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.
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.
the meeting, TAM shared its perspective with ISA and AAAI
and outlined the following six key action steps:
of a security officer and a security agency
in number of meters in the existing 6 top metros
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
the outlier homes independently audited
internal audit team to be put in place as soon as possible
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."
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."
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