BWS demands TV quota release
BSW Swiss Leading Agencies does not want to accept any further delays in the release of TV quotas. The association is therefore calling for the release of the quotas and imposing conditions.
The pending issues within Mediapulse are to be resolved immediately, writes the association. The TV quotas are to be released under the following conditions:
- All questions that are currently still open and could lead to a recalculation of the data must be resolved immediately and before the data is opened.
- The published figures must correspond to the actual measurement data collected. Tactical adjustments and manipulations of figures must be avoided.
- Media agencies and marketers must have access to the figures at the same time. It is unacceptable for individual market participants to have access to the data sets earlier than others.
- The TV panel must also be disclosed to media agencies and thus to all market participants.
In addition to the demands, the association emphasizes that the media agencies needed sufficient time to process the data (around four weeks) in order to provide the clients with correct and professional planning. Furthermore, the expected large deviations are due to the new methodology used to collect the data. The media agencies have no influence on the fact that the new TV ratings cannot be compared with the previous ones.
According to the press release, the association is convinced that "such an unsatisfactory situation" could be avoided if all market partners were represented in the User Commission UC and if it were more closely involved in decisions. For this reason, the BSW association is calling for the UC to be reorganized.
