MxMIndia

Category: RESEARCH

  • How various sectors like BFSI, Telecom and FMCG are coping with the challenges and finding solutions to resolve issues through social listening

    Big Data trends spotted on engaging and leveraging social media analytics

    By A Correspondent

     

    Big data analytics is steadily emerging as a viable means of generating actionable business intelligence. Wikibon has predicted that the big data market will top $84 billion by 2026. Although adoption of big data is on the rise, its utilization is less impressive with Gartner predicting that 85 per cent of Fortune 500 companies will be unable to exploit big data for competitive advantage in 2015. Needless to say, the scope for brands to indulge in big data analytics is huge. KonnectSocial – India’s fastest growing social listening and analytics platform has identified these key trends –

     

    – Brands are eager to embrace big data in exchange for actionable insights

    A 2014 study by IDG Enterprise observed that 70 per cent of enterprise organizations have either deployed or are planning to deploy big data-related projects and programs. Several Indian brands have showed inclination towards harnessing big data analytics. They want to achieve homogeneity of data obtained from their current systems and big data. Trend spotting, demographics and psychographic evaluation are the key areas where big data analytics has been deployed.

     

    – Customer centrism is paving the way for big data applications

    Mass marketed brands are taking their customer centric approach to the next level by engaging in social listening. Here’s how different sectors are going about it –

    A. BFSI – Brands from this sector are punching bags for a variety of reasons such as allegations of fraud, negligence & unauthorized transactions. Currently the social listening approach taken by leading brands from this sector revolve around managing the brand’s reputation. As these brands get comfortable with brand reputation, social listening as a means of identifying sales leads and gaining real time market insights will go mainstream. This is mostly because big data applications already have analytics features built into them. Social media teams simply need to warm up to the advanced applications of such tools.

    B. Telecom – This sector is perennially plagued by complaints. For brands from this sector response management is of great importance as customer attrition is high. This is mostly attributed to TRAI mandated MNP facility which allows consumers to change mobile operators while retaining the same mobile number. Not only is it critical for telecom brands to respond to every grievance, they also need to be efficient at resolving them. Social CRM workflows are need of the hour to track the response team’s turn around time and manage conversations from every online avenue.

    C. FMCG – FMCG brands rely on market intelligence to launch new products and gauge sentiment for course correction. With listening tools they can now gather such intelligence in real time. We are going to witness a lot of brands engaging in social listening for accurately building psychographic profile of their TGs to drive brand engagement. Crisis management is also something brands can do much more efficiently with such big data applications.

     

    – Mass marketed brands will lead the march towards big data adoption

    Due to the proliferation of social media, the impact of social conversations on reputation is felt by all leading brands. In order to enhance and safeguard their reputation, several brands have an active presence on social media. They have also subscribed to listening tools for discovering brand conversations and acting on them. The benefit of such big data tools is that the data from them can be churned to gain market intelligence in real time. They bring previously unknown correlations to fore. Some leading brands have started to make optimal utilization of such tools to generate predictable & tangible benefits. The benefits gained by them will serve as case studies for laggards to follow suit.

     

     

  • Presenting officially sourced RAM numbers for Week ​32 – that's August 2-8, 2015​

    RAM ratings for Week ​32 (August 2-8, 2015)​… and it’s official!

    We take great pride in bringing you officially sourced RAM numbers for ​​Week ​32 of 2015 – that’s August 2-8, 2015​. By officially sourced we mean this is data that MxMIndia has secured from the measurement body RAM, a division of TAM Media Research, a joint venture of global research majors Kantar Media and Nielsen.

     

    ​We would like to advise our readers though that this is topline data only, and for making buying decisions, you may wish to look at dig deeper for a better profile of listenership.

     

  • The links to the two stories published by MxMIndia

    BARC-TAM: We told you so! MxM broke the story…

    By Our Research Editor

     

    Okay, guys. Time to blow our own trumpets. But we see so much of it on television and print that we couldn’t help doing it. After all, when we wrote, no one else wrote about it, and when Kantar CEO Eric Salama slammed our report, we heard there some even grinning with fiendish delight. Whatever.

     

    So here are links to the two reports. Read them again. We may not have the maximum page views amongst media sites, but we have the pages that matter. And doubtlessly viewers like yourselves who matter most.

     

    Enjoy.

     

    This is our first story: http://www.mxmindia.com/2015/03/exclusive-barc-in-talks-to-buy-tam/

     

    And our second report where we spoke of how Salama rubbished our report: http://www.mxmindia.com/2015/03/eric-salama-slams-mxm-report-says-no-selling-tam-to-barc-mxmindia-stands-by-story/

     

  • Questions, questions: So TAM was made to exit, be it the politics of the industry or simply apathy? While it was set up by a joint industry body, how much did they monitor and guide TAM? Was there enough clarity, the way it is today? Did the politics between the stakeholders see TAM in?

