MAM

Deriving further insights from TAM data after a psychographic definition

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2016/02/03/TAM%20Media%20Research.jpg?itok=leFr-va-

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

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/post.jpg?itok=zI1i3XEW
Signpost India Invites brands to come together for Save the Tiger campaign

Nagpur, the “Tiger Capital of India” is all set to don a refreshing new look by Signpost India, in active collaboration with Forest and Revenue Department of Maharashtra.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/20/cad.jpg?itok=JVTE7xPM
Cadbury Dairy Milk launches campaign for 70-year celebration

Cadbury Dairy Milk recently completed 70 years in India and to celebrate the occasion, Mondelez has launched a new campaign for India’s favourite chocolate.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/image.jpg?itok=2rcBfUiv
Big B faces the heat for Kalyan Jewellers TVC

Kerala-based jewellery chain, Kalyan Jewellers' latest TVC featuring Amitabh Bachchan and his daughter, has been termed as “disgusting” and aimed at creating distrust in the banking system by the bank union, according to a report by Mint.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/jeep.jpg?itok=xSFVsZyM
Laqshya Media Group creates India’s largest billboard for Jeep Compass

Laqshya Media Group has partnered with Jeep India to create India’s largest outdoor media installation for its iconic Compass on one of the busiest national highways of India which connects two major cities, Mumbai and Pune.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/honor.jpg?itok=iFKjGffP
Honor launches new ad with Bhumi Pednekar

Honor, the e-brand of Huawei, has kick-started Honor 9N #NoOrdinaryBeauty campaign in collaboration with Bollywood actress Bhumi Pednekar.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/seenu.jpg?itok=a1k6y6IH
Seenu Kurien joins Carnival Cinemas as VP sales and marketing

Carnival Cinemas, a motion picture exhibitor, today announced the appointment of Seenu Kurien as VP- sales and marketing.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/isobar.jpg?itok=YlT8A-4P
V-Guard hands digital mandate to Isobar

Isobar India, the digital agency from Dentsu Aegis Network, has been appointed as the digital media partner for V-Guard.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/19/Secret_Temptation.jpg?itok=tbqhRd8w
Secret Temptation revamped; McNROE eyes growth from deodorant segment

Who doesn’t like to smell amazing and beautiful all the time! While perfumes and deodorants have been available for men for the longest time, it is only recently that Indian brands have begun experimenting with female deodorants and perfumes.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/18/linkdin.jpg?itok=9msPar_c
LinkedIn crosses 50 million user mark in India

For all the tech giants, India is becoming a high potential market very fast. Microsoft-owned professional networking platform LinkedIn has crossed the 50 million user mark in the country.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories