Media Xpress by TAM Media Research
1
INDEX
OUTPUTS USEFUL FOR BROADCASTERS
1. How have I performed in the past? /Have I been gaining or losing
viewership?(across weeks/ months/quarters)
MODULE USED: Trends by weeks/months/quarter
2. What is my reach across different day parts?
MODULE USED: Cumulative reach by dayparts
3. How has been my performance (viewership) across different dayparts,
across weeks?
MODULE USED: Reach across different dayparts-weeks
4. What’s my Channel share as per day parts and weeks?
MODULE USED: Channel share By Dayparts-Weeks
5. How popular are my programmes? /How have my programmes been
performing?
6. Which programme I need to promote/push?
MODULE USED: Programme performance
7. How much of the universe is my programme reaching?
MODULE USED: PROGRAMME REACH AND FREQUENCY
8. How loyal are my viewers?
9. Which day part/programme has maximum new triers?
MODULE USED: LOYALTY
10. On which days do I gain more viewership? /Which are my strength areas?
MODULE USED: Trends by days
11. Which geographical region am I strong in?
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
2
MODULES USED: TRENDS BY CITY
12. What’s the profile of my viewer?
13. What are the kind of viewers my competitor is attracting?
MODULE USED: Viewer profile
14. To which channel am I losing my viewers?
MODULE USED: Audience tracking
15. Which channels are sharing my viewers? /Which channels are being
watched along with my channel?
MODULE USED: Duplicate Viewing
Some common outputs, as used by
BROADCASTERS:
1. How have I performed in the past? /Have I been gaining or losing
viewership?(across weeks/ months/quarters)
Every broadcaster needs to know how the viewership patterns have been changing for it
over a period of time. Performance over a time period would help him access if the
viewers are sticking to the channel or are they shifting from it. For this kind of
information, a module which will tell the change in viewership over specific time periods
would be required.Hence, the ideal module would be Trends by weeks/months/quarter.
MODULE USED: Trends by weeks/months/quarter
PROCEDURE:
i In the ‘Trends’ tab in analysis window, choose ‘trends by
quarter/month/week’ (as required) module.
ii Make the required selections for rest of the options as explained above.
iii The module will display the output for trends shown by the channel .
iv To make the run for a particular programme, choose the corresponding
day part and the result would show the trend as displayed by a
programme.
v Process the modules.
The output would appear as:
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
3
*The spots used for example are underlined in the figure.
How to use the output:
Ø The output would show how the TVRs have been changing over a period of
time. In the given output, when we look at the TVR column, we see that the
TVR for week 39, time slot, 21:30 to 21:59 is 11.88, whereas for the same
slot in the next week (week 40) it is 11.38.This shows that the total number
of people watching my programme fully or the time on average for which my
programmes are being viewed has fallen.
Ø But we can also look at the absolute figures for viewership that are provided
by the reach column. In this example, when we look at the reach figures for
the aforementioned slot in week 39, they are 2304 whereas reach by week
40 has reached 2338.
Ø Another important parameter that can be looked into is the hare of the
channel. In our example, the share of star plus for the mentioned time slot is
40.11 whereas in week 40 it is 38.79.
These figures would help the broadcaster know, if the amount of viewership
is falling over the required time period.
The figures for “others” and “any channel” display the data for channels
except “Star Plus” and” All” the channels respectively.
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
4
2. What is my reach across different day parts?
A Broadcaster needs to know which part of the day attracts more viewers on his channel.
By gaining this kind of information, he will have knowledge about which time slots of his
channel are liked by viewers. For this information, the most suited module would be
‘Cumulative needs by dayparts’, which gives a broad view of the viewers attracted during
different dayparts.
MODULE USED: Cumulative reach by dayparts
Procedure:
i. In the ‘Trends’ tab in analysis window, choose ‘Cumulative reach
by dayparts’.
ii. In the daypart option, define the dayparts on which you want to
conduct the analysis.
iii. Make the required selections for rest of the options
iv. Process the modules.
Output would look like:
How to use the output:
Ø It shows a cumulative figure over the chosen time period for how the
dayparts have been behaving. For e.g., in this example, we know that in
the specified daypart (chosen to be time period upto 12 in the morning)
the reach of Star plus (in terms of %)is 42.63, whereas in case of second
day part (from morning 12 to 3 in the morning) it is 77.80.So, in this
case, we know that Daypart 2 is stronger for Star plus than daypart 1.
Ø Similar information about the competitors can be used to devise
strategies for targeting the right kind of audience.
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
5
The figures for “others” and “any channel” display the data for channels
except “Star Plus” and” All” the channels respectively.
3 How has been my performance (viewership) across different dayparts,
across weeks?
A broadcaster would need to know if the viewership of his channel is changing across
different dayparts over a period of time.
