In keeping with the latest NRS 2005 findings that showed a substantial surge in the size of the television and satellite universe, as well as apprehensions expressed in some quarters regarding the sample size of its data, TAM Media Research has decided to more than double its TV panel, from the existing 4,800 Peoplemeters to 10,300 Peoplemeters. It also plans to launch an Elite Panel service for upscale homes by the end of this year.
TAM India claims that it is fully geared to meet the challenge of more than doubling the sampling of homes. These changes spell significant benefits for the entire industry comprising broadcasters, advertisers and media planners. TAM viewership data represent Class I towns (population 100,000+).
LV Krishnan, CEO, TAM Media Research, said that after a thorough analysis of the new universes, the new sample size requirement had been worked out at 10,300 Peoplemeters. “We have collected feedback from different user groups about segments critical to them and this has also been factored in the new expansion plan. Over and above the expansion in the current panel, our plans to start the Elite TAM service are on track,” Krishnan informed.
NRS, due to the massive sample size, is used by TAM as its TV Establishment Survey. Changes in the TV universe and landscape are picked up by NRS, and TAM, in turn, uses that as a basis to create the Indian TV Panel.
Krishnan further explained that the Indian TV environment had been changing on three fronts – the universe with more urban population, the TV-universe with more homes having TV sets, and the market with more number of TV channels. “Now, NRS-2005 has captured these changes in our TV universe which in turn will get reflected in the TAM Panel as well,” he said.
The number of TV stations in India has already crossed the 250 mark. To understand the evolving needs of the industry, TAM had sometime ago undertaken a contact programme with key users and clients. Said Krishnan, “One of the feedbacks was to study the power consumers or upscale TV audiences. The specialised panel would focus only on the Elite TV households. This initiative for the Indian market will soon result in the world’s first ‘Elite’ Peoplemeter panel, according to Krishnan.”
The Elite Panel is scheduled to be launched by the year-end. The Joint Industry Body (JIB) technical committee – comprising members from Indian Broadcasting Foundation (IBF), Indian Society of Advertisers (ISA) and Advertising Agencies Association of India (AAAI) – has given a thumbs-up to the Elite Panel initiative.