Although broadcasters have opted for a monthly data from TAM, advertisers have decided that weekly objective data by the ratings measurement agency is a need that cannot be ignored. Apart from this, major advertisers also remarked that they would not be subscribing to any other alternate system of ratings if broadcasters withdraw from TAM.
Of late, broadcasters have been protesting against TAM’s rating system in the digital regime calling it inadequate and not credible. Till now TAM provides the only currency for advertising on TV channels. TAM is largely funded by broadcasters and advertisers have framed a consensus that this fact should not command the ratings framework. They feel that TAM should be given a fair chance and not renounced at one go completely.