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New Indian TV Audience and Ad Spend Venture
ACNielsen, Kantar Media Research (KMR) and the Indian Market Research Bureau (IMRB) have announced their intention to form a new joint venture by the end of 2001. The undertaking will focus on a highly comprehensive measurement of TV audiences and advertising expenditures within the Indian region.
In detail, the venture is designed to combine local TV ratings data from TAM Media Research, a 50-50 joint venture between ACNielsen and KMR/IMRB, with data from ORG-MARG, a VNU company, in a single service across India.
The combined TV ratings service will represent one of the world's largest in terms of using advanced people meter technology. The venture will also be the leading provider of advertising expenditure information in India, covering more than 90% of the country's TV and press advertising spending.
Company officials said a combined service will benefit all clients, broadcasters, agencies and advertisers because it will provide significant additional coverage of the Indian television market. Coverage will be expanded to all major states in India (15 states versus the current coverage of nine) and virtually all major metropolitan areas, under a plan that will be presented to the industry.
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