MxMIndia

Tag: TAM India

  • The TAM India report confirms the accelerated growth of digital advertising during the lockdown and the post-lockdown period, writes Indrani Sen

    Indrani Sen: Booming Digital Advertising

    By Indrani Sen

     

    Zenith, the RoI Agency of Publicis Media, released its Business Intelligence – Video Entertainment report across ten key global markets in last week. The report has predicted that India will see higher growth in adspends on OTT than on TV during the next two years of this decade. In FY21, adspends on TV will grow by 4% while on adspends, OTT will grow by 24% and in FY22 ad spends will see 9% increase on TV against 34% increase on OTT.

     

    While the Zenith report talks about future, the Advertising Report on Digital – Part 1 – July-Sept ’20 also published last week by TAM India analyses the immediate past. Based on AdEx data, the TAM India report confirms the accelerated growth of digital advertising during the lockdown and the post-lockdown period. There was a small negative growth in May, but during the unlocking period, the growth regained its momentum from June and went on increasing steadily.

     

    Source: TAM India

     

    The highlights of the report covering Jul-Sept’20 show that ad insertions per day increased by 32% during Jul-Sept’20. Among the top 10 categories, e-com and gaming had the highest growth. Five of the Top 10 categories with positive growth came from services sector. Amazon India was the leading advertiser and its brand www.amazon.in topped the brands list. Top 10 advertisers and brands had respectively 21% and 19% share in the total digital ad insertions.

    In spite of the rise in smartphone users, among digital platforms, Desktop Display topped with more than 50% share of the total digital ad insertions. YouTube topped the list of publishers with 15% share of digital advertising, while all other publishers has 85% share. advertising on digital platforms.

     

    The next chart shows the share of the digital advertising pie by different platforms. Mobile Display and Mobile Video had respectively 30% and 6% share while Desktop Display and Desktop Video had respectively 52% and 11% share. Here Desktop includes Laptops also.

     

    Source: TAM India

     

    The findings on most utilised methods of transactions show that Ad Network was the most preferred mode of transactions (45%), followed by Direct (20%), Programmatic (17%) and others (19%). Though only 17% of the transactions were done through Programmatic, among other methods, the share of Programmatic/Ad Network (13%) and Programmatic-Direct (5%) indicate that programmatic buying has been making a steady progress in the transactions of digital advertising.

     

    Source: TAM India

     

    An analysis of creative types used for digital advertising during Jul-Sept’20 shows that Banners had a share of 45%, followed by HTML5 (40%) and Video (17%). Among the top 5 categories comprising of E-Com/ Entertainment/ Social Media, E-Com Online Shopping, E-Com Gaming, Corporate IT and Life Insurance. E-Com Gaming had the highest rate of growth during Jul-Sept’20. A total of 316 advertisers across 40 categories advertising 510 brands accounted for 80% of the total as insertions. The balance 20% was spread across many advertisers and brands who all wanted to board the band wagon of digital advertising. The total count showed 20,500+ advertisers across 480+ categories with 24,100+ brands participating in digital advertising during the period Jul-Sept’20!

     

    This report has given us a comprehensive understanding of the rapidly growing digital advertising. We will be eagerly looking forward to the next editions of Digital Advertising Report by TAM India in order to follow the progress of the digital media during the pandemic hit 2020 and beyond.

     

     

  • Trying to estimate spends is like story of the blind men and the elephant, writes Indrani Sen

    Just how much do we spend on media for Diwali ad campaigns?

     

    By Indrani Sen

     

    Trying to estimate the traditional media expenditures during the three months, from August to October, is like the age old story of the blind men with the elephant. Each blind man made a guess based on which part of the elephant he was touching! In this case, please read it as based on the media agency or the advertisers own experience with rate negotiation for Diwali campaigns. The estimates put up by TAM India for Adex is therefore corrected accordingly.

     

    Well, TAM India estimates Adex for Print, TV and Radio which is based on monitoring of large number of media vehicles during the stipulated three months. As we all know, Adex is calculated on the basis of market rates and not on the basis of actual negotiated rates. Industry insiders are also aware of special discounts offered by media houses over and above their negotiated rates with media agencies/ advertisers for the Diwali campaigns. It is important for the leading media houses to get a fair share of the Diwali budget, the once a year bonanza for which most of them are prepared to bent backwards!

     

    The scheduling off course depends on the actual date of the Diwali festival, which falls on a date between mid-October to mid-November in the solar calendar based on the calculations given in advance about the auspicious dates in our lunar calendar published in our almanacs. So, it is debatable if we should look at the three months August to October or redefine the period as 12 weeks before the Diwali. For example, this year Diwali is on November 7, 2018 and we have been seeing lot of frenzied advertising activities in all traditional media as well as digital and social media since October 1. Obviously, if the TAM Adex reports compare August to October 2017 with August to October 2018, then a large chunk of the pre-Diwali advertising will not be reflected in the analysis.

