Last updated : June 23, 2005
TAM Media Research has won an award at the WAM (Worldwide Audience Measurement) conference in Montreal for its strategy research paper, titled "Penta Gration - a new technique to measure TV sponsorships".
Companies such as MindShare (Canada), Optimum Media Direction (USA), CTV (Canada), ABC Television (USA), iTVX (USA), IAG (USA) competed with TAM in the category of branded entertainment and sponsorships.
With this win at Montreal, TAM will now directly qualify for the John & Mary Goodyear Award in 'Global Research Excellence' to be announced in December this year.
The research paper demonstrated a newly developed technique of evaluating sponsorships, product placements and branded entertainment on television by using five different researches giving it the name 'Penta Gration'. The paper was presented by Atul Phadnis, vice-president, TAM Media Research.
WAM is one of the largest broadcast research conferences. The conference is held jointly by ESOMAR (European Society for Opinion and Marketing Research), Netherlands and the ARF, USA. More than 400 delegates from 40 countries participated in this event. This year, TAM will present two more papers at WAM, apart from this winning paper. The next papers will be presented on June 23 by the TAM S-Group team, which includes Amogh Dusad and Atul Phadnis. The paper is on evaluating new programme launches that use multi-media blitz in their promotions. © 2005 agencyfaqs!First Published : June 23, 2005