LEADER: Twin ratings signal messy time ahead

<p>Perhaps there is no better reflection of the crowded media climate </p><p>we operate in than the fact that the business of rating regional media </p><p>is finding itself in an increasingly cluttered environment. </p><p><BR><BR> </p><p>Since January, Australian advertising agencies have had to deal with two </p><p>ratings system - newcomer OzTAM and ousted incumbent ACNielsen - </p><p>produced in tandem but revealing major differences in this market of 20 </p><p>million people. </p><p><BR><BR> </p><p>Now, Singapore - a miniscule market of just 3.5 million people - is </p><p>gearing up for a replay of the Aussie drama. The arrival of a second </p><p>terrestrial station in the city next month will also herald the launch </p><p>of a separate ratings contract, with incumbent ACNielsen picking up the </p><p>MediaWorks account after losing the TCS deal to Taylor Nelson Sofres </p><p>(TNS). </p><p><BR><BR> </p><p>At this stage, the twin ratings scenario carries more down than upside </p><p>for media agencies. If the situation in Australia and China, where </p><p>ACNielsen and TNS have had a long-running battle for share, is anything </p><p>to go by, agencies in Singapore should prepare for an equally messy </p><p>period. </p><p><BR><BR> </p><p>In the event that there are sharp differences - and there will be with </p><p>rival TV stations funding separate measurement deals - the second </p><p>ratings package will naturally add to the cost and time pressures that </p><p>agencies already face. </p><p><BR><BR> </p><p>Both packages will need to be bought, carefully studied and </p><p>evaluated. </p><p><BR><BR> </p><p>That can only mean that media agencies will need to look at extra </p><p>staffing on the buying side to handle the additional analyses which will </p><p>be required to reconcile the ratings data, especially if sharp spikes </p><p>are revealed. </p><p><BR><BR> </p><p>There is however an upside for clients. All that extra analysis should </p><p>put media agencies in a better informed position to develop strategies </p><p>and buy media more creatively. </p><p><BR><BR> </p><p>But the end of the day, it's in the interest of advertisers, agencies </p><p>and media owners to have just one currency to trade with. </p><p><BR><BR> </p>