MAM
TAM or BARC, the market has to decide: Sir Martin Sorrell
MUMBAI: They are known as the lions who go for the kill in their respective fields. One heads the world’s largest advertising communications group by revenue, which he has built up in around three decades. And the other is known for his innate ability to decimate almost every guest who dares to be a part of his nationally televised daily news show.
Yes, we are talking about none other than WPP CEO Sir Martin Sorrell and Times Now editor-in-chief Arnab Goswami who got together on stage to have a public chat under the umbrella of the Indian chapter of the International Advertising Association (IAA) in Mumbai.
Before the IAA conversation between the two commenced almost all those assembled – the who’s who of the media industry – were hard pressed to second guess as to who would have the upper hand: the calulator (read: Sorrell, as The Economist had once labelled him, when he battled with David Ogilvy to take over O&M) or the microphone (read: Arnab).
Their curiosity was laid to rest quickly and it became clear that it would not be a “I’ll eat you up for high tea” Arnab interview when it was Sorrell who fielded the first question, querying how the 2014 Lok Sabha elections went for him. Goswami laughingly responded saying that not many know that the Congress (I) took out an internal report to know the reasons for the debacle. And the number one reason in that report was Arnab Goswami as he was the only TV journalist to have interviewed the party’s vice president Rahul Gandhi.
And with India’s sad performance during the ongoing Test series in England, cricket was bound to be spoken about. Talking about the recession of ‘91-‘92, Sorrell took the example of how he handled the situation comparing it to the crisis the Indian team was going through and how MS Dhoni should be handling it.
So, do you still push yourself, asked Goswami. And yes, came the prompt reply from the man who believes that with the development of the new technologies, the way people consumed media has changed over the years due to disruption. “If you see what consumers consume and what our clients invest in, there are two major differences. The first being the traditional media which consists of magazines and newspapers, 20 per cent is invested in it and on the other side, 46 per cent is invested on mobile,” said Sorrell. He emphasised that though the study represents the west, India is also headed in the same direction.
Responding to Goswami’s question about the position of Indian media in the next 20-30 years, Sorrell highlighted that with the economic changes taking place in the country under the new government, the country can only move forward. “India is in a better position than the US because it leapfrogged from legacy media to smartphones. And the country will play an important role in digital growth as well,” he asserted adding that the traditional businesses need to be digitised at the earliest, as Indian media needs to go with the flow.
However, not everyone at the audience believed in Sorrell’s India digital growth design. Madison World chairman Sam Balsara believes that in the country where print and TV is still booming, digital cannot overtake the two here at least for some time now.
A firm believer in data and gut, Sorrell also believes that media has to play the roles of both – influencing the market behavior and analysing it too.
After a few more exchanges on what role data plays in Sorrell’s businesses, the conversation shifted from media and advertising to television and the ongoing case of television viewership ratings in India.
Kantar Media, part of the WPP Group, the 50 per cent shareholder in Indian television ratings agency TAM Media Research had moved the Delhi High Court when the government, early this year, approved the regulations policy guidelines for TV rating agencies. According to it, no single entity can hold paid-up equity in excess of 10 per cent simultaneously in a rating agency and a broadcaster, advertiser or advertising agency and is compelled to increase the panel home size by 10,000 ever year until the size reaches 50,000 panel homes.
“In a country of 1.2 billion, just a few thousand peoplemeters. The math doesn’t match up. Did you really need a regulation to tell you to increase the sample data?” asked Goswami who added that he has been waiting for 15 years to ask the question.
To this, Sorrell said that the decision to increase the number of peoplemeters was taken long before the regulations came out. “One must not forget that the number of peoplemeters reflects the cost of science. Anywhere in the world, the industry has to pay for that cost. The research agency has three equal partners, that is, one-third is media agencies, one-third advertisers and one-third broadcasters. It involves cost and the industry needs to contribute to it.”
He went on to add that the way media is consumed is changing and so the media rating agencies too will have to change. He cited the example of TV networks in the US using ‘C7 ratings’, which includes same-day viewing plus seven additional days, as opposed to three, and how WPP was the first one to recognise that change.
