For TAM India, there was something more than a successful conclusion of the fourth ESOMAR Asia Pacific Conference in Shanghai on Monday. There was excitement no end at TAM’s Mumbai office as the news read: TAM India's paper on product placement had been selected as the best paper amongst the 22 papers presented from across the region. This was announced by Fredrik Nauckhoff, Head, Market Intelligence, NESTLE-Switzerland and President, ESOMAR.
The paper, titled ‘Evaluating Soft Brand Advertising on Television’ was a joint-effort from two of TAM's divisions - ADEX India and the S-Group. For the best paper-slot, it competed with other research and strategy papers from Japan, China, Hong Kong, Australia and New Zealand. The paper shared the honour with another from Hong Kong.
Excitements didn’t limit there. Being chosen as the best paper in the conference, it has automatically qualified for the Annual ESOMAR ‘John & Mary Goodyear Award’ which would be announced later this year.
TAM’s paper dealt with monitoring techniques for product placement within TV programmes and sports telecasts that were developed indigenously by ADEX India as also the fusion of this data with Peoplemeter viewership data, which were brought about by the S-Group.
Atul Phadnis, VP, TAM and Akash Chawla, Marketing Manager, S-Group presented the paper in Shanghai. The group has plans to present the paper excerpts within the industry in coming days.