Broadcasters in a fix as weekly rating suspension disrupts Rs 40,000 crore ad market

MUMBAI: The suspension of weekly television ratings is set to disrupt media planning across India’s Rs 40,000 crore TV advertising market, forcing advertisers to rely on historical audience data while giving established broadcasters a temporary advantage over rivals that have recently gained market share, industry executives said.

The disruption is also expected to accelerate the ongoing shift of some advertising spends from linear television to connected TV (CTV) and digital platforms, where audience measurement and campaign performance data remain available, they added.