Audience Measurement and Analytics (P) Limited today
launched Asia's first online TV audience rating service
in India called aMap (Audience Map). This rating service
collects TV viewership data every morning between 2:00am
and 4:00am via its central servers making a cellular
telephone call to the meters installed in sample homes.
These reports are then immediately available online
to the subscribers, through a VPN connection.
1,000 Peoplemeters have been installed in Mumbai (400),
Delhi (400) and Ahmedabad (200), which may be increased
to 20,000 over a period of 24 months. This will make
India the country with the largest sample size for television
ratings as compared to the USA, which has just 5,000
technology for aMap has been sourced from Telecontrol
AG (a part of GfK group), a Swiss electronic TV-audience
measurement system that is widely used in eight countries
across Europe, and the Swiss Broadcasting Corporation.
aMap, by providing TV ratings overnight, will bring
in great efficiency to the Rs 4,500 crore television
advertising market in India.
Matthias Steinmann, inventor of the Peoplemeter and
founder and CEO, Telecontrol AG, said, "What we
are introducing is an advanced, even by developed countries'
standards, TV audience measurement system that has evolved
into its present form with decades of experience with
broadcasters, media planners and buyers, and advertisers
in a number of countries in Europe. With the launch
of aMap services, India will become Asia's first overnight,
online TV audience rating provider."
Arora, MD, Audience Measurement & Analytics, said,
"Availability of the TV viewership data on the
next day will redefine the way in which media selling,
planning and buying is handled. aMap is an enabling
and empowering system for the decision-makers. Creatively
used, aMap can help media buyers and planners get a
3600 view of their audience and target them precisely.
aMap is a broadcasters' delight when it comes to developing
their sales strategies and pitches sharply. aMap can
be a vital tool in building a competitive advantage."
Pal, CEO, Audience Measurement & Analytics, said,
"Our research in India showed that a significant
number of opinion leaders in the user groups of audience
measurement metrics felt the need for a state-of-art
audience measurement system, which are rigorous and
comprehensive enough to handle a complex multi-layered
Indian audience. aMap allows a great deal of flexibility
with a host of features, in addition to which we can
also build client-specific exclusive modules."