Audience Measurement and Analytics Ltd. (Amap)
Encyclopedia
Audience Measurement & Analytics Limited (aMap) is the only overnight TV Audience Measurement
System that provides data on Television in India
on multiple dimensions like demographics, ownership, viewership etc. It also run the AmapDigital
, an overnight DTH (Direct-to-home) TV audience measurement
panel.
, which showed that a significant number of opinion leaders felt that the industry required a state-of-art audience measurement system.
aMap collects viewership data using Telecontrol VIII data collection units sourced from Telecontrol AG, and wireless connections using GSM modems.
The measurement system of aMap is rigorous and comprehensive enough to handle a complex multi-layered Indian audience. Also, because of competition among so many channels, the need was to get data much faster.
, target groups, connectivity of channels, content analysis and much more.
Audience Measurement and Analytics Ltd.(aMap) has:
aMap delivers data overnight so that yesterday’s data can be accessed today by the subscribers. Over and above the usual demographics like SEC, age, gender and C&S availability, viewing data is also reported across durable ownership, vehicle
ownership, type of TV, size of household
, occupation and education of individuals, monthly household income, children at home, chief wage earner, type of dwelling and many more.
Ahmedabad has developed mathematical and statistical modules that help aMap in undertaking a very rigorous and coherent data health check every day. By virtue of large sample size and rigorous methodology, aMap’s data is very reliable, sensitive and stable.
“Eurodata TV Worldwide” is the international data bank of TV programmes and audiences, which now covers over 2000 channels throughout 80 territories and provides an exhaustive amount of daily program information including: content, production, international distribution and the audience levels for targeted programs, all data emanating directly from the relevant authorized institute based in each country around the world. aMap has been awarded the honor of representing India, in the very Bible of television audience measurement. This privilege of being a part of ‘One Television Year in the World’ symbolizes global acceptance of aMap’s audience overnight measurement system and a mark of international appreciation.
With this aMap’s viewership data will be accessible to advertisers, agencies and broadcasters all over the world and will rub shoulders with some of the best measurement systems globally.
It gives the percentage of homes that receive a channel on a particular band.
, advocacy
and market research
to bring in different dimensions for exploring audience
research data.
Audience measurement
Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites...
System that provides data on Television in India
Television in India
Television is one of the major mass media of India and is a huge industry and has thousands of programmes in all the states of India. The small screen has produced numerous celebrities of their own kind some even attaining national fame. TV soaps are extremely popular with housewives as well as...
on multiple dimensions like demographics, ownership, viewership etc. It also run the AmapDigital
AmapDigital
aMapDigital is India's only syndicated, overnight DTH TV audience measurement panel. It is an aMap initiative.India is going through an exodus from cabled homes to DTH homes. This new market is growing at more than 60% annually. Measuring this space is vital for the industry...
, an overnight DTH (Direct-to-home) TV audience measurement
Audience measurement
Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites...
panel.
Background
Audience Measurement and Analytics Ltd., also known as aMap, began in 2004 on the basis of its research in IndiaIndia
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
, which showed that a significant number of opinion leaders felt that the industry required a state-of-art audience measurement system.
aMap collects viewership data using Telecontrol VIII data collection units sourced from Telecontrol AG, and wireless connections using GSM modems.
The measurement system of aMap is rigorous and comprehensive enough to handle a complex multi-layered Indian audience. Also, because of competition among so many channels, the need was to get data much faster.
Activities
aMap today, in India, has established itself as the Asia’s largest and only overnight television audience measurement system with latest technology and system driven procedures for providing highly reliable and quality data on television ratings, gross rating points (GRP), reach, time spent, market shareMarket share
Market share is the percentage of a market accounted for by a specific entity. In a survey of nearly 200 senior marketing managers, 67 percent responded that they found the "dollar market share" metric very useful, while 61% found "unit market share" very useful.Marketers need to be able to...
, target groups, connectivity of channels, content analysis and much more.