MODULE USED: Reach across different dayparts-weeks
Procedure:
i. In the ‘Trends’ tab in analysis window, choose ‘Reach across different
dayparts-weeks’.
ii. In the daypart option, define the required dayparts.
iii. Make the required selections for rest of the options.
iv. Process the modules.
A part of the output would be as:
How to use the output:
Ø This output helps in analyzing both the trends across dayparts and the
behavior of these dayparts across week also.So; this tells how the
performance of the dayparts fluctuated with weeks. In the given output,
if we look at the reach (%) figures for Star plus, we see that while the
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
6
reach of star plus in the first daypart if fluctuating (42.63 to 45.73 to
41.26) over the three specified weeks, in case of the second day part
(which is incidentally the second half of the day in this case-12pm to
3am), the reach is continuously rising (80.17 to 80.08 to 85.94).
Ø Another point of view of looking at this information would be to observe
the change in audience with a change in programmes or their schedules.
For e.g., in this case we have seen that the second half of Star plus is
gaining the reach along the weeks.So, in case there has been a change
in schedule in the second daypart, it is evidently being liked by the
viewers and hence the reach is rising.
The figures for “others” and “any channel” display the data for channels
except “Star Plus” and” All” the channels respectively.
1. What’s my Channel share as per day parts and weeks?
In today’s competitive scenario it is very important for a broadcaster to know his position
as compared to other channels. The TVRs across and share of channel are required too
judge a broadcaster’s position as compared to rest of the market. This information can
be given to the broadcaster using ‘Channel share by dayparts-weeks’ module.
MODULE USED: Channel share By Dayparts-Weeks
Procedure:
i.In the ‘Trends’ tab in analysis window, choose ‘Channel share By Dayparts-
Weeks’.
ii.Choose the required dayparts in the ‘Daypart’ option, for which the analysis is
required.
iii.Make the required selections for rest of the options
iv.Process the modules.
The output would appear as:
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
7
How to use the output:
Ø This would help the broadcaster observe which day parts are gaining or
losing or in observing which day parts form the strength or weakness of
the channel.
For e.g., in the given case, when we look at Star plus’s figures for
dayparts across weeks, we observe that it has very less viewership share
in daypart 1(around 5) and also we see that this figure has increased in
the Week 42.Whereas, viewership in daypart 2 has remained same
across the weeks (around 28%).This tells us that while the viewership
share for Star is much higher in the daypart 2,it is increasing slowly in
daypart 1 also.
Ø Similar results can be obtained for competition and hence a competition
analysis can be done. For e.g., this information about Star plus can be
used by other channels to schedule their dayparts, etc.
2. How popular are my programmes? /How have my programmes been
performing?
Every broadcaster needs a feedback on how well the programmes being telecast have
been received by the viewers. In this case, he would need all the parameters that speak
about the programme’s performance. A very comprehensive module for the same is
‘Programme performance’.
3. Which programme I need to promote/push?
A broadcaster would want to know the reach and frequency of its programme to know
how its performing. This information is required by the channel to know which
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
8
programme is not being viewed much by viewers and hence needs to be promoted or
rescheduled.
MODULE USED: Programme performance
Procedure:
i.Open the analysis window and in the ‘Planning’ tab choose the analysis
‘Programme performance’. Make the required selections in rest of the options.
ii.From the pop-up window that appears, choose the programme for the analysis,
by choosing genre, language, keyword or either of these in combination with
appropriate day part.
iii.Make the required selections for rest of the options.
iv.Process the modules.
How to use the output:
Ø The reach and frequency as displayed in the output would tell the broadcaster how the
programme is performing. Now, in the given output, the details have been displayed for
the programme ‘Jassi Jaisi Koi Nahi’. From the available figures, we can study the
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
9
programme for various parameters. For e.g., we see that the TVRs and reach figures
peak for the Prime time telecast of Jassi.
Ø Also, from the output, we know how much share of viewership the programme is
attracting by studying the channel share.So,for this case, we see that Jassi has been able
to attract channel share from 14 to around 22,which means that the programme has
been able to attract viewers substantially and hence is good for the channel.
4. How much of the universe is my programme reaching?
From a broadcaster’s point of view, it’s very important how much viewership a
programme is attracting. This information is used by the broadcasters gain advertising
revenues. The module which explicitly gives this information as required by the
broadcaster is Programme reach and frequency.
MODULE USED: PROGRAMME REACH AND FREQUENCY
PROCEDURE:
i.In the ‘Planning’ tab in analysis window, click on ‘Programme reach and
frequency’ to choose it as the selected module.
ii.From the pop-up window that appears, choose the programme for the analysis,
by choosing genre, language, keyword or either of these in combination with
appropriate day part.
iii.Make the required selections for rest of the options.
iv.Process the modules.
