Unlocking the mind of Advertisers by kylemangan

VIEWS: 108 PAGES: 62

									Unlocking TAM

World’s only Research, measuring
Consumer behavior to TV viewing
Understanding the system
Key to the system - PeopleMeter
           Set Monitoring Unit - PM    Remote


                            Module      1     2
                                        3     4
                                  .     5     6
                                        7     8
                                        9    10
                                       11    12

                                       VAC    TT

                            TV Tuner
               Sensors TV
        Detector
It automatically picks up………..

   Who is watching the Television ?

   What Time, Day and Date is the Television being viewed ?

   What Frequency (channel) is being viewed ?

   What is the status of the TV set ?
    (e.g. TV On/ Off, change in channel, ……..)


                                   Using this ……...
….and with a sample of 3454* homes
(over 18,000 individuals) across
15 markets in Urban India towns…..



        * Expansion planned to cover 5800 homes
          (over 30,000 individuals) covering the
          entire Urban market
….We monitor viewing status for
over 150 channels across India
Yet, Questions persist on TAM !
Answering some of your questions

Q. 1   Is the sample too small to measure TV viewing for
       such a large country ?
Q. 2   Are there too few SEC A homes in the TAM panel ?
Q. 3   Are the SEC A homes typical ?
Q. 4   Why is the panel not refreshed often enough ? Some
       claim to be on the panel for 6 years.
Q. 5   Is the Technology outdated ?
Q. 6   What Data Validation & Panel Security measure exist ?
Q.1 Is the sample too small to measure TV
viewing for such a large country ?

   TAM does not claim to measure TV viewing All India yet.
   Cover Metros + 17 Small towns with population of 1 to 10 L


   The markets covered account for 29 million TV Homes
    ( Source: NRS 2001)
   Ratio of Meter homes : Mn TV Homes
    India » 119 meters per million TV homes
    USA » 53 meters per million TV homes


   Industry Technical Committee has reviewed the relative
    sampling error and approved panel size
PeopleMeter Panel Size comparison
           UK                  5200
           USA                 5000
           Germany             3960
           France              2300
           Hong Kong            600
           Singapore            600
           Thailand             865
           New Zealand          470
           Malaysia             660
           Australia           2920
           China               3900
           India               3454 (Present)
                               5800 (Proposed)
India will have one of the World’s largest PM panel
Q.2 Are there too few SEC A homes in
    the TAM panel?

               Distribution by Social Class

                                               In Universe
              SEC D/E
                        In Sample
                                     SEC A    SEC A - 15%
               22%
                                      25%
                                              of Mumbai
                                              Source : NRS




             SEC C
              27%                    SEC B
                                      26%



  Our Sample has over representation of SEC A Homes
Q.3 Are the TAM SEC A homes typical ?
 Selection of Panel homes
   35,000+ interviews conducted
   Home selection done through a software - minimal manual interference

     Panel represents of all parameters which influence TV viewing


            Primary Controls                     Secondary Controls
   SEC                                        Geographical dispersion
   Terrestrial/C&S                            TV type (B&W / Color)
   Household size                             Remote / Non-Remote
   Language preference for TV viewing         SEC A1 & A2
   Claimed weight of viewing                   representation
                         SEC Grid - As per TAM sample
                                                       Education of Chief Wage Earner
                                             School     School      SSC/     Some     Grad./   Grad./
                                Illterate Upto 4 yrs/ 5-9 yrs       HSC     College   Post -   Post -
                                          Literate but                      but not   Grad.    Grad.
   Occupation of                           no formal                         Grad.     Gen.    Prof.
   Chief Wage Earner                       schooling

1 Unskilled workers               E2         E2         E1         D         D         D        D
2 Skilled Workers                 E2         E1         D          C         C         B2       B2
3 Petty Traders                   E2         D          D          C         C         B2       B2
4 Shop Owners                      D         D           C        B2        B1          7       A2
5 Businessmen/ Industrialists
  { With No. Employees : }
   None                            D         C          B2        B1         2          8       A1
   1-9                             C         B2         B2        B1         1          4        2
   10+                            B1         B1          1         1         1         A1       A1
6 Self employed Professional       D         D           D        B2        B1          3        8
7 Clerical/Salesman                D         D           D         C        B2         B1        1

