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