VIETNAM-TAM – VIETNAM Television Audience Measurement

1. The History

  • June 2rd, 2014: Vietnam Ministry of Information and Communications (MIC) established the Decision No.730/QD-BTTTT which assign Centre of Broadcasting Electronics and Information (CBEI) and The AMI Co., ltd (AMI) to carry out the project “Television Audience Measurement” under the supervision and direction of the Authority of broadcasting and Electronic Information (ABEI). The project was implemented with the target: “Building a Television Audience Measurement System by using the advanced technology, scientific research methods and transparent data processing procedures".
  • August, 2014: The cooperation between AMI and Nielsen TAM Global Market Research Company to set up and deploy the infrastructure, transfer technology, and know hows of Television A.M.
  • October, 2014: AMI and Nielsen established the Technical infrastructure of the Television Audience Measurement System.      
  • January, 2015: Conducted first establishment survey and set up TAM Panel in Ha Noi.
  • June, 2015: Conducted establishment survey and set up TAM Panel in Ho Chi Minh.
  • December, 2015: Tested data collecting from TAM Panels in Hanoi and Ho Chi Minh.
  • June, 2016: Officially provided the Television Audience Measurement Service.
  • September, 2016: Announced “Vietnam Television Audience Measurement” service (VIETNAM-TAM), which official provided the audience measurement data.
  • January, 2017: AMI and Nielsen conducted establishment survey to expand the audience measurement market in Hanoi, Ho Chi Minh, Da Nang, Can Tho, Mekong Delta.
  • June, 2017: AMI and Nielsen established TAM Panel in Can Tho, Da Nang and Mekong Delta.
  • September, 2017: Officially release the data in the expanded areas.

 2. The roles

"VIETNAM-TAM" is established by the co-operation of three parties: The AMI Co.,Ltd (AMI), Nielsen TAM Global Market Research Company (Nielsen TAM Global) and Centre of Broadcasting Electronics and Information (CBEI).  

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  • The AMI Co.,Ltd (AMI)
    • Invest, Operate and Supervise TAM system 24/7,
    • Received technology transfering and training,
    • Provide measurement services, research services.
  • Nielsen TAM Global Market Research Company (Nielsen TAM Global)
    • Design and Establishment survey, sample, conduct ES for TAM panel setup,
    • Supply measure equipment (People Meter), softwares follow Gold Standards
    • Transfer of technology and measurement process,
    • Supervise, retain and maintain VIETNAM-TAM system.
  • Centre of Broadcasting Electronics and Information (CBEI)
    • Supervise the system operations to meet the Ministry of Information and Communications (MIC) objectives and requirements,
    • Report data for state management’s purpose.

3.     Markets and Panels

Markets: The annual survey of VIETNAM-TAM is conducted by Nielsen Vietnam in March and September, with a total sample of 17.200 samples in 5 markets including Hanoi, Ho Chi Minh City, Da Nang, Can Tho & Mekong Delta River

    TAM Panels:

  • Ha Noi: 350 households (+100 households are additionally deployed)
  • Ho Chi Minh: 450 households (+125 households are additionally deployed)
  • Da Nang: 300 households (being deployed)
  • Can Tho: 300 households (being deployed)
  • Mekong Delta: 600 households (being deployed)

4.     Products and services

VIETNAM-TAM supplied Rating, Adex data and other Research Services to server the customers:

  • TV Stations, VIETNAM-TAM helps to:
    • Determine the content which attract audiences.
    • Evaluate the advertising effectiveness.
    • Determine the competitive channels/programs.
    • Optimize the advertising revenue.
    • Certify the advertising broadcast time and duration.
    • Estimate the advertising revenue of the competitors.
  • Production house, VIETNAM-TAM helps to:
    • Apprehend the demography, interests of each audiences to the program content types.
    • Apprehend the trend, type of programs attracting audiences.
    • Evaluate the effectiveness of the programs.
    • Estimate the advertising revenue of the program types.
  • Agency, VIETNAM-TAM helps to:
    • Determine the audience demography of channels/program/time-frames in target markets
    • Build the marketing plans for advertisers.
    • Evaluate the effectiveness of advertising campaigns.
  • Advertisers, VIETNAM-TAM helps to:
    • Determine channels, programs are suitable for advertising.
    • Determine the target, time and channel which reach the target audiences.
    • Minimize the advertising cost.
    • Evaluate effectiveness of the advertising campaigns.
    • Research type of advertisements, costs of the competitors.
    • Determine the advertising investment trends of sectors, markets…
    • Authenticate the competitors’ advertising booking.
  • Market Research, VIETNAM-TAM helps to:
    • Build the overall views on the demographics of television audiences in each markets.
    • Determine the behaviors of the audiences for each type of television contents.
    • Determine advertising trends, costs of each markets.
  • Marketers, VIETNAM-TAM helps to:
    • Minimize advertising costs.
    • Create the marketing plans
    • Select the suitable programs/channels for audience targets…

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1.     Markets and Panels

Markets:

ü  VIETNAM-TAM carried out audience measurement in 4 municipalities: Ha Noi, Ho Chi Minh, Da Nang, Can Tho.

ü  A key economics area – Mekong Delta is measured by VIETNAM-TAM in the urban and rural areas.

TAM Panels:

ü  Ha Noi: 350 households (+100 households are additionally deployed)

ü  Ho Chi Minh: 450 households (+125 households are additionally deployed)

ü  Da Nang: 300 households (being deployed)

ü  Can Tho: 300 households (being deployed)

ü  Mekong Delta: (being deployed)

2.     Products and services

VIETNAM-TAM supplied Rating Data, Adex and other Research Services to server the customers:

v Channels, VIETNAM-TAM helps to:

ü  Determine the content that appeals to audiences

ü  Evaluate the advertising effectiveness of channels/programs/time frames

ü  Determine the competitive channels/programs

ü  Optimize the advertising revenue

ü  Certify the advertising broadcast.

ü  Estimate the advertising revenue of the competitors.

v Television content production units, VIETNAM-TAM helps to:

ü  Apprehend the psychology, interests of each audiences to the program content types

ü  Apprehend the trend, type of programs appealing audiences.

ü  Evaluate the effectiveness of the programs which were produced.

ü  Estimate the advertising revenue of the program types

v Agency, VIETNAM-TAM helps to:

ü  Determine the audiences and the audience’s features of channels/program/time frames following the target markets

ü  Create the basics to building the advertising plans for advertisers known as labels.

ü  Evaluate the effectiveness of advertising campaigns.

v Advertisers (Labels), VIETNAM-TAM helps to:

ü  Determine channels, programs are suitable for booking advertisements

ü  Determine the target, time and channel to reach the audiences.

ü  Minimize the advertising cost.

ü  Evaluate effectiveness of the advertising campaign

ü  Research type of advertisements, costs of the competitors

ü  Determine the advertising investment trends of sectors, markets…

ü  Authenticate the competitors’ advertising booking.

v Market research Units, VIETNAM-TAM helps to:

ü  Build the objective views on the demographics of television audiences in each markets

ü  Determine the behaviors of the audiences for each type of television contents

ü  Determine advertising trends, costs of each markets.

v Marketers, VIETNAM-TAM helps to:

ü  Minimize advertising costs.

ü  Create the media plans

ü  Select the fit programs/channels for audience targets…