Audience Measurement and Analytics (P) Ltd (aMap), the alternate ratings system that gives out yesterday’s ratings today, is finally seeing some developments. Not only has the television measurement agency added four more markets to its survey but has also signed on its first client – Zee Network.
aMap entered the market last August under the supervision of Raviratan Arora, MD, with operations being looked after by Tapan Pal, CEO. Pal informed that the reactions from the industry so far have been encouraging. “We are in the last stages of signing the deal with six other media entities,” he said.
The entry into the Hindi market is a significant move for aMap, considering that since its inception, the agency has only been offering data for three markets – Ahmedabad, Delhi and Mumbai. There was a phase when the Delhi market was posing some problems. Said Pal, “Now four more markets would be reported, which are 1 million plus towns in UP, MP, HPCHP and Kolkata. This means that with these seven markets, in all we would be representing a total of 16 towns.”
Pal further said that these four markets were functional, and the data would be released within this month for all users. He informed that all the major broadcasters, agencies and some advertisers were using aMap’s data currently on a trial basis. “Currently we have around 50 installations with most broadcasters, agencies and advertisers.”
Designed by Telecontrol GFK, aMap uses future-ready meters, which can measure DTH, CAS, broadband and even DVD viewing. The metres have a GSM card in them, which is called by the central server at night. The data are then transferred to the central server and analysed through the night. This is then released to all users. Data thus gathered are available the next day and are not only based on demographics like SEC, age, gender and C&S penetration, but also on durable ownership, vehicle ownership, type of TV, size of household, occupation of individuals, monthly household income, children at home, chief wage earner, education of individuals, etc.