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TAM & IMRB launch 'TeleWeb Audience Measurement'

This is India's first cross-media audience measurement data service that provides a single currency for TV & Web advertising planning

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TAM & IMRB launch 'TeleWeb Audience Measurement'

TAM & IMRB launch 'TeleWeb Audience Measurement'

This is India's first cross-media audience measurement data service that provides a single currency for TV & Web advertising planning

BestMediaInfo Bureau | Mumbai | October 13, 2015

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TAM Media Research and IMRB International today jointly announced the launch of India's only cross-media consumption behaviour data service 'TeleWeb Audience Measurement' for the Indian media and advertising industry. The new service will provide data and analytics on the consumption of content across TV and Online platforms like Desktop & Mobile Websites, Mobile Applications and YouTube Authors through multi-screens like computers (desktops/laptops), mobile handsets and tablets.

TeleWeb Audience Measurement service starts with a sample spread across 6 metros and will be reported on a monthly basis.

'TeleWeb Audience Measurement' is India's only Multi-Media Measurement Service. The data & analytics service will be available to 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. The fused cross-media data will revolutionize the conventional advertising planning approach. Not only that, this fused data should be a win-win for TV and Online mediums by attracting advertising revenues for both.

LV Krishnan LV Krishnan

Commenting on the launch of TeleWeb Audience Measurement, LV 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. This is what makes TeleWeb Audience Measurement the most awaited service for the Indian media Industry. TAM India and IMRB International were quick to realize that and are all set to revolutionise the industry through the launch of TeleWeb Audience Measurement. It is a win-win situation for both the mediums as it will create mutual pull of advertising investments."

Highlighting the value of TeleWeb Audience Measurement, 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 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.”

Currently, WAM's Internet panel based audience measurement platform tracks Internet usage behaviour amongst active Internet users in India and has a sample size of 6,075 respondents across 6 metros (Mumbai, Delhi, Kolkata, Bangalore, Chennai and Hyderabad) which will be fused with TAM viewership data of 10,936 individuals from the same 6 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 from 6 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 - Video Xpress.

Some of the highlights of the TeleWeb Audience Measurement are:

  • Combined ratings: For the first time in India, One combined rating service to understand the consumption behaviour of content across TV & Online
  • Four screens consumption data: TV and 3 Screens - Computers (Desktops/Laptops), Mobile Handsets and Tablets
  • No more confusion over different currencies for different mediums: Provides one currency for both mediums to make media planning easy and quick
  • Integrated cross media plan: Allows the user to create one Integrated Cross Media Plan for TV + Internet as per the consumption habits

 

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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