What is TAM?

Television, in nearly every country around the world, has become

the dominant medium for information, commercial communication
and entertainment. This has lead to the ever-increasing desire by
broadcasters, advertisers and advertising agencies, to have
accurate, consistent and detailed information about TV audiences.
TAM (Television Audience Measurement) is the specialised branch
of media research, dedicated to the quantifying (size) and the
qualifying (characteristics) of this detailed TV audience
information.
Ratings, the “Common Currency”
With the billions of dollars spent annually on TV programmes and
commercials, reliable TV audience information is required to
evaluate and maximise the effectiveness of this investment.
Ratings: the percentage of a given population group consuming a
medium at a particular moment.
Generally, when used for broadcast medium, one rating point
equals one percent of the given population group. These ratings
are qualitative in nature, similar to a voting system, where the
higher the number of viewers the 'better' the programme or
commercial is.
These ratings, if reliable and valid, become the 'common currency'
for the market's commercial airtime. Media planners and buyers
evaluate the alternative programmes offered to best achieve their
advertising goals, broadcasters evaluate the programme or
stations popularity and how much to charge an advertisers for
commercials during a programme or on a given channel. In those
cases where the channels are funded wholly or partly by public
license, they also provide accountability.
Reliable, Independent and Transparent Audience
Measurement 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 accumulated
relevant experience, research and development together with the
ability to evolve with the changes in TV technology, research
technology and the Uusers needs of the TV audience measurement
TAM systems. A TAM system can be classified as reliable only if the
measurement system would yield very similar findings if
independently carried out a number of times.
It is independent 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 data
bias, which would prevent its acceptance as a common currency.
And, it is transparent when every component of the system is
comprehensible and accessible to qualified auditing by the market.
Every client of a TAM service should have the right to know exactly
how the rating figures are obtained and the ratings should be
produced by the research company, according to the regulations
and procedures that are well known by the market. Due to the
complexity of a TAM system, the most effective way to understand
and 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 conducted
within the Group companies and formalised within many of our
client contracts. All the local operating companies of the AGB
Nielsen Media Research adopt the proprietary standard TAM
system, so that the positive results of any audit are optimally
shared by each of them.
Towards a recognised, global standard for TAM
Operations
The AGB Nielsen Media Research is committed to the
standardisation of all its TAM operations.
This does not imply only the use of state of the art proprietary
metering technology, hardware and software, but also a consistent
approach in the design of the sample, recruitment of panel homes,
production of the database and control of the quality of the
process. This has resulted in the creation of standard procedures
and operating manuals, and has created the need for regular
training courses and a continual process of internal auditing.
AGB Nielsen Media Research Corporate Support Centre receives
daily (overnight data production) or weekly, the key production
performance indicators from each local operation. These include,
for example, the number of homes polled in each country, the
number of families discarded during the validation process and the
reasons for this, and the number of homes produced in the final
daily information.
All AGB Nielsen Media Research standards have been set based
upon the guidelines of the ARM - EBU "Towards Global Guidelines
for Television Audience Measurement", published in 1999.
This believe in establishing a recognised global standard for TAM
operations is particularly important as more and more media
companies, advertisers and agencies are ‘going global’ and need
true multinational TV audience information. As consolidation
continues to sweep through the television advertising industry, and
more and more companies establish a global footprint, the need
for homogeneous multinational audience research will continue to
grow.

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 from
TAM. 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 its
TAM know-how and expertise. This Company employs more than 100 professionals, all specialised in
TAM, and is a unique concentration of specialisation in the industry.
• All our associated companies utilise the same standard system; thus, although adapted to local
needs, its standard nature guarantees that each company can profit immediately from any development
in 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

Products
All your data needs related to TV audience ratings data can be satisfied by our local operating subsidiary
companies.
Our specialisation in Television Audience Measurement and the strength of our reporting tools make your
decision making process more effective, thanks to a rich and complete database, powerful software tools and a
wide range of other services.

Peoplemeter
Production Software
TV Events
Arianna

How valid is TAM data?

Lintas India Group director Lynn De Souza kicked it off. In a recent magazine article, she said that TAM
Media 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 Peoplemeters
is 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 a
controversy in the broadcasting industry.
To put the rumpus in perspective, TAM Media Research, a venture among AC Nielsen, Kantar Media
Research and Indian Market Research Bureau, has so far dominated the tracking of television viewing
habits in India (it now has a competitor in aMap, a new TV audience measurement system that was set up
last August).

It does this through Peoplemeters installed in television viewers' homes. TAM is hugely influential and its
findings determine advertising on television channels.

Notes Rohit Gupta, executive vice president (advertising sales), Sony Entertainment Television: "TAM is the
only currency used by the broadcasting industry. Over Rs 5,000 crore is spent based on its analysis."

