ICL seeks clarifications from Tam about its Television Audience Ratings

ICL seeks clarifications from Tam about its Television Audience Ratings

MUMBAI: Essel Sports Private Limited has written to Television Audience Measurement (Tam), India‘s leading agency in this respect, seeking clarifications for certain inconsistencies in their reports on viewer ratings of the Indian Cricket League (ICL) tournament in its current season as also of other sporting events compared to the ratings published by aMap, another audience measurement company.

Essel Sports has analysed the ratings reports published by both agencies and are of the view that recent ratings by Tam of ICL matches as telecast on Zee Sports and Ten Sports are inconsistent with past trends, with its own figures for other sporting properties as also with figures reported by aMap. In particular, Essel Sports has requested TAM to explain why TAM ratings which show a distinct pattern of 1:2 to 1:3 as compared to aMap ratings for various sporting properties should not reflect the same pattern in respect of ICL matches alone. This discrepancy is evident in the following table.

Ind-Aus Test1st Test- Day 1Neo Cricket9-Oct-080930-16301.40.7107
Ind-Aus Test1st Test- Day 2Neo Cricket10-Oct-080930-16301.20.785
Ind-Aus Test1st Test- Day 3Neo Cricket11-Oct-080930-16301.70.8120
IPLMatch-1Set Max18-Apr-082000-23009.05.176
IPLMatch-3Set Max19-Apr-082000-23006.43.870
IPLMatch-4Set Max20-Apr-082000-23007.84.094
ICC WC-20FinalESPN24-Sep-071730-210011.26.280
ICL Season 1Match 1 to 2Zee Sports
& Ten Sports
ICL Season 2Match 1 to 2Zee Sports
& Ten Sports
ICL Season 3Match 4 to 10Zee Sports
& Ten Sports
Source: TAM & A-Map TG: CS M 15+ Market: All India Daypart: Live Match

Also in this message Essel Sports had forwarded to TAM an article which has recently been circulated on the internet on the subject of Television ratings in India. The article, casts serious doubts about the credibility of ratings in India. While Essel Sports hopes that the contents of this article are incorrect, it has expressed its concern to TAM that the matter be clarified because the article casts serious aspersions on the methods used for audience measurement in India which can impact television advertisement placement and pricing.

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