Every time the seconds hand of your watch moves, some innovation has taken place on this earth. We have seen this technological advancement in almost all the fields. So how can this be not seen in some very lucrative and a favorite segment like television viewer ship. In fact the television set itself has technologically evolved to such an extent that people are speaking of owing a television set which would give them the 3D experience. The advancement in the way the channels are provided to the viewers also took place hand in hand with the advancement in the television sets. The television set was a rare commodity when it was introduced in Indian market. But with time it has become the need of every household. The viewer ship has increased to such an extent that people have started to call it idiot box. Anyways the idiot box doesn't sound that idiot option when it comes to advertising on television or to put it in marketing jargon should I say digital advertising.
- Overnight Measurement
- Customisation of Target Groups
- A Robust System
- Decision Support Systems
- Housewives with Washing Machines
- Chief Wage Earners with PCs
- Graduates & Post Graduates
- Businessmen in SEC A, B
- College Students with Car at Home
- And many more…
aMap uses Telecontrol VIII data recording units to collect TV viewership data from TVs in the sample homes. The Telecontrol unit is connected to the television receiver and it automatically registers/stores the information about the channel to which the TV set is currently tuned. This device can store up to approximately seven days' viewership information.
At present the central server calls up all the sample homes between 2:00 AM and 4:00 AM IST (Indian Standard Time) to collect the data. In case the data from some of the homes/ units can not be collected in the first attempt, the server dials that home again after 5 minutes, and makes the third attempt after 1.30 hours. After 3 trials, the server gives up. If non-collection of data is caused by the problems with cellular connection, the data can be collected later at any time over next seven days.
The system generates a list of sample homes from which the data could not be collected. These failures are investigated on the same day. The possible causes of failure in data collection are:
- The Telecontrol power failure
- The Telecontrol unit disconnection/dysfunctionality
- The sample home being locked
- The problems with cellular connection etc.
The Telecontrol system can respond to every possible use of a television screen, including viewing videos, playing TV games and using Teletext. Moreover, the design of the Telecontrol unit and its interactive system can be adapted to the psychological requirements of the panel household members, a key reason for its very high degree of acceptance and the widespread willingness to enter information. Some of the countries which use this application to collect data on viewership are Austria, Spain, Belgium, Germany, Portugal etc.
- Ownership of various assets
- Occupation status & much more.......
1. Revenue management
2. Understanding the drivers of TV viewership
3. Program scheduling
4. Pricing Solutions
5. Media plan optimization
6. TRP forecasting
7. Media buying
The servers record the logos of the program and the time that particular program is viewed along with the total time the TV being viewed. It records varios other information like the category of the programme, the language, the start time, the end time, the total duration, total time of advertisement viewed and much more.The data is provided in flat file format. The daily logs are ready 24 hours after the end of the TV day. A TV day is defined to start at 2:00 AM and end at 2:00 AM on the next day. aMap's content analysis team comprises of psychologists, sociologists, anthropologists, and statisticians. aMap provides customized content analysis service to the broadcasters and communication research organization as per the classification schema defined by them. aMap's services include recording of the broadcasted TV content in mpeg format, and archiving it.The output data files can be provided in any format desired by the clients.
We have 479.5 million television viewers everyday. With such huge viewership having a detailed analysis is a key for right advertising at right place at right time to ensure that it is viewed by right people. For advertisers it helps them understand if the position of the ad is correct and accordingly take appropriate action, to check the efficiency of the ad, to understand if there is over spending or under spending on a particular ad campaign & to decide on the continuity of the ad for a particular time period. For broadcasters it gives information on the lost opportunity by their sales team, the share of the particular channel being viewed amongst all the channels viewed. This data helps media planners to schedule the ads, to check the effectiveness of the advertisement, to check the ad spots and the time available to air an advertisement etc.
As a viewer it just takes a few seconds to view the ad but did anyone really think of the efforts put in to ensure you watch that ad on that channel at that time of the day? P.S. - For further information please visit www.audiencemap.com. Some part of information provided here is taken from the same website.
Article By - Pranav Joshi
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