Advertisers say they don't trust TAM Media Research data entirely

Several big advertisers in the country are crying foul over TAM's alleged fudging of TV viewership data, as the data forms the basis for negotiations over advertisement rates with TV channels, even as the government on Thursday said it is planning to refer the case to the anti-monopoly body and the telecom regulator.

India's biggest carmaker Maruti Suzuki, whose annual advertising spend is close to Rs 200 crore-60% of which goes to TV-says that though it uses TAM data, it could not rely on it completely and so employed agencies at its dealerships for consumer research.