aMap launches real-time viewership measurement for IPL

Audience Measurement and Analytics (aMap), the overnight audience viewership provider, has now decided to offer real-time audience measurement.

The company will install 'Live Terminals' in the offices of subscribers to this new service and these will be able to see the ratings within one or two hours of the content going on air.

Joseph Eapen (pictured), CEO, aMap said, "The 'Live Terminal' is akin to a stock market terminal. This is a breakthrough in audience measurement, since you get a chance to see the real-time aspect. Based on the success of our last year’s initiative of overnight reporting during IPL, we have now taken it to the next level – real-time ratings. Now the industry will receive the viewership data even when the match is going on – of course there will be a delay of 1-2 hours. But you will have the first inning ratings available during the second innings itself."

The service will be available on aMap's DTH panel as these meters are GPRS enabled and data is pushed in real-time to their servers when the viewing is happening in the household.

Eapen said that real-time ratings would make the industry more dynamic. "Programming will certainly become more dynamic since subscribers will come to know of the viewership from DTH households within a period of 1-2 hours," he said.

Alongwith this, during the IPL, aMap will provide overnight ad monitoring/audit, competitive analysis, supported by post-evaluations of ad campaigns besides advertising and ROI analysis during different parts of the match.