Let there be LIGHT…

TAM Demystified… !!!

 Defining TAM

TAM – a Peoplemeter panel

 The concept of a Panel

• Essentially a sample comprises a fixed sample of

individuals who provide responses across time

• Is best adapted to measure change since data is

collected from the same set of respondents

• Concept not unique to the Peoplemeter system…

What does TAM measure ?
 What does TAM measure ?

1. TAM measures in-home minute to minute TV viewing for all TV

owning households in Class I India

(* TAM has started reporting Maharashtra Less than Class 1 Markets since 2009)

Hence, TAM does not measure :

1. Out-of-home

2. Rural

3. Urban India with towns having population < 100,000

Viewership reported for ~100% Urban Class I towns
(except J&K)

Reporting broken up by
1. 6 metros
2. State/RoState – 1 Mn.+
3. State/RoState – 0.1 - 1 Mn.
4. State/RoState – LC1

-Punjab, Haryana, Chandigarh, Himachal Pradesh reported together

-Uttar Pradesh and Uttaranchal reported together
 Standard demographic reporting

• SEC
– A,B,C,DE
• Access to C&S HHld variables
– C&S, NCS

• Age
– 4-14, 15-24, 25-34, 35+
Gender Individual variables
– M, F
 TAM operations : A snapshot

• Across 160+ towns in India

• Panel comprising ~8000 homes

Imagine asking 38,000+ individuals every minute, 365

days of the year what they watch!

• Viewing monitored for ~ 500 active channels

 How are the homes selected…?
• Homes are selected through a statistical method that
ensures the homes adequately represent the
market/stratum
• Involves the following steps –
– Statistical analysis is undertaken to identify factors that influence
TV viewing
– The factors are further categorized into two broad ‘controls’
• Primary : Most influential factors. Maintained at each inter-locking level
basis ( 4 SEC x C&S/Terr x 4 Age Groups x 2 Genders)
• Secondary : Lesser influencing factors. Maintained at city/stratum level
• This statistical approach results in stratifying the sample,
ensuring robust city/stratum television viewing estimation
MEDIA TERMINOLOGIES
 Reach
Average No. of People who have viewed a particular TV Content for atleast 1 minute.

- Doesn’t Watch TV

Total No. of Available People – 10

People that watch TV for atleast a Min - 6

Therefore, Reach = 6/10 = 60%

 Cumulative Reach
Total Unduplicated Reach for a given Period / Programme

Episode No. Episode Reach Duplicated Reach

1 30 0

2 47 15

3 62 30

4 82 25

Gross Reach = Sum of Reach of All Episode = 221

Total Duplicated Reach = 70
Therefore, Cumulative Reach = 221-70 = 151
 TVR
A Time Weighted Figure which also accounts for Time Spent by a Viewer along with the
Reach

- Doesn’t Watch TV
2 3 1

Total Programme Time

= 5 Mins.

5 2 1

Reach = 6/10 = 60%

TVR = 2/5 + 0/5 + 3/5 + 0/5 + 1/5 + 0/5 + 5/5 + 2/5 + 0/5 + 1/5
x 100
10

Therefore, TVR = 28 %
 How can TVR be Read?
• If TVR = 44%

• It Means,

– 44% of the Universe saw 100% of the Programme

Or

– 100% of the Population saw 44% of the Programme

 Average TVR
• It’s the Mean TVR achieved within a specified period
provided it is for the same Market & for the same TG.

Episode No. TVR (%)

1 5.6

2 8.2

3 6.25

4 8.9

Average TVR = 5.6 + 8.2 + 6.25 + 8.9

4
= 7.24
 Average TVR
• It’s the Mean TVR (Duration Adjusted) achieved within a
specified period provided it is for the same Market & for
the same TG. The Duration is adjusted for as follows…
Episode No. TVR (%) Duration (mins.) TVR x Duration

1 5.6 20 112

2 8.2 35 287

3 6.25 40 250

4 8.9 25 222.5

Average TVR = 112 + 287 + 250 + 222.5

20 + 35 + 40 + 25 (Total Duration)
= 7.26
 GRPs
• GRPs is the Summation of all the TVRs achieved within a period.

• It can be for a Genre, Channel, DayPart, Market, TG, Programme or

combinations of them.

Episode No. TVR (%)

1 5.6

2 8.2

3 6.25

4 8.9

GRPs 28.95
 GRPs Continued
• A Normal Practice is to use a summation
of 30 min TVRs (Xpress Trend Modules) to
ascertain GRPs.

• Thus, nullifying the duration factor…

 Channel Share
• There are 2 types of Channel Shares :
– Absolute Share
– Relative Share

• Absolute Share = Channel Share with ALL

channels as a Base

• Relative Share = Channel Share with all

channels from the same Genre as a Base
 Channel Share Calculation
Absolute Share =
TVR of a Daypart or Programme
Any Channel TVR within the same Daypart

Relative Share =
TVR of a Daypart or Programme
Genre TVR within the same Daypart
 Channel Share Calculation
• TVR in ‘000 as well as GRPs can also be used for
calculation of Share…

• For a longer period, say a week or a month, the

above two tend to be much more effective than
TVR…

• GRPs tend to be more effective method of

Channel Share Calculation incase of Niche
Channels.
 CPRP
• CPRP (Cost per Rating Point) is the
amount an advertiser invests to achieve a
TVR of 1 for a commercial.

• It is a effectiveness score which evaluates

the value of Spots.
 CPRP Calculation
Channel Prime Time TVR 30 Sec Slot Cost CPRP
(%)
ZEE TV 4.8 200000 200000/4.8 =
41666
Star Plus 8.2 500000 500000/8.2=
60975
Sony 3.25 150000 150000/3.25 =
46153
Sahara 1.2 30000 30000 / 1.2 =
25000

CPRP calculation is undertaken to get all available options on a single base for
Evaluation…

In the above example the most efficient spot is Sahara followed by ZEE…
Lesser CPRP is good
 Time Spent
• 2 Types :
– Time Spent by Universe (TSU)
– Time Spent by Viewer (TSV)

• TSU is the average time spent by an

audience including the non-viewers

• TSU = Total Time Spent

Universe
 Time Spent
• TSV is the average Time Spent by Viewers
only (not including the Non-Viewers).

• TSV = Total Time Spent

Reach ‘000
 Time Spent Calculation

- Doesn’t Watch TV

2 3 1
Total Programme Time = 5 Mins

Therefore, Reach = 60 %
TVR = 28%
Universe = 10
5 2 1
Reach’000 = 6

TSU = 2+3+1+5+2+1 = 1.4 TSV = 2+3+1+5+2+1 = 2.33

10 6
 Viewer %
• This variable exists in the Profiling
Module in Xpress.

• Viewer % is the weight of a TG on the

Base TG.

• Viewer % = TVR 000 of a TG

TVR 000 of the Base TG
And there was
LIGHT…