Audience measurement company TAM India has introduced an elite panel to understand TV viewership behaviour, to help advertisers.
MUMBAI: Audience measurement company TAM India has introduced an elite panel to understand TV viewership behaviour, to help advertisers and media buyers reach this segment more powerfully and cost-effectively.
The elite panel encompasses a sample size of 250 uppercrusters across Mumbai and Delhi.
An elite household in the panel is defined as one which owns A/C, PC and car.
“This segment accounts for 3% of the population, but has around 25% purchasing power. About 80% of the TV viewing in this segment is fragmented around 40 odd channels. This is by far the most fragmented socio-economic group, and much more challenging to track”.
“Most of them are from multi-TV homes, and have gone in for enhanced TV viewing technologies like DTH or CAS. Time spent on television viewing is minimal since they own other multi-media devices,” he said.
Krishnan said TAM’s decision to spring the elite panel comes from increasing pressure from ad agencies and media planning and buying specialists to understand the premium, super-premium segment of the consumer circuit.
Globally there are some ‘elite viewer’ studies, but most of these are questionnaire-based.
The Indian market is that much more complex. Says Joy Chakraborty, EVP, Network Sales, Zee, “Clubbing mass and niche together in media-research only meant that the niche segment was completely lost in the thirst for greater numbers. This will do justice to premium high-end categories, and reduce wastage in media-buying.”
Sai Nagesh, head, Insight states, “ I think that TAM data in the absence of the elite panel was not doing justice to major stake-holders in the purchase of premium products. But I hope that TAM increases the foot-print to other cities .”
Says Shashi Sinha, chairman, Lodestar, “Since we handle premium products like L’Oreal, the data would come in handy for us. But the purchase power of the elite panel is not just restricted to premium products alone; they are the big movers in finance and telecom sectors. TAM is the best option data-wise, but by far these are early days”.
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