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Tracking Television Networks May 2007 (Download .pdf 206 kb)

Television networks in USA evolved out of radio networks and three major networks dominated the television scene till Fox Broadcasting Company came by in 1986. As a run up to the launch of fourth television network in USA, News Corporation starting in 1985, bought Twentieth Century Fox for US $575 million and six television stations owned by Metromedia for US $1.65 billion. Read more

Prime Contenders for Prime Time April 2007 (Download .pdf 184 kb)

Till such time that Cricket is being broadcast, Indian television viewers give up on everything else, but you take Indian Cricket Team out of the equation, the Mass Entertainment Empire strikes back. Figure 1 depicts this is no uncertain terms. The two extremes are Channel share of Cricket Group (SetMax and SAB) versus Mass Group (Star Plus, Zee TV and Sony) on India Match days and Super 8 days. Read more

Audience Research Monopolies Under Threat in USA March 2007 (Download .pdf 200 kb)

Advertising expenditure on major media totaled up to US $435 billion in 2006, out of which North America had a share of 42%. Globally television advertising corners 38% of all advertising expenditure (figure 1 and 2). Looking at the US advertising expenditure on television, it is estimated to be US $65 billions. Most of the communications specialists too generate 40 to 50% of their revenues from this particular market (table1). Read more

Building Engagement One Block at a Time February 2007 (Download .pdf 264 kb)

Journal of Advertising Research dedicated their December 06 issue to the topic of “Engagement”. The issue was keenly debated and questions were raised on the traditional measurement of advertising effectiveness viz. Ad. Recall and awareness as a measure of advertising effectiveness. Rex Briggs (Author of What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeed) contends that a lot of Advertising ROI research provides faulty answers as they rely on antiquated research theories and approaches. Read more

Looking Back at 2006 January 2007 (Download .pdf 224 kb)

This is the first Oxygen of the year 2007 and it is but imperative that we start the year by looking at television viewership for the year gone by. Figure 1 clearly exhibits the morning, afternoon and evening peaks in terms of Homes Using Television (HUT). 10:00, 13:30 and 21:30 dayparts clearly are the three points where the viewing peaks. Read more

The Future is Now, but Measurement is Yesterday December 2006 (Download .pdf 180 kb)

Advertising Research Foundation (ARF) conducted a survey among the users of audience research services in 2005 and the above said verdict was unanimous and three issues came up across the respondent base. Lack of adaptability of current measuring tools 2. Sample quality 3. Sample size and representativeness. Read more

An Inclusive Picture of Hindi Speaking Markets November, 2006 (Download .pdf 327 kb)

Bihar and Jharkhand (10 lac plus towns) with more than 3 million individuals in television owning homes is an integral part of Hindi Speaking Markets. aMap through its use of latest GSM technology for data collection has successfully installed a television viewership panel to cover these hitherto unreported markets. This has enabled us to provide complete, representative and inclusive reporting of television viewing behaviour of audiences in the Hindi Heartland of the country.... read more

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