India’s advertising planning industry is all set to get empowered with the first Multimedia Measurement Data and Integrated Media Planning tool. TAM Media Research & IMRB International have jointly announced the launch a cross media consumption behaviour data service ‘TeleWeb Audience Measurement’ for the Indian media & advertising industry. This new service will provide data and analytics on the consumption of content across TV and online platforms like desktop & mobile websites, mobile applications and YouTube authors through multi-screens like computers (desktops/laptops), mobile handsets and tablets. TeleWeb Audience Measurement service starts with a sample spread across 6 metros and will be reported on a monthly basis.
TeleWeb Audience Measurement is the nation’s only Multi-Media Measurement Service. The data & analytics service will be available to the subscribers for pre-planning of advertising campaigns through a software interface – ‘Video Xpress’. TeleWeb Audience Measurement marks the fusion of TV Viewership data from TAM India and WAM (Web Audience Measurement) data from IMRB International. The fused cross media data will revolutionize the conventional Advertising Planning approach. Not only that, this fused data should be a win-win for TV and Online mediums by attracting advertising revenues for both.
Commenting on the launch of TeleWeb Audience Measurement, L V Krishnan, CEO, TAM Media Research, said, “Content consumption has been transitioning across Media platforms, especially Television & Online. Hence, understanding cross media consumption patterns at one go and planning advertising investments was imperative. This is what makes TeleWeb Audience Measurement the most awaited service for the Indian Media Industry. The future is all about cross media planning. TAM India & IMRB International were quick to realize that and are all set to revolutionise the Industry through the launch of TeleWeb Audience Measurement. It is a win-win situation for both the mediums as it will create mutual pull of advertising investments.”
Highlighting the value that TeleWeb Audience Measurement would bring to the Industry, Hemant Mehta, Senior Vice President, IMRB International said, “We are delighted to partner TAM Media and bring to the Industry the first measurement of two screens. With content increasingly becoming platform agnostic, we believe this is an important step in measuring the total reach across platforms. Besides providing the content owners an understanding of the size and profile of their audiences across Digital and TV, the TeleWeb Audience Measurement service will also help advertisers identify new, interesting and cost efficient communication opportunities. For Digital publishers with video content, TeleWeb Audience Measurement would help in benchmarking themselves vis-à-vis TV channels”.
Presently, WAM's Internet panel based audience measurement platform tracks Internet usage behaviour amongst active Internet users in India and has a sample size of 6075 respondents across 6 metros (Mumbai, Delhi, Kolkata, Bangaluru, Chennai and Hyderabad) which will be fused with TAM viewership data of 10936 individuals from the same 6 Metro Markets. WAM tracks URLs surfed from user machines & mobile handsets to provide a complete view of consumption habits of audiences across digital properties.
The WAM data from 6 metros above will be fused with the TAM TV Viewing data from the same markets. The fused output will be made available through a Client Software Interface - Video Xpress.
Some of the highlights of the TeleWeb Audience Measurement are as below:
• Combined ratings: For the first time in India, One combined rating service to understand the consumption behaviour of content across TV & Online
• Four Screens Consumption Data: TV and 3 Screens - Computers (Desktops/Laptops), Mobile Handsets and Tablets
• No More Confusion over different currencies for different mediums: Provides one currency for both mediums to make media planning easy and quick
• Integrated Cross Media Plan: Allows the user to create one Integrated Cross Media Plan for TV + Internet as per the consumption habits