Tam and Amap

7/29/2019 Tam and Amap

1/19

TAM v/s aMAP

Television Audience Measurement analysis firms of India


2/19

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:


3/19

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.


4/19

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.


5/19

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.


6/19

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.


7/19

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.


8/19

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.


9/19

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.


10/19

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.


11/19

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.


12/19

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.


13/19

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.


14/19

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.


15/19

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


16/19

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.


17/19

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


18/19


19/19

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.

Documents

Tam and Amap