TAM DAS industry paper
© TAMMedia Research 2012 October 17, 2012
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d)
C&S Digital - DTH Free
The universe estimate for these platforms will come to us from DASES and the
special Digital Establishment Survey (DES).
These control parameters are for panel balancing and not for data reporting. Data
reporting will continue to remain under NCS, C&S – Analog and C&S – Digital.
10)
I am undertaking an analysis for which the time period is October 15, 2012 –
November 15, 2012. What is the associated universe estimate I should report?
There are three important points to note in this regard:
a)
Changing the universe estimate impacts any cumulative analyses such as
“
Reach and Frequency” analyses. This is why TAM undertakes these only
once - in the beginning of the year. This time, given the large scale change
expected due to digitisation, we are undertaking two universe updates: one
effective October 28, 2012 (week 44) only for the top four metros on account of
DAS and the other on week 1, 2013 which will apply to all reported markets
nationally including the top four metros.
b)
When conducting any analysis which includes a universe change date
(
October 28 2012, in this case), please split the analysis at the universe change
date and conduct two separate analyses. In this case, this will be October 15,
2012 –
October 27, 2012 as one run and October 28, 2012 – November 15, 2012
as another run. Do not undertake analyses where you have a single
continuous time period that includes October 28, 2012.
c)
You must report two separate universes – one for October 15 – October 27,
2012
and one for October 28, 2012 – November 15, 2012.
The above is true if even one of the top four metros (DAS markets) is in your
market group. However, if your markets do not include the top four metros
then you can conduct the October 15, 2012 – November 15, 2012 analysis in
one single run. This ‘splitting of analysis time period’ will hold true for all
markets for the Week 1, 2013 update – all markets’ universe being updated.
Note that the week 44 DAS universe update will not change the universe of
“
individuals four years and above in TV owning households” in the four
metros. It will only account for the change in digital penetration.
…
