Bloomberg TV India recommends TAM to revamp it's measurement processes!

Bloomberg TV India, the nation’s premier English business channel today strongly recommended TAM should revamp their reporting processes and practices for niche channels. The current processes are resulting in loss of reputation and advertising revenues for the channel.

 

A data run done on TAM software by the Bloomberg TV India team clearly shows that the sample size for the English Business News Channels genre is way too low and cannot decide the fate of the genre. When narrowed down to major cities like Delhi and Mumbai, the scenario becomes even worse. The detailed analysis is provided hereunder for your ready reference:

 

 

 

Mumbai

Digital TG:  The average sample size for Bloomberg TV India  has been less than 1 (at 0.7)

For the genre (English business news) the average is 12.

 

Delhi

Digital TG:  The average sample size for Bloomberg TV India has been less than 3 (at 2.75)

For the genre (English business news) the average is 9.

 

TAM data also shows that Mumbai and Delhi account for 62% English business news viewership of 8 metros in the digital Male 25+ SEC A, a key TG for advertisers. It is alarming that only 9 viewers in Delhi and 12 viewers in Mumbai dictate what this large population watches and decides the fate of all English Business News Channels.

 

Sriram Kilambi, President –  Bloomberg TV India, speaking about the issue said, “We are a niche channel and have been broadcasting content that has been highly appreciated by opinion makers and CEOs. Unfortunately, this does not reflect in the viewership data.TAM has been the provider of audience measurement tools to the industry and we respect and appreciate their work. Our only submission, based on research using their own data and tools, is that their current processes work very well for the GECs and not for niche channels like ours.”

 

Shivi Chopra, AVP, Marketing and Research, Bloomberg TV India added, “.Delhi and Mumbai are the biggest consumers of English business news channels and if the sample size in these two metros is limited to 9 and 12 respectively, viewership numbers are not going to give the true picture. TAM needs to revamp their reporting process for niche channels at the earliest and till that is done; they should stop reporting the viewership numbers of this genre of channels.”