But many now maintain that TAM data are inadequate. TAM is under attack -- for the limited size of its
sample, for the absence of external auditing of TAM processes, the distribution of its Peoplemeters, for not
covering the Hindi heartland properly and for inadequately reflecting Doordarshan's reach because of TAM's
absence from rural India.

Some media men back De Souza's point about the small sample size. Says TV Today executive director G
Krishnan: "A mere 5,000 Peoplemeters represent the entire universe of cable and satellite homes. This is a
little difficult to digest."

Secondly, TAM covers 73 cities but towns with a population of less than 10 lakh (1 million) are not
represented in the sample, despite the immense growth in rural India. Marketers argue that people beyond
these towns are buying products.

Thirdly, Sony Entertainment Television's Gupta makes the point that TAM does not have an external auditor.
"In my view, TAM's biggest flaw is the lack of auditing of its processes. If it says there are 5,000 meters in 73
towns, we have no way of knowing it. It must get a stamp of approval from an external auditor such as Ernst
& Young or KPMG." Gupta says that today Jassi Jaisi Koi Nahin on Sony may get a TRP of 6.1, "but
tomorrow I could ask who's audited it?"

Fourthly, media planners and marketing men at television channels grumble that TAM data do not represent
affluent homes. Their contention: upmarket homes do not allow Peoplemeters to be installed as these
intrude on privacy. Currently, TAM data are physically collected by people who visit homes with
Peoplemeters every week.

"Even if it tempts them with foreign holidays, would high-income bracket households allow such intrusion of
privacy," asks the head of ad sales at a bouquet of news channels. "Unlikely," replies Tapan Pal, chief
executive officer at aMap, the new TV audience measurement system.

"That is why we've installed an online system where the server dials up the homes on the panel and
automatically collects data from the meters every day between 2 am and 4 am."

aMap currently covers Delhi, Mumbai and Ahmedabad and plans to install meters in towns with a population
of 10 lakh plus in Uttar Pradesh, Madhya Pradesh and Haryana soon. "By 2006, we hope to have 20,000
panel homes," Pal adds.

Fifthly, distribution teams at television channels contend that the meters are poorly distributed and tend to be
concentrated in some cable networks in a city. So it's not difficult to find out where the meters have been
installed (in short, confidentiality is compromised).

The head of ad sales at a broadcasting company says that switching off the cable head-ends one by one in
a city "usually tells you the weightage every operator has in a market."

And once the distribution teams know where the meters are concentrated, the marketing teams swing into
action. This makes targeted marketing possible.
Last, but not least, for the last three years TAM has been using National Readership Survey 2002 data for its
research. For instance, it was depending on the old data on black and white TV households.

"As a result it used to automatically discount viewership on the hyperbands (the lower frequency bands
which cannot be seen on B&W TVs [Get Quote])," an executive at a television channel complains. He
believes that many B&W TV households would have upgraded to colour Tvs in the last three years, a trend
not reflected in TAM data.

Still, De Souza herself is quick to add that the data and analysis provided for the 38 per cent homes is
sound. "What TAM needs to do is to find ways to extend itself to the other 62 per cent."

TAM chief executive officer L V Krishnan says that TAM has never claimed that it represents the entire TV
home universe. "We've maintained that we cover urban households in towns with a 10 lakh-plus population."

Also, the size of the sample is always decided in consultation with the joint industry body comprising the
Advertising Agencies Association of India, the Indian Broadcasting Foundation and the Indian Society for
Advertisers.

"We had proposed a sample size of 7,600 meters in the second phase of expansion. This was scaled down
by the joint industry body. I don't see what the issue is," Krishnan exclaims.

TAM also says that it follows international benchmarks and carries out internal audits to maintain what it
calls Gold Standards. These relate to key performance indicators in the arena of sampling, panel security,
the technical compliance of the meters and so on.

Rising to TAM's defence, others make the point that India's cable TV viewership sample is among the largest
in the world. Argues Times Global Broadcasting's CEO Sunil Lulla, who's been associated with various TAM
committees in a personal capacity: "The US has 5,500 meters. If it's okay for it, it should be okay for us."

But Sony Entertainment's Gupta believes that that argument doesn't hold water. Unlike the United States,
India with over a billion people, 19 religions, 17 languages and 844 dialects is far from being homogenous.

"With such diversity, nuances in viewership habits and attitudes can't be captured with 4500 plus meters.
Today the challenge for marketers is not just the key towns. Extrapolation is extremely dangerous using the
currently available data," says Gupta.

Also, television viewers in a city vary widely. "In Mumbai, a viewer in Dadar with the same demographic
variables will be very different to a viewer in Malabar Hill," says G Krishnan. In the absence of a perfect
system the entire targeting/segmenting exercise is reduced to a shot in the dark, he adds.

