April 12, 2018
April 12, 2018
Research:
Ashish Bhasin, Shashi Sinha and NP Sathyamurthy help unravel the intricacies of the Indian Readership Survey 2017, and the implications that arise from it.
November 21, 2017
November 21, 2017
Media:
How valuable is your inventory? Anant Rangaswami answers.
September 14, 2017
September 14, 2017
Research:
Kantar's Hemant Mehta presents data that validates the importance of the mobile phone in the traditionally viewed media dark areas of India.
September 14, 2017
September 14, 2017
Research:
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.
August 4, 2017
August 4, 2017
Marketing:
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.
August 4, 2017
August 4, 2017
Media:
It was inevitable. It was only a question of who would be first to pull the trigger, and when.
August 4, 2017
August 4, 2017
Media:
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!
May 19, 2017
May 19, 2017
Media:
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.
