TAM Media Research is a joint venture between AC Nielsen Research Services (Nielsen) and Kantar Market Research. Appointed by the Industry stakeholders of ISA (Indian Society of Advertisers), IBF (Indian Broadcast Foundation) and AAAI (Advertising Agencies Association of India) in 1998, the raison d’etre for TAM (Television Audience Measurement) is to be the central Industry provider of Media and Consumer Insights to the various stakeholders of the Indian Media and Entertainment Industry - Advertisers & Marketers, Media Owners, Media Agencies and the Academia.
TAM runs the central, industry authorized, TV Viewership cell for the industry. This panel has the largest sample in the world, consisting of 36000 individuals from across 165 cities and towns covering 8150 TV homes from Class I towns (all towns and cities with a population of 1 Lac+) and Semi Rural Towns (Less than 1 Lac population) from the state of Maharashtra.
TAM also monitors Advertising Expenditure of Television, Print & Radio through its division AdEx India. Since 2004, it extended its presence in the PR Measurement & Analysis space for Corporate/Marketing Clients by setting up a separate division – Eikona PR Measurement.In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI.
TAM Media Research’s objective is to fuel media insights that will drive the growth of the Indian Media Industry.
TAM has won accolades at various International Research and Communications seminars, some of the recent being ESOMAR – Asia Pacific Conference in Shanghai & WAM Conference in Geneva in 2004. In March 2005, TAM India again hoisted the Indian Flag when it won accolades for another research paper presented at the ESOMAR Conference in Tokyo, Japan. This was followed with the Best Paper award at the WAM 2005 conference in Montreal in June.
TAM ready to roll out exclusive data on digital homes
TAM Sports to educate sports associations; publish books
RAM gives boost to private FM, says Radio ADEX study