The output would be displayed as:
The output would appear as:
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
10
How to use the output:
Ø The reach and frequency as displayed in the output would tell the broadcaster the reach
and frequency of a programme. Now, in the given output for Jassi, we see that the reach
figures peak for the Prime time telecast of Jassi (around 600 for prime time and 300 for
afternoon timings).
Ø Now, if we look at the RCH column in the output, we would observe that the % Reach
for Jassi episode’s is fluctuating between 10 to 15 in the prime time. This information is
also very important from the point of selling the space to the advertiser for earning
revenues, because the buyer would want to know the reach of audience, a programme
attracts, before buying out the space.
Ø We also know from the given output, how many viewers at specific frequencies has the
programme been able to attract.Now,in this case, when we look at the second row, we
know that viewers(in %) that have watched the programme more than once is 18 and
those who have done it more than twice is 3.
8. How loyal are my viewers?
Every broadcaster would want to know if the viewers of his channel continue to watch
his programmes or are they shifting to other channels. This kind of information that tells
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
11
about the loyalty of the viewers can be captured in the module in the ‘Advanced’ mode
called ’loyalty’.
9. Which day part/programme has maximum new triers?
A broadcaster would need to know if he is receiving new viewers for his channel or the
same old viewers continue to watch it. This will tell him how many people are trying out
his channel. An appropriate module for this kind of information is ‘Loyalty’.
MODULE USED: LOYALTY
This Module can be used in two ways:
Ø Daypart: This can be used to extract the above mentioned information for
specified daypart options.
Ø Programme: In this part, the loyalty of the viewers is known programme wise. In
this case, the specifications for the programme will have to be provided in the
window that opens for ‘Genre/language/keyword’ details.
PROCEDURE:
i.In the ‘advanced’ tab in analysis window, choose ‘loyalty’.
ii.Choose whether you want to conduct the analysis by day part or programme.
iii.Make the required selections for rest of the options.
iv.Process the modules.
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
12
The output would look like:
How to use the output:
This module will give measure loyalty in form of
NEW TRIER: This figure tells the % of people who are watching or trying the
programme for the first time.
FRS: This figure tells us the viewers who have revisited the programme for the first
time or those that are first time repeaters.
SUB: This tells the viewers who are not revisiting the programme first time and have
visited it before, more than once.
%NEW: This tells that out of the total viewers what the percentage of new triers is.
%REPEATERS: This tells that out of the total viewers what the percentage of triers
who are not watching the programme for the first time.
LOYALTY INDEX:
Ø In the given example, in the highlighted row, we see that the total viewers
as reached by the specified daypart are 6.88.Now, looking at the next
column, we see that the viewers who watched during that duration for the
first time or are first time viewers are 0.29%.The next column specifies that
the viewers who are repeating for the first time are 4.03 and those repeating
for the second time are 2.56.
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
13
Ø Columns for ‘%New’ and ’%Repeater’ show the percentage figures for new
and repeat viewers.So, in this case we see that while the new viewers are
only around 4-5 %, the repeat viewers are more than 95%.Now,from this
kind of information the broadcaster would know there needs to be an
increase in marketing efforts so that the number of viewers who try out the
specified dayparts increase.
10. Which geographical region am I strong in?
Every broadcaster would want to know, which geographical region is he strong in. This
will give him an idea of the kind of audience he is appealing to and also the one’s on
whom is he missing out. This kind of information can be gained from the ‘Trends by City’
module.
MODULES USED: TRENDS BY CITY
PROCEDURE:
i.In the ‘Trends’ tab in analysis window, choose ‘Trends by cities’.
ii.Make the required selections for rest of the options
iii.The module will display the output for trends shown by the cities.
iv.Process the modules.
How to use the output:
Ø By observing the reach of a programme as shown by various cities the popularity
of the programme in different regions or different kinds of culture can be
observed. For e.g., in the given output, if we compare the share figures of the
Sony for the given daypart across the two chosen cities, we see that while the
channel share of Sony in Mumbai is 14.11,it is 10.44 in Delhi, we can say that it
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
14
is more popular in Mumbai as compared to Delhi. We also see that the time
spent and the TVRs figures are also less for Delhi as compared to Mumbai.
Ø To counter the competition, the same analysis can be used to discover the areas
in the competitor’s kitty.
11. What’s the profile of my viewer?
Every broadcaster would want to know what kind of viewers watch which daypart or
programme of his channel, so that he can decide which genre of programmes to be
telecast for which audience .A module that tells which kind of programmes appeal to
which viewers is ’Profile’.
MODULE USED: Profile
This Module can be used in two ways:
Ø Daypart: This can be used to extract the above mentioned information for
specified daypart options.