“The market had decided for the 10,000 peoplemeters then, and later on the government decided to increase that,” he added.
Does Sorrell see TAM and BARC working together?
“The market will have to decide that; if they are ready to pay for both then good. However, if we look elsewhere, the market doesn’t pay for two rating currencies,” he said.
To this BARC India CEO Partho Dasgupta smiled and said, “It’s good that he acknowledged that there can be only one currency.”
The two-hour long conversation ended with Goswami asking Sorrell that if he would start his career all over again like he did at 40 then what would be on his mind. “I would have started maybe a little earlier, say 30-35 years of age, and gone private after collecting all my assets,” he replied.
Spoken like a true number cruncher.
When you plan to buy medical insurance for your family, the first question is often about savings. You may assume that buying online automatically means paying less, but that is only part of the picture. The real issue is not just whether the premium looks lower, but whether the policy gives you suitable family health insurance without adding avoidable costs later.
Buying online can sometimes appear more budget-friendly because you can compare plans, review features, and complete the process without depending entirely on offline assistance.
Still, a lower visible price does not always mean better value. To understand whether you can truly save more, you need to look at the full buying experience and the policy terms together.
Why Online Purchase Can Look More Economical
When you explore family health insurance online, you usually get access to plan details in a more direct and organised way. This can make the buying journey feel simpler and more transparent.
A few reasons online purchases may seem cost-effective include:
● Easier comparison of policy features
● Direct access to premium details
● The ability to review inclusions and exclusions at your own pace
● Fewer chances of making a rushed decision
● More control over the plan selection process
This does not mean every online option is automatically cheaper. It simply means the online route may help you assess choices more carefully, and that itself can influence how much value you get from the policy you choose.
Saving Money is Not Only About a Lower Premium
A lower premium often catches your attention first, but that should not be the only measure of savings. If you buy medical insurance based only on what looks affordable at the start, you may overlook conditions that matter later.
A family health insurance policy should be judged on overall value, including:
● The scope of cover
● Waiting period terms
● Exclusions
● Room eligibility conditions
● Sub-limits, if any
● Claim-related terms
● Renewal conditions
If the premium is lower but the policy has stricter internal conditions, the apparent saving may not feel meaningful when you actually need hospitalisation support.
So, the better question is not only whether online purchase costs less, but whether it helps you select a plan that remains financially sensible over time.
Comparing Plans Online Can Prevent Overspending
One clear advantage of the online route is that it allows you to compare different options without pressure. This can help you avoid paying for features you may not need or missing features that matter for your family.
Before you buy medical insurance online, look closely at:
● Who can be covered under the plan
● How the sum insured works for the family
● Whether day care procedures are included
● How pre-existing illness rules are explained
● Whether add-ons are optional or built in
● How clearly the policy wording is presented
This level of comparison can support better decision-making. In many cases, savings come not only from the premium itself but from choosing a policy with fewer surprises.
Online Discounts Should be Viewed Carefully
Online discounts can make a plan look attractive, but they should always be read alongside the policy details. A discount may reduce the upfront cost, yet the true worth of the policy depends on what it covers and how it responds during a claim.
When reviewing discounted online plans, check whether the policy has:
● Treatment-specific limits
● Room rent restrictions
● Co-payment clauses
● Disease-wise waiting periods
● Claim deductions linked to the hospital category
● Limited cover for selected benefits
These points are important because a policy that looks cheaper at purchase may involve more out-of-pocket spending later. That is why discount-led buying should be replaced with detail-led buying.
Final Thoughts
Yes, buying online can sometimes help you save more when choosing family health insurance, but only if you look beyond the headline price. The online route may give you better visibility, easier comparison, and more time to review the policy terms.
That can support smarter choices and may reduce the chances of paying for a plan that does not suit your family well.
If you want to buy medical insurance online, treat savings as more than a discount. The real advantage lies in choosing family health insurance that balances affordability, clarity, and meaningful coverage for your household.
