Unlocking TAM
World’s only Research, measuring
Consumer behavior to TV viewing
Understanding the system
Key to the system - PeopleMeter
Set Monitoring Unit - PM Remote
Module 1 2
3 4
. 5 6
7 8
9 10
11 12
VAC TT
TV Tuner
Sensors TV
Detector
It automatically picks up………..
Who is watching the Television ?
What Time, Day and Date is the Television being viewed ?
What Frequency (channel) is being viewed ?
What is the status of the TV set ?
(e.g. TV On/ Off, change in channel, ……..)
Using this ……...
….and with a sample of 3454* homes
(over 18,000 individuals) across
15 markets in Urban India towns…..
* Expansion planned to cover 5800 homes
(over 30,000 individuals) covering the
entire Urban market
….We monitor viewing status for
over 150 channels across India
Yet, Questions persist on TAM !
Answering some of your questions
Q. 1 Is the sample too small to measure TV viewing for
such a large country ?
Q. 2 Are there too few SEC A homes in the TAM panel ?
Q. 3 Are the SEC A homes typical ?
Q. 4 Why is the panel not refreshed often enough ? Some
claim to be on the panel for 6 years.
Q. 5 Is the Technology outdated ?
Q. 6 What Data Validation & Panel Security measure exist ?
Q.1 Is the sample too small to measure TV
viewing for such a large country ?
TAM does not claim to measure TV viewing All India yet.
Cover Metros + 17 Small towns with population of 1 to 10 L
The markets covered account for 29 million TV Homes
( Source: NRS 2001)
Ratio of Meter homes : Mn TV Homes
India » 119 meters per million TV homes
USA » 53 meters per million TV homes
Industry Technical Committee has reviewed the relative
sampling error and approved panel size
PeopleMeter Panel Size comparison
UK 5200
USA 5000
Germany 3960
France 2300
Hong Kong 600
Singapore 600
Thailand 865
New Zealand 470
Malaysia 660
Australia 2920
China 3900
India 3454 (Present)
5800 (Proposed)
India will have one of the World’s largest PM panel
Q.2 Are there too few SEC A homes in
the TAM panel?
Distribution by Social Class
In Universe
SEC D/E
In Sample
SEC A SEC A - 15%
22%
25%
of Mumbai
Source : NRS
SEC C
27% SEC B
26%
Our Sample has over representation of SEC A Homes
Q.3 Are the TAM SEC A homes typical ?
Selection of Panel homes
35,000+ interviews conducted
Home selection done through a software - minimal manual interference
Panel represents of all parameters which influence TV viewing
Primary Controls Secondary Controls
SEC Geographical dispersion
Terrestrial/C&S TV type (B&W / Color)
Household size Remote / Non-Remote
Language preference for TV viewing SEC A1 & A2
Claimed weight of viewing representation
SEC Grid - As per TAM sample
Education of Chief Wage Earner
School School SSC/ Some Grad./ Grad./
Illterate Upto 4 yrs/ 5-9 yrs HSC College Post - Post -
Literate but but not Grad. Grad.
Occupation of no formal Grad. Gen. Prof.
Chief Wage Earner schooling
1 Unskilled workers E2 E2 E1 D D D D
2 Skilled Workers E2 E1 D C C B2 B2
3 Petty Traders E2 D D C C B2 B2
4 Shop Owners D D C B2 B1 7 A2
5 Businessmen/ Industrialists
{ With No. Employees : }
None D C B2 B1 2 8 A1
1-9 C B2 B2 B1 1 4 2
10+ B1 B1 1 1 1 A1 A1
6 Self employed Professional D D D B2 B1 3 8
7 Clerical/Salesman D D D C B2 B1 1
8 Superisory Level D D C C B2 2 1
9 Officers/Executives Junior C C C B2 B1 14 4
10 Officers/Executives B1 B1 B1 B1 2 5 4
Middle/Senior
71 SEC A respondents out of 312 home sample
SEC A sample by Education and Occupation
Education % of SEC A Sample
1 School from 5-9 years 1
2 SSC/HSC 1
3 Some college(incl. Diploma) but not graduate 8
4 Graduate/Post-Graduate -General 61
5 Graduate/Post-Graduate -Professional 28
Occupation % of SEC A Sample
1 Shop Owners 10
2 Businessman/Industrialists with 0 employees 14
3 Businessman/Industrialists with 1-9 employees 10
4 Businessman/Industrialists with 10+ employees 4
5 Self Employed Professionals 15
6 Clerks/Salesmen 1
7 Supervisory Level 4
8 Officers/Executives- Junior 25
9 Officers/Executives- Middle/Senior 15
The “Hard Reality”
“40% of SEC A homes in Mumbai are one room
+ kitchen homes”
Source : National Readership Survey 2001
This closely matches our panel profile too.
