COURSE: PR AND EVENT RESEARCH

COURSE CODE: JMC636

TOPIC: TAM, a MAP, TRP, INTERNET MEDIA RESEARCH
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Television, in nearly every country around the world, has become the dominant medium for
information, commercial communication and entertainment. This has led to the
ever-increasing desire by broadcasters, advertisers and advertising agencies to have accurate,
consistent and detailed information about TV audiences.

TAM (Television Audience Measurement) is the specialised branch of media research,

dedicated to quantifying (size) and qualifying (characteristics) this detailed television
audience information.

TAM Media Research is a joint venture company between AC Nielsen and Kantar Media
Research/IMRB. It is one of the two television Audience measurement analysis firms of India
(the other being aMap). Besides measuring television viewership, TAM also monitors
advertising expenditure through its division AdEx India. It exists in the PR Monitoring space
through another division – Eikona PR Monitor. TAM Media Research likely utilises
sophisticated methodologies and technologies to collect, analyse, and interpret data related to
media consumption habits and audience behaviour. This data is valuable for media
companies, advertisers, and marketers in understanding audience preferences, optimising
content delivery, and maximising the effectiveness of advertising campaigns.

By combining the resources and expertise of both AC Nielsen and Kantar Media
Research/IMRB, TAM Media Research can offer comprehensive and reliable insights into
media audiences and market dynamics, helping clients make data-driven decisions in the
rapidly evolving media landscape.

The viewership cell runs what is one of the largest Peoplemeter TV Panels in the World with
approximately 30,000 sample individuals representing all the Class-I towns (towns with
population more than 100,000) polled every week for their Viewership habits. This division
measures television Viewership of audiences for the 300-plus TV stations operating in India.

In its latest offering, TAM India focuses on Geo & Demo targeting audiences by harnessing
data from platforms & devices like Set-Top boxes, Smart TVs & Mobile Apps for richer
learning of audience behaviour. TAM’s Paid Media monitoring and analytical capabilities
come from its division AdEx India, India’s No.1 Ad Analysis Powerhouse. AdEx India
monitors and analyses advertising, promotions and sponsorship initiatives of all advertisers
across Digital, TV Channels, and Print & Radio platforms.

TAM’s expertise can be leveraged by Brand Marketers, Media Owners, Agencies, Content
Houses, Government Desks and many others. TAM’s data analytics will help Clients leverage
newer ways of harnessing data for achieving ROO (Returns on Objectives) and ROI (Returns
on Investments).

TPR
In India, TRP (Television Rating Point) is a metric used to measure the popularity and
viewership of television programs. TRP data is crucial for broadcasters, advertisers, and
content producers as it helps them understand which programs are most watched by
audiences and how effective their advertising campaigns are.

TRP data is collected by specialised agencies such as BARC (Broadcast Audience Research
Council) India, which uses a combination of electronic metres installed in selected
households and other methodologies to monitor TV viewership across different demographics
and regions.

The TRP ratings are usually released weekly and provide insights into the viewership patterns
of various channels and programs. These ratings play a significant role in influencing
programming decisions, advertising rates, and overall strategies in the Indian television
industry.

Methodology: TRP data is collected by specialised agencies such as BARC (Broadcast

Audience Research Council) India. BARC India employs a sample-based methodology to
measure TV viewership. They install electronic metres, called BAR-O-Metres, in a
representative sample of households across urban and rural areas in India. These metres
capture the viewing habits of household members and transmit the data to central servers.

Sampling: The sample households are carefully selected to be demographically representative

of the overall population. They cover various geographic regions, socio-economic
backgrounds, age groups, and other relevant demographics. The data collected from these
households is then extrapolated to estimate viewership patterns for the entire population.
Data Analysis: BARC India processes the collected data to generate TRP ratings for different
television channels and programs. These ratings are typically reported on a weekly basis and
provide insights into the popularity of various TV shows, genres, channels, and time slots.

Impact: TRP ratings play a crucial role in the Indian television industry. They influence
programming decisions, advertising rates, and content strategies for broadcasters and
advertisers alike. High TRP ratings indicate a larger viewership, which translates to higher
advertising revenues for channels and increased popularity for programs.

Challenges and Controversies: TRP measurement has faced challenges and controversies in
India. Issues such as sample representativeness, panel manipulation, and the accuracy of data
collection have been raised in the past. This has led to efforts by industry stakeholders and
regulatory bodies to enhance transparency, improve methodologies, and address concerns
related to TRP measurement.

Internet Media Research

Internet media research involves studying various aspects of media consumption, behaviour,
and trends on the internet. This field encompasses a wide range of topics and methodologies
aimed at understanding how people interact with online content, platforms, and advertising.
Here are some key components of internet media research:

1. Audience Behavior Analysis: Internet media researchers analyse how users interact
with online content, including websites, social media platforms, streaming services,
and more. This involves studying factors such as browsing habits, content
preferences, engagement metrics (likes, shares, comments), time spent on different
platforms, and device usage patterns.
2. Market Trends and Insights: Researchers monitor trends in internet usage, digital
media consumption, and technological advancements to identify emerging
opportunities and challenges for content creators, publishers, and advertisers. This
includes tracking changes in user demographics, content formats, distribution
channels, and monetization models.
3. Content Effectiveness and Engagement: Internet media research evaluates the
effectiveness of online content and advertising campaigns by measuring key
performance indicators (KPIs) such as click-through rates (CTR), conversion rates,
 brand awareness, and sentiment analysis. Researchers use tools like web analytics,
social listening platforms, and surveys to assess audience reactions and engagement
levels.
4. Social Media Research: Social media platforms play a significant role in internet
media consumption. Researchers study social media trends, user behaviour, influencer
marketing strategies, and the impact of social networks on consumer opinions, brand
perception, and online communities.
5. Digital Advertising Research: Internet media researchers examine the effectiveness of
digital advertising campaigns across various channels, including display ads, search
engine marketing (SEM), social media ads, video ads, and native advertising. This
involves analysing ad performance metrics, targeting strategies, ad formats, and return
on investment (ROI).
6. User Experience (UX) Research: UX research focuses on understanding the needs,
preferences, and behaviours of website and app users to optimise the design,
functionality, and usability of digital platforms. Researchers conduct usability tests,
user surveys, heatmaps, and other methods to gather feedback and improve the user
experience.
7. Audience Segmentation: Researchers segment internet users based on various factors
such as demographics, psychographics, geographic location, online behaviours, and
interests. This segmentation helps in understanding the diverse preferences and needs
of different audience segments, enabling targeted content creation and marketing
strategies.
8. Content Consumption Patterns: Internet media research delves into how users
consume different types of content online, including articles, videos, podcasts,
infographics, and interactive experiences. Understanding content consumption
patterns helps content creators and publishers tailor their offerings to meet audience
preferences and optimise engagement.
9. Multi-Platform Analysis: With the proliferation of devices and platforms, users
interact with online content across multiple channels such as websites, social media,
mobile apps, streaming services, and email newsletters. Internet media research
examines how users navigate across these platforms, the cross-channel impact of
content, and the effectiveness of multi-platform strategies.
10. Privacy and Security Research: Internet media researchers investigate issues related to
data privacy, online security threats, user trust, and regulatory compliance. This
includes studying user attitudes towards data sharing, evaluating the effectiveness of
privacy measures implemented by online platforms, and assessing the impact of data
breaches or privacy scandals on user behaviour and trust.