TAM DAS industry paper
© TAMMedia Research 2012 October 17, 2012
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11)
Why have you mentioned October 28, 2012 rather than November 1, 2012 (the
actual DAS deadline) in the above points?
While DAS comes into effect starting November 1, 2012, it comes within the TAM
data week 44 starting Sunday, October 28, 2012. So the new universe estimates
will be applicable from the week starting October 28, 2012.
12)
If there is a lot of change in the universe estimates and home classifications, how
stable will the data be?
It is difficult to make predictive statements on data at this stage. After requests
from industry bodies, one measure TAM is taking to prevent hasty decision-
making in a very dynamic environment is to report data for weeks 41 to 49
together on December 19, 2012 (week 51)
5
.
This deferred reporting is for the four
metros on account of digitisation
6
,
allowing for the on-ground situation to
stabilize.
Three specific points to keep in mind while analysing data are:
a)
Data analyses periods for the four metros (or a market group that contains
any of them) have to be split at the pivotal October 28, 2012 DAS universe
update date. (explained in 10) above)
b)
There may be situations such as an analyst getting a lower-than-usual
viewing estimate when analysing the “C&S Digital” group for the month of
November. This is because the home’s status as on December 8, 2012 is used
to classify it for the entire period of October 28, 2012 to December 8, 2012
(
explained in 4 c) above). Now take the case of a “C&S Analog” home which
turned digital on November 5, 2012. For this home, no separate channel data
will be reported for the period November 1, 2012 to November 5, 2012
(
explained in point 3 on Page 4) leading to the “lower-than-usual” situation.
c)
The usual cautions when analysing data must be employed with even more
care in this phase – taking averages, looking at trends, not cutting data too
fine such as a particular half-hour on a particular day, ensuring that sample
sizes are sufficient etc.
The point being made in b) and c) above is that one should tread carefully
before jumping to any conclusion.
5
Data for week 50 will also be released on December 19
th
as per the regular schedule.
6
Other markets’ reporting will also be decided based on discussion with industry bodies – this will be
communicated separately to clients.
