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History

In the last decade, there has been a growing focus on ROI. Every rupee spent in media communication needs to have a measure. An inherent urgency within Brand Owners and Custodians to keep monitoring & measuring the impact of their brand's media exposure is leading to strong media measurement setups delivering Consumer/Audience insights for business growth.

During mid 1990s, the Industry Body, then known as Joint Industry Body (JIB), comprising of Indian Society of Advertisers (ISA), Indian Broadcast Foundation (IBF) and Advertising Agencies Association of India (AAAI), started looking at TV as a quintessential block of their media/marketing plan. The key, however, was to get the advertising investments in Television Channels measured. ROI was the buzzword. Not only that, all these industry stakeholders wanted to keep a regular track of the nuances of audience behaviour across markets & viewer profile as well as understand how they react to stimuli such as TV programme changes, marketing and promotional changes, distribution changes, scheduling changes etc.

This is when JIB approached two global stalwarts in media and market research – Nielsen (India) Private Limited and Kantar Media Research - to form the best possible TELEVISION AUDIENCE MEASUREMENT (TAM) system with the fusion of the best practices.

After a series of blue print exchanges and adjustments, the Indian TV Industry appointed TAM Media Research which started its function in 1998. Ever since, the mandate remains to operate neutrally ‘For’, ‘Of’, ‘By’ the industry. Ever since, TAM has been maintaining its elementary KRAs of answering the following questions:

  • What do the Indian audiences watch on TV?
  • Which programmes are being accepted and rejected by the audiences?
  • Where are these programmes watched? Is one geography/state/city/market strata’s viewing preference different from the others?
  • At what time of the day are people watching?
  • What is the profile of TV Viewers? Can they be segmented by:
    • Age
    • Gender
    • Socio-Economic Classes
  • What platforms are Audiences watching TV?
    • Terrestrial
    • Cable & Satellite - Analog
    • Cable & Satellite - Digital
  • How do viewer’s respond to changes in stimulus such as:
    • Changes in content type or story lines
    • Changes in scheduling of the  programme
    • Changes in the distribution or the accessibility of the channel
    • Market changes like On-Air, Activations, PR, Celebrity participations, etc.
    • Influence of technology – Digital STB households Vs Analog Households.
    • Environmental changes:
      • Power supply failure
      • Political or Natural calamity diversions

It is because of this disciplined role that TAM has played towards helping Industry find answers to the above questions that today, an Advertiser/Marketer’s faith in Television as a medium is unquestionable. No wonder then, this marketer doesn’t think twice before investing his advertising monies into TV and adding his own contribution towards India’s GDP. No wonder then, today, the Indian TV Advertising size stands at whopping RS.12,000 crore+ already about 1% of the overall annual GDP.

Besides measuring TV Viewership, TAM India has also expanded to cater the evolving needs of media and entertainment industry. It monitors Advertising information on AIS(Advertising Information Services), earlier known as AdEx, for Television, Print & Radio. Since 2004, it extended its presence in the Earned Media Planning, Audit and Advisory by setting up a separate division – Eikona.

In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI. Along side, it also has a division for strategic analytics for Broadcasters & Advertiser groups. It is called Strategy Group (S-Group).

TAM Media Research’s objective is to fuel media insights that will drive the growth of the Indian Media Industry.

 

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