18/2/2003
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AGB Group
With more than ₤3 billion spent on television advertising in the United Kingdom, Mark Ritson, an assistant professor of marketing at the London Business School, decided to tackle the question of just how relevant television audience measurement systems, that form the basis for the global advertising industry, were in measuring that attention of viewers to ad campaigns.
This article together with its findings and conclusions, which was published in the first week of February, in the Financial Times, Creative Business among other publications, drew a remarkable range of responses from media agencies, TV stations and TAM data providers.
Alberto Colussi, president of the AGB Group, commented, “ it is the opportunity to see that is measured by any TAM system, and I still believe that a commercial break within a programme which has a large audience would present more opportunity to see, than a break within a programme with a low audience. We continue to believe that the TAM peoplemeter system provides the most efficient method to measure TV and that it is a much more precise method than any currently used system to measure radio or print audiences.
10/2/2003
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Australia
ATR Australia's new regional TAM system was launched today, with clients downloading the first day of the official 2003 Ratings Year this morning.
The panel provides daily TAM data for five regional markets and twenty-three sub-markets from a panel of 2000 homes. Data collected by these meters will determine each network’s share of the annual $600 million regional TV advertising spend.
ATR Australia and Regional TAM have worked together for the last four months to ensure a smooth transition to the new currency.
Regional TAM's Chris O'Connell stated "ATR Australia has done a great job in a short time to install the new panel and produce data for testing and approval. They have our sincere thanks for the efforts that have brought us to this point." ATR Australia is contracted by Regional TAM to provide data until 2009. In addition, ATR is responsible for the sale and marketing of the data on behalf of Regional TAM, who retain data copyright.
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