CARBONELL TG MEDIA ANALYSIS

CONTENT • Demographic understanding B’lore Vs Hyd

Lifestyle differentiators A Day in life of TG Media Touch-points

• Media Analysis Print Analysis Radio TV

Inferences Category & TG Mapping

DEMOGRAPHIC ANALYSIS

BANGALORE VS HYDERABAD

15-19 20-24 25-34 35-44 45-550.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

0%

20%

40%

60%

80%

100%

120%107% 109% 112%

93%

80%

Hyd Dispersion Hyd Affinity

15-19 20-24 25-34 35-44 45-550.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

0%

20%

40%

60%

80%

100%

120%

71%

86%

109% 109% 110%

B'lore Dispersion B'lore Affinity

Hyderabad is skewed towards Younger TG while in contrast B’lore has higher affinity towards middle aged females

DEMOGRAPHICS

TGI 2014

elements Bangalore Hyderabad

Full time (30 hours a week or more) vert% 15.2% 8.04%

Part time (8 - 29 hours a week) vert% 0.34% 2.39%

Part time (less than 8 hours a week) vert% 0.00% 0.00%

Retired /Invalid / Long term il lness vert% 0.48% 0.00%

Full time home maker/Housewife vert% 82.9% 89.6%

Full time student/In full time education vert% 0.00% 0.00%

Unemployed vert% 0.00% 0.00%

Bangalore has higher percentage of females who are working(Married) full time as compared to Hyderabad

elements Hyderabad Bangalore

Not yet married Vertical % 2.2 4.0Married Vertical % 97.4 93.2Widowed Vertical % 0.4 0.8Divorced / Separated Vertical % 0.0 0.7Not Stated Vertical % 0.0 1.3

Yes Vertical % 86.0 69.6No Vertical % 11.8 25.1Not Applicable [+07/07] Vertical % 2.2 5.3

Have Kids or Not?

Marital Status

Hyderabad has higher percentage of married & females with kids

LIFESTYLE DIFFERENTIATORS

TGI 2014

• Modern,Working(Career Oriented)

• Higher disposable income

• Wears more of western outfit and are beauty conscious(Visit beauty clinics & parlour regularly-Affinity 119)

• Stressful lifestyle(Affinity:108)

• Prefers healthy food options for family & self(Affinity:124)

• Traditional, Religious, Works part-time

• Low income

• Not much considerate about looks and clothing but often wear valuable jewellery(Affinity:127)

• Fun-loving & easy going

• Enjoys foreign food but prefers non-vegetarian options(Affinity-121)

Hyderabad

Considering the fact that broadly our target segment can be divided into two parts-Working & Non-Working(Married)We tried to attempt their regular day in life basis consumer research & media softwares

A DAY IN A LIFE OF WORKING WOMEN(B’LORE+HYDERABAD)

Morning

Afternoon

Evening

Night

Glance through Newspaper with their early cup of Coffee

Gets ready and leave for office-Mostly relies on public transport(Affinity: >200%)

Eats lunch(Mostly Cooked by maid or office cafeteria)

Deals with stressful office hours

Returns from office in peak traffic hours-Spends on an average 1hour on road

Prepares for Dinner with family

Leisure time to catch up on social networking & making weekend plans and watching TV

MEDIA TOUCH-POINTS(APART FROM MAINSTREAM MEDIA)

Radio Cabs

Malls/Restaurants

Smartphones

Corporate Hub/IT Parks

Multiplexes

Bus Shelters/Bus Wraps

Salon/Spa(Average TS: 3-4hrs/Month)

A DAY IN A LIFE OF NON-WORKING WOMEN(B’LORE+HYDERABAD)

Morning

Afternoon

Evening

NightGlance through Newspaper with their early cup of Coffee

Prepares breakfast for kids & husband and get kids ready for school

Lunch while watching favourite movie or daily soaps

Vegetable & grocery shopping from nearby shops or markets(Affinity-110)

Spends time with kids/Tea time-Reads Magazines

Prepares for Dinner for family

Watches favourite TV shows and plans for next morning

MEDIA PREFERENCES OF MARRIED WOMEN

Medium Hyderabad B'lore Hyderabad B'loreSatellite TV - freq. at least once a week or more 87.2 73.9 107% 91%Any Press - AIR 58.9 43.3 106% 78%Press - newspapers - AIR 57.5 41.5 107% 78%Press - magazines - AIR 11.6 5.7 116% 57%Any Radio - freq. at least once a week or more 25.2 28.1 161% 180%Internet - last accessed . last 1 week [+06/05] 3.4 9.0 67% 177%Cinema - frequency at least once a month or more 13.2 10.8 167% 136%Outdoor - seen in last one week 43.5 47.0 63% 68%

