Category: RESEARCH
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As per data released on Thursday for Week 20, there wasn't much of a change in the pecking order of the all-important Hindi general entertainment channels (sorry, it's not that the others aren't important, it's just that the HGECs are the most talked about 🙂 ) Pecking order of Hindi GECs same in TAM Week 20 – HH & Individual Data
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The Hindi movie genre shrunk a bit in Week 21 of 2015 (May 17 to 23, 2015), as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research Hindi movie channels shrinks a bit in Week 21: TAM
The Hindi movie genre shrunk a bit in Week 21 of 2015 (May 17 to 23, 2015), as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research
:: In Wk 21 – 2015 (17th – 23rd May), Hindi Movie Genre shrunk by 3% as compared to Wk 20. This drop comes in the wake of IPL entering the play-offs week.
:: While genre Reach has remained stable at 78.3%, it was a drop in Time Spent by Viewers by 10 Minutes that led to the decrease.
:: However, this loss was only observed on Sony Max. The other two channels in the top 3, Star Gold and Z Cinema, benefited and crossed the 100 GRP mark, a first for Star Gold in 2015, which also managed to hold on to its second position in the genre.
:: Total TV increased marginally and the movie genre obtained a share of 22%.
:: Only &Pictures lost viewership in Wk 21, decreasing by 1 GRP. Other channels in the Top 6 held on to their viewership as well as their genre rankings.
:: With only four days of the week seeing IPL-action, Sony MAX saw a drop during Prime-time as well as Off-Prime. The largest drop was observed on Saturday as it was IPL-free.
:: Z Cinema and Star Gold, on the other hand, saw an increase across day-parts.
:: While Star Gold raked in 19 GRPs through two airings of ‘Baby’ on Sunday and Saturday, Z Cinema relied on its consistent performers – ‘Ramaiya Vastavaiya’ and ‘Main Tera Hero’ to bring in 13 GRPs.
:: ‘Baby’ on Star Gold was the highest rated movie of the week on the genre.
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Vital data and comparison of IPL8 and IPL7 viewership as also the top brands and endorsement this season. Data courtesy TAM Sports The IPL8 wrap-up from TAM
By Our Research Editor
Although TAM is not being officially followed by most top broadcasters and media agencies, the fact is that many still look at it with reasonable intent.
And until there’s some historic data available with BARC, comparisons with programming of yore is impossible. Given this, it makes sense to compare IPL 8 viewership data with that of the previous edition.
What the TAM Sports PowerPoint Screenshare here offers is:
Comparison of IPL 8 and IPL 7 viewership:
- Top 10 matches of IPL 8
- Match wise rating of IPL matches
- Audience Profile of IPL 8
- Top 3 metros and Top 5 states contributing to IPL 8 viewership
A look at Advertising:Â
- Count of brands in IPL 8 and IPL 7
- Top 10 brands in Commercial, On-screen and Instadia Advertising
- Rank shift of top 10 categories in commercial advertising (IPL 8 vs. IPL 7)
- Celebrity endorsement during IPL 8 commercial breaks
- Celebrity endorsement trend since IPL 4
Read on.
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Relative to pre-IPL weeks, the genre finds itself on a stronger footing thanks to the work of high TSV, genre reach having seen a drop from 77% pre-IPL to 76% in Week 23, as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research Hindi movie channels more robust in Week 23 vis-a-vis pre-IPL weeks: TAM
Relative to pre-IPL weeks, the genre finds itself on a stronger footing thanks to the work of high TSV, genre reach having seen a drop from 77% pre-IPL to 76% in Week 23, as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research.
:: With IPL completely out of the picture in Wk 23 – 2015 (31st May – 6th June), Hindi Movie Genre went down by 6% as compared to Wk 21.
:: Top 6 channels of the genre have all been on an increasing trend; Movies OK emerging as the star performer being one of the three channels in the Top 6 to have increased their viewer base post-IPL. It breached the 40% Reach mark in Wk 14 (for the second time in 2015) and has stayed above that since then. The other two channels to have grown in terms of Reach are Sony Max and UTV Movies.
:: Movies OK has seen its Reach and TSV growing hand-in-hand with each other over the past 10 weeks. There are a select group of titles that provide high ratings on a consistent basis, like ‘Kick’, ‘Jai Ho’, ‘The Real Jackpot’, ‘Singham’ series; all of these belonging to Action genre.
:: Across editions, IPL hasn’t disturbed the movie genre in a major way. In fact, this year, the genre (comprising of 16 channels, excluding Sony Max) grew during IPL weeks and this growth has continued in Wk 23.
:: In Wk 23 – 2015, gap between the genre leader and second ranked channel has dropped to 7 GRPs and the competition is expected to get fiercer in coming weeks. Other rankings remain the same.
:: Z Cinema and Star Gold saw a rise during Prime-Time. Z Cinema got 20 of its 40 Prime-Time GRPs from the premiere and repeat airing of ‘Lingaa’. Star Gold aired Action movies during evening prime-time all seven days of the week and reaped benefits mainly from South Dubbed titles like ‘Jeene Nahi Doonga’ and ‘The Real Jackpot’.
:: Growth of UTV Movies can be attributed to ‘Bhool Bhulaiya’ and ‘Khiladi 786’ during prime-time and ‘ABCD (Any Body Can Dance)’ during rest-of-day-part.
:: Apart from Sony Max, UTV Action saw a high drop, decreasing during Prime-Time as well as Off-Prime. In Wk 18 ’15, the channel had ventured into the Action/Thriller space by introducing the dubbed version of ‘NCIS Los Angeles’ at 2000 Hrs. However, the slot viewership has more than halved since then.
