This latest development in the ongoing debate means that MediaCorp will now sell the data directly to individual agencies. According to sources, the eventual gap between the 4As media committee and the broadcaster over fee sizes was simply too large too bridge. Reportedly, costs varied according to an agency's TV billings.
"It actually ends up with the larger agencies having a smaller percentage of their TV billings as cost and smaller agencies having a larger percentage," said a source.
Another factor affecting negotiations was a reported refusal by TNS to divulge the full costs of the data. "The 4As asked for transparency on the final contractual amount, but was refused because of 'legal issues'," said another source.
The issue exploded in March this year, when agencies refused to shoulder costs after six years of receiving TV ratings data free of charge. At the time, the 4As noted that it had not been consulted over the decision to award the ratings tender to TNS, so it should not co-pay for the data.
In a statement, MediaCorp TV managing director of airtime sales and marketing Melvin Ang said: "With this new approach, MediaCorp hopes to work even closer with the agencies in exploring opportunities and providing what's best for clients."