India Agrees New TV Ratings Measure

In India, advertisers, agencies and broadcasters have settled a dispute over TV ratings measurement supplied by TAM Media Research. Tam will now issue data in the 'television viewership in thousands' (TVT) format, rather than focusing on percentage of audience share.

According to a joint statement issued by the Indian Broadcasting Foundation (IBF), the Indian Society of Advertisers (ISA) and the Advertising Agencies Association of India (AAAI), the Nielsen/Kantar TAM joint venture will now use a system that captures growth in audiences in absolute numbers.

This rating will now be the only one available in the public domain, but for internal evaluation - such as media planning and buying - percentage figures (%TVR) will still be available for advertisers, media agencies and broadcasters. In addition, four-week rolling average TVT will be available as an option.

AAAI President Arving Sharma (pictured) comments: 'Getting weekly TVR is important for media planners and buyers to effectively plan and buy ad-spots and do mid-plan course corrections and post-facto analysis. We are glad that we have been able to agree that the agencies and advertisers will have access to this data as in the past. From tomorrow, we look forward to being able to focus back on our clients' businesses and effective planning and buying for their brands.'

Earlier this month, advertisers threatened to pull their advertising from several TV groups that had switched from weekly to monthly ratings figures. Separately, India's fair trade regulator the CCI invited the country's broadcasters, media buying and ad agencies to send feedback on their views of audience measurement agency TAM Media Research, as it investigates claims of unfair practices.

Web sites: www.tamindia.com , www.ibfindia.com , www.isanet.org.in and www.aaaindia.org .