TV Viewership measurement and analysis group TAM Media Research is all set to hit for the third time in a row at the ESOMAR Asia Pacific Conference scheduled to be held in Tokyo, Japan in March 2005. ESOMAR, the World Association of Research Professionals, has formally informed TAM India office that its research paper on ‘Unconventional ways to understand In-Home TV viewing behaviour - Eliciting responses through game play and fusing it with TAM TV Panel data’ has been short listed for a final presentation at Tokyo. This is the first ever study undertaken on this subject anywhere in the world. The study will benefit Advertisers and Broadcasters, claimed an official communiqué.
TAM India’s Measurement Science Panel Management team and S-Group (Strategy Group) members are enthused by the new development. As the release said, the TAM India team believes in bringing constant value to the Industry’s table. TAM India did it at ESOMAR Shanghai, again at World Audience Measurement Conference (WAM) in Geneva, now again this time in Tokyo.
However, a joint venture company between AC Nielsen and Kantar Media Research/ IMRB, TAM Media Research is the TV ratings firm that measures and analyzes the TV viewership patterns in India. Besides measuring TV viewership, TAM also monitors advertising expenditure through its division AdEx India. It exists in the PR Monitoring space through another division – Eikona Media Monitor.
The Synopsis of the paper reads:
In India, over 10,000 new programmes are launched every year across 250 Indian TV channels. While some of them fail to elicit responses from viewers on the rating scale, few do manage to make history. Many of them do manage to grab a fair share of audiences across different profiles.
During the pre-launch phase of these new programmes, broadcasters and advertisers do bet big on most of them and in many a case fail to get adequate returns. Hence the mystery question keeps coming back - “What motivates a TV viewing Home to switch from viewing a loyal programme on his/her favourite channel to new disruptive programme launched in a competitive channel on a given weekday primetime.
This study, for the first time, tires to throw light on one of the most crucial aspects for broadcasters – measuring the reasons for a shifting loyalty base and fusing it with TAM TV panel data to understand the extent of switches for each of the reasons. It also tries to figure out who in the family are influencers and decision makers of programmes to be viewed during prime time.