Q.8
Can users run analysis by taking CAS as a separate variable similar
to C&S/Non-C&S?
Two of the key aspects that determine this:
(a) The penetration of CAS. The idea is to have a sufficient mass
of CAS homes within the TAM sample to compute ratings. At this
stage of course, the adoption rate is yet to be gauged.
(b) The TV viewing behavior of the audience in the CAS owning
homes need to be distinctly different in terms of Channels viewed,
Time spent viewing TV etc.
If this cluster of CAS enabled audience behavior
distinctly differs from the normal cable home and in terms of
size (penetration) is substantially high, automatically CAS will
also be reported as a separate variable for users in their front
end software similar to C&S & Non C&S variables. It
might take some time for this scenario to develop in the market
place.
Q9.
At what penetration of CAS in the overall city reporting of data
in TAM will it be given to users as a separate variable for analysis?
As
the penetration numbers for CAS move in the upward direction,
the establishment study of TAM will be capturing it not only in
the Zone 1 notified areas, but also in the area outside the Zone
1 within the 3 cities. The reporting of CAS as a separate variable
for analysis will follow the norms set before by the industry
technical committee couple of years back…
For
CAS penetration less than 5% in the reporting city/market:
No change in the reporting levels (The panel will automatically
represent them within the panel and viewing data from CAS homes
will be clubbed with C&S viewing for the city/town)
For
CAS penetration from 6% to 15% in the reporting city/market:
The panel will be aligned to the change in the Universe structure
for CAS & FTA cable homes on a reporting city/market level.
Thus CAS will be a secondary control parameter for TAM panel.
But no separate CAS variable will be provided for analysis to
the users. (The panel will represent the CAS homes within the
panel and viewing data from CAS homes will be clubbed with C&S
viewing for the city/town)
For
CAS penetration greater than 15% for CAS in the reporting city/market:
The viewing from CAS homes will be reported separately for users
on a reporting city/market level. The panel will be aligned to
the change in the Universe structure for CAS & FTA cable homes.
Thus CAS will be a Primary control parameter for TAM panel with
weights attached to the CAS panel homes for projection to the
CAS universe.
The
time period for a market to graduate to the third level may depend
on the various market factors. The rate of adoption will also
be different for each of the 3 metro markets.
Q.10
How are homes with multi-TV sets measured in a situation where
one TV may be connected to an STB and the other not connected
to one?
This
is similar to a situation currently where a home may have two
TV sets, one having a cable connection and the other receiving
only terrestrial channels (DD). In this case, the home is classified
as a C&S home with Peoplemeters attached to both TV sets to
monitor TV viewing from both sets.
In
a CAS scenario with even one of the TV sets attached to a STB,
the home is treated as a CAS home. Other TV sets in the home will
however have Peoplemeters attached to the sets and viewing monitored
from all sets.
