Top Story

e4m_logo.png

Home >> Media - TV >> Article

11 mn digital households added in TAM surveyed markets post DAS 2

22-May-2013
Font Size   16
Share
11 mn digital households added in TAM surveyed markets post DAS 2

Given the dramatic change in the base of digital TV households post implementation of DAS Phase 2I, TAM Media Research has updated the television viewing universe in week 19 of 2013 (week beginning May 5, 2013).

TAM Media Research has updated not just those markets that are under the purview of DAS Phase 2, but also non-DAS markets that may have registered a significant increase in digital penetration – for example, Kerala, which has seen a 4 per cent increase in digital penetration to 0.1-1 million from that in week 1 of 2013 (from 28 per cent to 32 per cent).

With this update, a significant 11 million digital households have been added within the TAM surveyed markets (a base of 60 million TV owning households). This update now tips the C&S universe profile towards digital; digital now accounts for more than half the TV owning households (56 per cent) within the TAM surveyed markets.

The advent of DAS has also encouraged consumers to leap into digital C&S from a non-C&S status. For example, the C&S penetration in Uttar Pradesh has increased by 3 per cent to 0.1-1 million and that in Rajasthan is up 4 per cent at 1 million.

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO