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TAM ratings row: Impact on media buying and planning

The tiff between television broadcasters and ratings agency TAM has still not been resolved.

 TAM ratings row: Impact on media buying and planning

News channels, India TV and Bloomberg India, pulled the plug on their TAM subscriptions, adding to the list of broadcasters that have already done so.

The discontent is because broadcasters allege that TAM's ratings do not reflect viewership accurately. TAM, though, has the advertiser batting for it - both the Advertising Agencies Association of India and the Indian Society of Advertisers have come out in its support.

So how will this affect television advertising - because simply put, advertisers base buying decisions on data that the channels refuse to accept as accurate.

Animesh Das tries to make some sense of the mess.

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Updated Date: Dec 21, 2014 04:20:17 IST