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The Audience Product – Platinum View |
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Media buyers and sellers have the audience product at the center of all the commercial exchanges. aMap with its enhanced data dimensions provide a platinum view of the audiences in terms of Homes with durable ownership.
The platinum view at times is vastly different from the Vanilla view in terms of Cable and Satellite view. In this issue of Oxygen we take a look at profiles of GEC audiences and News Channel audience in terms of durable ownership in a metro and a Hindi Belt market.
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Platinum View |
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Figure 1 : Ratings of two GEC over the last six months in Homes Owning Refrigerators and Washing Machine for a prime time day-part. |
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The changes reflects the changing trends in terms of audience composition of the two channels over the last six month for a prime time day- part in HPCHP 10L plus towns. The vanilla view of C&S Homes show the change in ratings over a period of time but misses out on the actual audience composition in terms of changes in key homes with better ownership profiles. As becomes evident from figure 2, which shows a similar trend but the gap covered by GEC A in terms of premium homes does not get reflected in the overall trend of C&S homes.
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Figure 2 : Ratings in C&S Homes in HPCHP 10L plus towns for two GEC's |
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Media campaign targeting premium audiences can benefit immensely by looking at these homes where the trend are different or the difference are non existence in terms of House Hold Ratings for reach generating GEC's. Needless to say aMap brought these difference to the fore first! |
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| The NEWS Audience Product |
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| A similar trends comes out of the analysis of Net Reach figures for two news channels in Mumbai in Cable and Satellite House Holds(CSHH) and Cable and Satellite House Holds owning refrigerators and washing machines. Though the reach numbers show a bigger difference in CS homes, the difference is much lower in premium homes. This can aid both the media buyer and seller in making an informed choice in terms of picking up relevant New Audience commensurate with the communication requirement. Figure 3 explains this in detail. |
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Figure 3 : Net reach in Mumbai for two Hindi News Channels (NRT , 24 hours) |
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| If you need specific insights, please write to oxygen@audiencemap.com. |
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