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.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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