tag:blogger.com,1999:blog-9605787.post115053523110790615..comments2023-12-24T01:23:48.970+05:30Comments on Youth Curry - Insight on Indian Youth: Who's really watching the ads?Rashmi Bansalhttp://www.blogger.com/profile/17447667745099994241noreply@blogger.comBlogger10125tag:blogger.com,1999:blog-9605787.post-1156072820079005662006-08-20T16:50:00.000+05:302006-08-20T16:50:00.000+05:30Dear RashmiIt is true that I have been 'faulting' ...Dear Rashmi<BR/><BR/>It is true that I have been 'faulting' TAM for a while on their sample sizes, and intransparency of costs, a view shared by almost everyone in the industry. Other than that, I still maintain that it's a good service, and we still use it at Lintas. About the Business World column you have referred to, the entire analysis there was based on TAM data. Making the point that fewer and fewer people watch ads and therefore the advertiser has to get smarter about where he places them. However, you are coorect - this still based on old peoplemeter technology which in time to come needs to be replaced by more passive measurement systems. <BR/><BR/>I do enjoy reading your blog, and read your outrage in the newspapers when you were unnecessarily blocked out for a while. It would be nice to catch up with you in person someday and compare notes. Till then, all the best,<BR/><BR/>Lynn (de Souza)Smiling Dolphinhttps://www.blogger.com/profile/10012925866447085522noreply@blogger.comtag:blogger.com,1999:blog-9605787.post-1150963955856348182006-06-22T13:42:00.000+05:302006-06-22T13:42:00.000+05:30yeah and u have better ads these days. aamir khan'...yeah and u have better ads these days. aamir khan's "thanda samosa" campaign was good also is the fastrack ad whose pic u have picked for this article(good use of pun). i accept that some r useless like the "vip chaddi pe gaddi" adDwarkanathhttps://www.blogger.com/profile/06163168289641042662noreply@blogger.comtag:blogger.com,1999:blog-9605787.post-1150963709037548632006-06-22T13:38:00.000+05:302006-06-22T13:38:00.000+05:30why is there an ad on top of ur blog then. but the...why is there an ad on top of ur blog then. but the lynn research may be true because i overhear many ofmy peers(in my age group) talking about ads and priyanka chopra's poses in it. but i don't see any elder even bothering to view an ad. obviously, i find ads more interesting if u take into consideration the mindless soaps or useless indian cricket display.Dwarkanathhttps://www.blogger.com/profile/06163168289641042662noreply@blogger.comtag:blogger.com,1999:blog-9605787.post-1150827288356323462006-06-20T23:44:00.000+05:302006-06-20T23:44:00.000+05:30Thanks so much, Rashmi. Especially for the patienc...Thanks so much, Rashmi. Especially for the patience to listen to a reseacher :)<BR/>(God, this smiley thing is getting too much - sorry)<BR/><BR/>I understand why you quoted her.<BR/><BR/>Would love to explain all this! - will write to you.Sharan Sharmahttps://www.blogger.com/profile/09295242114299220736noreply@blogger.comtag:blogger.com,1999:blog-9605787.post-1150786268596364712006-06-20T12:21:00.000+05:302006-06-20T12:21:00.000+05:30Sharan, I have great respect for your profession a...Sharan, I have great respect for your profession and for your organisation. I do not know the history that may exist between TAM and Lynn - I quoted her in the context of her being an industry expert. Perhaps you should write a rejoinder to her piece in BW itself, clarifying certain points.<BR/><BR/>Here's my primary concern: Are young people really watching more ads? This post was written mainly in response to that conclusion, reached from TAM data. Behaviour patterns and other studies indicate the contrary. What's your take on that?<BR/><BR/>If you can spare the time, do explain it to me - technicals and all! You could write to me at rashmi_b@yahoo.com.<BR/><BR/>And yeah, in light of new information, I am willing to eat old words. But I do have a lot of questions... :)Rashmi Bansalhttps://www.blogger.com/profile/17447667745099994241noreply@blogger.comtag:blogger.com,1999:blog-9605787.post-1150780451363827912006-06-20T10:44:00.000+05:302006-06-20T10:44:00.000+05:30Hello Rashmi,Have been following your blog and hav...Hello Rashmi,<BR/>Have been following your blog and have always likes the thoughtful contents - except for this article :)<BR/> <BR/>My interest in commenting on this post is based on the fact that I used to head research for TAM – the Nielsen organization that runs the official ratings for India. (am still associated with the organization). <BR/><BR/>My reason for discontent: The post bases itself on the thoughts of a single person - Lynn DeSouza – whose views simply do not reflect, if not contrary to, the views of the industry. I don’t have an issue with anyone having contrary views if they are based on facts – these are not!