Campaign India Team
Jul 06, 2010

Anant’s blog: More on Peoplemeter

In this morning’s post ('Of the Bandh and the Peoplemeter'), I’ve obviously failed miserably in articulating my thoughts – hence the need for another one.I have no issues with the methodology of the research or the quality of work that TAM churns out.I do have issues with the industry being unable to fund more meters.

Anant’s blog: More on Peoplemeter

In this morning’s post ('Of the Bandh and the Peoplemeter'), I’ve obviously failed miserably in articulating my thoughts – hence the need for another one.

I have no issues with the methodology of the research or the quality of work that TAM churns out.

I do have issues with the industry being unable to fund more meters.

For example, there are any number of towns which are out of the purview of TAM which have grown exponentially since Peoplemeters were introduced.

A simple example would be Gurgaon. Another would be Noida. A third would be the entire area beyond Aundh, the limit of Pune.

These are areas with new populations, with purchasing power that moves products and services off shelves.

All of whom need to be measured.

I’m sure Gurgaon and Noida are being measured to some extent, but I’m reasonably certain Wakad and Hinjewadi are not.

And TAM cannot measure them unless new meters are funded.

That’s the crux of my gripe: that more meters are required in more cities (and towns and suburbs) for marketers to be targeting efficiently.

TAM can carry on what they’re doing, and doing well, but that’s it – unless more money is made available to them.

And if more and more towns and growing populations are outside of the ambit of TAM measurement, the relevance of the data that is available decreases in its importance and reliability. That makes the issue of funding the research far more pressing than the urgency that media houses, media agencies and marketers seem to decide that it is.
 

 

 

 

Source:
Campaign India

Related Articles

Just Published

45 minutes ago

CashKaro’s Ghibli-style ad slams coin cashback gimmicks

Riding the viral Ghibli wave, the fintech platform takes a playful swipe at coin-based cashback, making its case as the real savings champion.

1 hour ago

AB InBev moves beyond sponsorships—Betting big on ...

Bud X, last seen in 2019, is likely to make a comeback as AB InBev adapts to ad restrictions with ‘Yours To Take’ and immersive festival activations.

3 days ago

Local pitches make up 62% of India’s total 2024 ad ...

Wavemaker, Spark Foundry, PHD emerge as top media agencies, finds New Business Barometer 2024 report by COMvergence.

3 days ago

Havas appoints global data and tech leaders

Names Dan Hagen as the group’s global chief data and technology officer and Jamie Seltzer as the global chief data and technology officer for HMN.