8 Superisory Level                 D         D           C         C        B2          2        1
9 Officers/Executives Junior       C         C           C        B2        B1         14        4
10 Officers/Executives            B1         B1         B1        B1         2          5        4
   Middle/Senior
                         71 SEC A respondents out of 312 home sample
SEC A sample by Education and Occupation
     Education                                      % of SEC A Sample
 1   School from 5-9 years                                  1
 2   SSC/HSC                                                1
 3   Some college(incl. Diploma) but not graduate           8
 4   Graduate/Post-Graduate -General                        61
 5   Graduate/Post-Graduate -Professional                   28

     Occupation                                    % of SEC A Sample
 1   Shop Owners                                           10
 2   Businessman/Industrialists with 0 employees           14
 3   Businessman/Industrialists with 1-9 employees         10
 4   Businessman/Industrialists with 10+ employees         4
 5   Self Employed Professionals                           15
 6   Clerks/Salesmen                                       1
 7   Supervisory Level                                     4
 8   Officers/Executives- Junior                           25
 9   Officers/Executives- Middle/Senior                    15
The “Hard Reality”



“40% of SEC A homes in Mumbai are one room
 + kitchen homes”
                   Source : National Readership Survey 2001


      This closely matches our panel profile too.
Mira Road         Ulhasnagar
Bhayander         Naigaon
                  Kalyan
Borivali
                  Dombiwali
Kandivali
                  Kalwa
Malad             Thane
Goregaon          Vashi
Jogeshwari        Mulund
Andheri           Bhandup
Vile Parle        Kanjurmarg
                  Vikroli
Santacruz
                  Ghatkopar
Khar
                  Trombay
Bandra
    Full city coverage
Mahim
                  Govandi
                  Kurla
Matunga           Chembur
 (Bombay UA - as per Census)
Dadar             Dharavi
 Colaba to Virar/Kalyan/Panvel
Elphistone Road   Chunnabhatti
                  Sion Koliwada
Mahalaxmi
Parel
       (over 65 nodes)
                  GTB Nagar
                  Tilak Nagar
W orli            Antop Hill
Mumbai Central    Sewree
Tardeo            Lalbaug
Opera House       Curry Road
Kamathipura       Chinchpokli
                  Byculla
Charni Road
                  Mazgaon
Girgaum
                  Dongri
Marine Lines      Null Bazaar
Churchgate        Masjid Bunder
Colaba            Crawford Market
Q.4 Is the panel not refreshed often
enough ?

    The TAM panel has been operating for only 3 years


    About 20% of the panel is retired every year


    In Mumbai, more than 600 panel members have provided
     data since inception (Current panel size is 312)



    # International norms for panel refreshment is below 10%.
    (EBU - European Broadcasting Union guidelines)
Q.5 Is the Technology outdated ?

   TAM uses ACN6000 meters - State of the art Frequency
    capturing meters developed to suit our environment



   Meters manufactured for India in 1998/ 1999



   Same meters used in China, Indonesia and other new
    markets in the Asia Pacific region
Q.6 Data Validation & Panel Security measures

                Four Step Validation process


   – Compliance Validation (Button Pushing etc..)


   – Personnel Validation (Panel Home visits etc...)


   – Technical Validation (Equipment Related etc...)


   – Viewing Validation (Check abnormal viewing etc...)
    Panel Security measures

   Fewer number of people can access full database


   Special panel maintenance software does not allow
    printing or cut/paste of address lists

   Software accessibility via double password only
    available to specific set of people

   In the regular data processing software, all panel
    names have been masked

   Panel homes identified only by codes
Panel Security measures

   TAM “Helpline”/Post Card in Panel Homes

   Visitor logs in Panel Homes


   Reward for data collectors for reporting any
    unusual incidents

   Co-operating in damaging activities will have
    legal implications for all employees

   Regular penetration/intrusion tests among
    employees using security consultants
Is there more to TAM than
Ratings ?
Unlocking TAM :
The Key to Success in Television broadcasting
“Is a Program just a program ???”
“Every Program is a Brand by itself”
A Brand is a Brand is a Brand...

It may be a FMCG, Durable, or TV channel Program
The 4 marketing Ps work for a
channel/program too.....

               Product/Program


     Pricing                 Distribution / Placement



                 Promotion
Importance of Channel Placement
         Distribution / Placement

       - Placement of the Channel in a
         specific frequency band


       - Placement drives Channel
         availability


       - Channel availability drives
         channel trials


       - Trials converts to loyalty over
         time
Wondering ......



