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Let there be LIGHT… TAM Demystified… !!!

Defining TAM

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Page 1: Defining TAM

Let there be LIGHT…

TAM Demystified… !!!

Page 2: Defining TAM

Defining TAM

TAM – a Peoplemeter panel

Page 3: Defining TAM

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…

Page 4: Defining TAM

What does TAM measure ?

Page 5: Defining TAM

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

Page 6: Defining TAM

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

Page 7: Defining TAM

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

Page 8: Defining TAM

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

Page 9: Defining TAM

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

Page 10: Defining TAM

MEDIA TERMINOLOGIES

Page 11: Defining TAM

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

Page 12: Defining TAM

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

Page 13: Defining TAM

- 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

Page 14: Defining TAM

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

Page 15: Defining TAM

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

Page 16: Defining TAM

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

Page 17: Defining TAM

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

Page 18: Defining TAM

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…

Page 19: Defining TAM

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

Page 20: Defining TAM

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

Page 21: Defining TAM

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.

Page 22: Defining TAM

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.

Page 23: Defining TAM

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

Page 24: Defining TAM

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

Page 25: Defining TAM

Time Spent

• TSV is the average Time Spent by Viewers only (not including the Non-Viewers).

• TSV = Total Time Spent Reach ‘000

Page 26: Defining TAM

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

Page 27: Defining TAM

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

Page 28: Defining TAM

And there was LIGHT…