head of Media, Dabur India
Vivek Srivastava, Managing Director, Innocean Worldwide India
Bijoya Ghosh, Founder & CEO, Adgully, will moderate the session.
Watch the session this Friday, between 4 pm and 5 pm.