TAM, IMRB launch India's first multimedia measurement tool

TAM Media Research, the agency that provides television and radio ratings in India, and IMRB International, a research company, have launched the country's first multimedia measurement data and integrated media planning service - TeleWeb Audience Measurement.

The new service will provide data and analytics on the consumption of content across TV and online platforms such as desktop and mobile websites, mobile applications and YouTube authors through multi-screens such as computers (desktops/laptops), mobile handsets and tablets. Initially, the service will be launched with a sample spread across metros (Delhi, Mumbai, Kolkata, Chennai, Bengaluru and Hyderabad) and will be reported on a monthly basis.
 

The data and analytics service will aid subscribers for pre-planning of advertising campaigns through a software interface - Video Xpress. TeleWeb Audience Measurement marks the fusion of TV viewership data from TAM India and WAM (Web Audience Measurement) data from IMRB International.

L V Krishnan, CEO, TAM Media Research, said, "Content consumption has been transitioning across media platforms, especially television and online. Hence, understanding cross-media consumption patterns at one go and planning advertising investments were imperative. The future is all about cross-media planning."

Hemant Mehta, senior vice-president, IMRB International, said, "With content increasingly becoming platform agnostic, we believe this is an important step in measuring the total reach across platforms."

"Besides, providing the content owners an understanding of the size and profile of their audiences across digital and TV, the TeleWeb Audience Measurement service will also help advertisers identify new, interesting and cost-effective communication opportunities."

Presently, WAM's Internet panel-based audience measurement platform tracks internet usage behaviour among active internet users in India and has a sample size of 6,075 respondents across the six metros which will be fused with TAM viewership data of 10,936 individuals from the same six metro markets. WAM tracks URLs surfed from user machines and mobile handsets to provide a complete view of consumption habits of audiences across digital properties.

The WAM data will be fused with the TAM TV viewing data from the same markets. The fused output will be made available through a client software interface, Video Xpress.