The TAM S-Group is a Specialist Strategy Group within TAM Media Research that looks at advanced techniques within the realm of media and broadcast. Created two years ago, its primary role is to drive new ideas into this sector and to raise the overall industry bar. It does exactly this by taking up new emerging sciences and developing analysis tools for better understanding of these new concepts. Amongst the key breakthroughs that it has had in the last 2 years are in the areas of In-Programme Product Placements, TV Planning Optimisers, Broadcast ROI, Connectivity & Distribution effects on TV Channels and Program Promotions.