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How To Disrupt TAM Ratings For TV

Facing criticism for lack of accuracy and allegations of manipulation, and with a $1.3 billion lawsuit from NDTV to contend with, Nielsen and Kantar owned TAM ratings met two advertising industry bodies - The Indian Society of Advertisers (ISA) and the Advertising Agencies Association of India (AAAI) last week. In a joint statement, as reported by Campaign India, TAM has outlined the following six steps to address concerns: 1. Appointment of a security officer and a security agency 2. Expansion in number of meters in the existing six top metros 3. A review by the industry of research processes that determine what TAM reports in its weekly reports. And what meter homes are left out of reporting for being data outliers 4. Getting the outlier homes independently audited 5. Faster panel rotation and 6. An internal audit team to be put in place as soon as possible. Now these are generic steps outlined, and if you read our earlier post on NDTV's lawsuit and assurances given by Nielsen and Kantar, these are even fewer and less specific than what TAM had (allegedly) recommended to NDTV. In contrast, NDTV had proposed to Nielsen the following actions: 1. Taking criminal action against offenders for corrupt practices 2. Making a public statement of Nielsen’s intent to crack down on ratings offenders 3. Refraining from publishing data for niche channels until the sample size hits a minimum of 5,000 for SEC AB (upper socio-economic groups) 4. Monthly all India sweeps/surveys 5. Publishing both mean and…

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Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

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