MAM

Indian Media Review: Shashi Sinha addresses the elephant in the room -- common measurement

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/14/sashisinha1-800x800.jpg?itok=wZvR2BNI

MUMBAI: All eyes were trained on this year’s media review by The Advertising Club, what with the stalwarts of the industry repeatedly endorsing it on the social media weeks before the event took place. And indeed, the topic that the session addressed hit close to to every stakeholder in the industry alike -- be it publishers from across media, advertisers or media agencies. It was on having a common currency of measuring the effectiveness of media for advertising across platforms.

IPG Mediabrands CEO was one of the key speakers at the review. Shashi Sinha started off on a more comfortable note of how agencies can help businesses grow with an effective measurement.

According to him, “Instead of complaining that clients are demanding more accountability from the media they bought, agencies need to understand that better measurement gives CMOs better rationale for justifying better budgets.”

This ‘better measurability’, as per Sinha, is being achieved in several ways at present, primarily -- introduction of BARC’s measurement system for broadcasters, revival of the Indian Readership Survey (IRS) by next year, and digital.

The issue, Sinha emphasised, came down to whether the fraternity wanted to take a few more steps further to improve the system of measurement across media after understanding the need of the hour or whether they wanted to stall the progress and delay the combined measurement system.

Speaking specifically of the digital measurement system, Sinha shared that it was wrong to expect a panel of digital platforms or ‘OTT’ players to be self regulators of their measurement systems, given that the category is extremely fragmented. Therefore, he openly asked if "digital publishers are willing to be measured by third parties and be transparent with their numbers?”

Highlighting how the IRS, which Sinha expects to be fully functional in eight months, will increase the sample size of print publishers by 40 per cent, he added that multimedia evaluation was also being considered by the board.

Sinha expressed his welcome surprise at the Audit Bureau of Circulation (ABC) testing the measurement possibilities in the publishing side of digital (as BARC only caters to video consumption measurements). “Unlike video measurement, it is relatively cheap and is actually already functional for the last three to four months. We just need the heavyweights in the medium to come to a consensus for it to be fully rolled out,” Sinha added.

After addressing and updating the audience about the different scopes of measurements in each media, Sinha quickly moved on to emphasise the need to have a common source of truth or ‘a single view of truth’

This brings him to suggest the ambitious idea of Media Research Users Council (MRUC), the IRS, BARC and ABC to come together to contribute to a common pool of data that can be further sliced and diced in accordance with each media based on the clients requirement, although Sinha agreed that currently major challenges were in making that thought become a reality.

Instead, one could start with thinking along the lines of a measurement currency that each media can be compared in, and according to Sinha, it is CPT,

“Television measurement needs to move from CPRP to CPT format, and that's a good starting point of having some commonality of currency between mediums. Publishers need to understand that moving from one currency system to the other doesn’t bring any difference in the buying and selling equation with clients. That will always be based on the demand-supply ratio,” assured Sinha, adding that the current CPT of channels is actually an opportunity to drive growth.

CPT or Cost Per Thousand is basically the advertising cost of reaching a certain number of viewers in a defined target group on television, while CPRP or Cost Per Rating Point is the cost of advertising time on television based on the price of time for a single rating point generated by the channel.

More mature markets such as the US, the UK and Germany have already switched to CPT as a currency when buying and selling television media.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/SBI.jpg?itok=ZgaGXjDn
SBI Life Insurance launches breast cancer awareness campaign “Thanks a Dot”

SBI Life Insurance, one of India’s largest private life insurers, has launched ‘Thanks A Dot’, an innovative breast cancer awareness initiative that is supported by the Women’s Cancer Initiative -Tata Memorial Hospital.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/max.jpg?itok=VC9xRMMm
Max Life Insurance announces partnership with Royal Challengers Bangalore

Max Life Insurance has announced its partnership with Royal Challengers Bangalore for the upcoming T20 season.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/nikhil.jpg?itok=xhUHRkfY
Weber Shandwick appoints Nikhil Dey as vice chair in india

Weber Shandwick, one of the world's leading global communications and marketing solutions firms, today announced the appointment of Nikhil Dey as vice chair of the firm’s India operations. Dey will focus on shaping the firm’s employee experience, strengthening existing client relationships and...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/srija.jpg?itok=TR0jmckB
Saatchi & Saatchi Focus rechristened to Publicis Health & Publicis Business

Building on the Publicis Groupe philosophy of Power of One, with customers at the centre of everything they do, Saatchi & Saatchi Focus, an award-winning; specialist knowledge-based communication agency has officially been rechristened to Publicis Health & Publicis Business.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/dmcb.jpg?itok=8brWDFNa
DCMN India bags media duties for FanFight

DCMN India, a growth marketing partner to digital-first brands, has bagged the media duties for FanFight, India's fastest growing fantasy sports start-up.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/cycle.jpg?itok=FhOUYo6H
1700 Mumbaikars cycle to raise awareness for mental health

Mpower, a pioneer in Indian mental healthcare from The Aditya Birla Education Trust, today returned with its fourth edition of Aditya Birla Health Insurance Ride to Mpower, a cycle ride to create awareness and stamp out the stigma associated with mental health illnesses.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/asian.jpg?itok=JiEAjC6N
Asian Paints, Post Office Studios present the colourful trends of our time

Post Office Studios conceptualised and produced five animated films to launch Asian Paints’ Colour Next series this year, which were released at the country's India Design ID.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/zeel.jpg?itok=cF55VPtN
ZEEL launches an exclusive campaign for its english cluster #WhereIsMyChannel

With TRAI initiating the implementation of the MRP regime, consumers now have a choice to select the packs and channels that best meet their content needs. While the broadcasters are busy building their bouquets and communicating the prices to the viewers, Zee English Cluster has taken a rather...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/03/19/jack.jpg?itok=eJQUBGSr
Van Heusen presents 'Carry Your World' campaign with Jacqueline Fernandez

Van Heusen India’s leading power dressing brand from Aditya Birla Fashion and Retail Ltd has launched a comprehensive `Carry your World’ campaign featuring India’s leading Bollywood star Jacqueline Fernandez across 60 cities for two months.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories