TAM to publish research findings on in-house channel promos

MUMBAI: TAM India S-Group is planning to meet key Indian broadcasters for their viewpoints on its recently conducted proprietary research involving in-house channel programme promos. TAM will also publish a research paper on this new technique by end of this year.

While speaking to, TAM India CEO LV Krishnan confirms that the S-Group team has been interacting with Professor John Philip Jones from Syracuse University and author of concepts like Recency and STAS on TAM India's research paper!

"In fact, Professor Jones has gone to the extent of saying that 'your whole approach and analysis is extremely interesting'. He has also shown inclination to publish parts of our analysis in his next book!" adds Krishnan.

Basis this analysis, ADEX has already restructured the way promos were being coded and reported in the ADEX software. For this restructuring, the firm has been taking inputs from key broadcasters including - Sony, Star, Zee, Turner and MTV.

ADEX has recently released a list of eight different types of promo categories that it will use to differentiate varied promo formats. This information can then be used by broadcasters to analyse promos and their effects.

While talking about the origin of this specialised once-of-its-kind research, TAM India S-Group director Atul Phadnis says: "For the last one year since the time, we took over ADEX from ACN ORG MARG, we have been trying to see how does the integration of TV Monitoring services like ADEX with the TAM viewership data benefit the industry. Obviously, the moment you integrate these two powerful databases, not only do we know which ads and promos were being shown on TV but also come to know how many people were able to view these commercials and promos!"

The TAM S-Group team at that point (end last year) decided to experiment a key powerful idea... which was that if it could track which channel was running a programme promo; and could fuse that with the viewership data to find out how many people saw that promo. Phadnis says: "We also tried to check whether we could track of all those who were exposed to the promo, how many actually came to see the programme itself!"

There were lots of unanswered questions placed before the S-Group team as it grappled with this complex concept. These questions included:

* Were promos impactful enough to inspire audiences to come and see the programme itself?

* How many times do you need to expose them to the programme promo that says - "Watch this programme", * Watch this programme", before audiences come in to watch the programme itself!

* If you change a programme promo and better it, does it impact the 'conversions' into that programmes viewers?

Phadnis adds: "Answering these questions is critical because when a channel runs its own programme promos, that's actually 'advertising refused'! It's an opportunity cost as far as a channels concerned and no longer just 'free unused inventory'! Also, some brands ride on these promos and the fortunes of these brands as well as the programs that they are sponsoring rest on these promos. Hence the criticality of the issue."

While referring to the latest developments, Phadnis claims : "We have now accomplished a series of tests and experiments. We are happy to announce that we have a pretty good idea on how programme promos work! We know for instance that the moment you correct a faulty promo plan, it straight away has an effect on that programme's performance. We know for instance that the right promo plan can get the right kind of audiences in as well as save the channel millions of rupees worth on opportunity costs!"

"TAM India has used the power of the net to empower the industry" - TAM India S-Group director Atul Phadnis

"Our systems are extremely sensitive to changes in the environment" TAM India CEO LV Krishnan

Latest Reads
Intel CEO Brian Krzanich resigns over relationship with employee

Intel Corporation CEO and member of board of directors Brian Krzanich today announced his resignation for a breach of company policy involving a relationship with an employee.

MAM Media and Advertising People
Louis Philippe launches new ad campaign #RiseAboveTheRes

One of the India’s leading menswear brand Louis Philippe, from Aditya Birla Fashion and Retail, has come up with a unique ad campaign 'Rise Above The Rest', showcasing that true leadership is about taking decisions that leave a lasting impact.

MAM Media and Advertising Ad Campaigns
Taco Bell wants to make potato great again with new campaign

MUMBAI: Taco Bell is set to make its way into the hearts of potato lovers across India. The brand has just launched a unique potato centric take on the traditional taco. The all new Crispy Potaco will give this much-loved vegetable a new identity where it will no longer play the sidekick in most...

MAM Marketing Brands
HP urges people to use original ink in new campaign

MUMBAI: Information technology company HP (Hewlett-Packard) has launched a digital film Chikloo, as a part of the on-going initiative to promote its original ink and cartridges.

MAM Media and Advertising Ad Campaigns
Oyo expands footprint in China

MUMBAI: Indian budget hotel company Oyo Rooms has forayed into China to cater to the country’s burgeoning hospitality industry. Oyo Rooms. The Softbank-backed Oyo in China will have 11,000 exclusive-franchise or merchandised rooms across 26 cities. The service will be available in Xiamen, Kunming,...

MAM Marketing Brands
Johnson's celebrates 125 years with new campaigns

American multinational medical devices, pharmaceutical and consumer packaged goods manufacturing company, Johnson’s recently completed 125 years in the baby care products category in India.

MAM Media and Advertising Ad Campaigns
Team ITC makes India proud ,Wins a Silver Lion at the Young Lions Marketers Competition at Cannes

Two young women managers from ITC made India proud by winning the Silver Lion at the very competitive & prestigious Young Lions Competition at Cannes. The team comprised Raisa Chakravarty and Anupama Sharma from ITC's Personal Care Products Business. They had earlier won the India Challenge....

MAM Marketing Brands
Walmart sells $16 billion worth of bonds for Flipkart acquisition

American multinational retail corporation, Walmart, has decided to sell $16 billion worth of bonds to help finance its investment in Indian e-commerce giant Flipkart.

MAM Marketing Brands
Greenscape gets insects to tweet & spread awareness about e-waste

MUMBAI: Most people dump their e-waste just like their regular waste. This results in e-waste ending up in dump yards and landfills. To discourage people from doing this, Greenscape, India’s leading IT waste disposition company, joined hands with Dentsu Webchutney to launch #TinyBugsTweet campaign...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories