Sources of media Research (Media Planning & Planning)

MODULE-V

SOURCES OF MEDIA RESEARCH

1. Nielson Clear Decision (NCD for Print)
2. Broadcast Audience Research Council
3. Audit Bureau of Circulation
4. RAM
5. Comscore – Digital
6. Alexa

Sources of media Research

Sources of media research are diverse and encompass both traditional and modern platforms, as well as specialized industry data providers. These sources are essential for understanding media consumption patterns, audience behavior, and the effectiveness of various media channels. The main sources include:

A. NIELSON CLEAR DECISION (NCD FOR PRINT)

Nielsen Clear Decision (NCD for Print) is a specialized media research and planning tool developed by Nielsen, designed to provide robust data and actionable insights specifically for print media such as newspapers and magazines.

Key features and uses of NCD for Print:

Audience Measurement: NCD enables advertising agencies, media companies, and marketers to accurately assess the readership of various print media vehicles, helping them understand who is reading which publications and in what numbers.

1. Target Market Identification: The tool helps users pinpoint target markets, channels, and audience segments, allowing for more precise and effective media planning and buying.
2. Media Planning Efficiency: NCD offers a user-friendly interface for quick access to frequently used analyses, customizable report formats, and presentation-ready charts, streamlining the process of extracting and presenting insights.
3. ROI Optimization: By providing detailed data on readership and media consumption, NCD assists in making informed decisions that can lead to better return on investment for print advertising campaigns.
4. Flexible Reporting: Users can generate custom templates and reports tailored to their specific needs, making it easier to compare options and justify media choices to stakeholders.

In summary, NCD for Print is a comprehensive decision-support system that empowers advertisers and media planners to make data-driven choices in the print media space, ensuring their campaigns are both effective and efficient.

B. BROADCAST AUDIENCE RESEARCH COUNCIL

Introduction

Broadcasting Audience Research Council (BARC) formed in 2014, is the world’s largest television audience measurement service. BARC India brings together the three key stakeholders in Television Audience Measurement (TAM) Broadcasters, Advertisers and Advertising media agencies, via their apex bodies.

BARC India manages and owns a transparent, wide-ranging and accurate television audience measurement system. It also offers an outfit of insights products planned for broadcasters, agencies and advertisers.

About BARC

BARC India currently has 22,000 Bar-o-meters installed across the country, and is mandated to scale that up by 10,000 annually to reach 50,000 metered homes by year four of operations. BARC India began reporting Urban (1L+ towns) TV viewership data from April 2015 and then scaled that up to include Rural TV homes w.e.f October 2015, a first of its kind initiative. This has helped the broadcast industry understand what 153.5 million TV households, of which 76 million are in rural India are watching.

BARC India launched its services with 277 subscribed channels. Today, the number of channels that have adopted BARC India’s watermarking technology and are subscribed to its services has grown to 470+. Additionally, more than 3000 BARC India Media Workstation (BMW) terminals have been deployed at Broadcasters, Media Agencies and Advertisers across India: an indicator of industry’s acceptance of the new TV Viewership measurement system.

This year, BARC India also signed a JV Agreement with TAM and formed a joint meter management company, Meterology Data Pvt Ltd (MDL). TAM will uninstall all its meters which will get re-deployed in BARC India panel homes in phases and data will be fused and published through BMW software. Spot Monitoring and Channel Monitoring data is being exclusively sold by BARC India to Broadcasters, Agencies, Advertisers and others.

BARC India is also currently working on split beam monitoring and digital measurement project which are currently underway.

How BARC came in to presence and reality

In 2000, there were two rating agencies TAM and INTAM in India providing data for TRP’s. There were major difference and disagreements in the data provided by both agencies. TAM falls for over the INTAM in 2001, and slaying any chance of inspection of the figures delivered by TAM.

For example

• Despite having 35 out of the top 50 programmes in all television home, none of the Doordarshan Channels was present in the top of the 50 slots in the cable and satellites homes category, as per the data of TAM.
• A news channel with just 4 per cent prime time news was declared as number 01, (“Sab se Tez”) by TAM instead of DD National with 92 per cent share in prime time news.

