The television viewership data of IRS 2009 R1 shows a decline in viewership of the national network DD1, while viewership of every other private channel see growth. As per the data, the viewership of DD1 went down by 4.81 per cent, as compared to IRS 2008 R2 at 167.89 million viewers. However the national network stood way ahead of the next in line, Star Plus, which saw a rise of 5.07 per cent with 84.339 million viewers.
Zee Cinema has witnessed the maximum rise of 9.41 per cent, followed by Gemini TV and Star Gold with a rise of 5.93 per cent and 5.90 per cent, respectively. News channel Aaj Tak stood third among the top 10 channels in the country with a viewership of 73.689 million.
But how significant are these numbers? Do they have any impact on the marketing and communication decisions of brands, or are the TAM numbers the only currency? exchange4media finds out.
G Krishnan CEO & ED, TV Today Network, explained, “One must understand both (IRS and TAM) are two different currencies of measurement and any channel needs to analyse both the data to understand viewer preference.” With the differences in the both the measurements, the television IRS figures are used more as an indicator of small towns, which are not covered by TAM data. “For television, we follow TAM. We use IRS only for small towns, that too as an indicator,” said Divya Radhakrishnan, President, TME.
Akash Chawla, VP - Marketing, Zee TV and Zee Cinema, informed that they followed the TAM data as it was more dynamic and real time, while IRS data was questionnaire based and was validated on recollection. “We do not look into IRS figures. They are only looked at to ascertain reach. TAM data is more dynamic and true to effect,” he added.
IRS is more used to evaluate reach across different media like radio, television and print. “IRS is a single source data for different medium and hence, it is used to assess the reach of a particular medium in a particular region. We follow IRS for certain parameters of reach and internal connectivity. TAM data is a different module altogether,” said Nandini Dias, COO, Lodestar.