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Understanding Viewer Preferences During Budget 2011

Insights from TAM. Understanding Viewer Preferences During Budget 2011. Budget 2011. INDIA’S NO.1 BUSINESS PLATFORM – DOMINANT DUO. Over thrice the competition consolidated. Almost thrice the competition combined. More than twice the competition combined. % Channel Share.

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Understanding Viewer Preferences During Budget 2011

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  1. Insights from TAM Understanding Viewer Preferences During Budget 2011

  2. Budget 2011 INDIA’S NO.1 BUSINESS PLATFORM – DOMINANT DUO Over thrice the competition consolidated Almost thrice the competition combined More than twice the competition combined % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share

  3. Budget 2011 OUTPERFORMS COMPETITION DURING BUDGET, BY A MULTIPLE FM SPEECH (1100-1250 HRS) BUDGET DAY (0600-2400 HRS) BUDGET WEEK (27th FEB– 5TH MAR) More than 1.5 times the nearest competitor More than thrice the nearest competitor More than 5 times the closest competitor % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share

  4. Budget 2011 MORE THAN DOUBLE OF ALL THE COMPETITION PUT TOGETHER DURING BUDGET FM SPEECH BUDGET DAY % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share

  5. Budget 2011 DOMINATES – FROM SMALL TOWNS TO METROS % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share

  6. Budget 2011 MOST PREFERRED BY ALL AUDIENCE GROUPS % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share

  7. Budget 2011 INDIA CAN’T IGNORE THE FM SPEECH, CHOOSES CNBC-TV18 FM Speech BUSINESS NEWS ENGLISH NEWS MUSIC INFOTAINMENT MOVIES ENG.ENTERTAINMENT % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share Time Period: 28th Feb’11, 1100-1250 hrs

  8. Budget 2011 ON BUDGET DAY, CNBC-TV18 IS AHEAD OF GEN. NEWS, MOVIES & ENT. Budget Day BUSINESS NEWS ENGLISH NEWS MUSIC INFOTAINMENT MOVIES ENG. ENTERTAINMENT LIFESTYLE % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share Time Period: 28th Feb’11, 0600-2400 hrs

  9. Budget 2011 LEADS IN HINDI BIZ NEWS, 87% MARKET SHARE DURING FM SPEECH BUDGET DAY DURING FM SPEECH % Channel Share Source: TAM, Market: HSM; Time Period: 28/02/11, 0600-2400 hrs, CS Males AB 25+

  10. Budget 2011 #1 HINDI NEWS CHANNEL DURING THE FM SPEECH % Channel Share Source: TAM; TG: CS Male AB 25+; Market: HSM; Period: 28/02/11; Time: 1100-1250 hrs

  11. Budget 2011 GENRE LEADER IN HINDI MARKETS OVER TWICE THE COMPETITION COMBINED 159% HIGHER THAN THE NEAREST COMPETITOR MORE THAN 1.5 TIMES THE COMPETITION COMBINED % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share

  12. Budget 2011 CHOICE OF HINDI SPEAKING INDIA, ACROSS THE BOARD % Channel Share Source: TAM, TG: CS AB Males 25+; Channel Share, Time Period: 28th Feb’11, 0600-2400 Hrs

  13. Budget 2011 CNBC AWAAZ IS THE CHANNEL OF CHOICE AMONGST ALL AGE GROUPS % Channel Share Source: TAM, Market: HSM, Channel Share, Time Period: 28th Feb’11

  14. Budget 2011 CNBC AWAAZ IS AHEAD OF THE GEC’S DURING THE FM SPEECH FM Speech BUSINESS NEWS HINDI NEWS ENG NEWS GEN. ENTERTAINMENT HINDI MOVIES INFOTAINMENT ENG MOVIES LIFESTYLE Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share Time Period: 28th Feb’11, 1100-1250 hrs

  15. Budget 2011 ON BUDGET DAY, CNBC AWAAZ IS AHEAD OF GECs, LIFESTLY, MOVIES & MORE Budget Day BUSINESS NEWS HINDI NEWS ENG. NEWS GEN. ENTERTAINMENT INFOTAINMENT ENG.MOVIES HINDI MOVIES LIFESTYLE Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share Time Period: 28th Feb’11, 0600-2400 hrs

  16. Research done by Synovate India Understanding Viewer Preferences During Budget 2011

  17. Synovate Preference Study Cities: Mumbai, Delhi, Ahmedabad, Bangalore, Kolkata, Lucknow, Nagpur Base: 662 people

  18. Top News Channels Watched For Budget CNBC-TV18 & CNBC AWAAZ LEAD ACROSS BIZ. & GENERAL NEWS Source: Synovate Preference Study

  19. Regularly Watched Eng News Channels CNBC-TV18 LEADS VIEWER PREFERENCE BEYOND THE BUDGET PERIOD Source: Synovate Preference Study

  20. Regularly Watched Hindi News Channels CNBC AWAAZ IS THE 2ND PREFERENCE AMOGST ALL HINDI NEWS CHANNELS Source: Synovate Preference Study

  21. Favorite Channel For Biz Matters • CNBC-TV18 IS DESTINATION OF CHOICE FOR BUSINESS CONTENT Source: Synovate Preference Study

