KARACHI, December 06 2024: The Pakistan Advertising Association (PAA) has formally reached out to the Pakistan Electronic Media Regulatory Authority (PEMRA) requesting a reassessment of its recent decision to halt the Television Audience Measurement (TAM) services provided by Medialogic for a 30-day period. The appeal was submitted through an official letter from the PAA Chairman to the Chairman of PEMRA.
In the letter, the PAA expressed deep concerns regarding the potential repercussions of this suspension on both the media and advertising sectors. The association highlighted that TAM data plays a critical role for advertisers and broadcasters, influencing the allocation of billions of rupees in ad spending each month. Without access to this vital information, the operations of many media organizations could face significant setbacks, further complicating the already tough economic environment.
PAA Chairman Mr. Ahmed Kapadia acknowledged the concerns raised by PEMRA but urged the authority to allow Medialogic to continue providing TAM data during the suspension period. He emphasized that this would offer much-needed stability to the industry while PEMRA addresses its underlying issues.
The PAA clarified that the appeal is not aimed at questioning PEMRA’s rationale but rather ensuring that the advertising and media sectors are not unduly affected while the matter is being reviewed.
The association expressed optimism that PEMRA would consider the request thoughtfully, recognizing the importance of TAM data for the ongoing growth and sustainability of Pakistan’s media and advertising industries.
