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7/29/2019 Tam and Amap
1/19
TAM v/s aMAP
Television Audience Measurement analysis firms of India
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It is a joint venture company between AC Nielsen and Kantar
Media Research / IMRB.
Measures TV viewership pattern in India, since the year 2000,
and also monitors advertising expenditure through its division
AdEx India.
TAM Media Researchs objective is to fuel media insights that
will drive the growth of the Indian Media Industry.
TAM today is the official and central media research body for
the Indian Media Industry.
It is the undisputed leader in the business of television ratings.
TAM (Television Audience measurement)
Media Research:
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O Addition of Radio Advertising Monitoring within industrys ADEX
database, Eikona PR Measurement, Celebrity Track, Radio AudioMeasurement (RAM), TAM Sports, News Content Track, were some of
the key initiatives that has enabled TAM to become a one-stop Media
Monitoring and Research organization for Indias Media Industry.
O All planning is based on demographics.
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TAM Indias panel is among the top 5 in the world and it runs
what is one of the largest peoplemeter TV panels in the world
with the largest sample size comprising of 33500
respondents/individuals polled every week for their viewership
habits.
Being in the industry for over a decade, TAM Media enjoys an
edge as it is more like a TV rating currency.
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The company enjoys a monopoly in the television ratings market in
India.
There have however, been serious allegations on the quality of data
provided by TAM over the last 8 years.
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Audience Measurement and Analytics ltd. (aMAP)
Yesterday Who Watched What?
Began in 2004, It helps to ascertain the performance of a
particular channel or a programme across various classes,
geographies, etc.
It is the only overnight TV Audience Measurement System
that provides data on Television in India on multiple
dimensions like demographics, ownership, viewership etc.
It also run the AmapDigital, an overnight DTH (Direct-to-
home) TV audience measurement panel.
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It collects viewership data using Telecontrol VIII data collection units
sourced from Telecontrol AG, and wireless connections using GSM
modems.
aMap has not been able to gain much stranglehold despite being in the
business since 2004, in this off screen TRP war.
The measurement system of aMap is rigorous and comprehensive
enough to handle a complex multi-layered Indian audience.
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It has established itself as the Asias largest and only overnight
television audience measurement system with latest technology and
system driven procedures for providing highly reliable and quality data
on television ratings, gross rating points (GRP), reach, time spent,
market share, target groups, connectivity of channels, content analysis
and much more.
aMaps data is very reliable, sensitive and stable.
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O Over and above the usual demographics like SEC, age, gender and
C&S availability, viewing data is also reported across durable
ownership, vehicle ownership, type of TV, size of household,
occupation and education of individuals, monthly household income,
children at home, chief wage earner, type of dwelling and many more.
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O It is the only system in India that gathers and disseminates connectivity
data on an overnight basis, for 3 different times of the day to ensure
accuracy.
O To aMaps subscribers, data is provided on an overnight basis
bymarket and by band.
O The bands in which data is disseminated are Prime band, Colour Band,
S Band, Ultra High Frequency (UHF) and Hyper Band.
O It gives the percentage of homes that receive a channel on a particular
band.
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aMap has partnered with Eurodata TV Worldwide, an
international rating agency, which compiles viewership data of
2000 channels in 80 territories across five continents, to
provide international TV ratings in India besides doling out
Indian TV ratings across the world.
aMaps large sample size and quick data delivery (overnight)
for events and shows gave it the initial kick.
It is the Asias largest overnight panel encompassing 6,000
Metered Homes.
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aMap TAM
O It helps to ascertain the performance of
a particular channel or a programme
across various classes, geographies, etc.
O aMap has partnered with Eurodata TV
Worldwide, an international rating
agency
O It also run the AmapDigital, an
overnight DTH (Direct-to-home) TV
audience measurement panel.
O aMap panel encompasses 6,000
Metered Homes.
O It is the only system in India that
gathers and disseminates connectivitydata on an overnight basis
O Pan India presence- aMap reaches 31
markets in India.
O Measures TV viewership pattern in
India
O It is a joint venture company between
Nielsen and Kantar Media Research /
IMRB.
O It also monitors advertising
expenditure through its division AdEx
India.
O TAM Indias panel is among the top 5
in the world with the largest sample
size comprising of 33500
respondents/individuals across 164
cities and towns covered by 8150
peoplemeters in TV homes of Class I
towns and Semi Rural Towns from the
state of Maharashtra.
O Here, respondents/individuals are
polled every week for their viewershiphabits.
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O It collects viewership data using
Telecontrol VIII data collection units
sourced from Telecontrol AG, and
wireless connections using GSM
modems
O The measurement system of aMap is
rigorous and comprehensive enough to
handle a complex multi-layered Indian
audience.
O Covers uncovered markets- Jammu,
Guwahati, Bihar and Jharkhand
introduced first time in India.
O aMaps data is very reliable, sensitive
and stable.
O When used for broadcast medium, one
rating point equals one percent of the
given population group. These ratings
are qualitative in nature, similar to a
voting system; the higher the number
of viewers, the 'better' the program or
commercial.
O Being in the industry for over a decade,
TAM Media enjoys an edge as it is
more like a TV rating currency.
O There have however, been serious
allegations on the quality of data
provided by TAM over the last 8 years.
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O Meeting the needs of the media
industry through: Overnight
availability of TV ratings data; Data
availability on multiple data
dimensions like demographics,
ownership, viewership, etc.
O All planning is based on demographics.
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O TAM Media Research tried to examine as to how Mumbai, Kolkata and Delhi
behave when it comes to watching television. The analysis has been done for
26 weeks 6 months approx.
i. Viewership in Hindi Speaking Markets
ii. AVERAGE TIME SPENT WATCHING TELEVISION in a week
iii. how a viewer watches television on any average day.
iv. GENRE PREFERENCES ACROSS DIFFERENT DAYPARTS: morning
daypart; afternoon daypart; late night daypart
v. how much time is being spent by different SECs, Age Groups and
Genders per week watching television in different metros.
vi. PREFERENCES OF MOVIES AND SERIALS.
TV VIEWERSHIP BEHAVIOUR ACROSS DELHI, KOLKATA & MUMBAI
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O Amap:
Track viewership of spots in core TGs e.g. Housewives with Washing
Machines, Businessmen in SEC A B , Chief Wage Earners with PCs,
Graduates & Post Graduates, College Students with Car at Home etc.
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TVR /TRP (Television Rating Points/ Target Rating
Points)
It gives the advertiser an index ofchoice ofthe people and the
popularity of a particular channel.
Calculation of TRP:
(Audience Achieved / Defined universe) x 100
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O Change sequence of slides: give the individual info of TAM and Amap
first. Then give the comparison slides. (Done)
O Recheck the data eg sample HHs-it should be consistent in every slide.
(Done)
O Pl add how data is collected
O Pl add the depth of data which is provided eg is it only demographics?
Or psychographic data is also available
O Pl check if you can download sample data for both so that it gives an
idea how it looks.