Mira Road Ulhasnagar
Bhayander Naigaon
Kalyan
Borivali
Dombiwali
Kandivali
Kalwa
Malad Thane
Goregaon Vashi
Jogeshwari Mulund
Andheri Bhandup
Vile Parle Kanjurmarg
Vikroli
Santacruz
Ghatkopar
Khar
Trombay
Bandra
Full city coverage
Mahim
Govandi
Kurla
Matunga Chembur
(Bombay UA - as per Census)
Dadar Dharavi
Colaba to Virar/Kalyan/Panvel
Elphistone Road Chunnabhatti
Sion Koliwada
Mahalaxmi
Parel
(over 65 nodes)
GTB Nagar
Tilak Nagar
W orli Antop Hill
Mumbai Central Sewree
Tardeo Lalbaug
Opera House Curry Road
Kamathipura Chinchpokli
Byculla
Charni Road
Mazgaon
Girgaum
Dongri
Marine Lines Null Bazaar
Churchgate Masjid Bunder
Colaba Crawford Market
Q.4 Is the panel not refreshed often
enough ?
The TAM panel has been operating for only 3 years
About 20% of the panel is retired every year
In Mumbai, more than 600 panel members have provided
data since inception (Current panel size is 312)
# International norms for panel refreshment is below 10%.
(EBU - European Broadcasting Union guidelines)
Q.5 Is the Technology outdated ?
TAM uses ACN6000 meters - State of the art Frequency
capturing meters developed to suit our environment
Meters manufactured for India in 1998/ 1999
Same meters used in China, Indonesia and other new
markets in the Asia Pacific region
Q.6 Data Validation & Panel Security measures
Four Step Validation process
– Compliance Validation (Button Pushing etc..)
– Personnel Validation (Panel Home visits etc...)
– Technical Validation (Equipment Related etc...)
– Viewing Validation (Check abnormal viewing etc...)
Panel Security measures
Fewer number of people can access full database
Special panel maintenance software does not allow
printing or cut/paste of address lists
Software accessibility via double password only
available to specific set of people
In the regular data processing software, all panel
names have been masked
Panel homes identified only by codes
Panel Security measures
TAM “Helpline”/Post Card in Panel Homes
Visitor logs in Panel Homes
Reward for data collectors for reporting any
unusual incidents
Co-operating in damaging activities will have
legal implications for all employees
Regular penetration/intrusion tests among
employees using security consultants
Is there more to TAM than
Ratings ?
Unlocking TAM :
The Key to Success in Television broadcasting
“Is a Program just a program ???”
“Every Program is a Brand by itself”
A Brand is a Brand is a Brand...
It may be a FMCG, Durable, or TV channel Program
The 4 marketing Ps work for a
channel/program too.....
Product/Program
Pricing Distribution / Placement
Promotion
Importance of Channel Placement
Distribution / Placement
- Placement of the Channel in a
specific frequency band
- Placement drives Channel
availability
- Channel availability drives
channel trials
- Trials converts to loyalty over
time
Wondering ......
Why are we looking at Channel
Placement data ?
Doesn’t Viewership say it all ?
Today, viewership is based on..
The way ratings are computed :
1. Number of people reached by the program
&
2. Proportion of Time Spent on the Program
Today, Reach is dependent on ...
1. Accessibility provided by the cable operator
by placing a channel at a specific frequency
band
2. Type of TV set owned by the household
(High proportion of B/W TV sets still exits)
Key Frequency Band for channel placements
Prime : E2 - E12 (All TV Sets)
Color/Mid : X, S7 - S11 (Color TV Sets)
S : Y - Z+2 (New Sets)
S1 - S6
S12 - S20
Hyper : S21 - S40 (Higher End
Sets)
UHF : 21 onwards (Almost all)
What does ConnecTAM provide ?
ConnecTAM essentially tracks the availability or
connectivity of a channel across :
– Frequency Bands
– By Markets
– By Weeks
Picture of few channels
Implications of Availability on Viewing data
Effect of S-band : MTV v/s B4U
Brings in more viewers for B4U
S-Band CS 5min+ CS 5min+ S-Band Linear (CS 5min+) Linear (CS 5min+)
50
45
40
y = -0.5x + 42.9
35
MTV
30
25
20
15
10 B4U y = 0.3x + 11.1
5
0
18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
Channel availability was correlated with viewership @ 5min+.
