New Delhi: At any given time, one would see a flurry of advertisements issued by different TV channels, all claiming to be number 1 at the same time. Now ratings agency TAM says that its data is being selectively used and misrepresented to make these tall claims. In an advisory issued last week, TAM has sent out guidelines on the correct usage of its data to all broadcasters.
TAM, which measures TV ratings, has listed ways to correctly use its data. This has become critical as TV channels cut and splice data to suit their purposes.
This is what TAM says, "All data is subject to the laws of statistics. Thus, small differences in viewership between channels should not be played up."
"The scope of error is more, when the sample size is small, especially in the case of niche channels like English news. Thus, zero viewership does not mean that no one was watching, just that the sample size is too small to count," TAM says....
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