L V Krishnan disagrees. He says the TAM data capture the pulse of viewership behaviour. "Ideal
measurement should respond to environment changes. And that is what it does."

He showcases a series of slides which reflect the changing viewership patterns on television channels
during sports events or major news breaks.

TAM is also increasing its presence in affluent homes though Krishnan says it's a myth that upmarket
households do not co-operate. "We are putting up booster elite panels and installing 300 online meters in
Mumbai and Delhi," he says.

Nor has the confidentiality of homes on TAM's panel been compromised. "It is impossible that these people
know which homes have meters. Security and confidentiality is ensured. All this is conjecture," says
Krishnan.

He adds that only some in the broadcasting industry are cribbing. "When you are not doing well, the easiest
party to blame is the one that makes the report card," he adds.
On NRS data, Krishnan says that TAM has started using data from the new NRS 2005 report. This will now
be used for future research.

Krishnan says that TAM is, in a three-pronged expansion drive, bringing in digital meters, going into small
towns and creating elite panel homes.

"Our expansion will be based on how direct-to-home (DTH) and broadband shapes up in the country. We
realise that users want to dissect data in narrower viewer segments. There will be a necessity to increase
samples in specific sub groups of the TV viewing population. It is the very obvious next step," says Krishnan.

But De Souza may have the last word. She states categorically that her statement was not meant to belittle
TAM but raise the point that the broadcasting industry and others must pay more if they want a better and
comprehensive data tracking system. A Star India spokesman agrees: TAM is doing its best with the means
it has. Companies have to shell out more money if they want a better service."

But where will the cash come from?

Broadcasters may complain about the small TV viewing households sample size, but
increasing the number of Peoplemeter homes needs heavy investments. If TAM is to
be believed, each imported meter costs $2,000. And the new digital meter will cost 50
per cent more, its executives claim.

Off-the-record, media industry experts say that broadcasters face a Catch 22

situation. Not many users of TAM are willing to shell out more for the data. Major
broadcasters are already paying Rs 2 crore a year for the report.

The fee is less (between Rs 10 lakh and Rs 16 lakh) for advertising agencies as their
revenues are smaller. "But we have to pay more for any additional data or analysis
that TAM offers," says media consultant Sulina Menon.

However, media expert and Lintas' director Lynn De Souza feels that the television
industry needs to step in and invest in research: "Broadcasters are using TAM to sell
their programming, to understand audiences and distribution. Why can't they pay
more? How can the media agencies which earn peanuts continue to fund the service?"
She thinks that within its budget constraints, TAM is doing a remarkable job.

"The problem is that the industry expects them to feed a party of 50 people but gives
it enough money to only feed five," she adds.

But the distribution head at a news channel retorts: "TAM has a long client list and
charges a hefty fee, especially of broadcasters. So money should not be an issue. Why
should we keep paying more for the report?"
Peoplemeter
The peoplemeter measurement technology surpasses all previous measurement methods and today
predominates over all other TAM methodologies worldwide.
Measuring TV audiences requires state-of-the-art technology to ensure precise and accurate data is collected
from the TAM panel homes, easily and effectively.
Increasing numbers of channels, multiple broadcasting platforms, increased number of TV sets and remote
controls per family have lead to a more complex TV environment. Furthermore, the viewer is now faced with
the possibility of utilising the TV screen as a medium for VCR's or DVD’s, including the option of time shifted
viewing or video games, for accessing teletext, or as a personal computer offering on-line services and even
more recently has access to personal television products like TiVO, Video on Demand or Replay TV.
Within this dynamic environment, peoplemeters have proved themselves capable of measuring audiences with
a degree of accuracy and detail, which surpasses previous alternative measurement systems.
Any peoplemeter proposed by AGB Nielsen Media Research to their clients represents state of the art hardware
and software solutions based on reliable, flexible and non intrusive design and development guidelines. This is
the only way for AGB Nielsen Media Research to guarantee Clients that they have invested in an advanced,
future-proof electronic device capable to continue measuring TV audiences well into the 21st century.
The AGB Nielsen Media Research peoplemeters are in constant development as a result of many years of
experience gained in a diverse range of local conditions and the challenges faced by the ever changing and
dynamic television environments around the globe and today offer a range of reliable and efficient metering
systems. Three AGB Nielsen Media Research Corporate Support divisions are dedicated to the development,
production and maintenance of AGB Nielsen Media Research proprietary metering technology.
All of the AGB Nielsen Media Research peoplemeters are installed on every TV set in the panel home. Each
meter is capable of accurately monitoring, every second, 24 hours per day, 365 days per year, what is being
viewed on each TV set, by whom, and of storing this data. One meter in each home is then enabled to transmit
all the stored data to the Production Centre, by means of the family's telephone line, or a dedicated cellular
(analogue and GSM) telephone line.

