Download - TV Channel Research - An Understanding
An introduction tomarketing research…
…in a TV channel
‘the systematic design, collection and analysis of findings relevant to a specific marketing situation’
– Kotler
‘the function that links an organization to its market through the gathering of information that enables a company to identify market driven opportunities, refine and evaluate marketing actions and finally, monitor overall marketing performance’
– AMA
What is marketing research?
ProblemIdentification
Research
• Market potential research• Market share research• Image research• Market characteristics
research• Forecasting research• Business trends research
MarketingResearch
Problem Solving
Research
•Segmentation research•Product/content research
•Pricing research•Promotion research•Distribution research
Classification Of Marketing Research
Marketing Research Provides Information To Help Implement…
the study of marketing– process of all activities necessary for the conception,
pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
the use of the marketing concept– the business philosophy that holds the key to
achieving organizational goals consists of determining the benefits sought by target market members and delivering these benefits more effectively & efficiently than competitors
marketing strategy– consists of selecting one or more segments of the
market as the company’s target market(s) and designing the proper “mix” of the “4Ps”
Marketing Research Provides Information To Help Implement…
to practice marketing; to implement the marketing concept; to carry out a marketing strategy, managers must make informed decisions…
…many decisions require additional information and marketing research may be needed in order to supply that information
Marketing information system a structure consisting of people, equipment,
and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
TV Channel Research
TV broadcasting market set-up is similar to a product market set-up
Mega Wholesalers
Retailers
Consumers
MSOs
Local Cable Operators
Viewers
Broadcasters
Questions that Television media researchers investigate -
Which programs are most watched by the target audience?
Which audience by geography & demographics is contributing maximum viewership?
Which advertisers are present on each channel?
What is the program Vs break performance? Are the promos effective in increasing program
viewership?
The list is infinite…
Can Be Broadly Divided In Two
Tam and AdExResearch
• Weekly update on reach/ GRPs/share etc
• Content/programming ROI• Content planning &
scheduling• Audience mix – by day-
part/prg• Promo planning &
effectiveness• Break analysis – FCT Vs
promos• Advertisers/product cat
analysis
Tv channelResearch
CustomizedResearch
•Equity research•Understanding TG•Product/content research
•Distribution research•Tracking studies
What data is Measured?
TAM People Meter Data TAM AdEx Data
TAM People Meter Data TAM AdEx Data
TAM People Meter Data
Electronic meter used to record channel on/off in a HH and the respective individuals watching
Collected at the end of every week 1 week lag in reporting data Records second-by-second data – reported at
minute level Frequency monitoring technology used With TAM’s Media Xpress software for
viewership data, analysis can be done across dayparts, geographic markets & TG demographics
Viewership Metrics
Defining Variables
Universe: Total number of individuals as per the demographic definition
TG: Target group or Target Audience implies to certain individuals who are defined by specific parameters – demographics, psychographics, lifestyle, product consumption etc.
Reach: Unduplicated headcount of individuals who have sampled the daypart or program
Time Spent Universe (TSU): Average minutes spent by an individual in the TG universe in the given daypart
Time Spent Viewer(TSV): Average minutes spent by a viewer in the given daypart
TVR: Average percentage of TG which is present at any given minute during the said daypart
GRP: Summation of TVRs
TAM PeopleMeter Data TAM AdEx Data
