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Is
TAM data sufficient? Maybe not, but unless the industry can afford
to pay more; how can TAM India increase the panel size?
Just
one of the pertinent points made by advertising/media agencies around
the ratings debate:
 MindShare
MD Ashutosh Srivastava says: "Well, any decent media agency
would always look at distribution related data while planning and
buying, in conjunction with TAM. Currently, we use NRS data that
is updated twice a year for this purpose; and make plans based on
SCR level ABV info. There are no international norms that one can
look at here - as each market is different in terms of structure/distribution
so on and so forth. But most developed markets have a peoplemeter
panel for ratings; and that information is usually supplemented
with a large scale establishment study - like TGI."
 A
man who has made it a point to attend several seminars, workshops
and symposiums on the impact of advertising on CAS - WPP Marketing
Communications India director (marketing and corporate affairs)
Sai Nagesh says: "Yes, it is imperative that distribution and
connectivity data be used while planning. While TAM gives us the
viewership pattern, it is important to keep in mind the overall
reach of the channel. TAM has increased its coverage and will continue
doing so. The next step would be to provide realtime data - data
that is almost instantly available. The challenge that the fraternity
will face is the data fusion between TAM and the data gathered by
the MSOs (multi system operators) and the cable operators."
 While
playing a devil's advocate, Optimum Media Solutions senior VP Amit
Ray says: "NO the data is not all-encompassing... but the 'no'
isn't a criticism. The problem lies with the cost of such a service.
The sample size is too low to capture viewership for a country like
India. Looking at the rating week after week, sometimes I feel that
the panel members are perhaps doing a lot of button pressing through
inertia. Ratings have become predictable - in fact too predictable
for comfort."
Ray,
however, raises the key question: "But then, unless the industry
can afford to pay more; how can TAM India increase the panel size?
There are other issues too - I am almost certain that SEC A is hugely
under represented. It is possible the SEC A members are SEC A by
definition but they are definitely not the top most of the society.
Then, there is the issue of inertia - a significant part of the
panel should be rotated at least quarterly to ensure low fatigue.
The question therefore - is that being done?"
Speaking
about distribution data, Ray says: "Distribution data is extremely
important - especially when people are putting huge amount of monies
on TV. But here again, the issue is how do you marry TAM with the
distribution data?"
Ad
agency research specialist and Bangalore-based WPP Media ATG MCI
national head V Balasubramaniam says: "People meter data with
better sampling is the best at present. No need to go further at
this juncture. And yes, distribution data has to be considered."
Lodestar Media's national media director Nandini Dias says: "To
answer whether TAM data is sufficient, let me say we understand
that the scope of any study can be increased. But increasing the
scope has cost implications. I am sure TAM wouldn't mind increasing
the scope if the cost factor is taken care of. Any data which can
enhance the decision making process is welcome. In fact, we have
been using distribution data from an alternate source. In fact,
the recent issue of COMPASS - our media newsletter - is on how distribution
data helps planning and buying."
The
largest Indian (without foreign holding) media independent Madison
Media's client services director Neelkamal Sharma says: "As
far as the depth of data is concerned, no data is sufficient, specially
given the complexity and pace of change in media. Despite a need
for more horizontal and vertical coverage, current data is good
enough to understand the viewership patterns as compared to that
available in the past. More importantly, there has been a regular
effort from the industry to make it more robust."
Talking
about distribution, Sharma says: "Yes of course, distribution
currently plays a key role in planning and buying simply because
client businesses cover the entire country and not just those markets
covered by TAM. Post CAS, it's going to be critical as it will help
understand likes/dislikes of various strata within a demographic
target group in a market."
 In
an earlier interview with indiantelevision.com, MediaCom senior
VP Jasmin Sohrabji had said: "I am on the JIB technical committee
of TAM and so are several distinguished personalities from the industry.
I personally feel that a lot of thought has gone into the determining
the sample size; the placement of the meters; extrapolations and
calculations determining the final results. Everyone would prefer
to increase the number of peoplemeters but one has to balance the
costs too and ensure cost-effective packages for media specialists.
At this point of time, I would say that whatever is good for everyone
is the best available option. It would further evolve and we would
welcome changes. However, the media planning process has gone beyond
merely the ratings syndrome and is looking at more value-adds."
 Part
of the Lowe group in India, Initiative Media's media director Anita
Kotwani says: "TAM has continuously tried to keep up with market
realities and increased people meters across states which it did
not report on earlier. Obviously, there is a cost implication to
this. The OTS Update that gives us data on distribution is critical
- especially when it moves to the lower end population stratas where
the TV sets can have a maximum of 12 channels. So what gets captured
on the lower stratas is not captured by TAM. Hence, a combination
use of both should be used by the planner."
Initiative
Media's Praveen Sharma says: "Distribution data will always
come in handy along with Peoplemeter viewership data. In fact, utility
of distribution data is inversely proportional to extent of peoplemeter
sample. The lesser the representation of the country in peoplemeter
research, the greater the need for parallel data sources such as
distribution."
Mid-sized
agency Advertising Avenues associate VP-planning Kishore Mamidi
says: "Well, TAM today is the 'monopolist' in the Television
Viewership Measurement and data providers category. Therefore, whether
the industry likes it or not - that's the status-quo! We all know
what happened when their 'sampling database' was exposed; but post
that and the merger (TAM and INTAM) - all niches and clichés
are forgiven and forgotten. The industry has accepted what's delivered
(some would say dumped) on it - by TAM without the IN!"
Mamidi
adds: "Distribution related data is in any case used by TAM
to project and extrapolate the TV universe homes (C&S and non-C&S)
on the basis of NRS Study - if I am not mistaken! And the distribution
and penetration fundamentals are also always at the fore while planning
or buying --- and play an even more important role - when TAM's
niche vehicles and niche TG Reportings - fall short of empathy!
It's here that the professionals' proficiency, experience and judgment
enable him to run the show!"
Also
read:
CAS
effect on ratings
Quibbles
apart TAM is the only currency broadcasting industry can use
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