In what could turn out to be a bitter battle, Star TV India chief executive officer Uday Shankar has criticised advertisers for using television rating points, or TRPs, as a tactical tool to play one broadcaster off against another and buy space cheaper.
The country’s largest TV broadcasting company suggested it might be left with no choice but to ask the government to “intervene” in this contentious issue if a consensus did not emerge.
Shankar was speaking on media planners and advertisers’ opposition to a proposal by broadcasters, news and entertainment, that TRP ratings provided by TAM should come out once a month instead of every week.
He said, “The gap in ratings is sometimes even less than half a per cent and inconsequential, yet advertisers use it as a tool to buy time at the cheapest rate by using one against the other.”
“Our social equity is coming under pressure. But while it is triggered by advertising pressure, it’s broadcasters who are facing the stick.”
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He pointed out that advertisers did not buy time for a week. The general trend is to buy it for a few weeks or a month. Therefore, a consolidated picture once a month, which is a collation of TRPs of every minute of each day, cannot make a difference.
“For the print medium, they do not demand data every week. In fact, readership data comes sometimes in six months. So, if they are OK with print, why do they want a different criterion for broadcasting?” asked Shankar.
Advertisers should be more concerned on long-term goals like consumer loyalty rather than short-term target of TRPs, he said. However, the Advertising Agencies Association of India (AAAI) has a different take. Its president, Nagesh Alai, said, “I am not sure whether monthly TRPs will be acceptable to all constituents concerned. It’s not only broadcasters who have a say here. Even advertisers and media agencies have a point of view. Obviously, advertisers want viewership data on a daily basis to help them arrive at an appropriate media plan. The purpose of ratings is so that one can have a targeted approach.”
Ashish Bhasin, chairman, India, and chief executive officer, South East Asia, Aegis Media, said: “Not having data frequently is an impediment to media agencies and advertisers. At the same time, I can understand from where news broadcasters’ arguments are coming from. Their point is that a TRP war should be avoided in news because there is a danger that news can be sensationalised to get higher TRPs.
Both sides have valid arguments. There is a need for discussion on the matter to arrive at a solution.” Bhasin is also the treasurer at the AAAI.