TAM & AdEx Research
TAM and AdEx research
weekly update on reach/ GRPs/share etc– to keep tab on category & it’s players vis-à-vis us– which properties have done well at weekly level
content/programming ROI– what genre of programming will return better ROI in
terms of viewing
content planning & scheduling– which day parts are frequented by targeted
audience, or what mix of audience come to certain day parts
– how to schedule a show to maximize it’s yield (v’ship)
– what pattern to follow for repeats
TAM and AdEx research
audience mix – by day-part/prg– strong affinity towards certain audience at different
day parts/programs
promo planning & effectiveness– studying effectiveness of promos of various successful
properties on other channels and learning from them– planning & scheduling promos for our shows and later
analyzing the effectiveness of them
break analysis – fct vs promos– program rating vs break rating– fall in breaks affected by length or frequency of breaks
advertisers/product cat analysis– top advertisers by channel genre/prod category– gain & loss of advertisers/brands by competition/us
Examples: Viewership Analysis
Star Plus leads the Hindi GEC genre in the HSM, CS 4+ market
Source: TAM Peoplemeter Period: Wk 34-38 08 Market: HSM TG: CS 4+
289
208168
92 82 79 69 6531 25
12785 80 66 57 33 28
1109
287
1213
233 217
0
200
400
600
800
1000
1200
1400
HindiGEC
Star Plus Zee TV Colors SET Star One NDTVImagine
SaharaOne
9X SAB StarUtsav
Av
g G
RP
Wk 34-37 Wk 38
While Colors reach is at par with Zee TV, its time spent per viewer is lesser
85
56 56 56
5046
4338
13
61
32
429
142115 125
6847 55
40 5230
66
0
20
40
60
80
100
Hindi GEC Star Plus Colors Zee TV SET NDTVImagine
Star One 9X SaharaOne
SAB Star Utsav
Reac
h %
0
150
300
450
600
Min
utes
Reach Time spent (mins)
Source: TAM Peoplemeter Period: Wk 38 08 Market: HSM TG: CS 4+
Channel Top 5 Program DayTime from
TVR Channel Top 5 Program DayTime From
TVR
BIDAYI Thu 21:00 6.23 THE GREAT IND LAU CHALLEN Fri 21:00 2.37BIDAYI Wed 21:00 5.83 ZARA NACHKE DIKHA Mon 21:28 1.50BIDAYI Mon 21:01 5.56 ZARA NACHKE DIKHA Tue 21:29 1.37BIDAYI Tue 21:00 5.41 DILL MILL GAYYE Thu 20:30 1.28
KIS DESH MEIN HAI MERAA D Thu 20:30 3.68 DILL MILL GAYYE Mon 20:30 1.22SAATH PHERE Wed 21:30 3.96 KAHAANI HAMAARAY MAHABHAR Tue 21:01 1.09SAATH PHERE Thu 21:30 3.96 KAHAANI HAMAARAY MAHABHAR Thu 21:01 1.09KASAMH SE Tue 21:01 3.79 KAHAANI HAMAARAY MAHABHAR Mon 21:01 1.08
BANOO MAIN TERI DULHAAN Mon 20:00 3.74 KAHAANI HAMAARAY MAHABHAR Wed 21:00 0.84KASAMH SE Thu 21:01 3.73 KYA DILL MEIN HAI Sat 20:01 0.69
BALIKA VADHU Thu 19:59 6.22 INDIAN IDOL 4 Sat 21:00 4.17BALIKA VADHU Fri 19:59 5.78 INDIAN IDOL 4 Fri 21:00 3.9BALIKA VADHU Wed 19:59 5.46 10 KA DUM-GRAND FINALE Sun 20:01 3.29BALIKA VADHU Tue 19:59 5.3 C.I.D. Fri 22:20 2.94BALIKA VADHU Mon 19:58 4.74 KAANTE KI TAKKAR COMEDY C Sat 22:10 2.62
RAMAYAN Wed 21:30 2.7 SAIBABA Fri 18:29 0.5RAMAYAN Thu 21:33 2.62 RAMAYAN Thu 18:00 0.49RAMAYAN Tue 21:30 2.35 RAMAYAN Fri 18:00 0.48RAMAYAN Mon 21:28 2.25 RAMAYAN Mon 18:00 0.43
MAHIMA SHANI DEV KI Sat 19:58 1.42 RAMAYAN Tue 18:00 0.42MATA KI CHOWKI Tue 22:29 1.5 TAARAK MEHTA KA OOLTAH CH Wed 20:30 0.55MATA KI CHOWKI Wed 22:29 1.4 TAARAK MEHTA KA OOLTAH CH Tue 20:29 0.38MATA KI CHOWKI Mon 22:28 1.39 AMERICAS FUNNIEST HOME VI Tue 22:30 0.38MATA KI CHOWKI Thu 22:29 1.19 TAARAK MEHTA KA OOLTAH CH Thu 20:29 0.38
WOH REHNE WALI MEHLON KI Wed 20:59 1.12 HFF KHUBSOORAT Sat 19:59 0.38
SABSahara One
Star One
9X
SET
Star Utsav
Star Plus
Zee TV
Colors
NDTV Imagine
Source: TAM Peoplemeter Period: Wk 38 08 Market: HSM TG: CS 4+
Balika Vadhu fared as good as Bidayi… Indian Idol 4 got top ratings on SET
123456789
Program Ranking
Serials are a good performer in Bangla GEC while news bulletin gives very low ROI
Hindi GEC Dur % View % Bangla GEC Dur % View %
Serials 35.61% 71.25% Serials 17.65% 49.57%
Mythological/Co 7.40% 8.08% Feature Films 14.50% 13.25%
Talent Search/F 5.71% 5.29% News Bulletin 18.59% 9.59%
Feature Films 13.79% 2.97% Talent Search/F 4.96% 7.06%
Comedies 9.61% 2.74% Comedies 2.71% 4.82%
