Problems with TAM ratings system resurface as Sony uncertain to renew its subscription
Multi Screen Media (MSM) — owner of the Sony network of channels is examining whether to renew its subscription with Television Audience Measurement (TAM) Media Research. While broadcasters across the board have expressed concerns about TAM, channels continue to rely upon its data.
MSM has called TAM a bad currency indicating ‘unfair trade practices’ and ‘flawed methodology’ employed by the TAM in generating data.
As per Telecom Regulatory Authority of India (TRAI) problems with the TAM system included:
- A non-transparent methodology
- Limited sample size
- Cross-holdings b/w rating agencies and broadcasters and advertising agencies
- Lack of a credible complaint mechanism.
TAM Media Research is one of the two Television Audience Measurement analysis firms of
Besides measuring TV Viewership, since the year 2000, TAM has been monitoring Advertising Expenditure of various Advertisers, Brands and Product Categories across Television Channels, Print & Radio through its division AdEx India.
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