India's TAM Moves Beyond TV

Indian media researcher TAM has moved into radio measurement, citing rapid growth in advertising in the sector, and is also considering an out-of-home service.

TAM Media Research, a 50:50 joint venture between IMRB and AC Nielsen, has until now focused on TV ratings. In a presentation on its web site it shows radio as the fastest growing of the major media for Indian advertising spend, with growth of 58% between 2005 and 2006, versus 22% for TV ads, 24% for the press, 10% for both cinema and out of home, and 52% for the Internet. Radio spend as a fraction of the whole grew in that time from 2.4% to 3.1% of all ad revenue and TAM forecasts this figure will double in the next three years.

The 'RAM' radio study, launched this month, will consist of an annual Radio Establishment Survey, with a sample of 3,000 per city, alongside a reporting panel of 480 individuals per city giving full detail.

TAM Media is also conducting a pilot study on outdoor ad measurement, said to be 'a monitoring system as opposed to an audience measurement tool' according to Indian publication the Business Standard (www.business-standard.com ). The site suggests the launch of such a service might take place 'in about three months.'

More information on the radio study, including full details of the proposed methodology, is available at www.tamindia.com/tamindia/ram_presentations/RAM-India-Methodology.pdf .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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