TAM ratings service to track urban Elite, assures overnight data delivery

MUMBAI: Have money, will watch what? Don’t we all want to know. The advertiser’s most sought after viewers, the ones with the serious money to spend, will soon have a dedicated service to track their TV consumption habits.

Ratings agency TAM Media has announced it will launch Elite TAM around September this year, a ratings service dedicated to the top 2 to 3 per cent of the urban audience in terms of buying power.

The Upmarket Panel, TAM claims, addresses a need-gap from niche channels as well as high-end brands who find the current TAM panel too mass-market.

“The testing for the Online Meters has already been accomplished late last year and TAM is consulting key subscribers to build consensus on issues such as the exact definition of Upmarket, the geographical spread and the variables to be mapped,” says TAM India CEO LV Krishnan. A consensus formula on just what constitutes this key demographic should be out in the next few weeks, says TAM S-group director Atul Phadnis.

The Online Meter technology is being accessed from Nielsen Media Research (NMR) Technology Labs and will enable TAM to deliver the ratings overnight to subscribers.

TAM Media Research is the sole TV Ratings agency in India and the world’s largest panel.