In its recommendations, the TRAI has attempted to address the minimum coverage required over different platforms, as well as rural and urban coverage of television ratings.

Some advertisers contend that they have been reconciled to the issues in existing rating samples and methodologies and agencies conducting them purely as the industry needs a standard or common data on the basis of which it can do business.

Last year, the Indian Broadcast Foundation, Advertising Agencies Association of India, and Indian Society of Advertisers formed a non-profit organisation called Broadcast Audio Research Council, which plans to set up a network of 500,000 people meters against Television Audience Measurement's (TAM) claim of a sample base of 8,000 for preparing TRPs.