The eTAM Ebb and Flow report is designed to display the flow in and out of viewers by program, day part, or time interval.

To read and interpret results correctly, the Ebb and Flow report should be formatted with time intervals (i.e. Hour, Minute, Day Part) on your rows, and Media and Data Types across your columns, as per the default template.

In the below example, Seven Syd had a Projection of 190, 421 at 19:10:00. In the next 1 Minute, there was a Projection of 192, 416 - 5, 909 viewers were gained and 3, 914 viewers were lost, resulting in a net gain of 1, 995 viewers.

The Main Contributor and Main Beneficiary data types can be included to display where you have gained and lost viewers from and to respectively. On Seven Syd, at 19:11:00, the majority of gained viewers were switching over from A Current Affair and the majority of lost viewers were switching over to The Project.

By default, the first media item is the 'master' and results will be based on this for subsequent media. In the below example, Seven Syd is the master media and other stations will be calculated based only on Seven Syd i.e. at 19:11:00, Nine Syd gained 0 new viewers from Seven Syd but lost 3, 570 viewers to Seven Syd. The Main Contributor and Main Beneficiary is not applicable to any media other than the master media.

To keep media independent, check the 'Independent Media Analysis for Ebb & Flow Reports' box in your Fusion Settings. This will allow you to look at the ebb and flow of viewers without limiting the results to a 'master' media selection. Note that Main Contributor and Main Beneficiary will become applicable to all media with this setting enabled.

Ebb & Flow Glossary
Gain	Viewers that have been gained from the previous time interval
Loss	Viewers that have been lost from the previous time interval
Net	The overall increase/decrease in viewers from the previous time interval
Main Contributor	Where the gained viewers have come from
Main Beneficiary	Where the lost viewers have gone to