Which consumer durables does a Star TV watching households owns vis a vis one that spends more time on Zee? Or which soap does a Sun TV viewer use compared to Asianet viewers? Though such advertiser’s dream-come-true data is not yet available, TAM is furiously testing out is new product in the panel homes. TAM is all set to increase its sample size too. Very soon it will enter 17 new towns to monitor TV viewing behaviour of another 1,100 households.
The trials have already on in the new panel homes. Before the end of the year, TAM is preparing to cover a total of 56 towns with over 5,000 meters. Currently, the measurement system is present in 3,454 households in 27 cities.
TAM Media Research is expanding its ambit of research and increasing its range of value added services. However, in the FMCG sector, it is making a small beginning by monitoring only four product categories – soap, toothpaste, shampoo and detergents.
TAM is also testing a new software for advertisers, Called Optimiser, it is an international software developed for the Indian market. The product helps advertisers to work out their media plans and helps them cut cost.
Besides Optimiser, at least three new products from TAMs are in offing. Connectam, Investam and Auditam.