Media Reach Affinity

While Hyderabad women has more affinity towards traditional media & CinemaInternet is more skewed towards B’lore marketHence to reach out to Married population of both the markets

we need to advertise on mainline media. However media monies can be distributed differently for Internet & Cinema

MEDIA PREFERENCES

PRINT MEDIA

TOP PUBLICATIONS

IRS 2012 Individual

Publication Readership AffinityVijay Karnataka 80 92%Prajavani 75 105%The Times Of India 41 63%Deccan Herald 34 158%Bangalore Mirror 21 135%Udayavani 16 122%Sudha 16 149%Kannada Prabha 15 80%Taranga 14 195%Grih Shobha (Kan) 12 143%The Week 11 230%Mangala 11 115%The New Indian Express 9 215%Sanjavani 9 61%The Economic Times 8 297%

Publication Readership AffinityEenadu 77 114%Deccan Chronicle 60 132%Sakshi 59 102%The Times Of India 12 147%Andhra Jyothi 11 174%Swati Sapari Vara Patrika 11 174%Namaste Telangana 8 110%Swati 8 122%The Hindu 7 85%Woman'S Era 6 366%Sitara 6 256%The Economic Times 5 305%The Week 5 237%The Munsif 5 51%India Today (Eng) 4 171%

Magazines(Weekly or Monthly)

• Regional publication is the preferred choice for both the markets• However English publication like Deccan Herald & Deccan chronicle also has high affinity

& reach both • Hyderabad TG prefers more of Magazine format

AREAS OF INTEREST

TGI 2014 Statements selected on Higher affinity

Hyderabad BloreForeign/International News [-03/10] Political Current Events [-03/10]Political Current Events [-03/10] Sports [-03/10]Sports [-03/10] Medical/Health/Fitness [-03/10]Women's pages [-03/10] Expert Advice on personal issues [-03/10]Baby & Child care [-03/10] Cars & Motoring [-03/10]

Hyderabad BloreClothes & Fashion Home decoration/GardeningBeauty & Hair Baby & Child careCelebrity news and Gossip [+06/05] Food & Drink / CookingWomen's pages Travel & HolidayHome decoration/Gardening Science/Technology

Computers /ITHoroscopes/Tarot Cards

Topics of Interest in Newspaper

Topics of Interest in Magazines

RADIO LISTENERSHIP

TGI 2014

Hyderabad Bangalore

Through my mobile [+03/10] 13.3% 12.4%Through my radio transistor [+03/10] 13.3% 3.2%Through my pocket transistor [+03/10] 3.8% 2.3%Through my 2-in-1 player [+03/10] 1.8% 3.1%Through my music system [+03/10] 1.9% 1.8%Through my computer’s external speakers [+03/10] 1.3% 0.8%In my car [+03/10] 3.8% 3.3%In my Radio - MP3 Player [+03/10] 1.3% 3.0%Through DTH in TV [+03/10] 0.0% 3.7%

Language Hyderabad Bangalore

English 3.2% 3.8%

Hindi 2.4% 5.0%

Other Regional language 22.8% 19.1%

While Hyderabad enjoys more of Regional music Bangalore has higher listenership for Hindi as compared to Hyderabad

TIME-BAND

Befo

re 7

am

7am

to 8

am

8am

to 9

am

9am

to 1

1am

11

am

to 1

pm

1p

m to

4p

m

4p

m to

6p

m

6p

m to

7p

m

7p

m to

8p

m

8p

m to

9p

m

9p

m to

11

pm

11

pm

on

ward

s

0

2

4

6

8

10

12

Travelling Time from Office

Bangalore

Befo

re 7

am

7am

to 8

am

8am

to 9

am

9am

to 1

1am

11

am

to 1

pm

1p

m to

4p

m

4p

m to

6p

m

6p

m to

7p

m

7p

m to

8p

m

8p

m to

9p

m

9p

m to

11

pm

11

pm

on

ward

s

0

2

4

6

8

10

Listenership is spread across the

time-band Hyderabad

PREFERRED RADIO STATIONS

B'lore HydRadio Stations Col% Radio Stations Col%Radio City (91.1) 16.2 Radio Mirchi (98.3) 12.9Radio Mirchi (98.3) 15.6 Big FM (92.7) 12Big FM (92.7) 14.2 Red FM (93.5) 9.2Red FM (93.5) 10 Radio City (91.1) 8.6AIR FM Rainbow 5.4RADIO ONE (94.3) 5.8

