"We are asking for, at the least, a compromise on the fee," said Anthony Kang, 4As president. The data, which was previously provided to agencies free, is now being charged at, on average, S$40,000 (US$24,600) per year, depending on agency size.
TNS MD Phillip Jones said: "Our stance would be that we can't continue to supply the service to people who can't pay for it."
Jones also noted that payment for ratings data is accepted in practice in markets across Asia. A 4As statement, however, said: "In these markets, the industry works together with the television broadcasting companies to formulate the research format, agree on the panel size, sampling methods control costs and collectively award the tender to the vendor."
Sentosa Leisure Group marketing director Maurice Williams said the lack of a ratings system could encourage a more qualitative approach to media selection and planning. "Formulae, to a certain degree, has taken the intelligence out of media buying and planning."
