TAM to tune in to niche channel  ( June '8,2004, ET)

TAM Media Research is planning to install a new set of Peoplemeters to track the media consumption habits of SEC A and A+ consumers.

Sources said the decision to set up a niche panel was taken after a group of premium advertisers complained that the current set of Peoplemeters was non-exclusive and hence, did not reflect viewership trends of niche channels, which were presumably watched by the affluent and upscale consumers.

Remarkably, niche channels’ share in the total TV ad pie is two times their viewership share. While their share in the total viewership is only around 2%, they account for 4% of the total ad revenue. Ad rates on such channels are also comparable to the popular channels.

According to the sources, some white goods and automobile manufacturers, and a couple of financial companies were of the opinion that because of a more general character of the current TAM panel, viewership trends on English channels like HBO, STAR Movies, Zee English and even niche channels like National Geographic and Discovery, which are probably popular among SEC A and A+ consumers, were not being adequately reflected. And hence, media buying scenario on such channels was a bit hazy.

“Our current panel is more mass market in nature. We map the entire television universe to gauge viewership trends and hence, it is difficult to churn out information about a particular category of consumers. The new panel will help us give our clients specific information on TV viewership habits of affluent consumers,” said Atul Phadnis, vice-president, TAM Media Research. The agency, which measures television viewership across the country, plans to import latest Peoplemeters with in-built modems from its parent company AC Nielsen for the purpose.

“The new panel will help premium advertisers in using niche platforms on TV much more efficiently. More so, because unlike our current panel, the new panel will be online, which will help us cull out day-to-day TRPs instead of having to wait for around a week,” Mr Phadnis added.

The structure of the current panel and its geographical distribution is still being discussed but the sources indicated that initially, around a dozen Peoplemeters will be installed in three metros, two of which are likely to be Delhi and Mumbai.

“We are trying to arrive at an acceptable definition of upmarket and upscale consumers. Once that is done, it will be easier for us to identify markets and households for installing the new Peoplemeters,” said Phadnis.