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News |  04 Oct 2007 21:05 |  By RnMTeam

RAM to roll in October

MUMBAI: TAM Media Research`s specialised measurement service Radio Audience Measurement (RAM) will be launched this month in Mumbai, Delhi and Bangalore, to be followed by Kolkata shortly.India becomes the eleventh market in the Asia Pacific in which Nielsen Media Research, which has partnered IMRB in India for this venture, already operates similar services. This central Radio measurement service will operate as an independent division of TAM Media Research.TAM India CEO L V Krishnan

RAM data, expected to enable broadcasters, advertisers and agencies evaluate their return on investments, will be provided weekly to subscribers. TAM India CEO L V Krishnan says nearly all broadcasters in the three metros have subscribed to the service, while ENIL, which runs the Radio Mirchi brand, is still to come on board.The RAM service will provide data to subscribing companies on a weekly basis, and will measure consumption of FM radio by all people over 12 years, in homes, in cars, at work/colleges/schools and elsewhere.The service, announced in May 2007, spent 4.5 weeks in conducting a Radio Establishment Survey, to define the reporting universe for RAM, ascertain factors that influence radio consumption and help in setting the sampling frames for the panel set up. The panel recruitment across the cities took a further five weeks, followed by a four week long `cool off period` to monitor the working of the panel. An average sample size of 480 individuals has been picked per city, split equally into four SECs, five age bands, two genders, all cell weighted proportionately.The selected panels will follow the Diary method of recording, by entering their data into a pre-listed weekly diary. The collated data will be presented in the form of Target Audience Rating Points (TARP), the radio equivalent of the television TVRs. The TARP will represent the audience, as a percentage of the universe, listening to any quarter hour over the defined time period.

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