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Tag: ORG-Marg

  • O&M tops ACNielsen ORG-Marg Agency Equity Index

    MUMBAI: Ogilvy and Mather (O&M) has secured the top position in the ACNielsen ORG-Marg AgencyTrack Agency Equity Index.

    The survey studies the advertising agencies’ brand equity. Second in line was Lowe India, which was followed by JWT.

     

     
    AgencyTrack Agency Equity Index Rankings (Overall)
    Rank
    Advertising agency
    1
    Ogilvy & Mather
    2
    Lowe
    3
    JWT
    4
    McCann Erickson
    5
    Mudra
    6
    Grey Worldwide
    7
    Leo Burnett
    8
    Bates India
    9
    Saatchi & Saatchi
    10
    FCB-Ulka
    Source : ACNielsen ORG-MARG | AgencyTrack
    McCann Erickson stood fourth followed by Mudra Communications, Grey Worldwide, Leo Burnett, Bates India, Saatchi & Saatchi and FCB Ulka (in that order).

    “It is fascinating to observe the growing strength of these world famous brands which are among the biggest in marketing today. Our study shows how much these brand-builders have invested in their own brands,” said ACNielsen South Asia executive director – customised research Sarang Panchal.

     
     
    In its sixth and most recent round, the ACNielsen ORG-Marg AgencyTrack Agency Equity Index surveyed more than 300 advertising buyers covering key decision making levels and different industries. The ranking is derived from three key measures:

    Respondents’ favorite agency
    Whether they would recommend the agency to others
    Their willingness to pay a premium for the agency’s services.
     
     
    The rankings saw a shuffle geographically. While O&M lead the way in all key metros included in the survey with the exception of Kolkata, different advertising agency franchises appear to have varying levels of equity in different locations. For instance, Bates jumped to second position in Kolkata, while RKSwamy BBDO made the top five in Chennai.

    “Capitalising on the geographical advantage and balancing clients’ perception can be key to an agency’s client acquisition strategy. It is not enough to be a large national player if clients headquartered in any location suspect that an agency’s capabilities in that geography are not up to expectations,” observed Panchal.

    “The other effective strategy for an agency to improve its equity could be one of industry specialisation,” pointed out Panchal.

    AgencyTrack Agency Equity Index TM Rankings (FMCG sector)
    Rank
    Advertising Agency
    1
    Ogilvy & Mather
    2
    McCann Erickson
    3
    JWT
    4
    Lowe
    5
    Leo Burnett
    6
    Mudra
    7
    Grey Worldwide
    8
    Bates India
    9
    FCB-Ulka
    10
    Rediffusion DY&R
    Source : ACNielsen ORG-MARG | AgencyTrack
    AgencyTrack shows that there are differences in an agency’s equity based on their past work in a given sector. The change in rankings for McCann Erickson, FCB-Ulka and Rediffusion DY&R in the ACNielsen ORG-Marg AgencyTrack Agency Equity Index for the FMCG sector is testimony to this.

    The table below shows that McCann Erickson, which stood fourth in the overall rankings, catapulted to the second position as far as the FMCG sector was concerned. Also Rediffusion DY&R, which did not feature in the overall Top 10 rankings, stood at the tenth position for the work they did on the FMCG sector.

  • Awaaz consumer poll to identify best brands

    Awaaz consumer poll to identify best brands

    MUMBAI: In its efforts to give the Indian consumer a voice, Awaaz, the Hindi consumer channel, has announced the launch of consumer preference poll for India’s best brands called ‘Awaaz Consumer Vote 2005’.

    Leading researcher AC Nielsen ORG MARG has conducted the research spanning 22 service categories across the country in 21 locations with about 7,000 people participating in the survey.

    The locations adequately represent the heterogeneous nature of India in terms of geography (zones) and population size (town classes – metros, mini-metros and class I towns). Over 7,000 respondents covering all strata of society will decide on the brands available in the country, says a Press release.

    The market scenario comprises the modern Indian customer who is a well-informed individual and has the freedom to choose from many brands available in the market.

    The power to choose, to spend and the power to make or break a brand all rest with the consumer ultimately. In such a scenario, brand building has become much more vital and much harder than ever before.

    Keeping in mind the Indian scenario, Awaaz has taken the route to arrive at a list of the ‘most preferred brands’ for the consumer for each of the product categories covered in this study. Banks, FMCG, consumer durables, telecom and automobiles are among the 22 service categories that the poll will cover.

