Viewership ratings deadlock ends, broadcasters to revert to weekly TAM data: Sources

The impasse between broadcasters, advertisers and agencies is reaching an end, according to sources close to the development.

According to them, Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI) are close to finalising an agreement with the Indian Broadcasting Foundation (IBF).

The parties have agreed to revert to weekly viewership data published by TAM, with certain changes to the way the data has been used. Subject to the agreement, weekly viewership data will be available from next Thursday, 25 July.

A 'terms sheet' is being signed with the specific understanding between stakeholders, that TAM data, henceforth, would only be used for internal consumption by the members of IBF, ISA and AAAI. No sharing of ratings data with publications or websites will be permitted going forward, and the reporting will be done in absolute numbers (viewership in thousands).

Once this 'terms sheet' is signed by the three parties (in the next 'couple of days'), it is expected that release orders will be sent out, the sources added.

Stakeholders Campaign India spoke with did not want to be quoted on the subject, but confirmed the development.

As reported earlier, a group of broadcasters had requested TAM to report their data on monthly basis, leading to several advertisers cancelling ROs.

Also read: TV measurement: Advertisers cancel ROs to channels that moved to monthly data