Archives
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Getting more bang for the brand's buck: Household or Individual? February 2009 (Download .pdf 173 kb)
Family influence on purchase decisions
Media planning has conventionally looked at target groups based on individuals; characteristics such as age, gender and SEC being used to segment the TV viewing individuals. Plans differentiated on these segments are expected to deliver campaigns aimed at catering to the needs of their respective brands. In line with this need, television audience panels are designed so that viewing differences between individuals across segments are captured as reliably as possible. Read more
The Brilliance of Appreciation January 2009 (Download .pdf 195 kb)
‘Audience appreciation' is qualitative information about viewer's evaluation of programmes; it is different from TV ratings.
A qualitative evaluation or audience appreciation indicator is usually undertaken in a separate survey where respondents are asked to give marks to programmes based on their appreciation. This is necessary because the degree of enjoyment obtained from a program cannot not be judged from the size of its audience. Read more
The Anguish of Avoidance October 2008 (Download .pdf 234 kb)
 Advertisement Avoidance ( aA ) refers to all actions or changing behaviours of consumers of various media towards advertisements that reduce their exposure to its contents. aA is a part of an individual's overall media style. It could partly be explained as an acquired trait consequent to constant exposure to advertisements in different media. Read more
Competition, Conduct, Content and Ratings June 2007 (Download .pdf 206 kb)
 The first gulf war in 1991 initiated the era of 24/7 global satellite news channels. It also exposed India to satellite television. In the past few years ‘always on' news has gained currency and ‘de-territorialization' of news have become common place with most of the key western news networks having their presence all across the globe. In the past few years Indian News Media too has graduated to 'always on' status and there are indications about it reaching the status of Hyper-competition.Read more
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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