BARC (Broadcast Audience Research Council) is yet to release its first findings, but the industry is rife with the buzz that broadcasters are stalling their TAM subscription.
LV Krishnan, CEO, TAM Media Research, however, is positive that TAM's data will stay relevant.
He told Campaign India, "TAM will continue to roll out data. Its data, and methodology will stay relevant."
On whether he thinks that co-existence of two measurement bodies (TAM and BARC) is viable, he said, "TAM is here to stay. Have they even released the data? Even if they do, I do not see a reason why we can't (coexist). People can opt for any of the mechanism."
When asked if losing out on revenues is a concern for TAM India, and what are they doing about it, Krishnan said, "Clients will come and go. Subscribing or not subscribing is their choice."
In a conversation with Campaign India, Prashant Singh, MD- media, Nielsen India also said that TAM Media Research will continue to roll out data.
TAM Media Research is a joint venture between Kantar Market Research and Nielsen India.
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