The coefficients were clearly in favour of S-band.
P P+C P+C+S P+C+S+H P+C+S+H+U
B4U -0.22 0.40 0.65 0.64 0.64
MTV 0.69 -0.17 0.77 0.79 0.78
SET Max : Event based Shift in Bombay
P P+C P+C+S Total CS 4+ Reach
90
80
70
60
%age
50
40
30
20
10
0
1 6 11 17 18 23
Weeks (Yr 2001)
• Topical programming leads to higher connectivity & thereby higher walk-ins.
• Impact on Media Buying - Scheduling Strategy on SET MAX (Post Event)
STAR GOLD on the rise in Maharashtra
P P+C P+C+S Total CS 4+ Reach
80
70
60
50
%age
40
+28%
30
20
10
0
1 6 11 17 18 23
Weeks (Yr 2001)
• Will soon impact on viewership.
•Where are the viewership coming from ?
Zee Cinema is loosing itself to STAR
GOLD in Maharashtra
P P+C P+C+S Total CS 4+ Reach
100
80
60
%age
-25%
40
20
0
1 6 11 17 18 23
Weeks (Yr 2001)
• Loss in Prime band to Star Gold is impacting its viewership too.
Distribution push yield results for
ETV-Bangla in Calcutta
Elections
2001
• Dramatic improvement in Reach with increased Colour/Mid band activity
• An additional 10% purely on Programming/Promotion basis during the elections
At close of polling, ETV gains a whooping
44% share of votes (audiences) !
A thumping victory for ETV-Bangla
Alpha Bangla
AAJ TAK 3%
Others 1% DD7 Bengali
30% 18%
Zee News
2%
Eenadu Bangla
TARA Bengali
44%
1%
Star News
1%
# Audience : Calcutta, C&S, 15y+, May 13th 2001, 6 am to 4 pm, Election Coverage.
Aajtak - A forecasted success story !
Connectivity
70
Reach
60
50
40
30
20
10
0
4 5 6 7 8 9 10 11 12
The 4 marketing Ps work for a
channel/program too.....
Product/Program
Pricing Distribution / Placement
Promotion
The 10 key Brand Commandments
1 Attracting more people
2 The right people
3 Make them stick for more time
4 Schedule it at the right Time
5 Creating the right Environment
6 Create Loyalty - Episode over Episode
7 Capitalizing on competitors Ebbs
8 Being distinctive will definitely help
9 Keep an eye on the category trend
10 Ride on a winning horse
Reaching out to more people...
Net audiences over all episodes till date
Number Of Audiences
Programme
Episodes Reached ( Mn)
Kahaani Ghar Ghar Ki 204 10.0
Kyunki Saas bhi Kabhi Thi 204 9.9
Kkusum 192 8.7
Chhoti Maa 122 5.7
Kasauti Zindagi Kay 68 3.9
New Audiences stop building over a period of time as
programming content converts triers into repeaters.
The Right people...
S E C W is e D is t r ib u t io n o f A u d ie n c e s
S EC A S EC B S EC C S EC D
Chhoti M aa…
Sarhadein
K yunki Saas Bhi…
K ahaani G har G har K i
K asauti Z indagi K ay
K utum b
K kusum
0 200 400 600 800 1000 1200 1400 1600 1800 2000
R e ach (000s)
Universe Dispersion - SEC A:SEC B:SEC C:SEC D = 19 : 22 : 28: 30
Make them stick for more time...
Chhoti Maa- Afternoon Chhoti Maa- Prime Time
1 Min
1 Min
2 Min 2 Min
3 Min 3 Min
4 Min 4 Min
5 Min 5 Min
6 Min 6 Min
7 Min 7 Min
8 Min 8 Min
9 Min 9 Min
10Min 10Min
15 Min 15 Min
20 Min 20 Min
Schedule it at the right time...
Afternoon Prime Time
50% more TV viewers in PT
# Maximum audience walk in between 7:30 pm & 11 pm
# No change in viewing pattern over the last two years
Creating the Right Environment...
Average Hourly Commercial Secondages
Full Day Prime Time
700
Total Spot Duration ( Sec)
600
500
400
300
200 100 114 100 128 100 152
100
0
Star Sony Zee TV
Channels
Disproportionately high clutter in the prime time
allows viewers to move away from the channels.
Ad clutter can be a source of
audience drain...
