There have always been issues about the media consumption habits of upmarket audiences – more so when it comes to TV viewing habits. The media fraternity, as well as advertisers find it difficult to track it. At that level, perceptions play a pivotal role. TAM has plans to change all this.
TAM aims to provide data on what this audience is really watching. States Atul Phadnis, TAM India, “Key advertisers and channels have been expressing a desire to get comprehensive data on this target group. Hence, the decision to set up an upmarket panel which allows us to study these audiences in a much better way. Upmarket brands, channels, as well as media planners and buyers would gain by this data.”
TAM needed to take care of the technical aspect before committing itself to introducing an upmarket panel. The requirement was non-intrusive technology – and now it has been tested satisfactorily. Another key feature is that this data would be available much faster. Explains Phadnis, “The time window would be far tighter. Ratings for this particular set of people will be available the very next day. It has been made possible through advanced online technology developed by ACNielsen we are using.”
Plans are afoot to launch the new service in the next few months. Details are still being worked out. “We are working to get a consensus on requirements. Variables, detailing and filters would be finalized based on this information. The industry has shown keen interest in the study and we hope to provide a perfect solution to the need gaps that exist right now,” states Phadnis.
TAM’s present ratings would continue to be available in its present format.