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Category: TAM india

  • Tam India makes breakthrough at WAM

    MUMBAI: The team from Tam Media Research India is on cloud nine after creating history at the WAM (World Audience Measurement) Conference held in Geneva from 13 – 18 June.

    TAM India’s research paper was selected among the top 10 amongst hundreds of entries submitted from 43 countries. Although official rankings are yet to be announced, the TAM team expects its paper to be in the top three when the results are finally declared.
     
     
    The study by TAM India’s S-Group revolved around the continuation of TAM’s foray into in-programme product placement research and for the first time approached this science from a consumer point of view, a company release says.

    Tam India has become the only Indian reasearch organisation to ever be present at WAM since its inception four year ago. It is also the only Asian Research organization to be present at this global conference this year.

    “Probably there can be no better illustration of the fact that TAM India’s commitment to the science of media measurement and analysis is unmatched. This goes to showcase our ability to sense market requirements and set trends for the future. We did it at ESOMAR conference in Shanghai. Now, we prove it again at WAM,” TAM Media Research CEO LV Krishnan was quoted in the release as saying.

    Conducted jointly by the American ARF and the European ESOMAR, this five day annual conference was the biggest Global Media Research conference that focuses on key media research issues in television, print, OOH, online and radio. The fourth WAM conference saw over 400 delegates from 43 countries attending it.

    The Tam-India S-Group study was a continuation of Tam’s foray into In-programme Product Placement research and for the first time looked from at this science from a consumer point of view. The research was carried out by IMRB International and commissioned by Tam India’s S-Group in partnership with a Broadcast Network. Though official results are yet to be announced, unofficially, most delegates put the Tam paper as second in the TV Conference behind a Canadian paper presented by BBM-Canada which was adjudged as the best.

    Each WAM day is dedicated to the major issues/developments concerning a particular medium, in addition, one day is devoted to cross media measurement – a key area for advertisers and marketers.

    “WAM serves as a platform for discussion among the world’s thought leaders on all measurement issues. The highest turnout not surprisingly was for the Television day where 11 best research papers were selected from all over the world”, says Mr. Atul Phadnis, VP, Tam Media Research, who’s just returned from Geneva after representing Tam India at WAM, Geneva.

    The WAM TV conference was marked by the presence of senior delegates from advertisers (P&G, Nestle, Samsung), TV Broadcasters (CBS, NBC, Network Ten, TVG, ABC), Research companies (Nielsen, Kantar, Arbitron, TNS, etc) as well as Media Specialists (Starcom, Mindshare, Carat, Initiative, Mediacom). The 43 countries included Australia, Germany, USA, UK, France, Switzerland. India was represented by Tam Media Research.

  • Tam India’s research paper shortlisted for Esomar yet again

    Tam India’s research paper shortlisted for Esomar yet again

    MUMBAI: Earlier this year, Tam Media Research’s paper on Product Placement was selected as the best paper amongst the 22 papers presented from across the region at the fourth Esomar Asia Pacific Conference. Now, the agency’s is all set to strike the victory gong for the third time in a row at the Esomar Asia Pacific Conference scheduled to be held in Tokyo, Japan in March 2005.
     
     
    Esomar, the World Association of Research Professionals has formally informed Tam India that its research paper on “Unconventional ways to understand In-Home TV viewing behaviour – 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, first of its kind study in the world, will benefit advertisers and broadcasters.

    An official release from Tam states that “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.”

    The synopsis of the paper reads:

    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 and 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 and decision makers of programs to be viewed during prime time.