Audience Measurement

Articles in Audience Measurement

Media:

There’s An Acute Shortage Of TV Inventory, Not A Glut

How valuable is your inventory? Anant Rangaswami answers.

Research:

Hemant Mehta on “The Media Dark Research Release” at #ZeeMelt 2017

Kantar's Hemant Mehta presents data that validates the importance of the mobile phone in the traditionally viewed media dark areas of India.

Research:

Nick Burfitt on “From TV To TV” at #ZeeMelt 2017

For the foreseeable future, Kantar thinks TV viewing will continue to remain majorly on a big screen at home. Nick Burfitt shares the changing audience demographics, and how it impacts TV audience measurement.

Marketing:

Consumers Do Not See Themselves In Demographics

The moment we use the word ‘target’ we have already conditioned our system to think that there is someone outside an environment – the viewer looking at it – the object and trying to aim at it and doing something with it.

Media:

Burning Issues: The News Broadcasters Association (NBA) vs Republic TV. Pot calling the kettle…?

It was inevitable. It was only a question of who would be first to pull the trigger, and when.

Media:

Burning Issues: “BARC-ing up the wrong tree?” Republic TV and how BARC India works

Let’s face it. You may like him. Or you may not. But you CAN’T ignore him.Yes. I am talking about Arnab Goswami, once the mascot of Times Now’s brand of aggressive journalism, and now the face of Republic TV. For the past month or so, he had promised to return to our TV screens soon, and all the ads we saw gave the impression of an impending storm. And boy, did the storm arrive! But if you had thought the noise would be limited to TV newsrooms, well, think again!

Media:

Burning Issues: “Leaky T(A)RP? I don’t think so.” Of TV Audience Measurement in India

When BARC was born and heralded a new era in television audience measurement in India, marketers heaved a sigh of relief. They look forward to a stable measurement regime based on which they could allocate their AdEx spends with a considerably greater degree of confidence. As we witness the battle between the English news channels and BARC, it is apparent that BARC is structurally weak, allowing disgruntled elements to withdraw their watermark on a whim or a fancy. Let’s take a look at what the experts have to say in Burning Issues, a series where we look at pressing issues within media & marketing in India.