overview of television landscape in - tam media research · •while female viewing dominates all...

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Overview of Television landscape in

New LC1* Markets…

*Guj LC1, MP LC1, PHCHP LC1, Raj LC1, UP LC1

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Content…

• Television Universe• New LC1 Vs Existing Markets

• Demographic Composition of the Market

• TV viewing behavior

• Weekly Sampling and Time Spent

• Share of Channel Genres

• Key viewing dayparts

• Profile of viewers basis quantum of consumption

• No of channels sampled

• Fragmentation of viewership

• Impact of Inclusion of New LC 1markets on…

– Profile

– Genre Share

– Weekly Reach and TSU

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Glossary

• Market Group definitions used in this document –

– India Surveyed - All TAM surveyed Markets

– HSM (Hindi speaking Markets) - All TAM surveyed Markets

excluding 4 Southern States

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Television Universe

*Guj LC1, MP LC1, PHCHP LC1, Raj LC1, UP LC1

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Households In Millions...

Digital Hhlds

3 Mn

C&S HHlds

- 9Mn

TV HHlds – 9.7Mn

Total HHlds – 11 Mn

90% TV

Penetration

95% C&S

Penetration

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44 million Individuals can access TV in New LC1 markets,

with 42 million having access through C&S

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Universe Size (Individuals) of UP LC1 is the largest (next to Mumbai and Delhi)

while Gujarat LC1 is smallest of the 5 Newly added Markets

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Universe Size (Individuals) of Gujarat LC1 the Smallest Market of the 5

Newly added Markets is bigger than 9 of the reported HSM Markets

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Universe Composition

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35+ Yrs Age Group contributes the highest to the New LC1 Markets

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All New LC1 Markets Except for PHCHP LC1 have higher

proportion of SEC C,DE population

c

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Higher proportion of female population in New LC1 markets as

compared to HSM& All India Market

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TV Viewing Behavior…

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Weekly sampling of Television is on par with HSM and All India, however time spent

of All New LC1markets specially UP LC1 is lower as compared to other Markets

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All New LC1 market Viewing peaks early (20:00-20:30) as compared to

HSM market, PHCHP LC1 gets a morning peak

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Guj LC1 Viewers start and end the day early as compared to other

markets, Viewing peaks at 19:30 and starts dipping post 21:30

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MP LC1 Markets TV consumption dips from 09:00 to 13:00 Time Band,

due to power outage

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PHCHP LC1 Viewing peaks at 20:30 on weekdays and 19:30 on weekends

and starts dipping post 21:30 on weekdays as well as weekends

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Rajasthan LC1 Market’s TV consumption goes down in 10:00 & 16:00

dayparts and peaks early in prime time as compared to other Markets

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UP LC1 has lower Viewing thresholds in the prime time as

compared to other markets

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At HSM level, Hindi GEC , Hindi Movies and Cable regional have shown a significant

growth in LC1’s,these 3 genres account for 75% of viewing as against 59% at HSM level

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Viewership Profile

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Contribution from 35+ Viewers is Higher in Gujrat & MP LC1

whereas younger viewers skew in other LC1 Markets

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In NEW LC1 Markets excluding PHCHP LC1,contribution to Viewing from SEC C, DE is 75%

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While female viewing dominates all LC1 markets, Consumption

of Males is higher in Raj LC1 Market

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Fragmentation of Viewership

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Guj. ,MP, Raj LC1 markets average availability and Consumption

basket is lower as compared to other markets

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Among the New LC1 Markets, MP LC1 has the lowest number of

Channels Sampled per Viewer

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Impact on HSM Market

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HSM (with New LC1 Markets) has a higher skew from SEC DE

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Hindi GEC and Hindi Movies have shown a growth after

inclusion of New LC1 Markets

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Terrestrial Viewing

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Low Terrestrial penetration across New LC1 markets

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PHCHP LC1 has the lowest sampling & Time Spent levels as

compared to other markets

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Summary

• New LC1 markets have 11 Mn households with a TV Penetration of 90%

(9.7Mn Hhlds) and a C&S penetration of 95% (9Mn Hhlds)

• Universe Size (Individuals) of UP LC1 is the largest (next to Mumbai and

Delhi) while Gujarat LC1 is smallest of the 5 Newly added Markets

• Universe composition of New LC1 markets has larger contribution from the

older age group (35+ Yrs) as compared to HSM & All India

• All New LC1 Markets except PHCHP LC1 have higher proportion of SEC C,DE

population

• Weekly time spent on Television of All New LC1markets specially UP LC1 is

lower as compared to HSM & All India markets

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Summary…

• All New LC1 market Viewers start and end the day early as compared to HSM

market

• At HSM level, Hindi GEC , Hindi Movies and Cable regional have shown a

significant growth in LC1’s, 3 genres account for 75% of viewing as against 59%

at HSM level

• Guj. ,MP, Raj LC1 markets average availability and Consumption basket is

lower as compared to other markets

• Contribution from 35+ Viewers is Higher in Guj & MP LC1 whereas younger

viewers skew in other LC1 Markets

• In NEW LC1 Markets excluding PHCHP LC1,contribution to Viewing from SEC

C, DE is 75%.

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• While female viewing dominates all LC1 markets ,Consumption of Males is

higher in Raj LC1 Market

• In LC1 markets on an average, availability is of 95 channels, but consumption

basket is limited to 26 channels

• HSM (with New LC1 Markets) has a higher skew from SEC DE

• Hindi GEC and Hindi Movies have shown a growth after inclusion of New LC1

Markets in HSM group

• Low Terrestrial penetration across New LC1 markets

• On Terrestrial platform, PHCHP LC1 has the lowest sampling & Time Spent

levels as compared to other markets

Summary…

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Implications for Software Users

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Implications for Software Users

(i) New Market Groups need to be created, for Eg -India Surveyed

including New LC1 and India Surveyed w/o New LC1.

(i) Market Groups with New LC1 included will not be processed by the

software for any of the weeks before week 1 2013.

(ii) For analyzing back data (before week 1 2013) Market groups

excluding New LC1 should be used.

(iii)For market groups including New LC1, The TRPs & GRPs will not be

exactly comparable before Wk1 2013 since TRPs/GRPs are %age

values & the base (universe) is being updated from week 1 2013

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Thank You!!!