    “Preferred” brand rather than “favourite” brand was the parameter captured in this study, since preference is deemed to reflect experiential and thereby more realistic responses. To a great extent, preference also indicates future intentions of repeat purchases.

    Spontaneous responses rather than prompted responses were taken in to bring out unbiased preferences with the intention of capturing “memorable” brands.

    According to Awaaz marketing head Ajay Chacko, “The Indian market is becoming a buyer’s market where a multitude of brands give the customer the power to choose. Brand building and sustenance is even more vital now.

    “Through this study, Awaaz stands by its proposition of being the ‘Voice of the Indian Consumer’. We would like to capture the attributes that make a brand popular. The survey will inform consumers of the most preferred brand while at the same time making the advertisers and manufacturers aware of parameters on which a particular brand is preferred by consumer over other brands.”

    To arrive at the results, adults in the age group of 18-60 years comprising males and females belonging to SEC A, B and C households in different parts of the country. A large-scale quantitative research technique will be adopted to carry out the research among the target respondents.

    The consumer vote survey will culminate in a Consumer Awards Ceremony in June 2005 that will voice the consumer’s opinion.

    The results will be documented in a research handbook co-authored by Awaaz and AC Nielsen ORG MARG which will be published in June 2005.

  • Aaj Tak, ‘Dainik Bhaskar’, ‘India Today’ join hands for opinion poll for elections

    Aaj Tak, ‘Dainik Bhaskar’, ‘India Today’ join hands for opinion poll for elections

    MUMBAI: With the general elections barely a fortnight away, Aaj Tak, Dainik Bhaskar and India Today have jointly commissioned the countrys largest ever opinion poll to gauge the voting preferences of the electorate. The results of this mammoth exercise will be shown on Aaj Tak on 15 April and published in Dainik Bhaskar and India Today on 16 April.

    This alliance of the media titans will leverage their experience and understanding to present the most in-depth analysis of Indias largest opinion poll ever conducted.

    Indias leading market research agency ORG Marg will be conducting this opinion poll. The poll will take into account feedback received from more than 51,000 respondents covering 189 parliamentary constituencies and 567 assembly segments in 22 states. This is the first time ever that Jammu and Kashmir is being included in an exercise that endeavours to capture the political mood across the entire country.

    The research is based on a transparent methodology that will maintain the sanctity of the process and ensure incisive and comprehensive analysis of the run-up to the general elections.

    The research which is currently underway aims to provide the latest predictions of votes and seats for each party and their alliances at both the national and state levels. The opinion poll will also provide leadership popularity rates for the various national and state leaders including the PM and the Leader of the Opposition. The opinion poll will be based on an array of psychographic and demographic considerations like gender, caste, class, income, education, etc and analyse the reasons behind the voting preferences of the people, the agenda of the political parties as well as the issues that would play a major role in the elections.

  • ‘Differentiated programming’ helps Radio City score in ORG Marg study

    ‘Differentiated programming’ helps Radio City score in ORG Marg study

    MUMBAI: Radio City has reason to feel satisfied with the latest wave of AC Nielsen ORG Marg study on radio listenership in Mumbai.

    The study, done every two months, has been putting Radio City on top of the heap since June 2003, approximately the time when the radio station started putting out what it terms ‘differentiated programming’. The first phase kicked off with eight vignette shows like Pareshan Hoon Main, Rollywood, Babbar Sher and Shanta Bai, all aimed at tickling the funny bone, all of which commenced airing on 2 June.

    In November, the channel followed up the act with the launch of 16 new shows, covering family drama, humour, action, mystery, suspense, horror and infotainment shows, besides regular broadcast of Hindi Bollywood music. These included radio adaptations of sibling Star Plus’s soaps like Saans and Kyunki Saas Bhi Kabhi Bahu Thi. The ploy has worked, according to Sumantra Dutta, who says the shows essentially tapped into the 28 to 30 per cent of total listenership which regularly tunes in during the forenoon and afternoon.

    Emboldened, Radio City now intends to launch shows in a new genre, details of which Dutta is loath to reveal, though he says, the station will stick to its agenda of producing new shows every quarter. While rivals have been insisting that differentiated programming may not work on FM stations, which are essentially music stations, Dutta begs to differ.

