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.

 

Table 4 : Towns Selected per Reporting Stratum

Market

1 Mn.+

0.1 - 1 Mn

Total

RoAP

1

6

7

Gujarat

3

3

6

PHCHP

1

4</