Action/Thriller 3.91% 2.67% Women Programme 5.09% 4.30%
Game Shows/Quiz 1.08% 1.40% Sports Magazine 1.29% 1.55%
Reality Shows 2.47% 1.07% Music Shows/Son 5.63% 1.31%
Children Progra 2.13% 0.79% Travel/Places 1.60% 1.17%
Events/Concerts 0.97% 0.76% Cartoons/Animat 0.69% 1.01%
Source: TAM Peoplemeter Wks: 19-26 08 MKt: All WB TG: CS 4+
•BFF gets a higher Viewership for the same %duration as HFF
Bangla GEC attracts Upmarket, Females, 45+ yrs
Time slots
CS
4+
CS
Fem
CS
Male
CS
A
CS
B
CS
C
CS
DE
CS
4-1
4
CS
15
-24
CS
25
-34
CS
35
+
CS
35
-44
CS
45
+
0600-240
0100 124 78 118 122 102 75 70 55 84 142 98 163
0600-110
0100 106 94 89 108 123 86 97 68 86 123 83 142
1200-170
0100 126 77 100 107 96 98 71 65 82 138 95 159
1800-230
0100 127 76 126 129 102 65 69 48 87 145 100 167
TAM People Meter Week:: 11-23 2008 Mkt:: All WB TG: CS 4+
During afternoon15-24 yrs gives higher viewership from Mon-Sat…4-14 yrs take over on Sunday
0
5
10
15
20
25
30
35
5:00
6:30
8:00
9:30
11:0
0
12:3
0
14:0
0
15:3
0
17:0
0
18:3
0
20:0
0
21:3
0
23:0
00:
30
Av
g T
VR
CS 4-14 CS 15-24 CS 35+ CS 25-34
Source: TAM Peoplemeter Week days: 26-33 08 MKt: All Guj TG: multiple
0
5
10
15
20
25
30
35
5:00
6:30
8:00
9:30
11:0
0
12:3
0
14:0
0
15:3
0
17:0
0
18:3
0
20:0
0
21:3
0
23:0
00:
30
Av
g T
VR
CS 4-14 CS 15-24 CS 35+ CS 25-34
0
5
10
15
20
25
30
35
5:00
6:30
8:00
9:30
11:0
0
12:3
0
14:0
0
15:3
0
17:0
0
18:3
0
20:0
0
21:3
0
23:0
00:
30
Av
g T
VR
CS 4-14 CS 15-24 CS 35+ CS 25-34
Mon-Fri Saturday Sunday
Reach of Punjabi GEC falls by 80% & Punjabi Music by 70% at 30 min+
1 min+ 10 mins + 30 min+All TV 90 88 86
Hindi GEC 84 79 73Hindi Music 44 24 14
Punjabi GEC 29 13 6Punjabi Music 44 23 14
Reach Threshold [in %]
TAM People Meter Week:: 25-32 2008 Market: All PHCHP TG: CS 4+
Example: Comparison of Hindi-dubbed movies on HBO & Star Movies
HBO got 84% more Ad duration than Star Movies
Source: TAM PeopleMeter Period: 15 th August 2008
HBO Star MoviesMovie Duration 2:57:16 1:57:20No. of Breaks 10 4
Total Break Duration 0:28:37 0:15:57Average Break Duration 0:02:52 0:03:59
Total Ad Duration 0:22:00 0:09:00No. of Promos 27 25
No. of Ads 53 21
Both the movies got a better performance from CS 15-24 in Metros+South market
Movie Break Movie Break
Metros
CS AB 15-24 0.07 0.05 0.02 0.01CS AB 15-34 0.04 0.03 0.02 0.01
Metros+South
CS AB 15-24 0.08 0.06 0.1 0.05
CS AB 15-34 0.05 0.03 0.06 0.03
TVR %
HBO [The Superman Returns]
Star Movies [The Terminator]
Source: TAM PeopleMeter Period: 15 th August 2008
Example: AdEx Analysis
Top 10 Advertisers contribute >30% of Ad duration
Source: TAM Media AdEx 2007 * All Analysis is done on Duration
Bangla GEC Advertisers Dur % Dur (sec) Zee Bangla Etv BanglaAakash Bangla
N E Bangla
10301997 sec Hindustan Lever Ltd 8.3% 858265 45.5% 37.7% 16.8% 0.0%Reckitt Benckiser (india) Lt 4.9% 504635 22.4% 55.7% 22.0% 0.0%Smithkline Beecham 3.8% 393815 25.3% 35.3% 38.7% 0.8%Bharti Airtel Ltd 2.7% 278470 19.0% 27.2% 53.8% 0.0%West Bengal Information & Cu 2.6% 272105 2.5% 11.0% 86.3% 0.2%Johnson & Johnson Ltd 2.4% 244400 31.8% 43.7% 24.5% 0.0%Dabur India Ltd 2.1% 214235 26.1% 32.0% 42.0% 0.0%Procter & Gamble 1.9% 198850 8.2% 42.7% 49.1% 0.0%Emami Limited 1.6% 168840 27.8% 11.4% 42.1% 18.6%Heinz 1.5% 151885 27.2% 42.5% 30.2% 0.0%
31.89% 3285500
Spread of advertisers secondage across players
• 1/10 advertisers are regional among Top 10 advertisers
Customized Research
Customized Research
equity research– helps in initiating or improving
marketing/content/programming efforts– brand level awareness & time spent– need gaps in terms of quality of content, freq of
activities etc
understanding target audience– helps in improving marketing/scheduling efforts– day in the life of our targeted audience
product/content research– helps in improving content & programming efforts– what kind of product is working & vice versa
Customized Research
tracking studies– to regularly monitor & watch efforts made to improve
brand value and loyal audience base – marketing & content
– to monitor the health and the value of your brands – at channel/show level
distribution research