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

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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

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Hindi GEC Star Plus Colors Zee TV SET NDTVImagine

Star One 9X SaharaOne

SAB Star Utsav

Reac

h %

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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

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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

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5:00

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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

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VR

CS 4-14 CS 15-24 CS 35+ CS 25-34

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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