MAM

TAM clarifies on weekly/monthly ratings rollout

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MUMBAI: One stakeholder to be quite delighted with the fact that advertisers, broadcasters and agencies have sorted out their differences on TV ratings is undoubtedly TAM Media Research which has been at the centre of the entire controversy. The ratings agency sent out a note late 25 July evening which has a spokesperson saying: ?TAM is happy to receive a common brief from the three Industry Stakeholders (IBF, ISA and AAAI) and will work very closely with them to ensure its smooth roll out.?

The note goes on to describe how the ratings solution will work in the real world in terms of data delivery. Three software pipelines are in the process of being put in place: an official industry software called Media Xpress Platinum and another two customised/optional software options called Media Xpress Gold and Media Xpress Silver. Until these roll out, the existing Media Xpress will be provided to TAM subscribers with TVR percentage and GRPs percentage data.

The Media Xpress Platinum software has to be created afresh and is expected to be made available to all subscribers who want to download it by end August first week September. It will have all TV channels viewerships expressed as an average of four weeks data. The latter will be released every with the rolled up average of the present week?s along with the previous three week?s data. Ratings in this version will be expressed only as TVT 000?s (TV ratings in thousands) and analysis will be possible only on a day-part level. No individual/specific program level data will be available for reporting.

The Media Xpress Gold customized/optional software, which will be made available by 8 August, however, will have all TV channels reported on a weekly basis with data being released weekly. It is meant for internal analysis, says TAM, and not to be put out in the media/public domain.

The user will get access to the software only after signing an NDA with ISA-IBF-AAI jointly. This data will have ratings data expressed in TVT 000?s as well as TVR per centages. This software will have all the analysis possible at a day-part as well as individual program level, including minute to minute program and ad data. It will have also have the facility to import ad spots for media agencies/advertisers to evaluate ad plans executed.

It will be released on a customized basis for those subscribers like agencies/advertisers (and also broadcasters who have not opted out of the reporting of TVR% data presently). It will work exactly like the earlier Media Xpress with all functionalities available for the planner/buyer, says TAM

The Media Xpress Silver option is expected to be deployed by 8 August with TV channels being reported on weekly, with data expressed in TVT 000?s, being released weekly. Users will be able to use the software to do analysis at a day-part as well as individual program level, including ability to drill down to individual program?s minute data on a specific day.

It will have the facility to import the program promos for broadcasters to evaluate the program promo plans and also the ad logs. It will be released on a customized basis for those subscribers (primarily Broadcasters) who have opted out of the reporting of TVR% data.

TAM has clarified that all subscribers will be given the Media Xpress Platinum Software. To subscribe to Media Xpress Gold and Silver additionally, they will have to take the following steps, TAM sasys: (a) The subscriber will have to sign a NDA with TAM stating that the usage of Media Xpress Gold (with TVR%) customized Software is strictly for internal analysis purpose and not for any public usage of the data. (b) Incase of non-signing of the NDA, TAM will not be in a position to deliver Media Xpress Gold (with TVR%) customized software.

TAM will be notifying the same to the concerned association (IBF/AAAI/ISA) to help facilitate a resolution. (c) For subscribers who sign the NDA and violate the usage norm (displaying TVR% data in Public), TAM will be forced to stop the Media Xpress Gold (with TVR%) customized software subscription and will report it to the concerned association (IBF/AAAI/ISA) to help facilitate a resolution.

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