TAM Annual Universe Update 2015
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1 TAM Annual Universe Update 2015
2 TAM Annual Universe Update 2015 The necessity of Annual Universe Updates The methodology employed The toplines of Universe changes Implications for users
3 The Necessity of Universe Update The population represented in each market reported by TAM, organically will change either in size or structure. Growth in TV owning households Growth in C&S penetration Growth in Digital penetration Difference in rate of growth across markets Organic change in demographics Universe estimates are the base of all viewership estimates that an audience measurement company produces. Hence the need for regular high quality universe estimates to capture the dynamic changes and produce Gold Standard viewership estimates
4 Methodology: For Universe Update 2015 Census growth rates are impending and therefore have not been applied for estimation of Total Population, therefore the Total Population estimates remain the same for 2015 TAM Base line study conducted in Oct Nov 2014 to establish latest demographic proportions and Universe changes The 9 th round Digital Establishment Survey (DES) DES I: Field work: Jan Feb 2007; Release: April 2007 DES II: Field work: OctNov 2007; utilized for 2008 universe update DES III: Field work: Nov 2008; utilized for 2009 universe update DES IV: Field work: NovDec 2009; utilized for 2010 universe update DES V: Field work: NovDec 2010; utilized for 2011 universe update DES VI: Field work: JulyNov 2011; utilized for 2012 universe update DES VII: Field work: Oct Dec (first week) 2012; utilized for 2013 universe update DES VIII: Field work: NovDec 2013; utilized for 2014 universe update DES IX: Field work: OctNov 2014; utilized for 2015 universe update Sample size of over 75,000 facetoface interviews. Conducted across Urban and Rural India
5 Methodology: An example Week 1, 2014 TV Owning universe in Market ABC: 214,839,502 individuals Step 1: Impending growth rate therefore the estimates remain the same Week 1, 2015 TV Owning universe in Market ABC: 214,839,502 individuals Step 2: Estimate demographic proportions from Establishment Survey Therefore, universe estimate for SEC A in market ABC is: 17% x 214,839,502 = 36,197,567 individuals
6 India at a Glance (Urban & Rural) Growth% Growth% NCS 8 Mn Over Sep % NCS 6 Mn Digital 84 Mn. Over Jan % + 4% C&S HHlds 161 Mn. + 11% No Change TV Owning Households + 9% 167 Mn. Total Households 234 Mn. Jan 2014 All India Household figures in Millions Jan 2015 All India Household figures in Millions
7 The Urban & Rural Divide
8 Urban Vs Rural 2015 NCS 2 Mn NCS 4 Mn Urban 2015 Household figures in Millions Rural 2015 Household figures in Millions
9 Universes in TAM Surveyed Markets* 2014 Vs 2015 (*Urban Class I + Mah, UP, MP, Guj, Raj, PHCHP LC1 excluding J&K and North Eastern States)
10 TAM Coverage at a Glance Growth% Growth% Over Sep 2013 Over Jan % + 3% NCS 3 Mn + 2% NCS 2 Mn + 2% Jan 2014 All India Hhld figures in Mn. Jan 2015 All India Hhld figures in Mn.
11 TV Universe 2015 TAM Markets Individuals (in Millions)
12 Total Population and TV population has not witnessed any change. 31 Mn 31 Mn 233 Mn 233 Mn All Figure are Individuals in millions
13 Mode of TV Access Proportions across Platforms
14 The migration from NCS & Analog has led to the growth in Digital population. 22 Mn 50 Mn 87 Mn 128 Mn 161 Mn 18 Mn 148 Mn
15 Digital Population witnessed a 4% growth with the other platforms witnessing a drop. All Figure are Individuals in millions
16 Universes Across PopStrata C&S and Digital
17 0.1 to 1Mn. markets witnessed a 12% growth on the Digital platform. All Figure are Individuals in millions
18 Growth at State level
19 Kerala witnessed a significant growth in the Digital population. All Figures are Individuals in millions States highlighted in green have higher growth rate than All India average
20 How is the growth across individual markets? TV/CS/Digital penetration
21 TV penetration at All India Level
22 All the Markets have witnessed a growth with even the least penetrated market having a 90% C&S penetration.
23 PHCHP 0.1 to 1Mn. market saw a significant growth in Digital Penetration in 2015.
24 Kerala & Jharkhand 0.5Mn+ markets have witnessed a significant growth in Digital penetration.
25 Change in Demographic proportions SECs Digital
26 0.1 to 1Mn markets have witnessed a significant growth in the Digital universe for SEC CDE. All Figures are Individuals in millions
27 In Sum C&S at All India level is currently 161 million Households having 11% over Jan, Digital Households (84 Mn.) have 8% while Terrestrial Households have witnessed a drop. C&S penetration has witnessed a growth across all TAM reported markets with growth being highest in Rajasthan, UP (1Mn+ &.1 to 1Mn) & MP LCI. Digital population grew by 4% in Jan 2015 over Jan 2014 in TAM reported markets with maximum growth observed in 0.1 to 1Mn & LCI markets. All India Digital penetration is 66% in TAM reported markets in Jan, Kerala market witnessed the highest growth in Digital penetration. 0.1 to 1Mn. Markets have witnessed a significant growth in the Digital universe for SEC CDE.
28 How is Digital TV consumption measured by TAM?
29 TVM 5: Explained Picks data packets encoded within digital signals Non intrusive on TV set Compatible with DTH AV N 2 CAS AV Out AV N 1 IPTV Gaming device Audio Left Any kind of TV Plasma TV LCD TV HDTV TVM 5 Meter Normal TV set (Col & B/W) Set Top Box TV1 TV2 REC 1 REC 2 AV1 AV2 Satellite
30 Implications for TAM Software Users If you are a.. Media Planner (i) The TRPs & GRPs will not be exactly comparable over 2014 & 2015, since TRPs/GRPs are %age values & the base (universe) is being updated in January (ii) Share Of Voice Analysis will however be unaffected over the two universe periods. (iii) If you have a plan with a burst crossing over the universe change weeks, you will need to split the burst & evaluate the plans over two different universe periods (e.g. If your campaign is scheduled to air between 15th Dec 2014 to 15th Jan 2015, you will need to gather R&F for the period 15th 27th Dec 2014 (up to week 52, the last week of 2014) & 28th Dec 2014(from week 1, the first week of 2015) 15th Jan 2015 individually)
31 Implications for TAM Software Users If you are a.. Broadcaster (i) The TRPs & GRPs will not be exactly comparable over 2014 & 2015, since TRPs/GRPs are %age values & the base (universe) is being updated in January (ii) As universes across markets are getting updated, depending upon your channels reliance on markets, the aggregate TVR/Share at a group market level might change. (iii) If you have a promo plan with a burst crossing over the universe change weeks, you will need to split the burst & evaluate the plans over two different universe periods (e.g. If your campaign is scheduled to air between 15th Dec 2014 to 15th Jan 2015, you will need to gather R&F for the period 15th 27th Dec 2014 (up to week 52, the last week of 2014) & 28th Dec 2014(from week 1, the first week of 2015) 15th Jan 2015 individually) )
32 For Digital Estimates and India Peoplemeter Updates go to
33 Thank You.
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