Top Story

Home >> Media-TV >> Article

TAM to scale up TV AdEx operations to cover 300 channels by end 2006

02-July-2005
Font Size   16
TAM to scale up TV AdEx operations to cover 300 channels by end 2006

In the backdrop of the huge proliferation of television channels and in keeping with its objective to track the last advertising rupee in the Indian media industry, TAM’s AdEx India, which monitors and analyses advertising, is further scaling up its TV AdEx operations. TAM measures 250 channels for viewership ratings while AdEx India monitors 117 channels.

AdEx India speculates that it will have to monitor advertising on more than 150 channels by the end of 2005 and 300 channels by the end of 2006. A roadmap for this required expansion is currently being worked out.

Citing an example, Atul Phadnis, VP, TAM Media Research, said, “A service like TV AdEx has to capture and monitor 98-99 per cent of all TV revenues in the country. While the earlier AdEx model was to capture every ad and programme on TV, planners today want us to monitor every sponsorship element, every innovation, every brand sighting and every product placement. On the other hand, broadcasters want us to capture promos, channel and program branding elements, content elements and placements.”

While new media are tracked to realize AdEx’s vision, existing media would need to expand constantly, added Phadnis. Hence, AdEx India was gearing up for a massive scalability that incorporates new technology, infrastructure and training and development for its talent pool.

AdEx India was set up in India almost 35 years ago to capture Press advertising trends. Today, it monitors advertising on terrestrial TV stations, cable & satellite TV channels, newspapers and magazines and the latest addition, radio, through Radio AdEx.

AdEx India recently launched Newspaper Revenue Track (NRT), the first tool to track and analyse unmonitored revenue sources for newspapers by markets, zones, publications and editions including display advertising, tenders/notices, appointments and classifieds. AdEx India will also be announcing shortly another media that will be tracked for advertising spends.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.