Introduction

India Peoplemeter Update

List of Contents

Section	Section No.	Page no.
Introduction		1
Sample Plan	I	4
Reporting	II	7
Town Selection	III	7
Technology Used	IV	9
Meter Migration	V	9
Time Plan	VI	10
Implication of Expansion Plans on Data Analysis	VII	11

List of Tables

No.	Table	Page No.
1	Top 6 Metro Sample Sizes	5
2	State level coverage and sample sizes	6
3	Sample sizes by reporting strata	7
4	Towns Selected per Reporting Stratum	8
5	Type of Market and Impact on analysis	14

Introduction

The original expansion plan presented by TAM to the Research Design Sub-Committee (RDSC) and the Technical Committee (TC) envisaged not only a broader coverage (more markets) as compared to the present panel but also a deeper coverage by covering the Less than 0.1 Mn. urban/semi-urban population stratum. After extensive meetings with the RDSC and the TC, the total sample size for this coverage - ~ 100% urban India was calculated at 5800 homes.

While the ultimate aim is to get to the above coverage, feedback received by TAM indicated that this is best done in stages.

Accordingly the expansion has been broken into two stages, each stage emphasising a different aspect of the expansion plan.

Stage I – Broaden coverage to ~ all states but within the existing reporting stratum i.e Greater than 0.1 Mn. population stratum

Stage II – Deepen coverage to the Less than 0.1 Mn population stratum for all markets covered in Stage I.

This document :

1. Describes the Stage I expansion plans as was arrived at after consultations with the

RDSC

2. Gives an update on the progress of the expansion &

3. Provides an end-user perspective on the expansion front by detailing the impact on data analysis

I. Sample Plan

The Stage I sample plan originally presented to the RDSC included reporting all Class I markets except for J&K, Assam and North-East, Bihar and Rajasthan.

The RDSC suggested making adjustments to the plan by including Bihar and Rajasthan so as to maximise coverage. Acting on this suggestion, the sample plan was reworked and is described below.

Representation and Coverage

a. An ~ 100% representation of urban TV owning homes in the Class I (greater than 0.1 Mn. population) strata.

b. The above coverage accounts for 31 mn TV homes – a 35% increase from the present coverage

c. Increase in sample homes from the present 3454 homes to 4555 homes – a 32% increase

d. The sample plan is designed to maximise the effective sample size. To achieve this, an extensive Sample Optimisation exercise was conducted so that the maximisation is effective whichever way the data in analysed, either from a market point-of-view (analysis across strata) or a stratum point-of-view (analysis across markets).

e. A comparison of the proposed and the present sample sizes in the metros is given below:

Table 1 : Top 6-Metro Sample Sizes

Metro	Existing Sample (homes)	Proposed sample (homes)
Mumbai	312	450
Delhi	355	425
Calcutta	217	265
Chennai	225	255
Bangalore	239	255
Hyderabad	225	255
Total	1573	1905
A 21% increase in Metro sample size

f. Similarly, a comparison at the State/Rest of State sample sizes is given overleaf :
Table 2 : State level coverage and sample sizes

Market	Existing Sample (homes)	Proposed sample (homes)
RoAndhraPradesh	220	305
Gujarat	195 (Ahmedabad)	270
PHCHP	165 (Ludhiana)	260
RoKarnataka	220	115
Kerala	208 (Cochin)	220
RoMaharashtra	221	295
RoTamilNadu	220	230
Uttar Pradesh	432 (Kanpur + RoUP)	330
RoWestBengal	0	110
Orissa	0	110
Bihar	0	90
Madhya Pradesh	0	215
Rajasthan	0	100
Total (excluding 6 metros)	1881	2650
Total (including 6 metros)	*3454*	*4555*
A 41% increase in the State/Rest of State sample size
A 32% increase in overall sample size – including metros

* The name Uttar Pradesh(UP) as will be used for reported purposes includes the newly formed state of Uttaranchal. Similarly Madhya Pradesh(MP) includes Chhatisgarh and Bihar includes Jharkhand

* PHCHP is Punjab + Haryana + Chandigarh +Himachal Pradesh

II. Reporting

While currently all non-metro markets were reported as Rest of States, these would now be reported by strata. Thus, Rest of Maharashtra can now be analysed as RoMah. 1 Mn.+ and RoMah. 0.1-1 Mn.

TAM would now be providing a total of 29 reporting markets which is almost double the present reporting of 15 markets

Table 3 : Sample sizes by reporting strata

Proposed sample sizes at the state level (figures are number of sample homes)
Market	1 Mn.+	0.1-1 Mn.	Total Homes
RoAP	110	195	305
Gujarat	160	110	270
PHCHP	105	155	260
RoKar	0	115	115
Kerala	110	110	220
RoMah	115	180	295
RoTN	110	120	230
UP	150	180	330
RoWB	0	110	110
Orissa	0	110	110
Bihar	30	60	90
MP	105	110	215
Rajasthan	30	70	100
Total	1025	1625	2650

III. Town selection

¨ The town selection procedure makes use of the Simulated Annealing technique. The process ensures that the selected towns represent their respective reporting units on the parameters of C&S % Penetration, Terrestrial Availability of DD2, and Geographic Spread by SCR control.

¨ A highlight of the selection is that TAM has ensured the sampling of all 1 Mn.+ towns.

¨ With a fixed sample size per market one could either choose

1. More samples per town (with a lesser number of towns) or

2. Lesser samples per town (with more number of towns).

The present town selection has chosen the latter line of operation. This maximises spread and representation though being operationally and financially more demanding.