‘Ratings need to come back’: TV CEOs flag blackout’s impact on ad business
India’s television industry needs its audience ratings system back at the earliest, with senior media executives warning that the prolonged absence of a common measurement currency is creating uncertainty for broadcasters and advertisers and could accelerate the shift of advertising money from linear TV to digital.
The issue assumes greater significance as the industry enters the Dussehra-Diwali period, which accounts for nearly a third, or Rs 12,000-13,000 crore, of India’s estimated Rs 38,000-crore television advertising market.
