SOURCES OF MEDIA

RESEARCH
MODULE VIII
Following the lecture, students
must to be aware of:
Background
Slide 5 to 8 : extra information (Not in curriculum)
 Media & Entertainment Industry
• The Indian Media and Entertainment (M&E) industry is
a sunrise sector for the economy and is making
significant strides.
• India is the biggest market in the world of media and in
the fourth pillar of democracy with over 80,000
newspapers and more than 900 televisions news
channels running all over India in different languages
and these numbers are still counting day by day, now-a-
days in spite of this social media platforms are also
there namely Instagram, Facebook, WhatsApp, Twitter
and many more.
Different advertising Media
opportunity in India
• The country is a mobile-first market, with 782
million mobile internet subscribers in 2022.
• The outdoor advertising business in India is
also fast developing. Over the projected
period, it will outperform every other OOH
market worldwide, growing at a CAGR of 9.9%.
• In 2022, digital advertising is expected to
increase by 52% year on year.
• By 2027, India will be the fourth-largest TV
advertising market in the world, trailing only
the United States, Japan, and China.
• By 2027, mobile internet advertising will
account for 73% of internet advertising income
in India.
Media Research
What is Media Research?
• Media research includes a whole range of study about the
development of media, their achievements and effects. It includes the
methods used in collecting and analysing information with regard to
newspapers, magazines, radio, TV, Cinema or other mass media. It
also concerns with an expanded discussion of the scientific methods
of research.
• It involves data on the size, distribution, and characteristics of
audiences, as well as descriptions of the media and their utilization by
advertisers.
Important media metrics
1. Reach - expressed as a percentage, reach is the number of
individuals (or homes) to expose the product to through media
scheduled over a period of time.

2. Frequency - using specific media, how many times, on

average, should the individuals in the target audience be
exposed to the advertising message? It takes an average of
three or more exposures to an advertising message before
consumers take action.

3. Cost per thousand - How much will it cost to reach a thousand

prospective customers (a method used in comparing print
media)? To determine a publication's cost per thousand, also
known as CPM, divide the cost of the advertising by the
publication's circulation in thousands.

4. Cost per point - how much will it cost to buy one rating point
the your target audience, a method used in comparing
broadcast media. One rating point equals 1 percent of the
target audience

5. Impact - does the medium in question offer full opportunities for

appealing to the appropriate senses, such as sight and
hearing, in its graphic design and production quality?

6. Selectivity - to what degree can the message be restricted to

those people who are known to be the most logical prospects?
 Two most important
components of media selection
1. Reach is the number of people
who have been exposed to a
media vehicle at least once
within a given period of time.
2. Frequency is the number of
times the people on your list
are exposed to your marketing
message or brand. If you
choose to mail to the same list
of people three times, your
frequency would be three.
 The objectives of media
research
• How much does it cost? What is the reach of that medium?
• What is the nature of the medium?
• How does it work?
• What technology does it involve?
• How is it different or similar to any other media in any ways?
• What function and/or services does it provide?
• Who will have access to the new medium?
• Is this medium effective?
• Can its performance be improved?
Insights about Media users is
also crucial
Media research also accumulates information about the users of the
mass media and explore the following questions:
1. How the people use a media or the various media?
2. Whether it is used for information only and/or for entertainment
and education also?
3. Which category of people use the different media more and why?
4. What gratification do the media provide?
5. What types of uses the media are put to?
 Important data for the Business & Media
Houses
1. Readership/viewership of the
media vehicle
2. Choice of media for the intended
target group
3. Booking time and available
media space of a particular
media channel
4. Cost of a particular media
vehicle
How do we extract the
information about media
consumption?
• Most media audiences are measured through sample surveys, using
data about a small group to find out about a larger universe’s
exposure to a particular medium.
• The research companies take a sample because measuring the entire
audience (a census) is generally not practical.
• Sample sizes can vary from as few as 200 to as many as 26,000
individuals
• Online samples and samples using for television through TV set-top
boxes (STBs) can run in the hundreds of thousands or even millions,
but even these immense samples have limitations
Four Major outcomes of Audience Measurement

Making Improving
programming listener
decisions experience

Monetizing Competitive
broadcasts analysis
Sources of Media
 Sources to collect media
information

Different sources are used for research on different media vehicles. Some
are private entities while some are supported by Government.