    Why are we looking at Channel
     Placement data ?

    Doesn’t Viewership say it all ?
Today, viewership is based on..


The way ratings are computed :


1. Number of people reached by the program
                    &
2. Proportion of Time Spent on the Program
Today, Reach is dependent on ...


 1. Accessibility provided by the cable operator
     by placing a channel at a specific frequency
     band



 2. Type of TV set owned by the household
     (High proportion of B/W TV sets still exits)
Key Frequency Band for channel placements



   Prime       :   E2 - E12    (All TV Sets)
   Color/Mid   :   X, S7 - S11 (Color TV Sets)
   S           :   Y - Z+2     (New Sets)
                    S1 - S6
                    S12 - S20
   Hyper       :   S21 - S40   (Higher End
                                      Sets)
   UHF         :   21 onwards (Almost all)
What does ConnecTAM provide ?

   ConnecTAM essentially tracks the availability or

    connectivity of a channel across :

    – Frequency Bands

    – By Markets

    – By Weeks
Picture of few channels


Implications of Availability on Viewing data
Effect of S-band : MTV v/s B4U
Brings in more viewers for B4U
          S-Band        CS 5min+        CS 5min+        S-Band        Linear (CS 5min+)      Linear (CS 5min+)
50

45

40
                                                                                  y = -0.5x + 42.9
35
                                                                   MTV
30

25

20

15

10                                                          B4U                     y = 0.3x + 11.1
 5

 0
     18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

Channel availability was correlated with viewership @ 5min+.
The coefficients were clearly in favour of S-band.
                         P           P+C           P+C+S         P+C+S+H          P+C+S+H+U
         B4U          -0.22         0.40           0.65           0.64                    0.64
         MTV           0.69         -0.17          0.77           0.79                    0.78
  SET Max : Event based Shift in Bombay

                P           P+C            P+C+S             Total           CS 4+ Reach

   90
   80
   70
   60
%age




   50
   40
   30
   20
   10
    0
                 1             6            11        17                18             23
                                           Weeks (Yr 2001)

       • Topical programming leads to higher connectivity & thereby higher walk-ins.
       • Impact on Media Buying - Scheduling Strategy on SET MAX (Post Event)
  STAR GOLD on the rise in Maharashtra
                P           P+C            P+C+S        Total        CS 4+ Reach

   80
   70
   60
   50
%age




   40
                                                                               +28%
   30
   20
   10
        0
                 1             6            11        17        18        23
                                           Weeks (Yr 2001)

       • Will soon impact on viewership.

       •Where are the viewership coming from ?
       Zee Cinema is loosing itself to STAR
       GOLD in Maharashtra
                 P           P+C             P+C+S              Total            CS 4+ Reach

   100

        80

        60
%age




                                                                                       -25%
        40

        20

         0
                     1           6            11        17                  18        23
                                             Weeks (Yr 2001)

       • Loss in Prime band to Star Gold is impacting its viewership too.
    Distribution push yield results for
    ETV-Bangla in Calcutta




                                                                  Elections
                                                                    2001




•   Dramatic improvement in Reach with increased Colour/Mid band activity

• An additional 10% purely on Programming/Promotion basis during the elections
 At close of polling, ETV gains a whooping
 44% share of votes (audiences) !


       A thumping victory for ETV-Bangla

                                      Alpha Bangla
                                 AAJ TAK 3%
          Others                   1%         DD7 Bengali
          30%                                    18%


  Zee News
     2%
                                                Eenadu Bangla
TARA Bengali
                                                    44%
    1%
   Star News
      1%
         # Audience : Calcutta, C&S, 15y+, May 13th 2001, 6 am to 4 pm, Election Coverage.
Aajtak - A forecasted success story !
                                  Connectivity
70
                                  Reach
60

50

40

30

20

10

 0
     4   5   6   7   8   9   10     11      12
The 4 marketing Ps work for a
channel/program too.....

               Product/Program


     Pricing                 Distribution / Placement



                 Promotion
The 10 key Brand Commandments
1    Attracting more people
2    The right people
3    Make them stick for more time
4    Schedule it at the right Time
5    Creating the right Environment
6    Create Loyalty - Episode over Episode
7    Capitalizing on competitors Ebbs
8    Being distinctive will definitely help
9    Keep an eye on the category trend
10   Ride on a winning horse
 Reaching out to more people...

