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Some
like it, some don't. But given the circumstances, few disagree
it is an industry norm and the only yardstick/currency which the
industry can use.
A few
comments:
 Star
India senior VP Tarun Katial says: "Star India commissions independent
qualitative research on programmes, time bands and brands other
than the data obtained from TAM India. We also obtain target audience
specific qualitative and quantitative data. The entire industry
has to support TAM India in terms of funding or inputs. Everybody
is equally responsible for the current situation. Those who blame
TAM for its shortcomings have to share the responsibility too. Yes,
the number of peoplemeters have to be increased and it will be done
gradually. But, it is a vicious cycle!"
 Sony
Entertainment Television (SET) executive VP Sunil Lulla: "The
ratings system is a guideline. It is not necessarily a precise benchmark.
It throws up trends and indicates audience viewing habits vis a
vis programmes. Therefore one has to be able to balance the ratings
vis-à-vis other information which one gains from ones own
research or other such syndicated researches."
Lulla
adds: "Importantly, one must appreciate this is the currency
vis-à-vis which advertisers measure their judgments, prior
to making investments in broadcast channels. However, TAM enables
advertisers to locate media in line with their respective market
segments but does not enable broadcasters to segment the market
by audience profiles in response to programming.
Making
a case for getting out the "metro syndrome" Lulla says:
"In a country like India which is very diverse and where segmentation
is done; not just on demographics but on language, communities and
other socio-cultural parameters. Most certainly, increasing the
sample size would certainly add value to the consistency, reliability
and usage of those data. It would also increase the costs and hence
this can be done over a period of time. At present, the focus is
more metro-centric and given that marketers too are expanding their
focus, increasing samples will be in sync with the marketing investments
being made by companies in India."
 While
speaking to indiantelevision.com in an interview in June, Zee TV
president Apurva Purohit (earlier with Ulka Advertising) had said:
"We may consider going back to the TAM fold. But before that
happens, TAM has to spruce up its act. Its data is still not reflective
of the ground realities. The sample size is still small, I think,
and the coverage area needs to be expanded."
Purohit
also has been pretty vocal about the fact that Zee TV serials haven't
got their due in terms of ratings: "With apologies to TAM,
since we don't subscribe to the data, we have seen that when TRPs
of of Zee TV serials like Chausath Panne in places like Madhya
Pradesh and other Hindi belts are considered, the GRPs have taken
us ahead of Sony Entertainment. Now, why aren't such trends reflected
in TAM data regularly as also the fact that women audiences are
responsible for the popularity of Chausath Panne."
"On
various occasions I have personally brought up this subject that
the sample size and coverage area need to be expanded. Considering
when I was with an advertising agency, I used to advise my clients
basing my facts on TAM data only. Now it's become a bit tricky.
But the point remains that 'any' industry yardstick is better than
'none'. But people who are responsible for such industry and wide
benchmarks must also try to make the system as foolproof as possible
and must plug the loopholes," Purohit offered.
 Niche
channels also have a different viewpoint. BBC World research manager
(India) Dezma de Mello (earlier with Triton) says: "Peoplemeter
ratings give the best estimates for mass channels and mass target
audiences. However, when it comes to niche audiences or targeted
channels, the sample size is far too small to give any suitable
estimates of viewership. An additional problem for advertisers is
that the ratings fail to reflect qualitative factors that affect
receptivity to campaigns. These include: the beneficial effects
of low-clutter; and of channels with a strong, positive image."
De
Mello states that ratings don't accurately represent BBC World programmes
and advertisers too ignore them when it comes to brands such as
BB World: "BBC World programme TVRs are comparable to like-programmes
on similar channels. However, the current peoplemeter system doesn't
do justice to any like-channels or programmes. We expect our viewership
to be higher than that estimated by meters. This view is re-enforced
by our committed advertisers who buy and sponsor our programmes
irrespective of what TVRs they obtain."
De
Mello also goes on to say: "Besides just increasing the samples
in TAM, there is a problem of a non-response bias by up-market people.
For example - out of 10 people who are up-market, nine might say
no to having a peoplemeter in their home and the one who agrees
may actually be quite different from the other nine. Opinion-forming,
influential adults are the least likely to agree to be on a panel,
while the most likely to watch BBC World."
Talking
about funding research, de Mello points out: "BBC World does
invest in research. The last study Horizon 2003, conducted in association
with Initiative Media, is an example of our commitment to up-market
audiences as well as our advertisers. We also invested in surveys
related to the qualitative aspects mentioned earlier. OTS Update
is important from a distribution point of view. To watch a channel,
it needs to be available on your TV set. But for viewership among
upmarket people you need to look at studies like Horizon."
Agrees
SET executive VP Lulla: "Sony Entertainment Television continuously
undertakes other research investigations and studies, which is to
supplement and enhance the information we may have from TAM. Such
as day after recalls, attitude studies, qualitative and quantitative
measures for shows. This helps us give a better and deeper understanding
of the ground realities. Quite often this data has thrown up information,
which may not be entirely consistent with the data that may come
out of TAM based ratings," says Lulla.
 Leading
music and entertainment channel ETC Networks' director Yogesh Radhakrishnan
says: "ETC hasn't too much to complain against TAM. But, we
definitely believe that sample size needs to be increased drastically
considering the fact that India is a non homogeneous market. Any
increase in sample size would obviously mean a hike in costs but
I believe that an industry which realises Rs 3500 crores (Rs 35
billion) more or less based on these ratings should be willing to
invest on these ratings. However other data like OTS update should
be explored."
 In
an interview with indiantelevision.com dated 15 May 2003, Sri Adhikari
Brothers Television Network Ltd president - sales and marketing
Kanta Advani was quoted as saying: "In agencies, planners have
become more statistics oriented and having access to technology
has definitely helped. However, they should bear in mind that the
research studies and ratings are merely a representative of the
universe and not the universe itself. However, it is our responsibility
to provide them with qualitative insights. As far as ratings are
concerned, it is an industry norm and the only yardstick/currency
which the industry can use. In life, nothing is foolproof."
 While
speaking to indiantelevision.com, Prasar Bharati marketing director
Vijaya Laxmi Chhabra had advised media planners and buyers: "If
media planners go by TAM statistics, we have numbers on our side
and eyeballs. I would urge the younger lot of media planners and
buyers to study the ground realities. They must also learn to distance
themselves from inherent biases - for instance most of the metropolitan
bred media planners and buyers seem to think that all Indian youth
think and act like them. But, the reality is different as India
is a diverse country with several cultural, psychographic and demographic
differences."
Also
read:
CAS
effect on ratings
Ad
agency representatives speak the relevance of TAM and the distribution
data
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