Plan Metrix Multi-Platform simplifies the study of multi-platform audiences

Aids in an in-depth analysis of marketing investments

Comscore Plan Metrix Multi-Platform
Comscore Plan Metrix Multi-Platform

Comscore held a webinar on Plan Metrix Multi-Platform, the latest innovation for the Indian market. The event primarily focused on Plan Metrix and its popularity in the market. It also explains the methodology used by Comscore and Kantar to fuse data sets and build the fusion products that bring together the new aspects of consumer behavior.

Rashmi Nair, president and head of Syndicated Services, Kantar
Rashmi Nair, president and head of Syndicated Services, Kantar

Plan Metrix has helped clients understand consumers in-depth and improve the efficiency of targeting, planning, and eventually leading in the ROI of marketing investments. At the beginning of the webinar, Rashmi Nair, president and head of Syndicated Services, Kantar explained data fusion in which distinct data sets are combined scientifically and validated globally.

A good fusion approach includes harmonizing two data assets and using statistical techniques to identify the right variables for fusion. It also includes running algorithms to create the best match and ensure the complete validation of any product for accuracy.

Digital media consumption rises in the pandemic year 2020

Visaskh Vijayakumar, business intelligence or consumer insights at Comscore
Visaskh Vijayakumar, business intelligence or consumer insights at Comscore

Visaskh Vijayakumar, business intelligence or consumer insights at Comscore, also presented some of the latest insights for the market, including entertainment and gaming. He said that media consumption over the internet was at its peak during the pandemic in the year 2020. Zoom video conferencing software became the global platform for meetings and conferences.

According to 2020 statistics, digital users consuming media across different platforms can be categorized as – 92% users are on television, 31% read physical prints of newspapers regularly, 11% turned into the radio, and 55% read at least one printed magazine.

Vijayakumar commented on the entertainment part and said that the OTT platform has taken over traditional media during the lockdown period. Hindi and English are the top two content language preferences, followed by Telugu, Tamil, and Bengali. And, for games, its growth has risen in the past year, and Zee5 was the most visited platform by gamers.

Viren VijayaShankar, sales director of Comscore
Viren VijayaShankar, sales director of Comscore

Lastly, Viren VijayaShankar, sales director of Comscore, concluded by explaining the four major reasons for using the Plan Metrix: Media planning, Competitive analysis, Sales prospecting, and Advanced Insights. VijayaShankar also said that their clients loved the launch of Plan Metrix.

Comscore’s three key takeaways

  • Plan Metrix in India has been co-developed by Comscore and Kantar.
  • It has helped publishers and advertisers understand consumer behavior.
  • All multi-platforms can now subscribe to plan metrix with immediate effect.

In 2024, we are looking at full recovery and growth-led investment in Indian printing

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. It created the category of privately owned B2B print magazines in the country. And by its diversification in packaging, (Packaging South Asia), food processing and packaging (IndiFoodBev) and health and medical supply chain and packaging (HealthTekPak), and its community activities in training, research, and conferences (Ipp Services, Training and Research) the organization continues to create platforms that demonstrate the need for quality information, data, technology insights and events.

India is a large and tough terrain and while its book publishing and commercial printing industry have recovered and are increasingly embracing digital print, the Indian newspaper industry continues to recover its credibility and circulation. The signage industry is also recovering and new technologies and audiences such as digital 3D additive printing, digital textiles, and industrial printing are coming onto our pages. Diversification is a fact of life for our readers and like them, we will also have to adapt with agility to keep up with their business and technical information needs.

India is one of the fastest growing economies in nominal and real terms – in a region poised for the highest change in year to year expenditure in printing equipment and consumables. Our 2024 media kit is ready, and it is the right time to take stock – to emphasize your visibility and relevance to your customers and turn potential markets into conversations.

– Naresh Khanna

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