     

    Last year TAM India published in their newsletter a comparison of pre-Diwali Adex for 2016 and 2017 https://www.tamindia.com/wp-content/uploads/2018/03/tam_newsletter_04.pdf and concluded that there was drop in print and radio expenditures in 2017 compared to 2016. Diwali festival in 2016 was on October 30, 2016 and in the next year the date fell on October 19, 2017. There is usually a huge drop in advertising traffic immediately after Diwali across all traditional media. Last year, therefore the Adex naturally dropped after October 19 while 2016 enjoyed the full thrust of Diwali advertising till October 30. Obviously the lull over the last ten days of October painted Print and Radio at a disadvantage in comparison with the same period in 2016.

     

    It is my earnest request to TAM India to change the period for comparing Diwali expenditures to 12 weeks before the festival instead of the standard three months August to December. Their calculations will still be on market rates, but at least the estimates would be comparable across the different media. We generally see a long diminishing tail of TV media after Diwali which are part of free spots or bonus spots which generally feature in the rate negotiations. Ideally speaking, the same TV spots should not be added to the overall cost of the particular advertisers’ Diwali campaign.

     

    TAM India is working on publishing a Digital Adex shortly, which will complete the process of estimating Diwali media expenditures by adding to traditional expenditures, digital and social media expenditures. There has been a trend since 2014 to link Diwali campaigns with social needs and year on year we are finding more advertisers climbing into that band wagon. Needless to mention, a considerable chunk of their Diwali advertising budget is being utilised through the new media channels.  We need to end this game played by blind men and have a robust estimates of how much we are spending on Diwali advertising on a year-on-year basis.

     

    Wishing the readers of www.mxmindia.com a Happy Diwali and a Prosperous New Year!

     

     

  • The advertising expenditure indices from TAM AdEx report a small rise in spends in September 2017

    A wee bit of a rise in Sept 2017 AdEx

     

    The world knows this. In a special arrangement with MxMIndia, the platform trusted by discerning advertising, media and marketing professionals, ​TAM AdEx, a division of TAM India, has been providing weekly scans of spends across television, print and radio.

     

    Here we bring you the all-important early indicators of how festive spending has been in September 2017.

     

    Read on and Enrich yourself.

     

     

  • Micro-targeting using data to benefit advertisers, broadcasters and OTT owners

    Axis My India partners with TAM India to launch new consumer insight platform

    By A Correspondent

     

    Axis My India is partnering with TAM India to launch a one-stop consumer insights research platform, with one million+ respondents covering 670+ districts of India over a 12-month period that will answer the most preferred consumer brand(s) and most used consumed brand(s) across 40 product categories. It will also enable data users to micro-target segments of consumers geographically for effective localised marketing plan implementation, thus deriving higher ROI.

     

    Speaking on the occasion, Pradeep Gupta, Founder of Axis My India, said: “We have leveraged our inherent and historic strength of successfully executing electoral research across length and breadth of the country for building this new service. The extent to which culture, opinion, perception changes every 100 miles in our country has made me promise to myself to create a two way communication platform for marketers soon. Gradually, we endeavour to reach out to all the 250 million homes in India. Our past success in capturing the true voice of citizens about their preference and perceptions on governance parameters gives us great confidence in extending this expertise to provide similar insights to the brand owners in this country.”

     

    Commenting on Axis My India’s partnership with TAM, Gupta added, “Partnership with TAM is a significant milestone for us. TAM’s contribution towards the growth of Indian advertising andbroadcast industry since 1998 is well known and a documented fact not only in India but also globally. This partnership with TAM gives us access to advertising details of thousands of brands across media in India. These very brands are keen on making their presence felt in the minds & hearts of a diverse Indian market place.”

     

    Commenting on TAM India’s partnership with Axis My India, LV Krishnan, CEO, said, “It is equally exciting for us as data from Axis My India survey of onemillion+ respondents will be a single window for brand owners for addressing their quest to enable micro level marketing. This is making it a first of its kind research platform not only in India but across the globe. This will positively create a new set of expectations from Advertisers, Broadcasters & OTT players. Our in-house teams, S-Group & TAM Edge will work with Axis My India & Client teams closely to provide data insights for driving implementation of their marketing strategies at a granular level.”

     

    In November 2017, Axis My India is planning to come out with Phase I of the survey where the most preferred brand will be announced across 40 categories through its initiative of Trust Index.