    The station has been trying its hand at broadcasting live events, beginning with the airing of the Indian Telly Awards 2003, the latest being the Grammys awards yesterday. The listener response has been tremendous, says Dutta, who is happy with the ‘slick and smart’ presentation of such awards for the first time on Indian radio.

    “Radio has made it to the media plan of most advertisers. It now needs to come to a stage where planners will use radio stations selectively, also bringing in an element of accountability.” Currently, Radio City has 220 brands in its kitty. FM radio listenership in Mumbai has shown an increasingly upward trend, with the latest study pegging it at 52,70,000, while average time spent listening to FM radio is 147 minutes.

  • ORG Marg study puts Radio City top of the heap

    MUMBAI: The fifth wave of radio audience measurement released by AC Nielsen ORG Marg has put Radio City top of the heap- in top of the mind awareness and listenership figures- among the clutch of FM radio players currently in Mumbai.


    Soaring figures – Listenership for FM stations across SECs in Mumbai
    The syndicated media research for the period 12 August to 6 October 2003 indicates that while the maximum listenership for radio in Mumbai occurs at home, Radio City accounts for over 35 per cent in awareness, Radio Mirchi accounts for just under 20 per cent and state owned Vividh Bharati comes in a close third, towering over the remaining players, Go, Win and RED.
    In listenership figures too, Radio City claims to have the ear of over 23,00,000 people while Mirchi hovers around the 20,00,000 figure. Here too, Vividh Bharati, with nearly 10,00,000 listeners comes in third, but is closely followed by the low key Win.
    While the listenership in the 25 – 34 age group remains neck to neck for Mirchi and City, it is significantly higher in the 12 to 14 age group for City and marginally so in the other age groups. The research is conducted amongst 2000 yesterday listeners who are aged 12 years & above across Socio Economic classes A to E.
    Total radio listenership in Mumbai has now touched 51,44,000 with an average time spent listening of more than two hours per day, according to the report.
    Says Radio City COO Sumantra Dutta, “With a clearly differentiated strategy, playing out Hit Hindi Music coupled with the launch of innovative programming initiatives based on listener preferences, Radio City has positioned itself in the minds of the listeners and provided them a hook to stay tuned to our station.”
    The station which has in a phased manner, added innovative programming over the last one year, launched 16 new shows recently, including radio versions of televsion shows in November’ 03 including Kyunki Saas Bhi Kabhi Bahu Thi and Saans.

  • Most radio listeners still at home, says ORG Marg

    Most radio listeners still at home, says ORG Marg

    MUMBAI: Not in the car; and not in the local trains. Over 90 per cent of FM radio listeners are currently still at home.

    Most of the listeners are not high brow SEC A & B, but the great Indian lower middle classes
    That’s the finding ORG Marg has come up with, during its recently concluded radio audience measurement study, the first of its kind in the country. The study, done in Mumbai among 930 randomly selected 15 year old and above individuals, also established the fact that it is the SEC D and E listeners who are tuning in the most. Hip RJs with the cultivated accents may soon have to be on their way out.

    Not surprisingly, the channel that registered top of mind awareness was Vividh Bharati, the public broadcast channel that generations of Indians have grown up on. The fledgling private FM channels are but a blip on the screen for many listeners, although Radio Mirchi does manage to come in a poor third after Vividh Bharati and All India Radio’s FM1. AIR’s FM2 follows closely behind while Radio City, Win 94.6 and Go 92.6 don’t have much of audience attention. The newly launched Red FM, from the India Today stable, does not even figure in the stakes.

    Gender wise too, there is only a slight skew towards the male in the listenership, according to the study. 58 per cent of radio listeners in the city are male. A meager 12 per cent of these belong to the advertiser’s darling SEC A, while just 14 per cent to SEC B. A huge chunk of the listenership (45 per cent) comes from the SECs D and E, while 29 per cent belongs to SEC C.

    Analysis of radio channels by time slots shows that the morning peaks (7 am to 11.30 am) are higher than the evening peaks (7 pm to 11 pm). While most advertisers as well as private radio channels have been assuming that the average listener is the 18 to 34 year old executive driving to and from work in the metropolis, the truth may lie somewhere in between. ORG Marg executives believe that with the proliferation of miniature FM receivers, the listenership patterns in Mumbai could change drastically in the coming months, the results of the just concluded survey will enable radio players to know what to charge advertisers, and also tailor the content, says the research agency. Radio currently commands barely 1.5 per cent of the total ad pie in the country. While the radio scenario is still in a nebulous stage in India, a technical committee of all major broadcasters, ad agencies, ad houses, advertisers and media-buying houses headed by media research guru Praveen Tripathi has been convened to decide the best research method for Indian conditions.