Flow Of Audiences In Mumbai
From Sony From Zee TV
0.6
0.5
0.4
TVR
0.3
Break In Break In Break In
0.2
Sony Sony Sony
0.1
0
21:00
21:01
21:02
21:03
21:04
21:05
21:06
21:07
21:08
21:09
21:10
21:11
21:12
21:13
21:14
21:15
21:16
21:17
21:18
21:19
21:20
21:21
21:22
21:23
21:24
21:25
21:26
21:27
21:28
21:29
21:30
Time
Kusum (Sony) v/s Chhoti Maa (Zee)
Loyalty - Episode over Episode
through enough viewer suspense…
Number Of Cumulative Cumulative
Programmes Episodes Triers Repeaters Loyalty Index
Kyunki Saas Bhi Kabhi Bahu Thi 204 9.91 Million 9.50 Million 96
Kahaani Ghar Ghar Ki 91 9.54 Million 857 Million 90
Kkusum 132 8.92 Million 7.71 million 86
Chhoti Maa 117 7.31 Million 5.56 Million 76
Sarhadein 66 4.76 Million 2.87 Million 60
Kasauti Zindagi Kay 64 8.26 Million 6.73 Million 82
Shagun 112 7.92 Million 6.38 Million 81
A high loyalty index is an indicator of trials getting
converted into brand loyalists.
Capitalizing on Competitor ebbs...
Channel Shares in the Chhoti Maa Time Band
Sony Star Plus Zee TV
45
40
35
30
25
%
20
15
10
5
0
32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
Weeks
Launch Of End of KBC
Chhoti Maa (Monday)
Being distinctive will definitely help in
increasing product life-cycle...
18.00
Rebirth Stage
16.00
Mature Stage
14.00
Successful Program
12.00 Decline Stage
Successful Brand
10.00
Growth Stage
8.00
Unsuccessful Brand
6.00
4.00
2.00
Unsuccessful Program
0.00
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22
# Programs have a smaller life-cycle than brands
# Distinctive & innovative programs have a better chance of performance
Keep an eye on the program category trend...
Rating frequencies - 2k vs 2001
2000 2001
40
35
30
% of a ll progra m m e s
25
20
15
10
5
0
0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2 3 4 5+
Ra ting(%)
Note : Graphs represent programs only above 0.1
# A distinct shift towards lower average ratings
Ride on a winning horse...
Year 2000 S Plus
DD-2 5%
DD-1 Sony
2%
5% 6%
Others
34% Zee
6%
Cable
Zee Cinema
14%
5%
Sun TV
ETV-TG Year 2001
Udaya Gemini 6%
9% 5%
3% DD-1 DD-2 S Plus
3% 2% 9%
Sony
Others 5% Zee
36%
4%
Cable
Zee Cinema 13%
3%
Sun TV Udaya Gemini ETV-TG
10% 3% 7% 5%
The 10 key Brand Commandments
1 Attracting more people
2 The right people
3 Make them stick for more time
4 Schedule it at the right Time
5 Creating the right Environment
6 Create Loyalty - Episode over Episode
7 Capitalizing on competitors Ebbs
8 Being distinctive will definitely help
9 Keep an eye on the category trend
10 Ride on a winning horse
The 4 marketing Ps work for a
channel/program too.....
Product/Program
Pricing Distribution / Placement
Promotion
Can I draw viewers effectively to
watch the new program launched
on a mass entertainment channel ?
TAM Express can perform the task of a
partial brand track for the program
Capture the total promo spots in a week for a new program
to be launched in 4 weeks time period
Capture the viewership build for each of the promo spot
Capture the profile of viewers for the promo spot package
Analyze media weight behind the promo campaign in
terms of
(A) Measuring Accumulated GRPs on TV
(B) Measuring Net Audience Reached by the
campaign via TV at a pre-specified frequency
In Channel Promotion deliveries
Program : Movie : HKA
Channel : Sony TV
Period of promotion captured : 3 weeks before telecast
Schedule spread : Across the day
Channel Mix : SET, SET MAX
Over all GRPs : 342
Reach @ 1+ : 47%
Relationship between Program Promotion &
Program Reach
Reach Reach
(%) (000's)
Promo spots Plan 47 13963
HKA Movie 47.2 13985
Incremental Reach 0.2 22
of HKA over
Promo spots Plan
# Almost all (99.3%) of HKA viewers had seen the
promo spot atleast once
A well thought out on-channel promo
package will try to answer...
Could we have delivered higher Reach for the
promo plan to deliver higher trials for the
program ?
Could a fewer number of spots have
achieved the same deliveries ?
– Plan spot optimization
Could the spots be rescheduled to make it
more effective ?
– Day-part optimization
Running out of time ......
15 minutes up !