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Tag: WAM

  • TAM India to present 3 papers at WAM meet

    TAM India to present 3 papers at WAM meet

    MUMBAI: TAM India will be presenting three papers at the WAM conference in Canada this June. This comes close on the heels of TAM’s success at the ESOMAR conference in Tokyo.

    WAM (World Audience Measurement Conference), organised jointly by ESOMAR and ARF, is the world’s largest and only platform of this kind. TAM India has been the only research organisation to be invited to present three papers at one go at WAM since it started four years ago.

    TAM India officials are jubilant. Says CEO TAM Media Research, LV Krishnan, “This is the first time a country’s research outfit has managed this feat at a global level like WAM. This indicates the quality of research capabilities of Indian companies. The outcome of each of the research papers will translate into new level of value addition for the entire Indian media industry and understanding audience ROI.”

    WAM is the only meeting place for executives involved in media measurement. It offers learning opportunities in new development, new techniques and provides constructive feedback to audience measurement firms from around the world.

    This time there will also be a conference on measuring the effectiveness of branded entertainment and sponsorship. Participation for these annual events comes from countries across the globe and grosses more than 400 papers on media research.

    This conference is of particular importance as it comes in the backdrop of TAM Media Research predicting that 2005 is the take-off year for the Indian media industry. With the past year having been an eventful one, it seems this year has huge potential for advertisers, broadcasters and planners to maximise deliveries through a planned approach to media research.

    TAM Media Research is a joint venture company between AC Nielsen and Kantar Media research/ IMRB which is the TV ratings firm that measures and analyses TV viewership patterns in India. It runs one of the largest Peoplemeter TV Panels in the World with more than 20,000sample individuals representing all the towns with population of more than 100,000 polled every week for their viewing habits.

    Says LV Krishnan, “It was in 2004 that media received media attention. And in 2005 already some 50 new channels have announced their plans to start this year. With the growing importance of reach, advertisers are increasingly juggling TV, newspapers, magazines, radio, cinema, outdoor and online to get the right mix. Broadcasters are embracing the transition from cable and satellite to DTH and broadband and advertisers are finding ways to move beyond ad breaks.”

  • 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.