TAM India’s Research Paper selected for ESOMAR meet

TAM Media Research, India’s TV Viewership measurement and analysis house’s Research Paper on “Unconventional ways to understand In-Home TV viewing behavior – Eliciting responses through game play and fusing it with TAM TV Panel data” has been short listed for a final presentation in March 2005 in Tokyo. This is the first ever study undertaken on this subject anywhere in the world. The study will benefit Advertisers and Broadcasters.

TAM India’s Measurement Science Panel Management team and S-Group (Strategy Group) members are thrilled by the new development. Nothing better than this can be a reflection of the fact that TAM Media Research’s commitment not only in India but also at a world level is unparalleled. The TAM India team believes in bringing constant value to the Industry’s table. TAM India did it at ESOMAR Shanghai, again at World Audience Measurement Conference (WAM) in Geneva, now again this time in Tokyo”, states the Corporate Communications desk of TAM Media Research.

In India, over 10,000 new programs are launched every year across 250 Indian TV channels. While some of them fail to elicit responses from viewers on the rating scale, few do manage to make history. Many of them do manage to grab a fair share of audiences across different profiles.

During the pre-launch phase of these new programs, Broadcasters & Advertisers do bet big on most of them and in many a case, fail to get adequate returns. Hence the mystery question keeps coming back – “What motivates a TV viewing Home to switch from viewing a loyal program on his/her favorite channel to new disruptive program launched in a competitive channel on a given weekday, primetime”.

This study, for the first time, tires to throw light on one of the most crucial aspect for Broadcasters – Measuring the reasons for a shifting loyalty base and fusing it with TAM TV panel data to understand the extent of switches for each of the reasons. It also tries to figure out – Who in the family are Influencers & Decision makers of programs to be viewed during prime time.

TAM India’s prior milestones this year include receiving International Recognition & Appreciation when its Paper on “Evaluating Soft Brand Advertising on Television” (from an advertiser’s point of view) was announced as the Best Paper amongst 22 other strategy papers from various parts of the globe. This paper was a path-breaking analysis on Product Placements within TV Programs which already is a multi-million dollar industry in the West and worth a few hundred crores in India already!

A couple of months later, around Mid-2004, the concept of In-programme Product Placement was researched upon from a consumer point of view and presented at the World Audience Measurement (WAM) Conference in Geneva mid this year

Leave a Reply