<BR/><BR/>Am cutting down on the technical info (long comment already!) but some points I could not resist commenting on:<BR/><BR/>1) On a quote:<BR/>> As Lynn has been stressing for some time now, the 'Peoplemeter' currently in use is far from reliable. Especially in a large and heterogenous country like India. <BR/><BR/>There are two separate issues here. The first part is about technology and currently the only electronic 'currency' system *ANYWHERE* in the world is the Peoplemeter. And the second is about statistics. Of course we are a heterogenous country – which is why that is factored into the process of statistical sampling. This is something you’ll never find Lynn acknowledging despite the transparent methods used.<BR/><BR/>2) On a point that you raised:<BR/>> Uh, could it be that people simply forget to 'punch out' and hence a much higher than actual viewership is reflected by default? <BR/><BR/>Of course! Which is why we spend millions of dollars on researching respondent behavior and devise ways to correct it. There are studies called ‘Coincidental studies’ that actually quantify the particular behavior that you pointed out. There are other undertaken researches (like http://tamindia.com/tamindia/NL_Tam/30308fKrishnanSharot.pdf) to understand the viewer holistically (like you said - going beyond numbers) <BR/><BR/>3) You’ve linked to one of Lynn’s article’s where she says there are better systems out there like the portable peoplemeter used in Canada. Unfortunately, Lynn Desouza doesn't say that the Association of Canadian Advertisers issued a warning to its users on the system! - which is what irks the researcher in me – lack of objectivity. <BR/><BR/>(This is the ACA link: http://www.aca-online.com/industry/moreinfo/default.asp?load=ppm.nov04&language=English)<BR/><BR/>4) On ‘rigging’. The matter was settled once and for all a long time ago – in 2001! - with a presentation made to the industry body by TAM – there was no ‘rigging’. But yes, you’ll have one or two people still bringing that up - for what reason God alone knows. Maybe some unknown hatred. (interestingly, she compares the research organization to a dog in her article! - some 'research' this).<BR/><BR/>Once again, sorry for the long comment but when I saw words in your post like the system being 'deeply flawed’, I just had to respond since that’s not true.<BR/>Thanks.Sharan Sharmahttps://www.blogger.com/profile/09295242114299220736noreply@blogger.comtag:blogger.com,1999:blog-9605787.post-1150759626112052332006-06-20T04:57:00.000+05:302006-06-20T04:57:00.000+05:30Yes, Amit. All possibly true.Which is why there ar...Yes, Amit. All possibly true.<BR/>Which is why there are several options exercized by survey methodologists to overcome this. <BR/><BR/>For instance, in the case of your last question, one of the ways this is tackled is by NOT reporting the data for the selected home for a period of time. (Of course, the home does not know that the data is not reported) During this 'on-trial' period, the viewing behavior of the home is closely monitored. The data is reported only when viewing behavior stablizes.Sharan Sharmahttps://www.blogger.com/profile/09295242114299220736noreply@blogger.comtag:blogger.com,1999:blog-9605787.post-1150599156422972122006-06-18T08:22:00.000+05:302006-06-18T08:22:00.000+05:30All this research is a waste of time and money of ...All this research is a waste of time and money of you ask me. The reason why people do not watch ads these days is because 9 our of 10 times they are either a insult to our inteligence or just plain shitty. Come out with better ad's and people will want to watch - simple!SwBhttps://www.blogger.com/profile/04413778896282973176noreply@blogger.comtag:blogger.com,1999:blog-9605787.post-1150548890299960712006-06-17T18:24:00.000+05:302006-06-17T18:24:00.000+05:30i was wondering if even those surveys are true bec...i was wondering if even those surveys are true because as far as i know - the moment there is an ad, right from the youngest to the eldest [int the 15 and above segment i mean], everyone looks for the remote n swicthes to a different channel even if those ads are sandwiched between the cricket matches - no one even bothers to see what the ad wants to tell.. therz always something else being telecast somewhere thats worth a watch - right?Prasoonhttps://www.blogger.com/profile/03761262579697169344noreply@blogger.comtag:blogger.com,1999:blog-9605787.post-1150541418583496002006-06-17T16:20:00.000+05:302006-06-17T16:20:00.000+05:30hi, i've sent you my articles to your mail i.d do...hi, <BR/> i've sent you my articles to your mail i.d <BR/>do read my blog whenever time permits.!avanT gardEhttps://www.blogger.com/profile/06129325241922316401noreply@blogger.com