           Net audiences over all episodes till date
                             Number Of          Audiences
       Programme
                              Episodes        Reached ( Mn)
Kahaani Ghar Ghar Ki            204                10.0
Kyunki Saas bhi Kabhi Thi       204                9.9
Kkusum                          192                8.7
Chhoti Maa                      122                5.7
Kasauti Zindagi Kay              68                3.9

New Audiences stop building over a period of time as
programming content converts triers into repeaters.
 The Right people...
                           S E C W is e D is t r ib u t io n o f A u d ie n c e s
                               S EC A           S EC B               S EC C          S EC D



         Chhoti M aa…

             Sarhadein

    K yunki Saas Bhi…

K ahaani G har G har K i

  K asauti Z indagi K ay

               K utum b

               K kusum

                           0       200   400   600   800     1000    1200 1400   1600 1800    2000
                                                         R e ach (000s)




Universe Dispersion - SEC A:SEC B:SEC C:SEC D = 19 : 22 : 28: 30
Make them stick for more time...

Chhoti Maa- Afternoon         Chhoti Maa- Prime Time
                                                 1 Min
                      1 Min
                      2 Min                      2 Min

                  3 Min                      3 Min

           4 Min                             4 Min

           5 Min                             5 Min

           6 Min                         6 Min

           7 Min                        7 Min

           8 Min                        8 Min

          9 Min                         9 Min

         10Min                          10Min

         15 Min                     15 Min

         20 Min                     20 Min
 Schedule it at the right time...

                    Afternoon                    Prime Time


                            50% more TV viewers in PT




# Maximum audience walk in between 7:30 pm & 11 pm
# No change in viewing pattern over the last two years
                              Creating the Right Environment...
                                                      Average Hourly Commercial Secondages

                                                                    Full Day   Prime Time

                             700
Total Spot Duration ( Sec)




                             600

                             500

                             400

                             300

                             200   100          114                100          128          100    152
                             100

                              0
                                         Star                              Sony                Zee TV
                                                                       Channels




                              Disproportionately high clutter in the prime time
                              allows viewers to move away from the channels.
                            Ad clutter can be a source of
                            audience drain...
                                                                                                    Flow Of Audiences In Mumbai


                                                                     From Sony                                                                                                               From Zee TV

      0.6

      0.5

      0.4
TVR




      0.3
                                    Break In                                                             Break In                                                               Break In
      0.2
                                    Sony                                                                      Sony                                                              Sony
      0.1

       0
            21:00
                    21:01

                            21:02
                                    21:03
                                            21:04
                                                    21:05
                                                            21:06

                                                                    21:07
                                                                            21:08
                                                                                    21:09
                                                                                            21:10

                                                                                                      21:11
                                                                                                               21:12
                                                                                                                       21:13
                                                                                                                               21:14

                                                                                                                                        21:15
                                                                                                                                                21:16
                                                                                                                                                        21:17
                                                                                                                                                                21:18
                                                                                                                                                                        21:19

                                                                                                                                                                                 21:20
                                                                                                                                                                                         21:21
                                                                                                                                                                                                 21:22
                                                                                                                                                                                                         21:23

                                                                                                                                                                                                                 21:24
                                                                                                                                                                                                                         21:25
                                                                                                                                                                                                                                 21:26
                                                                                                                                                                                                                                         21:27
                                                                                                                                                                                                                                                 21:28

                                                                                                                                                                                                                                                         21:29
                                                                                                                                                                                                                                                                 21:30
                                                                                                                                       Time



                                                             Kusum (Sony) v/s Chhoti Maa (Zee)
  Loyalty - Episode over Episode
  through enough viewer suspense…
                                 Number Of   Cumulative     Cumulative
         Programmes               Episodes     Triers       Repeaters      Loyalty Index
Kyunki Saas Bhi Kabhi Bahu Thi      204      9.91 Million   9.50 Million        96
Kahaani Ghar Ghar Ki                91       9.54 Million   857 Million         90
Kkusum                              132      8.92 Million   7.71 million        86
Chhoti Maa                          117      7.31 Million   5.56 Million        76
Sarhadein                           66       4.76 Million   2.87 Million        60
Kasauti Zindagi Kay                 64       8.26 Million   6.73 Million        82
Shagun                              112      7.92 Million   6.38 Million        81


  A high loyalty index is an indicator of trials getting
  converted into brand loyalists.
    Capitalizing on Competitor ebbs...
                             Channel Shares in the Chhoti Maa Time Band