It is essential to identify suitable media sources for information needed.

Various data syndicators provides suite of Insights related to media and

their users which are useful for Broadcasters, Advertisers and Agencies.
PRINT media
NEWSPAPERS & MAGAZINES
Press Audit
• A press audit is a third-party review of a company's media-buying
costs. It's a performance management tool that tracks how well a
company is following its goals and principles.
• This can also help advertisers determine which media channels are
contributing the most to their ROI.
Audit Bureau of Circulations (ABC)

• Audit Bureau of Circulations (ABC) is an independent non-profit auditing

organization formed in 1914 whose membership is composed of advertisers,
advertising agencies, and publishers of newspapers, magazines, and web sites
that sell advertising space. Its purpose is to audit and validate print media
circulation claims and Internet traffic figures for the benefit of its members.
Relied upon as a principal information source by media planners, the bureau
publishes annual Audit Reports that detail the findings of its auditors as well
as semi-annual Publisher’s Statements.
• The Bureau issues ABC certificates every six months to those publisher
members whose circulation figures confirm to the rules and regulations as set
out by it. Circulation figures that are checked and certified by an independent
body are an important tool and critical to the advertising business community.
 Readership survey
• A readership survey is a market research tool that uses questions to measure
reader interest, engagement, and satisfaction. It can also be used to gather
data about the reach of print media and the characteristics of their audiences.
• Kantar IMRB (formerly IMRB International) is a market
research, survey and business consultancy firm. It is headquartered in
Mumbai
• Businessmen’s Readership Survey (BRS) : was initiated by IMRB(Indian Market
Research Bureau); it was about the readership habit of professionals engaged
in various activities in India. It mainly highlights the newspapers read, the
place of reading and obtains some profile of the readers from about 8,800
respondents located in twelve large cities in India
 National Readership Survey
• The NRS is a survey on all media, but especially the print medium, conducted by the National Readership
Survey Council. This body consists of members from the INS (Indian Newspaper Society), AAAI (Advertising
Associations of India) and ABC (Audit Bureau of Circulation).
• The survey is done on an all-India basis, urban as well as rural, amongst individuals who are 12 years and older.
• All town classes are covered in the urban area.
• However, only towns with a population higher than two lakh are reported on an individual basis, smaller towns
are reported on the basis of socio-cultural regions defined by language homogeneity, geographic homogeneity,
financial and economic administration, regionalisation of culture and lifestyle, caste and class homogeneity.
• Since advertisers who relied on plain circulation (paid sales) data for the allocation of their media budgets did
not have access to data on the quality of readership each publication has, they did not know whether money
was being used effectively or wasted. Studies like the NRS give details not only about the number of readers,
but also quality of readers, and the duplication of readers with other competitive publications.
 TAM Media
• Set up in 1998, TAM media, a Joint Venture of Nielsen and Kantar Media
research firms has
been a central Intelligence Unit for Audience behaviour, Brand and
Market Insights for all TV, Print, Radio, Digital mediums.
• TAM works with Platform owners like DTH Operator, Multi-System
Operator (MSO), Digital Platform (OTT) in harnessing Audience data from
devices like Set-Top boxes, Smart TVs & Mobile Apps for richer learning of
Audience Consumption and influencing Micro/Geo-Targeted Advertising
across primarily Videos & Interactive Games.
• TAM (Television Audience Measurement) is a specialized branch of media
research that quantifies and qualifies television audience information.
Print data
Highlights -print
 Broadcast
media
Television & Radio & Live streaming
BROADCAST:
TV/RADIO/INTERNET
• The term broadcasting evolved from its use as
the agricultural method of sowing seeds in a
field by casting them broadly about.

