The month-long muscle-flexing amongst the broadcasters, advertisers, ad agencies and the television measurement rating agency TAM has finally come to an end with TAM giving into most of the demand of the broadcasters, especially providing them with absolute numbers instead of the present system of percentages.  

 

Viewership data of television channels brought out by TAM, which has been mired in a controversy for months, will now be made public in absolute numbers instead of percentage points after broadcasters, advertisers and the rating agency reached an agreement Thursday.

 

TAM (television audience measurement), which has been having longstanding disagreements with several broadcasters over its ratings, arrived at a consensus

with the broadcasting and ad industry under which it would only release television ratings in thousands (TVT) in public domain.

 

“TVT captures and reflects growth in TV audiences in the country in absolute numbers. TVT will be the sole rating available in the public domain," a joint statement released here by the Indian Broadcasting Federation (IBF), the Advertising Agencies Association of India (AAAI), the Indian Society of Advertisers (ISA) and the TAM said.

 

The new method of representing data would benefit channels which are niche, regional or have smaller audiences. These channels will be able to show the size of their audiences which though formidable, did not reflect so when brought out in percentage terms in comparison with much bigger channels, a member of the broadcasting industry said.

 

In addition to the weekly data, an option of TVT as a four-week rolling average will also be provided by TAM every week. "The rolling average is statistically more stable data on viewership, especially for smaller audiences in niche channels, regional languages, English language programs and news," the statement said. TAM would however continue to bring out weekly percentage TVRs like it previously did though the circulation would only be restricted to the industry.

 

For internal evaluation including planning and buying, percentage TVR weekly and all other data will be available to advertisers and advertising agencies as in the past, the joint statement said. Broadcasters will also have access to this information.