MUMBAI: With the broadcast industry currently going through a transition phase with regards to its ratings currency, analytics measurement and distribution audit body Chrome DM has decided to advance its data delivery from Monday to Saturday.
Correspondingly, the data collection week’s definition would shift from the earlier “Sunday-Saturday” to “Saturday-Friday.” For example: Week 16, data collection would move from “Sunday, 12 April to Saturday, 18 April,” to “Saturday, 11 April to Friday, 17 April.”
The advancement of the data release date is a radical shift for stakeholders as media agencies and broadcasters can now take immediate corrective measures with more lead time. This will not only give broadcasters sufficient time to predict reach numbers that would be released during the course of the week, but will also give them a head-start for planning the course for their respective channels.
Speaking to Indiantelevision.com, Chrome DM CEO and founder Pankaj Krishna says, “The CEOs would prefer to have the data on their table on Saturday instead of Monday and our infrastructure enables us to generate real time data with supreme accuracy and hence we came with this decision.”
Chrome has also launched a new tool named Chrome DTH, which enables broadcasters to scrutinize a comprehensive view of all-India DTH operations, including channel status, package information and on-ground market offers across markets and regions. “We are making constant efforts to grow and ensuring that we leave no stone unturned. With this new tool, we will provide quality analysis of DTH data, which will be generated after analyzing huge sum of reports acquired from the length and breadth of the country,” informs Krishna.
Chrome Track 2.0 is an industry currency with over 300 channels detailing connectivity with weighted OTS (Opportunity-to-See) analytics as well as highlights that mark out the changes in channel placements on a daily basis.
The Chrome DM methodology also addresses three key issues concerning the media universe:
Sample Size: Chrome DM consolidates connectivity via scanning 101 million homes; through 24/7 surveillance supported by 3.6 lakh Chrome DM respondents & 12000+ Chrome Panel homes across multiple modes of Television Delivery.
Swings in the ratings: 24x7 surveillance coupled with the fact that Chrome monitors ‘universes’ and not ‘samples’, thereby leaving no room for statistical aberrations. Unlike any other television monitoring service in the country today, Chrome Track provides access to data at a head-end level, thereby ensuring complete transparency in the system.
Accurate representation in the East & South: Chrome is the only company to address eight markets (Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim and Tripura) in the North-East and one of the few companies to cover 11 markets (Bangalore, Chennai, Hyderabad, AP+ Telangana .1 to 1Mn, AP-Rest 1Mn.+, Karnataka .1 to 1Mn, Kerala .1 to 1Mn., Kerala LC1, Kerala 1Mn. +, TN .1 to 1Mn., TN-Rest 1Mn.+ ) in the South, spanning 14+ million C&S homes.
“Chrome DM has been working closely with the industry since 2009 and has to constantly live up to the analytic needs of 300+ channel partners. The industry, today, is going through a transition in the way we look at ratings and the currencies we adopt - there are millions of advertising bucks riding on the IPL and the corresponding pressures on placements across cable and DTH only gets higher. We recognize the importance of actionable data on a timely basis and hence the advancement of our data by two days,” Krishna concludes.