    BARC-TAM: Did the industry kill TAM?

    By Our Research Editor

     

    Let’s be clear on this. The only people responsible for TAM getting out of the television audience measurement business are the people who set up the body to do the job.

     

    There were complaints of pilferage, corruption and incorrect data and analyses. Some of these complaints continue to come in for BARC data also, but since here the BARC stakeholders are all of those who could be complaining, we have murmurs and not shouting.

     

    So TAM was made to exit, be it the politics of the industry or simply apathy.

     

    While it was set up by a joint industry body, how much did they monitor and guide TAM?

     

    Was there enough clarity, the way it is today?

     

    Did the politics between the stakeholders see TAM in?

     

    But, then, also did Nielsen and Kantar also not be progressive enough and make attempts to streamline operations and make it future-ready? Couldn’t the boxes have been manufactured locally?  Did Nielsen and Kantar use TAM to shore up their own global bottomline?

     

    Many of these questions will stay unanswered and/or brushed under the carpet.

     

  • The deal between the two television audience measurement firms is a gamechanging one – for the industry and for themselves

    BARC-TAM deal: Win-win for all

     

    By A Correspondent

     

    The evening was organised to celebrate GroupM’s continuing dominance in the country, but there were just two things that were being discussed in not-very-hushed tones at a cocktails hosted by Mark Patterson, APAC CEO of the media services giant.

     

    The first was the INX Media founder Indrani Mukerjea with whom many of adland’s swish set had a muah-muah relationship, and the second was of course something that’s virtually as big a story as a Coca-Cola buying over Thums Up in the 1990s. That BARC has got TAM out of the audience measurement business in India in the form that it has been doing. And not just TAM, but even if it’s co-owners the WPP-owned Kantar Media and Nielsen.

     

    For BARC, it’s a huge win.

    1. It ramps up current meter strength of 22,000 to 34,000

    2. It kills a huge competitor in TAM

    3. Subscribers – channels and media agencies – will now not be able to compare the two systems, as TAM will cease to exist in the audience measurement space

    4. Having been around for a while, the TAM system is a well-oiled machinery

    5. It’s a no cash deal. Earlier, it was rumoured that TAM wanted Rs 70-odd crore for selling out completely. Now, it emerges that BARC is not paying any dosh upfront. But it needs to share 49 per cent of the spoils on the sourcing of the raw data, which may get diluted as BARC’s boxes increase if Nielsen-Kantar don’t invest more monies

     

    For TAM, it’s not a bad deal

    1. It’s an honourable exit

    2. Agreed it’s not going to make money upfront, but the 49 per cent (as against Rs 70crore upfront) isn’t a bad sum. The 49 per cent may get diluted to 25-odd per cent if its joint owners don’t put in any more money to grow the number of meters to 50,000

     

    What’s not been spoken about

    1. The announcement is following the signing of the term sheet. It’s going to take a minimum of three to four months for things to really happen. Until then it’s business as usual

    2. There are some 900-950 people in the PeopleMeter business. While a lot of them will be absorbed in some way by the new company, there may be some who will not be

     

    And the million dollar question

    What happens to LV Krishnan?

     

    The new truncated TAM Media is too small an operation for someone like LV Krishnan to run.  For, even though he’s young too be called that, but he’s surely the Father of TV Audience Measurement in India though of course some folks like Praveen Tripathi etc were around in the early days (and is now associated with BARC). From what we heard earlier, LV will help in the transition and get absorbed in the Kantar-WPP fold. Or he may well be hired by a broadcaster to help interpret numbers. Or he may set up his own consultancy.

     

    What we do know about LV is that he is not just a fighter, he’s got the endurance. From a record 56 push-ups at MCA Club in Bandra, to loooooong meetings with stakeholders, you’ve got to acknowledge that he is – as of today – the best in the business. He can tire you down, but he seldom gets tired of work.

     

    Back to the GroupM party, it’s ironical that the discussion and the clinking of glasses to celebrate the announcement happened for an organisation which reportedly batted much for TAM in the BARC boardrooms in the early days. Interestingly though it’s after sibling GroupM unsubscribed from TAM that people said BARC has arrived.

     

    PS: MxMIndia has been at the forefront of the coverage on the measurement business. Some of the best interviews given by all stakeholders have been published by us at MxMIndia, including the tearjerker of an interview of LV Krishnan that appeared a day before BARC ratings were launched. We will continue in our coverage. Accurate and fair. Keep the faith!

     

  • Presenting BARC data for Week 33 – that's August 15 to 21, 2015 of various domains from Hindi to Kannada to Bhojpuri, and of course English

    BARC Week 33 Data: August 15 to 21, 2015

    Okay, so after the first one or two weeks of BARC data, we are now bringing you the lowdown on all channels, as provided by the BARC, the joint industry body of key broadcast stakeholders for audience measurement.