The TRP data was collected on the basis of 2000 “Baer-O-Meters” installed one each in a house, on the back cover of the televisions. At this situation controversy or disagreement was raised in the Parliament in 2008. After the controversy or disagreement in Parliament Ministry of Information and Broadcasting (MIB) requested the Telecom Regulatory Authority of India (TRAI) to frame policy guidelines for rating agencies.

In the conclusion TRAI suggested for self-regulation through and industry-led body, the then BARC came in to presence and in reality. In month of January 2014, Ministry of Information and Broadcasting MIB reported policy guidelines for television rating agencies and in 2015 BARC was recognized as television ratings in India. In 2016, Television Audience Measurement TAM existed television viewership measurement and the BARC is the sole of television rating service provider.

C. AUDIT BUREAU OF CIRCULATION

The Audit Bureau of Circulations (ABC) is a not-for-profit, voluntary organization established in 1948, comprising publishers, advertisers, and advertising agencies as members. Its primary function is to audit, certify, and provide authentic circulation figures for newspapers and magazines that are members of the Bureau.

Key Functions and Importance

Standardized Audit Procedures: ABC has developed uniform and rigorous audit procedures to ensure that circulation figures reported by publishers are accurate and verifiable. These audits are conducted by independent, empaneled chartered accountants.

1. Certification: After thorough audits, ABC issues certificate every six months to member publications, confirming their net paid circulation figures. These certificates also provide data on the territorial distribution of copies, aiding advertisers in targeting specific regions or demographics.
2. Credibility for Advertisers: Advertisers and media planners rely on ABC-certified data to make informed decisions about where to invest their advertising budgets, ensuring their ads reach the intended audience and providing a basis for comparing different publications.
3. Transparency: The figures certified by ABC are based on actual audits, not on claims or estimates, ensuring impartiality and credibility in the media industry.
4. Industry Standards: ABC plays a key role in setting industry standards for circulation measurement, and is a founding member of the International Federation of Audit Bureaux of Certification.

Membership

ABC’s membership includes a wide range of daily newspapers, weeklies, magazines, advertising agencies, advertisers, and other organizations connected with print media and advertising. This broad base ensures that its data and standards are widely accepted and utilized across the industry.

Summary

The Audit Bureau of Circulations is essential for maintaining transparency and trust in print media advertising by providing independently audited, standardized, and reliable circulation data. This benefits publishers, advertisers, and agencies by enabling data-driven media planning and investment decisions.

D. RAM

Introduction

RAM (Radio Audience Measurement) is a specialized system used to measure and analyze radio listenership, playing a crucial role in media planning—especially for radio advertising campaigns.

What is RAM?

• RAM is a research tool that provides continuous, systematic data on radio audience behavior.
• It is managed by organizations like TAM Media Research and is designed to help advertisers, media planners, and broadcasters understand radio consumption patterns in various markets.

Key Functions of RAM in Media Planning

• Audience Measurement: RAM tracks who is listening to which radio stations, at what times, and for how long. This data helps advertisers understand the reach and profile of radio audiences in different cities or regions.
• Budget Allocation: By providing granular data on listenership, RAM assists planners in allocating advertising budgets more effectively across stations and time slots.
• Strategy Development: The insights from RAM allow media planners to develop targeted radio strategies, such as choosing the best stations and timings to reach specific demographic groups.
• Competitive Analysis: RAM enables comparison between stations and helps advertisers identify opportunities for both localized and national campaigns.
• Campaign Evaluation: Advertisers can monitor the impact of their radio campaigns in real time, adjusting frequency, creative content, or scheduling as needed.

How RAM Works

• Continuous Data Collection: RAM operates through ongoing surveys and data collection, ensuring up-to-date audience insights.
• Panel-Based Surveys: It uses representative panels of listeners in each market, collecting data on their listening habits, preferences, and demographics.
• Integration with Adex Data: RAM data can be combined with advertising expenditure data (Adex) to provide a comprehensive view of both audience and ad spend, strengthening media planning decisions.

Advantages for Media Planners and Advertisers

• Precise Targeting: RAM helps identify the best stations and time slots for reaching intended audiences.
• Optimized Media Mix: Enables planners to balance radio with other media channels for maximum impact.
• Efficient Spend: Ensures advertising budgets are used where they are most likely to achieve desired results.
• Real-Time Adjustments: Facilitates quick responses to changing audience patterns or campaign performance.