     

  • The monthly update for July 2017 from TAM AdEx from what it was a month earlier

    AdEx dips in July 2017

     

    In a special arrangement with MxMIndia, the platform trusted by discerning advertising, media and marketing professionals, ​TAM AdEx, a division of TAM India,  provides weekly scans of spends across television, print and radio.

     

    In addition, we also provide a monthly overview of the spends, like we are doing today. What you see below is the update for July 2017

     

    Read on and Enrich yourself.

     

     

     

     

  • Advertising on TV, Print and Radio fell by 2%,12% and 22% respectively in Apr 2017 compared to Mar 2017, according to the TAM AdEx monthly report on adspends

    Advertising on TV, Print & Radio fell in Apr 2017 (over March ’17): TAM AdEx

    In a special arrangement with MxMIndia, the platform trusted by discerning advertising, media and marketing professionals, ​TAM AdEx, a division of TAM India, provides weekly and monthly scans of spends across television, print and radio.

     

    We provided one in April (for March 2017), and here’s the report for April 2017.

     

    Read on and Enrich yourself.

     

  • Get weekly AdEx scans via the (free) MxMIndia newsletter subscription. Every Monday

    Now get TAM AdEx updates via MxM

     

    In a special arrangement with MxMIndia, the platform trusted by discerning advertising, media and marketing professionals, ​TAM AdEx, a division of TAM India, will provide weekly scans of spends across television, print and radio.

     

    How do you get it? Simple. Simply ensure you subscribe to the MxMIndia newsletter.

     

    In addition, we will also provide a monthly overview of the spends, like we are doing today. The first of these newsletters will be sent out tomorrow and thereafter every Monday morning.

     

    Read on and Enrich yourself.

     

     

    AdEx Monthly Update – Mar’17

  • BARC India set to be single TV viewership data provider with effect from February 29

    It’s final: TAM India to exit TV viewership from Feb 29. BARC India & TAM complete jv

     

    By A Correspondent

     

    The much-awaited joint venture between BARC and TAM India has been announced with with the formation of the meter management company. This new entity which will be called Meterology Data Pvt Ltd. (MDL) will commence its operations in the next couple of weeks as TAM India exits TV viewership measurement business effective February 29, 2016. As a part of the new system, all TAM India meters will be re-deployed in panel homes selected by BARC India’s sample design. This JV will help BARC India in growing its sample size. It may be recalled that MxMIndia was the first media entity to report on the BARC TAM deal.

     

    In MDL, BARC India will have full management control with a 51% stake, while TAM India – which includes Nielsen and Kantar – will have a 49% stake.

     

    Up to this point, BARC and TAM India, both have been generating and reporting TV viewership data individually to the Industry. Now, with the completion of this JV, BARC India will be the single provider of TV Viewership data.

     

    MDL’s role will be to run and manage the meter operations and supplying raw data to BARC India. TV Viewership data will be computed and disseminated through BMW (BARC India Media Workstation). MDL will manage the panel households and will also be responsible for future TV panel expansions.

     

    The Spot Monitoring and Channel Monitoring data will be exclusively sold by BARC India to Broadcasters, Agencies, Advertisers and others.

     

    Meanwhile, TAM India will continue providing to the market the following services: AdEx services of TV, Print & Radio AdEx, Daily & Weekly Sales Index Reports, Bollywood & Music Monitoring Dashboards; Audience Measurement in Radio (RAM); Sports Sponsorship ROI Measurement (TAM Sports) and PR Measurement data & Audit services (Eikona) to its valuable clients.

     

    “The Industry was eagerly waiting for this merger to be completed from the time we announced it in August last year. We are happy to state that the Joint Venture Company is complete and all set to kick-off operations,” said BARC India CEO Partho Dasgupta.

     

    “We will work closely with BARC to ensure a good outcome for the industry and our joint clients. We have worked productively with BARC to get here and under the circumstances, have agreed a good way forward for everyone concerned” added Kantar CEO Eric Salama.

     

    “We are happy to collaborate with BARC India. The coming together of BARC India and TAM India has only strengthened the Indian broadcast industry, as they will now be getting viewership trends from a larger panel size,” informed Nielsen MD Prashant Singh.

     

    TAM Media Research CEO LV Krishnan said “I am very happy to see that the JV has finally taken shape. What is even more heartening is that TAM India’s current 12,000 meters, which was built and constructed tirelessly over the last fifteen years will get combined to give BARC India a larger and robust TV panel sample base for the Industry. We will do our best in providing our expertise to MDL. Meanwhile, TAM India will continue focusing its efforts towards value adding the Industry through constant enhancements of its existing businesses.”

