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Releasing at IPL: viewer research on steroids

A virile supplement to the old-fashioned and much-questioned TRP (television rating point), Audience Measurement Analytics Limited will measure viewership behaviour, very critical to measure advertisement efficiency, in the midst of mushrooming channels, second by second, with significant detail. Anita Sharan examines...

india Updated: Mar 26, 2009 23:23 IST
Anita Sharan

Like a batsman making his test debut, a new kind of audience measurement tool is coming into play as the Indian Premier League cricket gets into its second season.

A virile supplement to the old-fashioned and much-questioned TRP (television rating point), this will measure viewership behaviour, very critical to measure advertisement efficiency, in the midst of mushrooming channels, second by second, with significant detail.

Audience Measurement Analytics Limited (aMap), which already has an overnight measurement system, is launching the new variant – the overnight ad monitoring, campaign evaluation and viewership tracking system – just in time for the IPL.

The new aMap package offers spot ratings, second-by second viewership data, and monitoring non-conventional spots like L-band, Aston bands and pop-ups – jargon for all the strange ad patterns you see on TV -- with all information available overnight.

“This new service is more relevant for events that spread over a number of days,” said Amit Varma, aMap’s CEO.

The weekly TV system – based on the PeopleMeter television rating points (TRP) system from TAM Media – and aMap’s overnight measurement system have been the two basic standards so far.