TAM S-Group to present white paper at Esomar conference

MUMBAI: A white paper on a system developed in India in partnership between two TAM's divisions - Adex India and S-Group - to measure product placement effectiveness for television programmes, has received international recognition.

The TAM S-Group white paper has been selected for presentation at the European Society for Opinion and Marketing Research - Esomar's forthcoming Asia-Pacific conference in Shanghai, China, to be held on 28 March 2004.



The paper titled ‘Evaluating Soft Brand Advertising on TV including Product Placement & In-Program Brand Exposures’ looks at ground signages, billboards and product placements during sporting events and programs.

This system, which was developed after 13 months of work, was one which particularly excited Tim Fulton, director of Nielsen Media Research's Global AIS (Advertising Information Services) Systems, when he came to India in early October as part of a tour of different markets across the globe. His tour was part of a mission to see how backend operations worldwide could be better streamlined.

Speaking to indiantelevision.com at the time, Fulton had praised the system the Indian team had developed that measured product placement effectiveness for television programmes (of all sorts - sports, game shows, soaps) and had said this was something that could be applied in other markets as well.

Adex India head Atul Phadnis had told indiantelevision.com then that the system allows for product placement monitoring. The monitoring data is merged with the viewing data (TRPs) and an effectiveness quotient is derived, Phadnis said.

Elaborating on the concept, Phadnis said the TV screen is broken down into various grids and depending on where on the grid the product falls as well as time of exposure, a effectiveness measure is derived.

Phadnis says the selection of the TAM S-Group paper by Esomar is significant because it is one of the most respected research associations in the world. "Their selection of the TAM S-Group paper assumes importance for the media research industry in India since it was competing with papers from countries like Australia, China, HK, Singapore, Phillipines, Taiwan and Indonesia," he adds.

Now known as the World Association of Opinion and Marketing Research Professionals, Esomar was founded in Europe in 1948 and has over 4,000 members in 100 countries.

However, this is not the first time an Indian white paper has been selected for an Esomar conference. IIT, IIM alumnus and current head of Zenith Media Praveen Tripathi has presented papers at Esomar Media Research Conferences at Athens in 1995 and in Mexico City in 1998.

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