Advertisers and Broadcasters reach Accord on TV ratings system

Advertisers and broadcasters resolved a dispute over television ratings that had raised the prospect of companies withdrawing their commercials.

"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 by Indian Broadcasting Federation (IBF), Advertising Agencies Association of India (AAAI), Indian Society of Advertisers (ISA) and TAM said.

From now onwards, the media and public will get to know television viewership in thousands, colloquially referred to as TVT. TVT captures and reflects growth in TV audiences in the country in absolute numbers and will be the sole rating available in the public domain.

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. Broadcasters will also have access to this information, should they so desire.

In addition an option of TVT as a four-week rolling average will be provided every week. The rolling average is a statistically more stable data on viewership, especially for smaller audiences in niche channels, regional languages, English language programs and news.

The finer details of the accord were ironed out earlier this week. All the parties concerned had agreed on how the television audience measurement data would be sliced and disseminated. This was laid down in an agreement that was signed by all three parties.

Source: http://cablequest.org/news/national-news/item/2885-advertisers-and-broadcasters-reach-accord-on-tv-ratings-system.htmlSource: http://cablequest.org/news/national-news/item/2885-advertisers-and-broadcasters-reach-accord-on-tv-ratings-system.html