                         Sony                              Star Plus                             Zee TV

    45
    40
    35
    30
    25
%




    20
    15
    10
     5
     0
         32   33   34   35   36   37   38   39   40   41   42   43     44   45   46   47   48   49   50   51   52
                                                       Weeks



                                  Launch Of                     End of KBC
                                  Chhoti Maa                    (Monday)
     Being distinctive will definitely help in
     increasing product life-cycle...
  18.00
                                                                                             Rebirth Stage
  16.00
                                                          Mature Stage
  14.00
                              Successful Program
  12.00                                                                                  Decline Stage
                                                          Successful Brand
  10.00

                      Growth Stage
   8.00
                                                                                    Unsuccessful Brand
   6.00



   4.00



   2.00
                                                                         Unsuccessful Program

   0.00
          1   2   3   4   5     6   7   8   9   10   11   12   13   14   15   16   17   18   19   20   21   22



# Programs have a smaller life-cycle than brands
# Distinctive & innovative programs have a better chance of performance
                                        Keep an eye on the program category trend...
                                                                    Rating frequencies - 2k vs 2001

                                                                                       2000            2001
                           40


                           35


                           30
% of a ll progra m m e s




                           25


                           20


                           15


                           10


                            5


                            0
                                0.1   0.2   0.3   0.4   0.5   0.6    0.7   0.8   0.9   1   1.1   1.2   1.3   1.4   1.5   1.6   1.7   1.8   1.9   2   3    4    5+

                                                                                            Ra ting(%)
                                                                                                                     Note : Graphs represent programs only above 0.1



                                              # A distinct shift towards lower average ratings
  Ride on a winning horse...
  Year 2000                       S Plus
                         DD-2      5%
                  DD-1                        Sony
                          2%
                   5%                          6%
    Others
     34%                                       Zee
                                               6%

                                           Cable
Zee Cinema
                                           14%
    5%

         Sun TV
                                  ETV-TG                                 Year 2001
                   Udaya Gemini     6%
           9%             5%
                    3%                                DD-1 DD-2 S Plus
                                                       3%   2%   9%
                                                                         Sony
                                  Others                                  5% Zee
                                   36%
                                                                              4%

                                                                           Cable
                            Zee Cinema                                     13%
                                3%
                                             Sun TV    Udaya   Gemini    ETV-TG
                                              10%       3%      7%         5%
The 10 key Brand Commandments
1    Attracting more people
2    The right people
3    Make them stick for more time
4    Schedule it at the right Time
5    Creating the right Environment
6    Create Loyalty - Episode over Episode
7    Capitalizing on competitors Ebbs
8    Being distinctive will definitely help
9    Keep an eye on the category trend
10   Ride on a winning horse
The 4 marketing Ps work for a
channel/program too.....

               Product/Program


     Pricing                 Distribution / Placement



                 Promotion
 Can I draw viewers effectively to
 watch the new program launched
on a mass entertainment channel ?
TAM Express can perform the task of a
partial brand track for the program
   Capture the total promo spots in a week for a new program
    to be launched in 4 weeks time period

   Capture the viewership build for each of the promo spot

   Capture the profile of viewers for the promo spot package

   Analyze media weight behind the promo campaign in
    terms of
        (A) Measuring Accumulated GRPs on TV
        (B) Measuring Net Audience Reached by the
             campaign via TV at a pre-specified frequency
In Channel Promotion deliveries

   Program                        : Movie : HKA
   Channel                        : Sony TV
   Period of promotion captured   : 3 weeks before telecast
   Schedule spread                : Across the day
   Channel Mix                    : SET, SET MAX



   Over all GRPs                  : 342
   Reach @ 1+                     : 47%
 Relationship between Program Promotion &
 Program Reach
                       Reach           Reach
                        (%)            (000's)

Promo spots Plan          47            13963

HKA Movie                47.2           13985

Incremental Reach        0.2              22
of HKA over
Promo spots Plan
 # Almost all (99.3%) of HKA viewers had seen the
 promo spot atleast once
A well thought out on-channel promo
package will try to answer...

   Could we have delivered higher Reach for the
    promo plan to deliver higher trials for the
    program ?

   Could a fewer number of spots have
    achieved the same deliveries ?
    – Plan spot optimization


   Could the spots be rescheduled to make it
    more effective ?
    – Day-part optimization
Running out of time ......


        15 minutes up !

								
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