Audience Measurement and Analytics Ltd.(aMap) has:
- The Asia’s largest overnight panel encompassing 6,000 Metered Homes
- Pan India presence - aMap reaches 31 Markets in India
- Covers uncovered markets - Jammu, Guwahati, Bihar and Jharkhand introduced first time in India
- Meeting the needs of the media industry through:
- Overnight availability of TV ratings data
- Data availability on multiple data dimensions like demographicsDemographicsDemographics are the most recent statistical characteristics of a population. These types of data are used widely in sociology , public policy, and marketing. Commonly examined demographics include gender, race, age, disabilities, mobility, home ownership, employment status, and even location...
, ownership, viewing intensity, etc
aMap delivers data overnight so that yesterday’s data can be accessed today by the subscribers. Over and above the usual demographics like SEC, age, gender and C&S availability, viewing data is also reported across durable ownership, vehicle
Vehicle
A vehicle is a device that is designed or used to transport people or cargo. Most often vehicles are manufactured, such as bicycles, cars, motorcycles, trains, ships, boats, and aircraft....
ownership, type of TV, size of household
Household
The household is "the basic residential unit in which economic production, consumption, inheritance, child rearing, and shelter are organized and carried out"; [the household] "may or may not be synonymous with family"....
, occupation and education of individuals, monthly household income, children at home, chief wage earner, type of dwelling and many more.
aMap's Methodology
aMap’s methodology is rigorous. A team of Telecontrol experts, three professors at IIMIIM
IIM may refer to:*Indian Institutes of Management, a group of business schools in India*Alternative name for Mexican pop group Flans for 2002 revival, from initials of names Ivonne, Ilse and Mimí...
Ahmedabad has developed mathematical and statistical modules that help aMap in undertaking a very rigorous and coherent data health check every day. By virtue of large sample size and rigorous methodology, aMap’s data is very reliable, sensitive and stable.
aMap chosen as audience measurement currency by Eurodata TV Worldwide
Each year since 12 years, Eurodata TV Worldwide has been releasing, ‘One Television Year in the World’ the most comprehensive handbook on TV audience measurement data across the world.“Eurodata TV Worldwide” is the international data bank of TV programmes and audiences, which now covers over 2000 channels throughout 80 territories and provides an exhaustive amount of daily program information including: content, production, international distribution and the audience levels for targeted programs, all data emanating directly from the relevant authorized institute based in each country around the world. aMap has been awarded the honor of representing India, in the very Bible of television audience measurement. This privilege of being a part of ‘One Television Year in the World’ symbolizes global acceptance of aMap’s audience overnight measurement system and a mark of international appreciation.
With this aMap’s viewership data will be accessible to advertisers, agencies and broadcasters all over the world and will rub shoulders with some of the best measurement systems globally.
Connectivity Data
aMap is the only system in India that gathers and disseminates connectivity data on an overnight basis, for 3 different times of the day to ensure accuracy. To aMap’s subscribers, data is provided on an overnight basis by market and by band. The bands in which data is disseminated are Prime band, Colour Band, S Band, Ultra High Frequency (UHF) and Hyper Band.It gives the percentage of homes that receive a channel on a particular band.
Audience Research Laboratory
aMap collaborated with Optimum Media Solutions (OMS)–a media agency and Mudra Institute of Communications Ahmedabad (MICA) to set up the “aMap OMS Audience Research laboratory” at the MICA campus. The laboratory was inaugurated in 2006. The lab is operated under the directions of its advisory council. It works with experts in social sciences, psychology, anthropologyAnthropology
Anthropology is the study of humanity. It has origins in the humanities, the natural sciences, and the social sciences. The term "anthropology" is from the Greek anthrōpos , "man", understood to mean mankind or humanity, and -logia , "discourse" or "study", and was first used in 1501 by German...
, advocacy
Advocacy
Advocacy is a political process by an individual or a large group which normally aims to influence public-policy and resource allocation decisions within political, economic, and social systems and institutions; it may be motivated from moral, ethical or faith principles or simply to protect an...
and market research
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...
to bring in different dimensions for exploring audience
Audience
An audience is a group of people who participate in a show or encounter a work of art, literature , theatre, music or academics in any medium...
research data.