The exchange4media Group has been reporting on the various facets of media agencies in India, with international perspectives, for almost a decade now. Continuing in the direction of tracking this industry better, the Group has undertaken another initiative to give better insight on media service brands in India. The Group is all set to release the first edition of exchange4media Indian Media Agency Report.
The report is divided in two parts. The first part, for which the Group has partnered with media veteran PV Narayanamoorthy, measures the billing information for planning and buying functions of media agencies for the top 500 advertiser/ product categories, across monitored mediums of print, television and radio.
The second part – exchange4media Nielsen Media Agency Perception Track – explores the perception of various media service brands in India. It details the advertisers’ viewpoint on media agencies and subsequently ranks the media service brands in India. This is supported with views from media houses on media agencies. In a sub-study, media professionals opine on the various media agency brands in India. exchange4media has partnered with The Nielsen Company for the second part.
According to Anurag Batra, Chairman & Editor-in-Chief, exchange4media, “Even though there are various surveys in India that either measure billings of media agencies or even billings, a robust study that gives a comprehensive insight into the media agencies competitive standing in India was missing. The exchange4media Indian Media Agency Report attempts to fill in this gap.”
The study would be an annual affair, henceforth.