MUMBAI: The Advertising Agencies Association of India (AAAI) has come out strongly in support of TAM and stated that discontinuing its ratings service as the broadcasters have been wanting to do is not a good step.

"Ratings are absolutely central to conducting advertising business with TV channels. Their absence will lead to chaos in the short term and to a decline in TV advertising in the medium term," says AAAI president Arvind Sharma.

AAAI president Arvind Sharma TAM should continue; BARC is sometime away

Sharma points out that through the last three decades and across media, clients have preferred to invest in media where there is reliable measurement. "It is therefore in the best interests of broadcaster, agencies and advertisers not to disrupt the current system until the alternative BARC system starts bringing out data. I would urge the constituents to continue to support the current system until then," he reiterates.

Media observers have lauded Sharma‘s and AAAI‘s support. But old-timers pointed out to indiantelevision.com, that a stronger response is needed to a very strong IBF.

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