What is TAM and what’s it with NDTV’s case against TAM.

What is TAM and what’s it with

NDTV’s case against TAM

TAM Media Research is a joint venture

between Nielsen (India) Private Limited &

Kantar Market Research. Appointed by Joint

Industry Body (JIB) which is composed of

the Industry stakeholders of ISA (Indian

Society of Advertisers), IBF (Indian

Broadcast Foundation) and AAAI

(Advertising Agencies Association of India)

in 1998.

We measure more than 40 percent of the world’s viewing behavior—hundreds of channels, thousands of programs, and millions of viewers. This measurement breadth allows clients to plan programming and advertising for their ideal audience. That great lipstick ad you saw during your favorite reality show—that was no accident—it was informed by big data.

What TAM says?

The system of TRPs is supposedly

conveying our interests and viewing

patterns to broadcasters.

They are the only formal system of

consolidated viewer feedback in terms

of viewing patterns and preferences.

Based on this research or unit of

measurement, programmers,

advertisers and editors are deciding

what we like to watch and how

For example, the current system of TRP ratings is based on TV meters installed in 8,000 or so households in urban locations across most states

For instance, the average viewer spends around 130 minutes per day watching TV.

Of this, nearly 80 percent is spent on a leading set of 30 channels. This means that the rest of the channels—anywhere from 150 to 350, depending on the DTH or cable operator—are fighting for a slice of roughly 26 minutes each day.

What do the TAM sample size and viewership numbers

tell us?

When both the TAM sample sizes and viewership minutes are so insignificant, even minor manipulations in viewing can have a magnified impact on TRP ratings.

In its report presented in November

2010, the Amit Mitra committee laid

down a roadmap for improving the

system.

A critical recommendation was

increasing the number of

Peoplemeters by around 22,000.

Funding this increase in TAM’s

Peoplemeter homes would entail a

one-time capital expenditure of

about Rs 330 crore spread over five

years, plus an additional operating

expenditure of Rs 330 crore a

year, 

Besides, the Joint Industry Body (JIB) that since 1997 oversaw TAM’s research and frequently questioned its data died an unnatural death around 2004.

So, for the last eight years, there has been virtually no industry supervision of TAM.

How do you clean up the mess?

Answer this reading the article Fixing Indian TV's Audience Measurement Problems

http://forbesindia.com/article/resolution/fixing-indian-tvs-audience-measurement-problems/33570/2