    We were reluctant initially to provide this as it’s topline data and is available on the BARC website and even via tweets. However, given a request from some channels and our readers, we are presenting these.

    In the coming weeks, we hope to be able to provide more information.

    Please note that the source is BARC, so it’s official. And we are publishing it as is, there’s no human intervention. You may, if you’d like, also visit Barcindia.co.in to reconfirm the numbers. We would also advise subscribing to the data, if you aren’t doing so already, because it’s only then that you can actually appreciate the viewership data.

     

     

  • Presenting officially sourced RAM numbers for Week #33 – that's August 9-15, 2015

    RAM ratings for Week 33 (August 9-15, 2015)

    It’s now official. MxMIndia will bring you officially sourced RAM numbers for radio listenership. This week, it’s for Week 33 of 2015 – that’s August 9-15, 2015​. By officially sourced we mean this is data that MxMIndia has secured from the measurement body RAM, a division of TAM Media Research, a joint venture of global research majors Kantar Media and Nielsen. It is not sourced from a radio station network that has been favourably placed in the ratings roster.

     

    We would like to advise our readers though that this is topline data only, and for making buying decisions, you may wish to look at dig deeper for a better profile of listenership. Samjhay?

     

  • Presenting Week 34 of BARC toplines – that's for August 22 to 28, 2015

    Colors topples Star Plus in Week 34 of BARC data

    Here we are all over again with Week 34 of BARC topline data for August 22 to 28, 2015​. This is officially sourced from BARC with no human intervention save a Control C and V.

     

    Please handle data responsibly.

     

     

     

  • Presenting officially sourced RAM numbers for Week #34 – that's August 16-22, 2015

    RAM ratings for Week 34 (August 16-22, 2015)

    It’s here again… officially sourced RAM numbers for radio listenership. This week, it’s for Week 34 of 2015 – that’s August 16-22, 2015​. By officially sourced we mean this is data that MxMIndia has secured from the measurement body RAM, a division of TAM Media Research, a joint venture of global research majors Kantar Media and Nielsen. It is not sourced from a radio station network that has been favourably placed in the ratings roster.

     

    We would like to advise our readers though that this is topline data only, and for making buying decisions, you may wish to look at dig deeper for a better profile of listenership.

     

     

  • Focus of News Channels shifted from the PATEL case to the Sheena Bora Murder Case in Week 35

    Sheena Bora case becomes the top story on Hindi and English news: TAM analysis

    The Top stories for Week 35, 2015 saw a High Profile Sheena Bora alleged murder case with former media owner Indrani  Mukerjea as one of the accused, along with the news based on demand of reservation by the Patel community in Gujarat. The Sheena Bora case was given a high priority in terms of coverage (26% of overall content), whereas the Patel reservation case received 6% share in coverage. This was determined by analysis done by the S-Group of TAM Media Research.

     

    • The PATEL Reservation was the prime focus in the beginning of Week 35, 2015. But, as soon as the Sheena Bora case saw the light of the day, news channels started covering it more heavily.

     

    • In Week 35, Hindi News Genre witnessed highest biewership on 25th and  26 August, where Patel Reservation case reached its peak and the Sheena Bora case news had just broken.
    • The Sheena Bora case was dedicated 30% duration and hence benefitted as it received 38% of all the viewership on English news channels, whereas on Hindi news channels, it was given 22% coverage and it received only 20% of all the viewership.
    • Sheena Bora case received a reach of 28%, whereas Patel reservation case received 24% sampling levels on the Hindi News Channels. (Hindi News – TG : CS 15+ ; Market : HSM)

     

    • News X and Times Now covered the Sheena Bora case most heavily. NDTV 24×7 on the other hand dedicated the least time to both the top stories with 23% duration as compared to the genre average of 34%, which slipped to 5th position in this week (from 3rd position in the last week)
    • Within the English news genre, Times Now gained maximum viewership on the coverage of the Sheena Bora News owing to the leading News Anchor – Arnab Goswami who contributed to 49% of the Viewership with reference to other Anchors on Times Now.

     

    Considering the high interest levels shown by news channels in the Sheena Bora case it would be interesting to see if their focus remains unchanged in the coming week.

     

  • Here's data for August 29 to September 4, 2015… that's Week 35 of 2015

    BARC Week 35 Data… Aug 29- Sep 4

    Here’s data for August 29 to September 4, 2015… that’s Week 35 of 2015

     

  • Presenting RAM Ratings for Week 35 of 2015… that's August 23-29, 2015

    RAM Ratings for Week 35 August 23-29, 2015

    Presenting Radio Audience Measurement (RAM) Ratings for Week 35 of 2015… that’s August 23-29, 2015. Sourced directly from RAM. This is topline data and is insufficient for taking business decisions on buying inventory on radio stations. We urge advertisers to buy the research findings or ask radio stations and/or media agencies for detailed numbers

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