  22. Anchor & Channel Recall CNBC-TV18 & UDAYAN MUKHERJEE ARE THE MOST RECALLED FOR BUDGET COVERAGE Source: Synovate Preference Study

  23. Budget 2011 on CNBC-TV18 A SNAPSHOT

  24. Comprehensive Coverage

  25. Comprehensive Coverage CAPTURING ALL ASPECTS OF THE INDIAN ECONOMY

  26. Comprehensive Coverage FOCUSING ON THE VARIOUS STAKEHOLDERS

  27. Comprehensive Coverage WITH THE BEST MINDS IN BUSINESS

  28. Comprehensive Coverage THROUGH DIFFERENTIATED FORMATS

  29. Comprehensive Coverage AND MULTIPLE POWER PACKED SHOWS

  30. Budget Bonanza Contest CNBC-TV18 – PIONEERS OF THE BUDGET DAY CONTEST • Awarded Rs. 1 lakh cash every hour & a Rs. 50 lakh house as the grand prize • High visibility of the contest on CNBC-TV18 – anchor mentions, promos, astons & graphic plates • Promoted this across media vehicles – • On-Air - Colors, MTV, VH1, Nick etc. • Outdoor - Mumbai & Delhi • Print – HT, Mid-Day, Telegraph etc. • Online – Moneycontrol, in.com, ibnlive etc. • Mobile – Push messages to over 50 lakh users

  31. Sustained Brand Building OVER 100,000SECS OF PROMOS COLORS, MTV, CNNIBN, IBN7, IBN LOKMAT, VH1, AND MORE…(TICKERS – MTV, VH-1, CNBC-TV18, CNBC AWAAZ, CNN-IBN, C&S OPERATORS ACROSS INDIA) OVER 10,000SQ.CMS OF PRINT IN GENERAL & TRADE MEDIA FORBES INDIA, HINDUSTAN TIMES, MINT, BUSINESS STANDARD, MID-DAY, DECCAN CHRONICLE, PUNJAB KESARI, HINDUSTAN, SANDESH, OPEN, CAMPAIGN INDIA, IMPACT AND MORE… OVER 30 DAYS OF ONLINE ACTIVITY FACEBOOK, YOUTUBE, LINKEDIN, IN.COM, IBNLINE.COM, MONEYCONTROL, EXCHANGE4MEDIA, AGENCYFAQS AND MORE… OVER20,000SQ.FT OF OOH BRANDING NATIONWIDE OVER 20 MILLION MOBILE USERS OVER 10000SECS OF RADIO BIG FM & RADIO CITY

  32. 360o Marketing NEWSPAPERS & MAGAZINES

  33. 360o Marketing OUTDOOR – MUMBAI, DELHI, AHMEDABAD

  34. 360o Marketing ONLINE - EMAILERS, SITE CAPTURES, BANNER ADVERTISING

  35. 360o Marketing MOBILE – LIVE STREAMING, SMS ALERTS, WAP BANNERS, IVRS, VIDEOS • CNBC-TV18 & CNBC Awaaz LIVE on Mobile • SMS alerts to 30,000 subscribers • Push messages to over 1.5 cr. mobile users in India • Contest alerts throughout Budget Day • Sponsor mentions in push messages and content alerts

  36. 360o Marketing INDIA BUSINESS UPDATE - SUBSCRIBED BY INDIA’S TOP CORP. DECISION MAKERS Co-branded newsletter on Budget Day to over 1.2 lakh LinkedIn users • A newsletter that provides a complete wrap up of the day’s Business News • Has a registered database of over 21,000 subscribers • Sent to over 20 lakh users on Budget Day

  37. 360o Marketing STRONG PRESENCE ACROSS VARIOUS SOCIAL MEDIA VEHICLES Exclusive contests for fans Budget Speech Live • Budget Polls on Linkedin

  38. 360o Marketing YOUTUBE – FIRST CHANNEL IN INDIA TO BE STREAMED LIVE ON YOUTUBE • Live streaming of FM speech in partnership with YouTube • Approx 60,000 views of the FM Speech • Over 4000 concurrent views between 10 am – 2 pm on Budget Day

  39. 360o Marketing FACEBOOK –INCREASE IN FAN BASE BY OVER 1700% DURING BUDGET PERIOD • CNBC-TV18 Facebook page during Budget Week: • Daily contest prizes included: LCDs, Holiday Packages, Digital Cameras and more • Fans increased from 1500 to over 28,000 • 2,69,653 impressions on Budget Day • Over 7lakhimpression on feeds

  40. 360o Marketing LINKEDIN – TARGETTED TO THE CRÈME DE LA CRÈME OF CORPORATE INDIA • CNBC-TV18 & Linkedin Poll garnered responses from CXOs, Directors & VPs across sectors • Multi-platforms Promoted (Online, On-Air, Print) • Results aired LIVE on the flagship prime time show India Business Hour

  41. 360o Marketing P.R. – COVERAGE ACROSS PRINT & TRADE MEDIA

  42. Budget Impact 11 YEARS OF BEING NO.1

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