Tam India makes breakthrough at WAM

MUMBAI: The team from Tam Media Research India is on cloud nine after creating history at the WAM (World Audience Measurement) Conference held in Geneva from 13 - 18 June.

TAM India's research paper was selected among the top 10 amongst hundreds of entries submitted from 43 countries. Although official rankings are yet to be announced, the TAM team expects its paper to be in the top three when the results are finally declared.



The study by TAM India's S-Group revolved around the continuation of TAM's foray into in-programme product placement research and for the first time approached this science from a consumer point of view, a company release says.

Tam India has become the only Indian reasearch organisation to ever be present at WAM since its inception four year ago. It is also the only Asian Research organization to be present at this global conference this year.

"Probably there can be no better illustration of the fact that TAM India's commitment to the science of media measurement and analysis is unmatched. This goes to showcase our ability to sense market requirements and set trends for the future. We did it at ESOMAR conference in Shanghai. Now, we prove it again at WAM," TAM Media Research CEO LV Krishnan was quoted in the release as saying.

Conducted jointly by the American ARF and the European ESOMAR, this five day annual conference was the biggest Global Media Research conference that focuses on key media research issues in television, print, OOH, online and radio. The fourth WAM conference saw over 400 delegates from 43 countries attending it.

The Tam-India S-Group study was a continuation of Tam's foray into In-programme Product Placement research and for the first time looked from at this science from a consumer point of view. The research was carried out by IMRB International and commissioned by Tam India's S-Group in partnership with a Broadcast Network. Though official results are yet to be announced, unofficially, most delegates put the Tam paper as second in the TV Conference behind a Canadian paper presented by BBM-Canada which was adjudged as the best.

Each WAM day is dedicated to the major issues/developments concerning a particular medium, in addition, one day is devoted to cross media measurement - a key area for advertisers and marketers.

"WAM serves as a platform for discussion among the world's thought leaders on all measurement issues. The highest turnout not surprisingly was for the Television day where 11 best research papers were selected from all over the world", says Mr. Atul Phadnis, VP, Tam Media Research, who's just returned from Geneva after representing Tam India at WAM, Geneva.

The WAM TV conference was marked by the presence of senior delegates from advertisers (P&G, Nestle, Samsung), TV Broadcasters (CBS, NBC, Network Ten, TVG, ABC), Research companies (Nielsen, Kantar, Arbitron, TNS, etc) as well as Media Specialists (Starcom, Mindshare, Carat, Initiative, Mediacom). The 43 countries included Australia, Germany, USA, UK, France, Switzerland. India was represented by Tam Media Research.

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories