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What is TAM

What is TAM

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Published by: ravi kumar buswala 123 on Nov 28, 2008
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What is TAM?
Television, in nearly every country around the world, has becomethe dominant medium for information, commercial communicationand entertainment. This has lead to the ever-increasing desire bybroadcasters, advertisers and advertising agencies, to haveaccurate, consistent and detailed information about TV audiences.TAM (Television Audience Measurement) is the specialised branchof media research, dedicated to the quantifying (size) and thequalifying (characteristics) of this detailed TV audienceinformation.
Ratings, the “Common Currency”
With the billions of dollars spent annually on TV programmes andcommercials, reliable TV audience information is required toevaluate and maximise the effectiveness of this investment.
the percentage of a given population group consuming amedium at a particular moment.Generally, when used for broadcast medium, one rating pointequals one percent of the given population group. These ratingsare qualitative in nature, similar to a voting system, where thehigher the number of viewers the 'better' the programme orcommercial is.These ratings, if reliable and valid, become the 'common currency'for the market's commercial airtime. Media planners and buyersevaluate the alternative programmes offered to best achieve theiradvertising goals, broadcasters evaluate the programme orstations popularity and how much to charge an advertisers forcommercials during a programme or on a given channel. In thosecases where the channels are funded wholly or partly by publiclicense, they also provide accountability.
Reliable, Independent and Transparent AudienceMeasurement System
In order to provide a country or a market with
valid and reliable
television audience data, specialist expertise are required.The system needs to be the result of many years of accumulatedrelevant experience, research and development together with theability to evolve with the changes in TV technology, researchtechnology and the Uusers needs of the TV audience measurementTAM systems. A TAM system can be classified as reliable only if themeasurement system would yield very similar findings if independently carried out a number of times.It is
when the supplier operates from a position of neutrality recognised by all the market players. Close links to one
of the interested parties would generate suspicion about the databias, which would prevent its acceptance as a common currency.And, it is
when every component of the system iscomprehensible and accessible to qualified auditing by the market.Every client of a TAM service should have the right to know exactlyhow the rating figures are obtained and the ratings should beproduced by the research company, according to the regulationsand procedures that are well known by the market. Due to thecomplexity of a TAM system, the most effective way to understandand control it is through an audit, conducted externally on behalf of the entire market.AGB Nielsen Media Research has always favoured such a practice,as demonstrated by the many audits and appraisals conductedwithin the Group companies and formalised within many of ourclient contracts. All the local operating companies of the AGBNielsen Media Research adopt the proprietary standard
, so that the positive results of any audit are optimallyshared by each of them.
Towards a recognised, global standard for TAMOperations
The AGB Nielsen Media Research is committed to thestandardisation of all its TAM operations.This does not imply only the use of state of the art proprietarymetering technology, hardware and software, but also a consistentapproach in the design of the sample, recruitment of panel homes,production of the database and control of the quality of theprocess. This has resulted in the creation of standard proceduresand operating manuals, and has created the need for regulartraining courses and a continual process of internal auditing.AGB Nielsen Media Research Corporate Support Centre receivesdaily (overnight data production) or weekly, the key productionperformance indicators from each local operation. These include,for example, the number of homes polled in each country, thenumber of families discarded during the validation process and thereasons for this, and the number of homes produced in the finaldaily information.All AGB Nielsen Media Research standards have been set basedupon the guidelines of the ARM - EBU "Towards Global Guidelinesfor Television Audience Measurement", published in 1999.This believe in establishing a recognised global standard for TAMoperations is particularly important as more and more mediacompanies, advertisers and agencies are ‘going global’ and need
true multinational TV audience information. As consolidationcontinues to sweep through the television advertising industry, andmore and more companies establish a global footprint, the needfor homogeneous multinational audience research will continue togrow.
TAM Specialists
AGB Nielsen Media Research is totally committed to Television Audience Measurement.100% of our energies, resources and investments are dedicated to it; and 100% of our revenues come fromTAM. This explains our strong commitment to maintaining the fully integrated TAM System at the forefront of technology; in hardware, production and analysis software.
Our specialisation is the result of several decisions and investments:
Dedicate all research activities to exclusively concentrate on TAM and its international expansion
The AGB Nielsen Media Research Corporate Support Centre is the heart of the Group by consolidating itsTAM know-how and expertise. This Company employs more than 100 professionals, all specialised inTAM, and is a unique concentration of specialisation in the industry.
All our
utilise the same standard system; thus, although adapted to localneeds, its standard nature guarantees that each company can profit immediately from any developmentin the key areas of hardware, production and analysis software.
All our tools are proprietary and developed within the Group; this guarantees the total control of development priorities, which is an advantage for our clients worldwide
All your data needs related to TV audience ratings data can be satisfied by our local operating subsidiarycompanies.Our specialisation in Television Audience Measurement and the strength of our reporting tools make yourdecision making process more effective, thanks to a rich and complete database, powerful software tools and awide range of other services.
How valid is TAM data?
intas India Group director Lynn De Souza kicked it off. In a recent magazine article, she said that TAMMedia Research data represent just 38 per cent of India's television viewing homes.De Souza later reiterated her point to
Business Standard 
: "The sample is too small as 5,000 Peoplemetersis too little to extrapolate to 83 million TV homes."That statement turned the arc lights on the validity of TAM Media Research data -- and kicked off acontroversy in the broadcasting industry.

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