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…
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