• Provide valuable information that can inform and

educate and includes public service
announcements, daily news, weather forecasts,
interviews, and documentaries.
• It is also recreational and includes reality
television, situation and sketch comedies, movies,
sports and advertising

• Broadcast advertising applies to commercials

aired on either television or radio, which are
typically called spots. It's also known as on-air
advertising,
• It is considered to be above-the-line advertising
Effectiveness of
a TV ad spend
• How many people watch TV commercials, and how effective are these spots in influencing
actual purchases?
• The dominant measurement system is the Nielsen Television Ratings that the networks have
relied upon since the earliest days of television.
• The Nielsen Company collects these measures by recruiting a panel of consumers who keep
a diary of what they watch and by so-called set meters that it connects to members’ TV sets
to transmit data about which channels get selected.
• These methods suffer from obvious problems—for example, our memories about what we
watch often are distorted and biased, and just because a set is tuned to a channel doesn’t
mean anyone is actually watching.
Time frames
• Your dayparting choices will vary based
on where you are in the world.
• Different countries define standard
dayparts in different ways.
• Prime time most expensive
• Rates depend on the creative length,
time band selected and duration of the
campaign
• Premium charges are applicable for
targeting specific programmes,
crunched time bands and spot
positioning
 Broadcast Audience
Researching Council (BARC)
• BARC INDIA set up in 2012 with the specific purpose of designing,
commissioning, supervising, and owning India’s Television Audience
Measurement System. BARC INDIA is promoted by 3 apex joint
industry bodies – Indian Broadcasting Foundation (IBF), Indian Society
of Advertisers (ISA), and Advertising Agency Association of India
(AAAI). These 3 industrial bodies represent 3 key stakeholders in TV
audience measurement – Broadcasters, advertisers and advertising,
and media agencies respectively.
 Nielsen Media Research (NMR)
• A company that measures media audiences, including television,
radio, theatre, films, and newspapers.
• The Nielsen TV Ratings have been produced in the United States since
the 1950–51 television season and statistically measure which
programs are watched by individual segments of the population.
• The most well-known technique was the "diary method". During the
four "sweeps" months of February, May, July and November, Nielsen
interviewed in Oldsmar, Florida and Radcliff, Kentucky, asked homes
to participate in filling out a diary of the programs watched in their
home for a one-week period.
RAM(radio audience
measurement)
1. Top Listeners are the audience who listen to any radio station over and above an
average Listener. One can find this out by the average time spent by the targeted
listeners.
2. Profiling is nothing but skewedness of particular listener (TG) with respect to total
listeners.
3. Daypart analysis Daypart is basically parts of the day’s minutes divided into multiple
slots of threshold minutes. In RAM we offer a threshold of 15 mins wherein a full day
can be divided into different dayparts. Daypart can also be created by taking different
hours and days in a week. By creating and analyzing different dayparts one can find out
which daypart generates more listenership thereby ensuring that the campaigns are run
in those slots to attract maximum listeners.
4. Target mixture of the audience There are several combinations with which you can
mix a Target Audience which is a combination of several age groups, gender etc.
 Radio insights example
• The four week time period for the
survey is between 21st June and
18th July 2020. In Mumbai, in a
universe of 12.2 million listeners,
Fever FM had a 17.14% share.
• Radio Mirchi held the second
spot with a 14.1% share. Radio
City came third with 13.8.
Listenership peaked at 11:00 am -
12:00 am. Cumulative reach for
the recent 4 weeks is 87.3 %.
Distribution of Radio listenership in India as
of January 2022, by frequency;
source : © Statista 2023
Concept of TRP
• A target rating point (TRP) is a metric used in marketing and
advertising to compare target audience impressions of a
campaign/show/event to the total target audience population
size.
• It is the tool that tells us which channel and the programme are
viewed most or it indicates the popularity of a TV channel or a
programme.
• TRP enables advertisers to understand the viewership sentiments
of the people.
• TRP can help advertisers determine whether their advertisement
is effective, which channel(s) to use, and how to spend their
budget most effectively.
• There are various techniques to calculate TRP
• One standard formula to calculate TRP is by multiplying the Gross
Rating Point (GRP) by the percentage of target audience reached.
GRP x Percent of Target Audience = TRP
• 0.1 to 0.9 (Poor TRP)
• 1.0 to 1.4 (Avg. TRP)
• 1.5 to 1.9 (Good TRP)
An illustration to understand TRP
• Imagine there are 10,000
households with TV sets in a
region.
• The monitoring agency has
installed meters in 1,000 of these
households to sample viewing
habits, which is a common
method for gathering TRP data.
• Let's consider two shows: “Koffee
with Karan" and “Asia next Top
Model" on Star World.
Calculation
In a given week, 200 of the 1,000 sampled households watched " Koffee with Karan “ and 300
of the 1,000 sampled households watched " Asia next Top Model ".
Calculation of TRP- TRP is calculated based on the percentage of the target audience watching
the show.
1. TRP for " Koffee with Karan "
- Viewership: 200 out of 1,000 sampled households.
- TRP = (Viewership / Total Sampled Households) × 100
- TRP for Show A = (200 / 1,000) × 100 = 20%
2. TRP for " Asia next Top Model "
- Viewership: 300 out of 1,000 sampled households.
- TRP = (Viewership / Total Sampled Households) × 100
- TRP for Show B = (300 / 1,000) × 100 = 30%
Interpretation:
" Asia next Top Model " has a higher TRP (30%) compared to " Koffee with
Karan " (20%), indicating that it was more popular among the sampled
[Link] might prefer " Asia next Top Model " for placing their
ads, expecting a larger audience reach.