    While there is no radio audience measurement system available in the country so far, the study was conducted via interviews using a structured questionnaire. While the diary method (requiring selected respondents to record their listenership in a pre-coded diary) was believed to be too tedious for the Indian scenario, ORG Marg relied on the recall method, where respondents were asked about yesterday listenership (listenership on the day previous to the interview). The agency also toyed with the idea of using wrist meters ( a method popular in Switzerland), which use microchips fitted in the meters to encode sounds and record listeners’ preferences.

  • ‘Ratings data still best indicator of audience preferences’

    ‘Ratings data still best indicator of audience preferences’

    Whatever may be their shortcomings perceived or otherwise, data that ratings agencies provide still give the best possible understanding of the viewing profile was a point that was forcefully stressed at the session – Research and Consumer Behaviour, on the concluding day of Ficci Frames 2002 in Mumbai. “Numbers are only characters until they talk to you,” said Tarun Katyal, V-P, programming Star India, making the point that while qualitative research is important, what is essentially a creative endeavour – the business of programming, required an emotional connect to the viewer and often one has to go with gut feel.

    Qualitative research is invaluable to any organisation trying to read into trends as far as consumer behaviour is concerned as well as in putting a fix on how the future directions were concerned, was a point all the panellists agreed on.

    Pradeep Hejmady, director, research, said that whether it was programming, distribution or ad sales and marketing, there was a need for proper data based on which decisions could be made. On distribution – penetration, nature of market (whether the population owned primarily B/W or colour TVs) were some of the issues that were important. As for ad sales – the target audience, profile matching, a brand’s day part coverage strategy, etc were all seen as important elements.

    To sum up, Hejmady said research aids in transformation of a mission into a quantifiable time bound goal

    Speaking about the merger of the ratings systems which was to take effect in June, LV Krishnan, CEO, TAM media research said that post unification from 3454 homes (covering 18,000 individuals) the number would go up to 5800 in next 18 months for the 49 cities that the two ratings systems (the other being ORG MARG’s INTAM service) cover. On the issue of replenishment of peoplemeters, Krishnan said this was at 20 per cent, which is twice what is recommended in Europe

    Krishnan, pointed to the last mile connectivity as being crucial to a channel’s (and by extension the programmes it aired) reach. The number of people reached by the programme was closely linked to the band that the cable operator placed a channel on, Krishnan said.

    In the prime band (first 12 channels) – a channel receives virtually 100 per cent accessibility. Citing examples, Krishnan said B4U Music quickly reached parity with MTV in many areas because cable ops placed it on the prime band.

    ETV Bangla gained huge audience reach not just because of its election coverage but because it was placed on the prime band by cable ops, Krishnan said.

     

  • Intam ratings wind-up postponed to March-end

    Intam ratings wind-up postponed to March-end

    The clock is ticking for the entry of a new ratings currency. Market research agency ORG Marg’s Intam data, the older of the two established ratings services currently available in India, will no longer be issued from the end of March. 

    The move is part of a process set in motion at the end of October 2001 by AC Nielsen’s TAM Media Research and ORG MARG’s Intam that involves the integration of the two agencies’ ratings systems and the “unveiling of a completely new service in June,” LV Krishnan, president TAM India, told indiantelevision.com today.

    The cessation of Intam data was originally supposed to go through by 31 January but that has been postponed till the end of March “to allow for a thorough benchmarking” between the two systems, Krishnan says. This is required because Intam uses picture matching technology for its peoplemeters while TAM uses a frequency system. Work is on to debug the software. “It essentially involves software resolutions for which the process is very much on,” says Krishnan. 

    What this all means in effect is that, between April and the unveiling of the new service, TAM data will be the only ratings available. 

    Krishnan says the work towards a new service is proceeding in close consultation with the joint industry body (JIB) which is made up of 20 members representing broadcasters (Indian Broadcasting Foundation – IBF), ad agencies (the 3AAAs of I) and the Indian Society of Advertisers (ISA). The JIB technical committee is chaired by BV Pradeep, director, market research, Hindustan Lever. 

