Deriving further insights from TAM data after a psychographic definition

TV Pulse 2005, the annual research initiative put together by the Joint Industry Body (JIB) and Tam Media, series continues with the paper - Deriving further insights from TAM data after a psychographic definition.

The paper by Paper contributed by ATG, Group-M attempts to describe one such exercise undertaken by MCI in conjunction with TAM.

One common issue with marketers of high-end products is defining their target audience through a combination of demographics and psychographics. In-depths, pen-portraits etc yield particular psychographic traits that possibly are unique to this particular category’s consumers. However, media planning and buying requires quantification. Therefore, key questions addressed in this paper are:

  • How does one size up a psychographic target?
  • What are ways in which one can then derive some broad media consumption learning?
  • How can one then, use some kind of ‘bridge’ definition of a TA that would help one analyze dynamic media information through viewership databases like TAM?

Preamble viewership of channels with international news and entertainment could comprise of broadly two kinds of audiences. One is that segment which is genuinely interested in such programming as against other viewers who just dabble with such channels. Marketers who advertise in such channels are more interested in reaching the former. The latter would either not be part of their source of business volumes or could be reached through other cost efficient methods.

The objective, therefore of the analysis were:

  1. To determine the various audience clusters of Category X and size up those who are skewed to English programming (International Entertainment and News)

  2. RLD analysis of heavy viewers of English entertainment and the skewness of various channels on this definition of the TA.

This detailed paper clearly showed that combining a psychographic definition along with a special analysis using TV data helped make a smarter channel selection for this brand.

The primary objective is to substantiate the hyphothesis that Category X consumption is skewed to a particular cluster which is characterised by heavy viewing of English programming. Also, it is to determine the overall size of this cluster in the broad demographic. This is important, as a marketing manager should avoid over/under-estimating the size of this up-market audience. A realistic idea of the size would help fix some kind of budget allocation across various audience clusters.

The second objective would help answer which of the programming driven channels have a greater composition of hard-core international programming viewers‘ vs the ‘dabblers‘, as has been elaborated in the preamble. An extensive battery of over 290 statements allows the analyst to do various combinations before finalising on clusters that are internally homogenous and yet differentiated across.

The paper points out that combining a psychographic definition along with a special analysis using TV data helps make a smarter channel selection for this brand.

Latest Reads
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories