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Digitization Aftermath

Digitization Aftermath. Growth in Availability : Does it match Viewing?. Increase in availability of channels. Pre & Post DAS. 2.5X. Initial months but 30% increase in Fragmentation!. # Based on 8 weeks Pre v/s Post DAS, CS4+ in Mumbai, Delhi.

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Digitization Aftermath

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  1. Digitization Aftermath

  2. Growth in Availability : Does it match Viewing? • Increase in availability of channels Pre & Post DAS 2.5X • Initial months but 30% increase in Fragmentation! # Based on 8 weeks Pre v/s Post DAS, CS4+ in Mumbai, Delhi

  3. Availability is creating slow Growth in Viewing! Mumbai Delhi # Based on 8 weeks Pre v/s Post DAS, CS4+ in Mumbai, Delhi

  4. Analog Digital Home Key Implication : Digitization has certainly created a positive impact on Indian TV Viewer……

  5. Does our Digitized viewer have more to offer?

  6. Digital 42 Mn Digital 59Mn C&S HHlds 126 Mn C&S HHlds 140 Mn TV Owning Households 148 Mn TV Owning Households 153 Mn Total Households 231 Mn Total Households 234 Mn Increasing in its numbers…40%+! Growth% NCS 21 Mn NCS 13 Mn + 40% + 11% + 4% 2012 All India Household figures in Millions 2013 All India Household figures in Millions

  7. Digital 25 Mn Digital 34 Mn C&S HHlds 66 Mn C&S HHlds 74 Mn TV Owning Households 71 Mn TV Owning Households 82 Mn Total Households 80 Mn Total Households 154 Mn DAS effect has pushed up Urban! NCS 8 Mn NCS 5 Mn Urban- 2013 Household figures in Millions Rural -2013 Household figures in Millions

  8. DAS Metros & PHCHP drive growth! Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -2012

  9. Digitally Growing Markets 'Flat' Markets Maturing Markets Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 Period: Oct to Dec 2012 Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -2012 B - 1Mn+ strata S - 0.1-1Mn strata Percent Point Growth = (Penetration in 2013)- (Penetration in 2012)

  10. Earlier stated Hypothesis on post DAS Audience Behavior was Tested

  11. 1. Destination viewing • Earlier, the audience walking into any genre used to start the journey through GEC • Today, as we see channel surfing behaviour in prolonged Digital Homes, direct landing in the channel of Destination is leading to lower Reach for Mass genre channels and this will likely redefine channel genre neighbourhood placements in future

  12. Direct landing into the channel of destination is leading to increased Reach for English Entertainment, Kids...genres = =

  13. 2. Intra-Genre consumption increases at the cost of Inter-Genre TV consumption • In Digital Homes with young Kids, this is very evident where today's Young Kids are landing into their genre and surfing between content within the genre more • Hence while Kids genre consumption has increased, their lower surfing across other genres has dipped their consumption of other genres

  14. Consumption on Kids & Movies genre, Local News increase the maximum

  15. 3. Era of Individual's choice re-defined • Independent individual's needs v/s Family viewing needs are getting redefined. • Sports viewing that had dedicated consumption towards Cricket has dipped among Digital TV viewers • Digital TV platform is creating accessibility 365 days x 24 hrs of Sports content, creating an increase for its genre consumption among avid individuals • Finally, a mature Digital audiences are settling down to enjoy their favourite sports

  16. Share of Non Cricket Sports goes up on Digital…

  17. 4. Viewing extends from Primetime to other Day-Parts • While Primetime TV viewing still continues to rule the roost, sheer accessibility to various genre Content on a Digital platform is allowing specific Target audiences to build up even in Early Morning and Early Evening Day-Parts , other than Afternoon and Prime-Time • This is bound to help freeing precious Prime Time Ad inventory that can't afford high cost to look at Non-Prime content to push their brand communications

  18. Post Digital adoption, the viewers consumption increases in pre Prime Time and Late Night…afternoon dips among HWs

  19. Kids are expanding the Prime Time of Kids Genre

  20. Youth Consumption on Music becomes moreprofound Music Genre leads all genres in the Early Morning band – 7am to 9am

  21. 5. Network Strength mightier in a Digital world • Strength of the Network among different segments of TV viewers based on Reach (Sampling) convert to Market/Audience Shares • Maximizing • Distribution Clout • Promotion Reach • Create Audience Migration • Greater Audience Share • Bigger slice of Ad Pie

  22. Top 7 networks garner almost 80% of the audience in DAS Markets of Mumbai/Delhi!

  23. Summarizing… • Digitalization is definitely having an impact on • Walk-in patterns : Surfing out, Destination In • Inter genre (within genres) consumption increases, will lead to additional channel launches within highly affiliated genres • Other Sports properties get enhanced viewing levels • Other Day-parts like Early Prime, Late Night net additional audiences due to accessibility • Bigger Networks gain Stronger Loyalty from audiences • Fragmentation : Witnessing a spike by almost 30% but its still early days. Expect viewing to get consolidated on stronger content/affinity channels & those providing communication stimuli

  24. Action Steps for the Industry • Advertiser Groups • Cost of Targeting, depending on whom you are focusing as Potential core consumers, but Efficiencies of communication will increase • Increase in Co-creation of Brands with Content consumed • Brand Distribution chains will be centred around Content availability geographically Broadcast Groups • Being ‘Present’ on Distribution chain should be the focus point • Choose between the two clear clusters for Distribution that will emerge • Homes with Kids (4-14y) • Homes w/o Kids (15y+) • Re-define role of Marketing to pull “Reach” and “Loyalty” as Distribution will have parity

  25. Additionally, Advertising will see a boost…… • With efficiencies via paid media increasing, additional media budgets will get shifted from “Localized Ground Promotions” to ‘Unique TV Content channels’ to build stronger Brand Connect • Digitization will bring more new TV Advertisers • Unique/Niche Magazines advertisers may shift to TV platform • Since Digital mandate consumption is led by a profile skewed to under 25 years, higher SEC in Metros, among whom Brand Loyalty for traditional brands are anyway low, look out for a plethora of New Brand launches that will add clutter and increased innovative Product offerings

  26. …to a more Determined Audience Behavior! In the End…Confusion will give way……

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