TAM updates Universe, adds 11 mn digital households

22 May,2013

By A Correspondent


Given the significant change in the base post the second phase of digitization (DAS-II), TAM has announced on its website that its Universe will be updated in week 19, 2013 (week beginning May 5, 2013)


“We are also using this opportunity to update not only those markets that are under the purview of DAS Phase 2 but also non-DAS markets that may have registered a significant increase in digital penetration,


“With this update, we will be adding a significant 11 million digital households within the TAM surveyed markets (a base of 60 million TV owning households). This update now tips the C&S universe profile towards digital: Digital now accounts for more than half the TV owning households (56%) within the TAM surveyed markets.”


The changes will mean some issues with those working on the TAM software. Details for this can be accessed at: http://www.tamindia.com/tamindia/NL_Tam/DAS_Phase_2-Universe_Update_Document.pdf


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