TAM and IMRB Launch TeleWeb Cross-Media Measure

In India, Nielsen / Kantar joint venture TAM Media Research and WPP agency IMRB International have jointly launched a cross-media consumption data service called TeleWeb Audience Measurement, covering TV and online platforms.

The service combines TV viewership data from TAM India and WAM (web audience measurement) data from IMRB International, and will poll a panel of 8,500 in six of India's biggest cities, with feedback to be reported on a monthly basis.

IMRB SVP Hemant Mehta says the new service will help content owners understand the size and profile of their audiences across digital and TV; help advertisers identify new communication opportunities; and allow digital publishers with video content to benchmark against TV channels.

L V Krishnan, CEO, TAM Media Research, says of the launch: 'Content consumption has been transitioning across media platforms, especially television and online. Hence, understanding cross-media consumption patterns at one go, and planning advertising investments were imperative. This is what makes TeleWeb Audience Measurement the most awaited service for the Indian media industry. The future is all about cross-media planning. TAM India and IMRB International were quick to realise that and are all set to revolutionise the industry'.

Web sites: www.tamindia.com and www.imrbint.com .