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MUMBAI:
TAM, the television ratings provider, has assured the Indian
Society of Advertisers (ISA) and the Advertising Agencies
Association of India (AAAI) that it will work on a six-point
action plan to plug loopholes in the system.
The
assurance was given at a meeting ISA and AAAI had with TAM
on Thursday, 16 August to obtain facts about the audience
measurement system. The meeting was held in the backdrop of
broadcaster NDTV's suit in the US against TAM and its parents
Nielsen and Kantar, claiming the ratings were fudged.
During
the meeting, TAM shared its perspective with ISA and AAAI
and outlined the following six key action steps:
- Appointment
of a security officer and a security agency
- Expansion
in number of meters in the existing 6 top metros
- 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
- Getting
the outlier homes independently audited
- Faster
panel rotation
- An
internal audit team to be put in place as soon as possible
In
a joint statement, AAAI president Arvind Sharma and ISA chairman
Bharat Patel said, "As key users of audience research
data, advertisers and advertising agencies need to know facts
directly from the research agency. And if there are challenges
at any level in the research, the research agency needs to
share its proposed action plan with us."
They
further said, "We look forward to speedy implementation
of the six action steps outlined by TAM. With formation of
Broadcast Audience Research Council-BARC on the anvil, it
will be appropriate for us to request BARC to review if these
steps are adequate."
Also
Read:
NDTV
sues TAM, Nielsen for manipulation of data
Agencies
feel need to speed up BARC
DD
gets board clearance to initiate steps for legal action against
TAM
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