     

  • The objective behind this launch is to provide quick and easy access of weekly top line TAM data to its subscribers

    TAM to provide measurement updates through new mobile app

    TAM Media Research has announced the launch of the first ever mobile app called “TAM India”. The objective behind this launch is to provide quick and easy access of weekly top line TAM data to its subscribers including Advertisers, Media Agencies and TV Broadcasters. This mobile app has been exclusively designed for the TAM subscribers using iPhone, Android & BlackBerry and, therefore, is available for download on App Store, Google Play and Blackberry World. Subscribers can also get the download link by visiting TAM Website: www.tamindia.com.

     

    The Mobile App will be updated every Thursday immediately after the regular release of TAM data to the Industry.

     

    Commenting on the launch of TAM India Mobile App, LV Krishnan, CEO, TAM Media Research, said, “Our focus, as always, has been to enrich our customers with actionable insights through credible data. With this first ever unique initiative of launching “TAM India” Mobile App, we have fortified our service commitment to the industry with that of anytime anywhere access to data and quicker decision making process for clients. I am especially excited about the different ways in which this Mobile App will be of value to the Senior Management across Advertiser, Media Agency and TV Broadcast Organisations.”

     

    L V Krishnan

    “TAM India” Mobile App will, on a weekly basis, provide a quick snapshot of different TV channel genres, markets andprograms. At any given point in time, this App will have data for the latest week but also the preceding four weeks. The data will be updated every week immediately after the regular industry release of TAM Weekly Data. “TAM India” mobile App user will get anintimation for the update of the data.

     

  • NDTV has filed a suit in the New York State Supreme Court seeking damages of around $1.4 billion for negligence and fraud and hundreds of millions more for interference and breach of fiduciary duty

    Trade shocked as NDTV sues Nielsen,Kantar,TAM & others

    By A Correspondent

     

    New Delhi Television Ltd (NDTV) has sued The Nielsen Co, a global research and information firm, and its partner Kantar Media Research in a New York court for tampering with TV viewership data to favour broadcasters who allegedly bribed executives in its Indian JV, TAM India.

     

    In an unprecedented action, the Indian television producer and broadcaster, NDTV, which owns the news channels NDTV 24×7 and NDTV India, has filed a suit in the New York State Supreme Court seeking damages of around $1.4 billion for negligence and fraud and hundreds of millions more for interference and breach of fiduciary duty. Advertisers and media agencies depend on TAM data – the only available measurement for TV viewership – to negotiate ad rates.

     

    In its 194-page lawsuit, NDTV claims that it had confronted Nielsen with evidence of data manipulation, including taped meetings with TAM India employees, which showed that they were willing to tamper data for bribes. Nielsen, according to NDTV, had admitted in meetings and through emails that its data was indeed being manipulated and that it was willing to address the issue by July 1, 2012.

     

    NDTV says that Nielsen continued to publish these ratings despite repeated demands to stop distribution of TAM TV ratings until the sample size was increased and a proper security mechanism was put in place.

     

    The broadcaster has charged Nielsen and Kantar with “operating worldwide through a deliberately complex web of subsidiaries and joint ventures, creating, at least in India, a monopoly and abusing the power of that monopoly.”

     

    It has also called the Nielsen board of directors “proxies for the world’s largest and most powerful group of corporate takeover specialists (referred to herein and in Nielsen’s 2011 Annual Report as ‘Sponsors’)” and alleged that they took this approach to “‘cash out,’ as part of the typical leveraged buyout ‘exit strategy,’ making billions of dollars in profits.”

     

    Among the sponsors of Nielsen are KKR, The Blackstone Group, The Carlyle Group, Thomas H. Lee Partners, Alpinvest Partners, Hellman & Friedman and Centerview Partners. These sponsors, however, have not been made defendants in the suit.

     

    NDTV has also said that the problem extends to other markets such as Turkey and Philippines.

     

    NDTV managing director Vikram Chandra declined comment as “the matter is in court”. LV Krishnan, CEO, TAM Media Research said: “There is no comment to make right now as the matter is sub judice.”

     

    NDTV is being represented by law firms, Sabharwal & Finkel and Luthra & Luthra.

     

    The news created ripples in the media industry with many advertisers saying they were shocked by the developments. “I am shocked. They (TAM ratings) are a key component of all media investment decisions today,” said Madhukar Kamath, group chief executive officer and MD of advertising and media major, Mudra group.

     

    A media planner who did not wish to be identify, said: “We take TAM ratings very seriously and all our investments depend on them. It is hard to believe that a company like Nielsen, which invests so much in market research, would manipulate the ratings.”

     

    “There have been questions about the sample size of TAM and number of meters it uses to arrive at ratings, but in the absence of an alternative in the TV measurement space, we depend on TAM as large investments on advertising have to be made on the basis of some numbers.”

     

    Source: The Economic Times

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