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Let there be LIGHT…
TAM Demystified… !!!
Defining TAM
TAM – a Peoplemeter panel
The concept of a Panel
• Essentially a sample comprises a fixed sample of
individuals who provide responses across time
• Is best adapted to measure change since data is
collected from the same set of respondents
• Concept not unique to the Peoplemeter system…
What does TAM measure ?
What does TAM measure ?
1. TAM measures in-home minute to minute TV viewing for all TV
owning households in Class I India
(* TAM has started reporting Maharashtra Less than Class 1 Markets since 2009)
Hence, TAM does not measure :
1. Out-of-home
2. Rural
3. Urban India with towns having population < 100,000
Viewership reported for ~100% Urban Class I towns (except J&K)
Reporting broken up by
1. 6 metros
2. State/RoState – 1 Mn.+
3. State/RoState – 0.1 - 1 Mn.
4. State/RoState – LC1
-Punjab, Haryana, Chandigarh, Himachal Pradesh reported together
-Uttar Pradesh and Uttaranchal reported together
Standard demographic reporting
• SEC– A,B,C,DE
• Access to C&S– C&S, NCS
HHld variables
Individual variables
• Age– 4-14, 15-24, 25-34, 35+
Gender
– M, F
TAM operations : A snapshot
• Across 160+ towns in India
• Panel comprising ~8000 homes
Imagine asking 38,000+ individuals every
minute, 365 days of the year what they watch!
• Viewing monitored for ~ 500 active channels
How are the homes selected…?
• Homes are selected through a statistical method that ensures the homes adequately represent the market/stratum
• Involves the following steps –– Statistical analysis is undertaken to identify factors that influence
TV viewing– The factors are further categorized into two broad ‘controls’
• Primary : Most influential factors. Maintained at each inter-locking level basis ( 4 SEC x C&S/Terr x 4 Age Groups x 2 Genders)
• Secondary : Lesser influencing factors. Maintained at city/stratum level
• This statistical approach results in stratifying the sample, ensuring robust city/stratum television viewing estimation
MEDIA TERMINOLOGIES
ReachAverage No. of People who have viewed a particular TV Content for atleast 1 minute.
Total No. of Available People – 10
People that watch TV for atleast a Min - 6
Therefore, Reach = 6/10 = 60%
- Doesn’t Watch TV
Cumulative ReachTotal Unduplicated Reach for a given Period / Programme
Gross Reach = Sum of Reach of All Episode = 221
Total Duplicated Reach = 70
Therefore, Cumulative Reach = 221-70 = 151
Episode No. Episode Reach Duplicated Reach
1 30 0
2 47 15
3 62 30
4 82 25
- Doesn’t Watch TV
TVRA Time Weighted Figure which also accounts for Time Spent by a Viewer along
with the Reach
2 3 1
5 2 1
Total Programme Time
= 5 Mins.
Reach = 6/10 = 60%
TVR = 2/5 + 0/5 + 3/5 + 0/5 + 1/5 + 0/5 + 5/5 + 2/5 + 0/5 + 1/5
10
Therefore, TVR = 28 %
x 100
How can TVR be Read?
• If TVR = 44%
• It Means,
– 44% of the Universe saw 100% of the Programme
Or
– 100% of the Population saw 44% of the Programme
Average TVR
• It’s the Mean TVR achieved within a specified period provided it is for the same Market & for the same TG.
Episode No. TVR (%)
1 5.6
2 8.2
3 6.25
4 8.9
Average TVR = 5.6 + 8.2 + 6.25 + 8.9
4
= 7.24
Average TVR
• It’s the Mean TVR (Duration Adjusted) achieved within a specified period provided it is for the same Market & for the same TG. The Duration is adjusted for as follows…
Average TVR = 112 + 287 + 250 + 222.5
20 + 35 + 40 + 25 (Total Duration)
= 7.26
Episode No. TVR (%) Duration (mins.) TVR x Duration
1 5.6 20 112
2 8.2 35 287
3 6.25 40 250
4 8.9 25 222.5
GRPs• GRPs is the Summation of all the TVRs achieved within a period.
• It can be for a Genre, Channel, DayPart, Market, TG, Programme or combinations of them.
Episode No. TVR (%)
1 5.6
2 8.2
3 6.25
4 8.9
GRPs 28.95
GRPs Continued
• A Normal Practice is to use a summation of 30 min TVRs (Xpress Trend Modules) to ascertain GRPs.
• Thus, nullifying the duration factor…
Channel Share
• There are 2 types of Channel Shares :– Absolute Share– Relative Share
• Absolute Share = Channel Share with ALL channels as a Base
• Relative Share = Channel Share with all channels from the same Genre as a Base
Channel Share Calculation
Absolute Share =
TVR of a Daypart or ProgrammeAny Channel TVR within the same
Daypart
Relative Share =
TVR of a Daypart or ProgrammeGenre TVR within the same Daypart
Channel Share Calculation
• TVR in ‘000 as well as GRPs can also be used for calculation of Share…
• For a longer period, say a week or a month, the above two tend to be much more effective than TVR…
• GRPs tend to be more effective method of Channel Share Calculation incase of Niche Channels.
CPRP
• CPRP (Cost per Rating Point) is the amount an advertiser invests to achieve a TVR of 1 for a commercial.
• It is a effectiveness score which evaluates the value of Spots.
CPRP Calculation
Channel Prime Time TVR (%)
30 Sec Slot Cost CPRP
ZEE TV 4.8 200000 200000/4.8 = 41666
Star Plus 8.2 500000 500000/8.2= 60975
Sony 3.25 150000 150000/3.25 = 46153
Sahara 1.2 30000 30000 / 1.2 = 25000
CPRP calculation is undertaken to get all available options on a single base for Evaluation…
In the above example the most efficient spot is Sahara followed by ZEE… Lesser CPRP is good
Time Spent
• 2 Types :– Time Spent by Universe (TSU)– Time Spent by Viewer (TSV)
• TSU is the average time spent by an audience including the non-viewers
• TSU = Total Time Spent Universe
Time Spent
• TSV is the average Time Spent by Viewers only (not including the Non-Viewers).
• TSV = Total Time Spent Reach ‘000
Time Spent Calculation
Total Programme Time = 5 Mins
Therefore, Reach = 60 %TVR = 28%
Universe = 10Reach’000 = 6
TSU = 2+3+1+5+2+1 = 1.4
10
TSV = 2+3+1+5+2+1 = 2.33
6
- Doesn’t Watch TV
2 3 1
5 2 1
Viewer %
• This variable exists in the Profiling Module in Xpress.
• Viewer % is the weight of a TG on the Base TG.
• Viewer % = TVR 000 of a TG TVR 000 of the Base TG
And there was LIGHT…