The TAM strategy research paper titled "Penta-gration" -- a new technique to measure TV sponsorships - has won the best paper award at the WAM Conference in Montreal which is currently on. It competed with several other papers from companies such as Mindshare (Canada), OMD (USA), CTV (Canada), ABC Television (USA), iTVX (USA), IAG (USA) in the category of 'Branded Entertainment & Sponsorships'.
Through this win TAM India also qualifies for the John & Mary Goodyear Award in 'Global Research Excellence' to be announced in December this year.
The paper demonstrated a newly developed technique of evaluating sponsorships, product placements and branded entertainment on television by using five different researches giving it the name 'Penta-gration'. The paper was presented by Atul Phadnis, Vice-President, TAM Media at the Ritz Carlton, Montreal.
The WAM (Worldwide Audience Measurement) Conference is the world's largest Broadcast research conference. Held jointly by ESOMAR (Netherlands) and the ARF (USA), it has more than 40 countries participating with a delegate strength of 400-plus. TAM this year had been invited to present three papers at WAM. The next paper will be presented by the TAM S-Group team of Amogh Dusad and Atul Phadnis on June 23. It relates to evaluating new programme launches that use a multi-media blitz in their promotions.
A joint venture company of AC Nielsen & Kantar Media Research/ IMRB, TAM Media Research is a TV viewership analysis firm. Besides measuring TV viewership, TAM also monitors advertising expenditure through its division AdEx India. It exists in the PR Monitoring space through its division Eikona PR Monitor.
The viewership cell runs one of the largest Peoplemeter TV panels in the world with more than 20,000 sample individuals representing all the Class-I towns polled every week for their viewership habits. The division measures television viewership of audiences for 250-plus TV stations operating in India.
TAM has won accolades at various international research and communications seminars, the most recent being ESOMAR-Asia Pacific Conference in Shanghai, and WAM Conference in Geneva in 2004. Recently in March 2005, TAM India again did India proud when it won accolades for another research paper presented at ESOMAR in Tokyo.