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.
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, 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.
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.