Lintas Media Group has joined the subscribers’ list of Audience Measurement and Analytics Ltd (aMap), India’s first overnight television ratings system. Sathyamurthy NP, Joint President, Lintas Media Group, said, “Our subscription to aMap will enhance our understanding of television consumption trends beyond just demographics.” The other subscribers of aMap include the likes of NDTV, Zee Network, INX, Network18, Sahara Entertainment, Balaji, etc.
The Indian market is witnessing a plethora of changes in television viewership trends. Several new channels have launched recently and several others are on the anvil. Viewership is getting fragmented and in this scenario it is important for agencies to find the right channel that caters to their clients’ brands and reaches out to the right audiences, minimising wastage of ad spends. It becomes essential to analyse this immediately and take action appropriately.
Overnight data from aMap helps identify opportunities, analyse changing trends immediately and check on deliveries frequently and implement changes much faster. aMap provides data based on demographics, durable ownership, viewership and various other parameters. It has an advanced module called Target Group Viewing Behaviour, which helps track audiences based on their viewing and viewing intensity. This, coupled with several user friendly reports, makes aMap a necessity for an advertiser, agency and broadcaster.
aMap gives the previous day’s ratings the next day, not just by demographics, but also by ownership, language spoken at home and several other parameters.