    “The JIB has also appointed a research design sub-committee headed by Praveen Tripathi (with over 20 years experience in market research) and a software sub-committee headed by Asutosh Srivastava of MindShare. The committee’s recommendations will be an input to the final new service plans,” Krishnan said. 

    Pointing to the extent of interaction involved, Krishnan said the JIB has had six meetings between 29 November and 7 January. Represented on the JIB from the IBF are five members, one each from Star India, Zee TV, Sony Entertainment, Sun TV and Eenadu TV. 

  • Leo Burnett pledges itself to brand belief

    Leo Burnett pledges itself to brand belief

    Global recession and changing brand management techniques have contributed to the setting up of a Brand Belief System by Leo Burnett India. The new concept is intended to get more consumers by converting them into brand loyalists by winning their belief in the product.

    The agency is investing Rs 20 million over the next six months to implement the system in the country, says MD Arvind Sharma. In addition to training and sensitising of the agency staff to the new system, the investment will cover a minority strategic stake in a new consumer research agency. The agency – Monitoring & Research Systems (MaRS) has been promoted by Raghu Roy, former president of ORG-Marg.

    While the concept of Brand Belief has been developed by Leo Burnett over the last three and a half years, MaRS has been working with the Burnett Chicago team to validate their new research tool, Brand Stock, for the Indian market. According to Roy, Brand Stock measures a completely new set of parameters, so far in the domain of ‘soft-issues’ and could revolutionise the way clients and agencies manage brands. MaRS, says Roy, will be different from traditional consumer research agencies in that it will keep up with changing research requirements of clients and will have a large number of monitoring systems built into it as well.

    The Brand Belief System envisages putting the consumer at the center of a campaign, rather than treating him as the end target of an ad, says Sharma. “The only way brands can get consumers to stay tuned in to brands’ commercial messages is by making a believer out of them”, says national director, brand planning, Rajeev Sharma. Quoting global studies, Asia Pacific Regional Planning director John Woodward says a five per cent increase in consumer retention can result in a 25 per cent increase in profits and often even a 100 per cent growth rate.

  • New JV for merged ratings service, TAM’s LV Krishnan to head

    New JV for merged ratings service, TAM’s LV Krishnan to head

    Bowing to a long-standing demand from the industry that there should only be one rating system, market research agencies AC Nielsen’s TAM Media Research and ORG MARG’s INTAM today set in motion the process that will see the merger of their operations through a joint venture with a single currency by the middle of next year.

    The transaction is expected to close by the end of this year. The new venture will combine local TV ratings data from TAM Media, a 50-50 joint venture between AC Nielsen and KMR/IMRB, with data from ORG-MARG, a VNU company, in a single service across India. The combined TV ratings service will be one of the world’s largest to use advanced people meter technology, a joint press release states.

    When contacted LV Krishnan, president TAM India, confirmed he would be heading the combined service.

    Speaking to indiantelevision.com, Gautam Mitra, general manager, INTAM, clarified that the two organisations would not be merged. What would happen was that there would be a consolidation of the databases of the two bodies so that a single consolidated rating system would be operating rather than the current two.

    Company officials said a combined service will benefit all clients – broadcasters, agencies and advertisers – because it will provide significant additional coverage of the Indian television market. Coverage will be expanded to all major states in India (15 states versus the current coverage of nine) and virtually all major metropolitan areas, under a plan that will be presented to the industry.

    The new joint venture will also be the leading provider of advertising expenditure information in India, covering more than 90 per cent of the country’s TV and press advertising spending, the release says.

    Responding to worries in the industry that there could actually be a reduction in the total coverage as one system would be discontinued, Gautam Mitra, general manager, INTAM, denied any such decision had been made. He, however, admitted that a major issue that needed sorting out was how to introduce compatibility into two systems that are currently incompatible. INTAM uses picture matching technology for their people meters while TAM uses a frequency system.

    Mitra added that places of coverage in the new dispensation would have to be thought through. When the people meter lists in Mumbai and Chennai were systematically leaked recently, an issue that had caused much heartburn was the selection of samples for the different socioeconomic categories. The charge was that too often there was a mismatch witnessed.

    Queried as to whether this move was a prelude to the merger of the two companies, Krishnan was noncommittal. Official line notwithstanding, it does look distinctly possible that by the middle of next year, there will not only be one rating system, but one company as well.