| Media & Panel Group |
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| IMRB
has been a pioneer in conducting large scale Media and continuous Panel
research in India. It has historically been associated with the National
Readership Surveys (NRS) conducted in India since 1978. The Television
Rating Points System (TRP) from IMRB is India's only continuous Television
Audience Measurement service since 1986, the year in which television in
India went commercial in a major way. The TRP ratings are the official
"currency" for air time transactions in the country. Currently,
the TRP Diary System is in the process of changing over to PeopleMeter
based audience measurement service. The industry contract to set up the
National PeopleMeter based Television Audience Measurement System has been
awarded to the joint venture company being set up by IMRB in collaboration
with A. C. Nielsen.
In
addition, the Media & Panel Research Group also operates Consumer
Purchase Panels in both urban and rural India which monitors the purchase
of FMCGs, toiletries, personal products and OTC medicinal products.
Work Profile
The Media & Panel Research Group has been associated with the National Readership Surveys since 1978. It is currently conducting the seventh round of NRS ( NRS 1997) with a coverage of 437 towns and a sample size of 132,000 households and over 106,000 adults (15+ years). This is one of the largest readership surveys in the world.
Television Research This specialist unit of IMRB offers the entire spectrum of services related to Television research. It undertakes large scale Establishment Surveys to assess the reach of TV as a medium, and access to Cable & Satellite TV as well as evaluating the reach of different Cable & Satellite channels. The Group also offers its services to various networks for developing Channel Concept, Personality and Packaging, evaluating distribution channels as well as assessing new product concepts (such as Pay N. Direct-To-Home telecasts, etc.). The Group also conducts extensive work in the area of Television software pre-testing using both Qualitative and Quantitative research techniques. It has also developed its own proprietary online stimulus capture system - IMRB Trace, which it employs to assess the appeal and viewers reactions to the test software. In
addition, the TRP System reports on the daily viewership of individuals
aged 8 years and above residing in TV owning homes in the nine key metropolitan
cities of India. This diary based system reports on the Quarter Hour ratings
for both Cable & Satellite TV channels as well as the state owned terrestrial
network. Currently, IMRB is in the process of phasing out this diary system
by gradually launching its PeopleMeter based TRP PeopleMeter System. The
TRP PeopleMeter System is currently operational in four major metros and
is being extended to report on viewership at an All India level with a
sample of 5,500 metered homes.
TRP Constant Watch System The country's only electronic TV audit system currently monitors the advertising and programming appearing on 10 key channels. This system records the precise start and end times for each programme and the commercials appearing on these channels. The commercial information is further classified by product category, brand and variant, execution and main message. Similarly, the programming information is also supplemented by programme genre, language of programme and main/repeat telecast. A special software is also offered to the users to analyse the audit information as well as for integration of the monitoring database with viewership information. IMRB
also offers Commercial Telecast confirmation service along with Ad Catalogues
and Share of Voice Analysis.
Radio Research IMRB
is the lead agency for the BBC in the region to conduct its radio listenership
and programming research. The Group also offers its services for conducting
establishment surveys, listenership habits and audience profile studies and software pre-testing studies in the field of radio research.
Media Ad Hoc Research Media
& Panel Research Group also conducts monitoring studies to validate
cinema advertising, outdoor hoardings and wall paintings. It also offers
services for outdoor site selection, opinion polls for advertising salience, ratings for countdown shows, advertising excellence awards, viewership of CCTV on tube stations, etc.
MarketPulse - IMRB's Household Purchase Panels IMRB
operates its Household Panels in ten metropolitan cities of India. This
service, in operation since 1981, monitors the household purchases of over
30 consumer products. In addition to its syndicated Urban Household Panels. IMRB also operates a customised Rural Panel for one of the largest FMCG conglomerates in India. Customised Software Development Developing and providing state of the art user software systems is one of the major strengths of the Media & Panel Research Group. It has developed several sophisticated software packages for media planning, optimisation as well as special analyses of the MarketPulse database. Press
Evaluation Model (PEM) is offered to media planners for press scheduling
and evaluation. This WINDOWS based package works on the NRS database and
allows users to analyse the readership data in conjunction with the product
usage information captured in the study. Apart from providing reach
and frequency estimates for a press schedule, it has several features like
Press Sensitivity Index, Top 50 publications, Optimisation, Impact (of the
size and type of insertion), Cost Updation, etc., making it a planner's
comprehensive tool kit for planning for press campaigns.
For its TRP database, users have access to a wide array of user software from IMRB. These include IMRB VIDEOSCOPE, TRP Evaluation Model , TRP Share of Voice, TRP - Frequency Model, TRP Constant Watch, TRP PeopleMeter VIDEOSCOPE, etc. The IMRB VIDEOSCOPE has a suite of analyses modules geared towards understanding and tracking viewing behaviour as well as planning and evaluating performance of TV schedules. It also incorporates TV Audit database from the TRP Constant Watch System, thereby providing the users capability of tracking advertising spends, strategies as well as doing competitive environmental scans. IMRB also markets BMRB International's TV Optimisation package - Super Midas in the region. Pulse Plus offers deeper insights into the MarketPulse database. This software allows the users to analyse the Household Panel database across segments, time points and categories. IMRB Synergy is another software made available to marketers to correlate media exposure with the product purchase behaviour. IMRB
has also exported similar software packages for both Media and Consumer
Panel databases in the neighbouring countries such as Sri Lanka, Bangladesh,
Saudi Arabia, Pakistan, etc. It also undertakes customised software development
assignments for its Clients based in India as well as across the region.
Contact
Ms. Katy Merchant
|
The
Group also undertakes customised studies to draw reader profiles, new product
development and positioning studies. The group has also pioneered the continuous
tracking system to capture reader opinions and image associations of publications.
This system provides the publishers and their editorial and marketing teams continuous feedback on the brand health status as well as readers' reactions
to the different elements of the product mix.
This Diary based continuous Panel has housewives
as respondents who provide information on their purchases of both branded
products as well as commodities. With the continuous database built up
over last 15 years, MarketPulse offers rich insights on the consumer behaviour
and provides opportunity to track the changes in purchase habits and brand.
Therefore MarketPulse for its large base of users, is today a key decision
support system.