TV ANALYSIS

BANGALORE CHANNEL PREFERENCE

Sun T

V

ETV

Kannada

Suva

rna

UD

AYA

Z K

annada

Sta

r Plu

s

Cable

Regio

nal

GEM

INI

Udaya

Movie

s

TV

9 K

AR

NA

TA

KA

VIJA

Y

KTV

MA

A

Kastu

ri

Plu

s Suva

rna

Gem

ini M

ovie

s

Colo

rs

ETV

New

s Kannads

PU

BLiC

TV

Z T

elu

gu

0

20

40

60

80

100

120

140

160

180

200

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.09.0 8.8 8.7

5.65.1

3.63.2 2.9 2.8 2.7

2.1 1.8 1.7 1.6 1.5 1.3 1.3 1.3 1.2 1.1

Channel Share Affinity

TAM Wk-43-46

Hindi ChannelHindi Channel

Low

Affi

nit

yH

igh A

ffin

ity

HYDERABAD CHANNEL PREFERENCE

ETV

GEM

INI

Z T

elu

gu

MA

A

Sta

r Plu

s

TV

5 N

EW

S

NTV

Gem

ini M

ovie

s

Cable

Regio

nal

Maa M

ovie

s

TO

LLYW

OO

D

ETV

AN

DH

RA

PR

AD

ESH

STU

DIO

ON

E H

D

Bhakti T

V

Z Z

ee T

V

T N

ew

s

Colo

rs Via

com

18

V6 N

EW

S

Gem

ini C

om

edy

Gem

ini M

usic

0

20

40

60

80

100

120

140

160

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.013.012.2

9.1 8.7

5.1

3.0 3.0 2.9 2.9 2.7 2.4 2.4 2.3 1.8 1.6 1.6 1.5 1.3 1.0 1.0

Channel Share Affinity

TAM Wk-43-46

Hindi Channel

Low

Affi

nit

yH

igh A

ffin

ity

TV –DAY-PART VIEWERSHIP

Day-part %age AffinityMorning 6.00 am – 8.15 am 12.9 97%Morning 8.15 am – 10 am 19.9 106%Lunch Afternoon 10 am – 1.30 pm 18.6 108%Lunch Afternoon 1.30 pm – 4.00 pm 17.7 119%Early Evening 4.00 pm – 6.00 pm 15.0 93%Evening 6.00 pm – 8.00 pm 44.0 100%Evening 8.00 pm – 10.00 pm 64.3 106%Late night 10.00 pm – 12.00 midnight 17.8 92%Late night 12.00 midnight – 6.00 am 1.0 270%

F,25-44,SEC-ABBangalore

Day-part %age AffinityMorning 6.00 am – 8.15 am 21.9 136%Morning 8.15 am – 10 am 26.8 120%Lunch Afternoon 10 am – 1.30 pm 39.4 112%Lunch Afternoon 1.30 pm – 4.00 pm 41.5 118%Early Evening 4.00 pm – 6.00 pm 41.7 109%Evening 6.00 pm – 8.00 pm 59.8 97%Evening 8.00 pm – 10.00 pm 52.9 88%Late night 10.00 pm – 12.00 midnight 9.8 128%Late night 12.00 midnight – 6.00 am 0.2 33%

F,25-44,SEC-ABHyderabad

TV SLOT ANALYSIS- ENTIRE DAY

Bangalore

Hyderabad

Source: TAM India; TG: F,25-44 AB Week- 43-46, 2014, TB: Mon-Sun 0600-2359

6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230

2

4

6

8

10

Reg Karnataka GEC Reg Karnataka Movies Hindi Mass

Hours

Share

s

6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230

2

4

6

8

10

Hindi Mass Reg GEC AP Reg Movies AP

Hours

Share

s

High viewership in morning time-

band

MEDIA RATIONALEMainline Media(TV+Print+Radio)

Mainline media will help in increasing our reach base-Hence communicating our message to masses –Important for Launch Campaign

Higher Affinity Media choice

Media options with high affinity in respective market will help us to attract TG at right environment & try innovation in limited investments

Brand Relevance

Various media touch-points can be explored which are brand relevant and gives TG a sense of experiencing the product in a better way

Time SpentHigh Low

EngagementDaily Weekly/Monthly

INFERENCES

*Text in red has high affinity as well

Bangalore

• Top 3• Publications: Vijay Karnataka,

Prajavani, TOI• TV Channels: Sun TV, ETV Kannada &

Suvarna• Radio stations:Radio City, Radio

Mirchi , Big FM• Key Considerations:-• Print: Smart use of English &

regional dailies supplements• TV: Prime-time led planning in

higher affinity channels• Radio: High weightage in morning &

evening time-band in top radio stations

Hyderabad

• Top 3• Publication: Eanadu,Deccan

Chronicle, Sakshi• TV Channels: ETV, Gemini,Z telugu• Radio stations:Radio Mirchi, Big FM,

Red FM

• Key Considerations:-• Print: Higher weightage can be given

on magazines• TV: Considering limited budgets we

can schedule higher spots in morning & afternoon time-bands & also plan in Movie channel

• Radio: Spots scheduled evenly across time-bands

LEARNINGS

TG seeks a lot of

information before

changing the brand

Seeks experts Advice

If likes a brand would

probably stick to it & recommend

it to her friends