Ø Programme: In this part, the profile of the viewers is known programme wise. In
this case, the specifications for the programme will have to be provided in the
window that opens for ‘Genre/language/keyword’ details.
PROCEDURE:
i In the ‘Advanced’ tab in analysis window, choose ‘Profiles’.
ii Choose whether you want to conduct the analysis by day part or by
programme. Make the required selections for rest of the options
iii The audience function is the most important part of running this
analysis. In case of this option, choose the various profile of audience
that you want to make the choice among.
iv Process the modules.
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
15
How to use the output:
Ø The profile of audience would give output in the form of TVR, viewership % and
also channel share. In addition, the net index figure in the output would show
the kind of audience that watch the programme. An index of more than 100
would show the suitability of the daypart with the profile and opposite is the case
for less than 100 index. For e.g., In this case, we know that the chosen
daypart/programme was popular more with CS35+ than CS 15-35,because,the
index for later is 130 while for the former its only 80.This information can be
used by the broadcasters to know what kind of viewers like what programme.
Ø This information about the competitor can be used to know which are the kind of
audience that competitor is attracting in which time slot and hence in deciding
what should be strategy of the broadcaster.
Ø By observing the index figures over different time periods, we can also know, if
the profiles of viewers for a specific daypart / programme changing.
12. To which channel am I losing my viewers?
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
16
The viewers for any channel keep shifting from one channel to the other. Its very important
for the broadcaster to know, which channel attracts its viewers during different time
periods/programmes.This kind of information can be revealed by ‘Audience tracking’ module.
MODULE USED: Audience tracking
PROCEDURE:
i. In the advanced tab in analysis window, choose ‘Audience tracking’.
ii. Choose the channels that require to be compared.
iii. Make the required selections for rest of the options.
iv. Process the modules.
How to use the outputs:
Apart from the particulars like timing, date, etc. the other variables as displayed in
the output would be:
Total and retained customers for the channel: This gives a minute by minute
detail of how many viewers are on the channel and how many are retained in the
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
17
next time unit. For e.g., in the given case, in the highlighted time period,2.02 is the
total viewers(%) of Sony, out of which 1.07 are those retained from the last minute.
Gained from
Also, along with that it also shows the comparison against the other chosen
channels, in terms of the number of audience that have been gained from or lost to
the other chosen channels in percentage terms. This part has three columns, which
show in percentage terms, the new viewers, those gained from another chosen
channel (in this case star plus) and a third column that shows viewers gained from
others. In this example, the increase in viewers of Sony (2.02 from 1.07)is from
Star(0.95) as shown in the ‘Gained from’ column.
Lost to
This again contains three columns that tell the people who have stopped watching,
those that are gained from another specified channel (Star plus in this case) and
thirdly, the viewers lost to ‘others’.
Ø This information can be used to analyze, what is the trend of migration of
channel viewers and how do they need to work upon that. Since it gives the
details of channel viewing minute by minute, it can help analyzing the exact
details of where and why it lost out to the competitors. For e.g., in this case
we know that in the second minute Sony snatched 0.95% viewers from Star.
Ø Also, this kind of information can be used for tracking the channels to which
major viewership share is being lost. For e.g., in this case, we know that in
3rd minute Sony lost 1.41 % viewers to some channel other than star. This
channel can be found out by similar analysis of Sony against other channels
and reasons for losing the viewer can be found out.
13. Which channels are sharing my viewers? /Which channels are being watched
along with my channel?
Viewers often watch more than one channel simultaneously (shifting from one channel to
another).A broadcaster would be interested in knowing such information because such
channels form a potential threat to his viewers.
MODULE USED: Duplicate Viewing
This Module can be used in two ways:
TA
M M
edia
researc
h
Media Xpress by TAM Media Research
18
Ø Daypart: This can be used to extract the above mentioned information for
specified daypart options.
Ø Programme: In this part, the behavior of the viewers is known programme wise.
In this case, the specifications for the programme will have to be provided in the
window that opens for ‘Genre/language/keyword’ details.
Procedure:
i.In the advanced tab in analysis window, choose ‘Duplicate viewing’.
ii.Choose whether you want to conduct the analysis by day part or programme.
iii.Make the required selections for rest of the options
iv.Process the modules.
The output would be as:
How to use the output:
Ø The out put would be in the form of a matrix for the specified channels. It
will tell, how many percentage of audience of one channel were also
watching the other channels (in breaks).For e.g., in the above output, 89%
of Sony’s viewers were watching Star in the specified day part. Similarly,
83% of Star’s viewers were watching Sony during the specified day part. So,
we see that Sony and Star shared a major chunk of similar viewers in the
specified time band.
TA
M M
edia
researc
h