TAM Media Research and IMRB International have jointly launched 'TeleWeb Audience Measurement' data service.
The service aims to provide data and analytics on consumption of content across TV and online platforms. The service starts off with a sample from six metros, reports from which will be released monthly.
The data service will present TV viewership data from TAM India and WAM (Web Audience Measurement) data from IMRB International on one platform.
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 was imperative. This is what makes TeleWeb Audience Measurement the most awaited service for the Indian media Industry. The future is all about cross media planning. TAM India and IMRB International were quick to realise 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."
Hemant Mehta, SVP, IMRB International, added, “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.”
Presently, WAM's Internet panel-based audience measurement platform tracks usage behaviour amongst active Internet users in India with a sample size of 6,075 respondents across six metros (Mumbai, Delhi, Kolkata, Bengaluru, Chennai and Hyderabad) which will be fused with TAM viewership data of 10,936 individuals from the same six 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 software interface used for this has been termed as 'Video Express'."
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