Meanwhile, TAM, IMRB launch combined TV + Internet audience measurement

14 Oct,2015

By A Correspondent


TAM Media Research and IMRB International have jointly announced the launch of a cross-media consumption behaviour data service. Called ‘TeleWeb Audience Measurement’, it is being billed as the first ever service available in the Indian media industry. This new service will provide data and analytics on the consumption of content across TV and Online platforms like desktop and mobile websites, YouTube and even apps for devices like phones and tablets. TeleWeb Audience Measurement was officially launched on Tuesday and the service has started with a sample across six metros and will be reported on a monthly basis.


L V Krishnan

Commenting on the launch, 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 was imperative. This is what makes TeleWeb Audience Measurement the most awaited service for the Indian Media Industry. It is a win-win situation for both the mediums as it will create mutual pull of advertising investments.”


Highlighting the value that TeleWeb Audience Measurement would bring to the Industry, Hemant Mehta, Senior Vice President, IMRB International said, “We are delighted to partner TAM Media and bring to the industry the first measurement of two screens. 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 efficient communication opportunities. For Digital publishers with video content, TeleWeb Audience Measurement would help in benchmarking themselves   vis-à-vis TV channels”.


It may be noted that TAM is a joint venture of Kantar Media and Nielsen. IMRB is part of Kantar Media, which is fully owned by WPP.


Presently, WAM’s five-year-old internet panel-based audience measurement platform tracks usage behaviour amongst active internet users in India and has a sample size of 6075 respondents across six metros (Mumbai, Delhi, Kolkata, Bengaluru, Chennai and Hyderabad) which will be fused with TAM viewership data of 10936 individuals from the same  6 Metro Markets (across 2500-odd panels). 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 from six metros above 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 called Video Xpress.


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