Summary Table: RAM’s Role in Media Planning

RAM is thus an essential tool for radio media planning, delivering actionable insights that drive effective, data-driven advertising strategies in the radio domain

E. Comscore – Digital

Comscore is a leading global media measurement and analytics company specializing in digital audience and advertising analytics. Its digital solutions offer comprehensive, third-party measurement and insights across web, mobile, social, and connected TV platforms, making it a crucial resource for publishers, advertisers, and agencies in the digital ecosystem.

Key Features of Comscore Digital

1. Cross-Platform Audience Measurement

• Unified Measurement: Comscore provides a holistic, deduplicated view of audiences across desktop, mobile, social, and connected TV, enabling accurate tracking of unique users and their engagement across devices.
• Demographics & Behavior: It delivers detailed insights into audience demographics (age, gender, income, etc.), interests, and digital consumption patterns, helping businesses tailor content and advertising strategies.

2. Digital Advertising Analytics

• Campaign Ratings: Comscore’s Campaign Ratings (CCR) measure campaign reach, frequency, impressions, and GRPs across digital and TV platforms, providing a unified view of advertising effectiveness.
• Ad Metrix: Offers person-level insights into the online advertising landscape, including competitive intelligence and brand safety tools.
• Programmatic Targeting: Advanced segmentation and targeting tools help advertisers reach precise audience segments for maximum relevance and ROI.

3. Publisher and Content Analytics

• Content Measurement: Comscore’s Content Measurement solution enables publishers and content owners to analyze audience engagement, optimize content strategies, and commercialize offerings more effectively.
• Social Incremental: Provides unique person-level measurement of social audiences, overcoming the limitations of platform “walled gardens” and unlocking new insights into digital and social content reach.

4. Methodology and Data Integrity

• Unified Digital Measurement (UDM): Combines panel-based and census-based data to deliver accurate, unduplicated audience estimates, filtering out non-human traffic and bots for reliable results.
• Industry Standards: Comscore’s methodologies are aligned with industry guidelines from the Media Ratings Council (MRC) and Internet Advertising Bureau (IAB), ensuring transparency and credibility.

Typical Metrics Provided

E. Alexa

1. Audience Insights and Targeting

• Alexa provides detailed data on user behavior and preferences through voice interactions, smart device usage, and engagement with Alexa Skills. This data enables advertisers and media planners to better understand audience segments, their interests, and consumption patterns, leading to more precise targeting in campaigns.
• Voice data and skill interactions can be analyzed to infer user intent, allowing for highly personalized and contextually relevant advertising opportunities.

2. Innovative Advertising Formats

• Alexa-enabled devices support a range of advertising formats, including voice ads, sponsored tiles, banners, screensavers, and home screen ads on Echo Show devices.
• Brands can integrate ads directly into Alexa Skills, creating interactive, non-intrusive experiences that encourage user engagement and brand recall.
• Sponsoring content access (such as music or audiobooks) via Alexa allows brands to provide value while subtly promoting their products or services.

3. Cross-Channel Media Integration

• Alexa’s ecosystem connects with other digital platforms and smart devices, allowing for integrated, multi-channel media strategies that reach users across touchpoints in their daily lives.
• Media planners use Alexa data to inform broader campaign strategies, aligning voice, display, and social media efforts for cohesive messaging and optimal reach.

4. Measurement and Optimization

• Alexa’s analytics capabilities enable real-time measurement of ad performance, including impressions, engagement rates, and conversion metrics. This supports continuous optimization of media plans for effectiveness and efficiency.
• Machine learning and AI-driven insights help media planners adjust campaigns dynamically based on evolving user behavior and campaign performance.

5. Strategic Brand Engagement

• Alexa serves as a direct channel for brands to build affinity by participating in users’ daily routines, offering helpful content, and engaging in conversational marketing.
• Trend-driven and culturally relevant campaigns can be launched through Alexa, positioning brands at the center of emerging conversations and consumer interests.

6. Privacy and User Experience Considerations

• Media planners must balance ad innovation with user experience, ensuring that advertising on Alexa remains non-intrusive and respects privacy concerns. Overly disruptive ads may lead to user disengagement, so careful planning and moderation are essential.

Summary Table: Alexa’s Role in Media Planning

Alexa is transforming media planning by offering unique, data-driven, and interactive advertising opportunities that are integrated into the daily lives of consumers, while also demanding a thoughtful approach to privacy and user experience