TAM DAS industry paper
© TAMMedia Research 2012 October 17, 2012
9
|
1 3
legally without a STB on November 1, 2012 and its tag of “C&S Analog” reflects
that mode of reception correctly.
Large proportions in the four metros tend to live in the non-MC part of the UA
city. In Mumbai UA, ~30% of the population
4
lives in the non-MC area of the city.
The proportion for Kolkata is much higher at ~70%. The figure for Chennai is
~45%. The “C&S Analog” analysis option is thus still valid for Mumbai, Kolkata
and Chennai but not for Delhi, where the TAM definition of Delhi is its MC
limits.
7)
Will you change the TAM sample composition after DAS?
The TAM panel is structured to be representative of the universe. Therefore, a
change in the universe – such as the switch-over of homes from analog to digital
–
will be reflected in the panel too. In the unlikely event that TAM panel
proportions of digital homes do not match the universe estimates, we will
conduct a panel balancing exercise on field.
8)
How will you know what is the actual digital penetration in the universe?
Soon after the government notification on DAS, TAM commissioned a series of
special DAS Establishment Surveys (DASES) across the four metros. These
commenced in the month of May 2012 designed as semi-monthly waves and will
continue through November i.e. even after the DAS deadline. DASES will give us
an accurate estimate of the digital penetration and will be used to update the
DAS universe starting week 44, 2012.
In addition to the above i.e. separate from the DAS rounds, we will conduct the
annual Digital Establishment Survey (DES) as TAM has done in previous years.
This will span urban and rural India, therefore including all TAM markets such
as the four metros. This will be yet another confirmation on digital proportions.
Usually the DES is conducted every year in the month of November but this time
will be conducted in December to get a more stable estimate of digital adoption
by platform.
9)
Will the process of sampling panel homes change?
No change in the actual sampling process will be needed due to reasons
explained in 7) above. But as a confirmation measure to ensure that the panel is
balanced on finer variables too, we will split C&S into the following specific
controls:
a)
C&S – Analog
b)
C&S Digital – Cable STB
c)
C&S Digital – DTH Pay
4
Census 2011