Pollux is a full-featured, integrated and reliable TAM data retrieval and production system, which combines
international standardisation with transparency, by means of extensive and flexible reporting at all phases of
data production.
The functionality of Pollux covers the areas of Panel Recruitment and Management, Polling of the peoplemeters,
Data Validation, Data Expansion and Production as well as the generation of Application Software databases.
Pollux is the heart of our TAM system, controlling the fundamental process of consolidating, validating and
analyzing the household viewing data. The output is an audience database - individual by individual
(unidentified), minute-by-minute, overnight data delivery, 365 days of the year.
Developed and maintained by the Corporate Support Centre, it is installed in the majority of our companies. It
provides an efficient management tool guaranteeing quality and transparency of the data production for our
clients.
The Pollux Workflow
Panel Recruitment & Management:
Pollux manages the database of families recruited and installed for the TAM panel. A unique code is created for
each family and each individual in the family, to which all demographic characteristics are assigned.
Every evening, Pollux creates a directory of homes to call from this database and manages the subsequent
downloading of data from the peoplemeter.
Once all homes have been called and the data is downloaded, Pollux validates the data by applying
internationally accepted validation parameters and rules. This database of validated data is then produced,
using the RIM weighting method for the calculation of individual weights, and finally creating a minute-by-
minute database of television consumption, representative of the universe.
This audience database is then merged with the database of TV Events and delivered, on-line, daily to clients,
or any other agreed upon delivery schedule.
Pollux Reporting
Pollux provides all the reports required for the effective management of a TAM panel and for the production of
reliable, quality TAM data. These flexible and functional reports not only ensure that the local Production Centre
is able to easily maintain an effective panel but also guarantee total transparency of data production, to
auditors and clients.
Please click here to see some of the most commonly used reporting and quality control features.

A dedicated team manages all queries from our companies, providing remote and on-site support and training.
Pollux Client Server
Pollux is our standardised tool to ensure international standards of TAM data production are maintained in all
our companies. It also provides transparency to auditors and our clients as well as guarantees the quality of our
data worldwide.
Pollux Client Server marked a new direction in the development of Pollux, moving to a Client/Server structure
under Windows. This ensures stability and reliability of data production under a UNIX operating system, with all
the user-friendliness provided by the Windows interface.
New Features within Pollux Client Server include:

• Relational database structure for the HHMaster (storage of household data and equipment facilities like
TV Sets, VCRs, etc.), Technician and Gift databases adding extensive analytical potential and interface
capabilities.
• Recruitment module integration with the Establishment Survey database.
 • Integrated communications management for technical and field personnel.

TV Events
TAM data does not comprise of only individual television viewing data, but also a database of TV Events. While
the TAM data produced, using Pollux, from the information collected by the peoplemeter, provides individual-by-
individual, minute-by-minute audience data, it does not associate this viewing with particular programmes,
breaks or spots.
Currently the TV Events system offers 3 modules to produce accurate programs, breaks and spot databases:
• MultiGrabber
• Automatic Spot Recognition
• TelePad

Arianna: Myth and Reality

According to the legend, it was through the help of Arianna, the daughter of King Minos, that Theseus avoided
his certain death by being able to navigate his way around the Labyrinth and finally to slay the Minataur.
Arianna fell in love with Theseus at first sight, as she saw him disembark from the ship carrying him to Crete,
where he was to be sacrificed. In order to help him escape his certain death, she gave him a clew, a ball of
thread, which enabled him to reach and slay the Minotaur without getting lost in the labyrinth.
It is our vision, that our analysis tool Arianna, just like in the legend, provides the virtual thread, or clew, to
guide the Users – Researchers, media and Strategic Planners and Managers – through the immense TV ratings
database labyrinth.
Arianna is based on the experience we have acquired over the last decade and which has been sustained
through a solid market position with thousands of Users in more than 20 countries, across 4 continents. AGB
Nielsen Media Research's TV ratings analysis software for Viewing Behavior, Ratings Forecasting, Planning, and
Post Evaluation has already been rolled out in more than 25 countries.
Why Arianna?
Arianna is the ultimate software suite for Television Ratings Analysis as it is the natural evolution of the AGB
Workstation.
Arianna is a PC based application combining impressive calculation speed, flexibility and sophisticated reporting
capabilities in a user-friendly working environment.

It offers a complete collection of analysis modules in the 4 TAM areas:

• Viewing Behavior: set of modules for the analysis of programs, breaks and dayparts.
• Post Evaluation: set of modules for the evaluation of advertising campaigns.
• Forecasting module: tool used to forecast the ratings of future program line-ups and spots.
• Planning module: tool used to plan advertising campaign.