Unlocking TAM: Unlocking TAM World’s only Research, measuring Consumer behavior to TV viewing


Understanding the system: Understanding the system


Slide3: Key to the system - PeopleMeter Set Monitoring Unit - PM Detector Sensors TV TV Tuner Module . 1 2 3 5 4 9 6 7 8 12 11 10 VAC TT Remote


It automatically picks up………..: 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…..: ….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: ….We monitor viewing status for over 150 channels across India


Yet, Questions persist on TAM !: Yet, Questions persist on TAM !


Answering some of your questions: 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 Q. 5 Is the Technology outdated ?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 ?: 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: 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?: Q.2 Are there too few SEC A homes in the TAM panel? SEC A - 15% of Mumbai Source : NRS Our Sample has over representation of SEC A Homes In Universe In Sample


Q.3 Are the TAM SEC A homes typical ? : 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 Secondary Controls Geographical dispersion TV type (B&W / Color) Remote / Non-Remote SEC A1 & A2 representation Primary Controls SEC Terrestrial/C&S Household size Language preference for TV viewing Claimed weight of viewing


Slide14: 71 SEC A respondents out of 312 home sample


SEC A sample by Education and Occupation: SEC A sample by Education and Occupation


The “Hard Reality” : 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.


Slide17: Full city coverage (Bombay UA - as per Census) Colaba to Virar/Kalyan/Panvel (over 65 nodes)


Q.4 Is the panel not refreshed often enough ? : 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 ?: 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


Slide20: 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...) Q.6 Data Validation & Panel Security measures


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


Panel Security measures: 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 ?: Is there more to TAM than Ratings ?


Unlocking TAM : The Key to Success in Television broadcasting : Unlocking TAM : The Key to Success in Television broadcasting


“Is a Program just a program ???”: “Is a Program just a program ???”


“Every Program is a Brand by itself”: “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 : 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.....: The 4 marketing Ps work for a channel/program too..... Distribution / Placement Promotion Pricing Product/Program


Importance of Channel Placement: 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 ......: Wondering ...... Why are we looking at Channel Placement data ? Doesn’t Viewership say it all ?


Today, viewership is based on..: 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 ...: 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 : 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 ?: What does ConnecTAM provide ? ConnecTAM essentially tracks the availability or connectivity of a channel across : Frequency Bands By Markets By Weeks


How does ConnecTAM capture this information ?: Data captured at the Parallel Home end provides the channel line-up across frequencies telecast by the cable operator Channel line-up data is weighted by the type of TV set (based on frequency accessible) that the Panel Homes own How does ConnecTAM capture this information ?


Picture of few channels: Picture of few channels Implications of Availability on Viewing data


Effect of S-band : MTV v/s B4UBrings in more viewers for B4U : Effect of S-band : MTV v/s B4U Brings in more viewers for B4U Channel availability was correlated with viewership @ 5min+. The coefficients were clearly in favour of S-band. MTV B4U


Slide38: SET Max : Event based Shift in Bombay Topical programming leads to higher connectivity & thereby higher walk-ins. Impact on Media Buying - Scheduling Strategy on SET MAX (Post Event)


Slide39: Will soon impact on viewership. Where are the viewership coming from ? STAR GOLD on the rise in Maharashtra +28%


Slide40: Loss in Prime band to Star Gold is impacting its viewership too. Zee Cinema is loosing itself to STAR GOLD in Maharashtra -25%


Slide41: Dramatic improvement in Reach with increased Colour/Mid band activity An additional 10% purely on Programming/Promotion basis during the elections Elections 2001 Distribution push yield results for ETV-Bangla in Calcutta


At close of polling, ETV gains a whooping 44% share of votes (audiences) !: At close of polling, ETV gains a whooping 44% share of votes (audiences) ! AAJ TAK 1% DD7 Bengali 18% Eenadu Bangla 44% Star News 1% TARA Bengali 1% Zee News 2% Others 30% Alpha Bangla 3% # Audience : Calcutta, C&S, 15y+, May 13th 2001, 6 am to 4 pm, Election Coverage. A thumping victory for ETV-Bangla


Aajtak - A forecasted success story !: Aajtak - A forecasted success story !


The 4 marketing Ps work for a channel/program too.....: The 4 marketing Ps work for a channel/program too..... Distribution / Placement Promotion Pricing Product/Program


Slide45: The 10 key Brand Commandments Attracting more people The right people Make them stick for more time Schedule it at the right Time Creating the right Environment Create Loyalty - Episode over Episode Capitalizing on competitors Ebbs Being distinctive will definitely help Keep an eye on the category trend 10 Ride on a winning horse


Reaching out to more people...: Reaching out to more people... New Audiences stop building over a period of time as programming content converts triers into repeaters.


The Right people...: The Right people... Universe Dispersion - SEC A:SEC B:SEC C:SEC D = 19 : 22 : 28: 30


Make them stick for more time...: Make them stick for more time... Chhoti Maa- Afternoon Chhoti Maa- Prime Time


Schedule it at the right time...: Schedule it at the right time... Prime Time Afternoon # Maximum audience walk in between 7:30 pm & 11 pm # No change in viewing pattern over the last two years 50% more TV viewers in PT


Creating the Right Environment...: Creating the Right Environment... Disproportionately high clutter in the prime time allows viewers to move away from the channels. 100 114 100 128 100 152


Ad clutter can be a source of audience drain... : Kusum (Sony) v/s Chhoti Maa (Zee) Ad clutter can be a source of audience drain...


Loyalty - Episode over Episode through enough viewer suspense…: Loyalty - Episode over Episode through enough viewer suspense… A high loyalty index is an indicator of trials getting converted into brand loyalists.


Capitalizing on Competitor ebbs...: Capitalizing on Competitor ebbs... Launch Of Chhoti Maa End of KBC (Monday)


Being distinctive will definitely help in increasing product life-cycle...: Being distinctive will definitely help in increasing product life-cycle... Successful Program Successful Brand Unsuccessful Program Unsuccessful Brand Growth Stage Decline Stage Mature Stage Rebirth Stage # Programs have a smaller life-cycle than brands # Distinctive & innovative programs have a better chance of performance


Slide55: Note : Graphs represent programs only above 0.1 # A distinct shift towards lower average ratings Keep an eye on the program category trend...


Ride on a winning horse...: Ride on a winning horse...


Slide57: The 10 key Brand Commandments Attracting more people The right people Make them stick for more time Schedule it at the right Time Creating the right Environment Create Loyalty - Episode over Episode Capitalizing on competitors Ebbs Being distinctive will definitely help Keep an eye on the category trend 10 Ride on a winning horse


The 4 marketing Ps work for a channel/program too.....: The 4 marketing Ps work for a channel/program too..... Distribution / Placement Promotion Pricing Product/Program


Can I draw viewers effectively to watch the new program launched on a mass entertainment channel ?: 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: 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 : 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 : Relationship between Program Promotion & Program Reach # 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... : 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 ......: Running out of time ...... 15 minutes up !