Please Note:
• The above example is a simplified version for illustrative purposes.
• In reality, TRP calculations involve more complex factors like the
duration for which the show is watched, demographic details of
the viewers, and more refined sampling techniques.
Weighted method
For the purpose of determining TRP in India, three
electronic approaches are available:

1. To calculate the TRP, people's metres tools or devices are fixed in certain locations or
placed in chosen households. A total of 1,000 viewers are questioned in this way as part of
the assessment and sampling process. These devices then help in recording the
information about the channels or programmes that family members or selected
individuals watch on a daily basis. The Indian Television Audience Measurement (INTAM)
team uses this metre to gather data about a Television channel or show for one minute.
2. The second process is called the picture matching method. In this method, the people
metre records a little bit of the TV screen or picture being seen on the Television. Pictures
gathered from the residences are then used to collect the data, which is then analysed to
determine the TRPs.
3. The third process is the audio watermarking process. This incorporates audio watermarks
into streaming video just before uploading and broadcasting it on television. They cannot
be heard by the human ear, but they can be identified and decoded when the video is
aired to determine the number of viewers who have viewed it.
 Who Calculates TRP in India?

• Earlier, Doordarshan Audience Research TV Ratings (DART) was used

to calculate the TRP since at the time the only channel available to the
audience was Doordarshan itself
• Although DART still exists and takes the viewing pattern of the people
in rural areas into consideration. They randomly pick people and ask
them about their viewing habits and also use electronic methods to
evaluate TRP
• Currently,TRP in India is calculated by the Indian Television Audience
Measurement (INTAM) agency and Broadcast Audience Research
Council (BARC)
Student led activity
Instructions
1. Each team would take one online link and explore the information
and data provided there
2. Suppose you are from the Advertiser(Brand) team, how this
information is useful to you. To support your answer, you can make
necessary assumption about type of industry, type of target
consumers or even budgetary constraints.
3. Suppose you are from media planning team, how will you select
appropriate medium ? What media metrics will be useful?
Online links
1. [Link]
2. [Link]
3. [Link]
4. [Link]
5. [Link]
dia/radio-mirchi-is-the-best-lockdown-entertainment-partner-with-40-milli
on-listeners-states-irs-survey/articleshow/[Link]?from=mdr
6. [Link]
7. [Link]
8. [Link]
9. [Link]
esearch