TAM India research paper selected at ESOMAR for the third time

By , agencyfaqs! | In
Last updated : December 13, 2004
This research paper focuses on "Unconventional ways to understand in-home TV viewing behaviour”

After making presentations at Shanghai and Geneva, TAM India, has received an invitation from Tokyo to present its research paper at the ESOMAR Asia Pacific conference scheduled to be held in March 2005.

This research paper focuses on "Unconventional ways to understand in-home TV viewing behaviour”. TAM India is a television viewership measurement and analysis house based in Mumbai. TAM India is the first organisation to do a study on the subject, which is beneficial for both advertisers and broadcasters.

A senior TAM executives said, "We believe in bringing constant value to the industry's table. We have done it at ESOMAR Shanghai, World Audience Measurement Conference (WAM) in Geneva; now we plan to repeat that in Tokyo.”

The research paper tries to throw light on one of the most crucial aspect for broadcasters - measuring the reasons for a shifting loyalty base and fusing it with TAM TV panel data to understand the extent of switches for each of the reasons. It also tries to figure out who in a family are the key influencers and decision makers for programmes that are viewed during prime time.

TAM India's other milestones this year include receiving international appreciation when its paper on "Evaluating Soft Brand Advertising on Television" (from an advertiser's point of view), which was pronounced the Best Paper amongst 22 other strategy papers from various parts of the globe. This paper presents an analysis on product placements within television programmes which is a multi-million dollar industry in the West and worth a few hundred crores in India.

A couple of months later, around Mid-2004, the concept of in-programme product placement was researched upon from a consumer point of view and presented at the World Audience Measurement (WAM) Conference in Geneva.

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First Published : December 13, 2004
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