:: Weekend continues to rule the top rating list with ‘Lingaa’ and ‘Heropanti’ grossing the highest ratings.
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The report also finds that the top 4 Metros continue to account for almost half of the Social Media users in Urban India Rural India outperforms Urban India in Social Media Usage
By A Correspondent
Usage of Social Media in Rural India has grown by an impressive 100 percent during the last one year with 25 million users being recorded in rural India. On the other hand, Urban India registered a relatively lower growth of 35 percent with the total number of users at 118 million as on April 2015. According to the Social Media in India 2014 report by the Internet and Mobile Association of India [IAMAI] and IMRB International, there are 143 million social media users in India as on April 2015.
The report also finds that the top 4 Metros continue to account for almost half of the Social Media users in Urban India.
According to the latest report, the largest segment accessing Social Media consists of the College Going Students with 34 per cent followed by Young Men at 27 per cent School going children constitute 12 per cent of the social media users. College Going Students and Young Men still form the 60 per cent of the Social Media users in Urban India.
The report further finds that 61 per cent of these users access Social Media on their mobile device. The fact that almost two thirds of the users are already accessing social media through their mobile is a promising sign. With the expected increase in mobile traffic the number of users accessing social media on mobile is only bound to increase.
According to the report, maintaining a profile on social networking sites are a top activity of users followed by updating status. Commenting on a blog site is the third most popular activity among users in social networking sites.
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The gap between the top two channels has narrowed down further with Sony Max beating Zee Cinema to the top spot by just 4 GRPs, as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research Hindi movie genre drops marginally as Max beats Zee Cinema in Week 24: TAM
The gap between the top two channels has narrowed down further with Sony Max beating Zee Cinema to the top spot by just 4 GRPs, as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research
- Total TV as well as Hindi Movie Genre have dropped marginally in Wk 24, 2015 (7th – 13th June) with the share of the genre standing undisturbed at 19%, as compared to last week. A drop in Reach as well as Time Spent on the genre led to its decrease by 7 GRPs.
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- UTV Movies, which edged past &Pictures last week, has stuck on to the fourth position by a whisker. Other rankings remain unchanged.
- The top 3 channels lost viewership during Prime-time, with only Star Gold managing to make up for it by increasing during off-prime, both the changes being minimal.
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- The movie channel premiere of ‘Khamoshiyan’ on Sony Max helped Saturday’s viewership. However, it didn’t compensate for the overall decrease.
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- Star Gold continues to rely on the Action genre. Last week, South Dubbed titles brought in viewership, while this week Salman Khan’s movies like ‘Jai Ho’, ‘Ready’, and ‘Bodyguard’ helped it sustain.
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- Z Cinema increased throughout the weekdays, but lost 7 GRPs during weekend prime-time due to lack of titles with TSV as high as that of ‘Lingaa’ last week. On the other hand, Drama movies came through for the channel and ‘Vivah’ scored a rating of 0.9 to help it gain viewership during rest-of-day-part.
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- Saturday did well for UTV Movies due to the premiere of ‘Ek Paheli Leela’ that garnered 4 GRPs. UTV Action, which had dropped last week, regained lost viewership owing to high Time Spent. ‘Journey to the West – Conquering the Demons’, aired during weekday prime-time was the top rated movie for the channel.
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- Top 3 movie airings for the week are as shown below:
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The increase in viewership levels is majorly because of increase in TSV levels, as per analysis conducted by S-Group, the analytical arm of TAM Media Research TAM DataCheck: Sports genre gained 21% viewership in Wk 25,2015
By A Correspondent
The sports genre has seen a 21% viewership gain in Week 25 of 2015, as per analysis conducted by S-Group, the analytical arm of TAM Media Research. The recent India-Bangladesh first ODI saw a viewership growth of approx 120%Â with reference to the previous India-Bangladesh encounters in 2014.
- The increase in viewership levels is majorly because of increase in TSV levels in the current week
- Star Sports 1, Star Sports 3 & Ten Sports have seen a major growth in the week 25 2015.
- Ind vs Ban 1st ODI & WWE- Money in the bank feature in the top programme list in wk 25 2015
- Current Ind/Ban 1st ODI has seen a viewership growth of approx 120%Â w.r.t previous Ind/Ban encounters in 2014.
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Aaj Tak garnered maximum ROI for the Lalit Modi story, followed by India TV within the Hindi news genre (HSM, CS 15+). Times Now secured ROI three times that of genre average (All India 1 Mn+, CS 25+ Males AB), as per analysis conducted by the S Group, the analytical research arm of TAM Media Research TAMWatch: Aaj Tak, Times Now gain much on Lalit Modi story
By A Correspondent
The focus of all news channels has shifted to the ‘Vyapam Scam’ while the ‘Lalit Modi Immigration Case’ (or ‘LalitGate’) has witnessed a sudden drop in coverage. It would be interesting to see if the ‘Vyapam Scam’ turns out to be the next big thing for news channels in terms of viewership. Aaj Tak garnered maximum ROI for this story, followed by India TV within Hindi News Genre. (HSM, CS 15+). Times Now devoted the maximum time to ‘LalitGate’, that too with the ROI three times that of genre average (All India 1 Mn+, CS 25+ Males AB). The coverage of ‘Lalitgate’ on Times Now was highest among all the news channels. This emerged from the analysis conducted by the S Group, the analytical research arm of TAM Media Research.
Both Hindi and English news channels covered the Lalit Modi case extensively till July 1, post which there has been a shift of focus. Before that, news channels have made sure to gain viewership from the same.
Both Aaj Tak and Times Now would be hoping to carry the momentum into ‘Vyapam Scam’. As on July 8, both these channels were leading in terms of coverage. We will have to wait for the next week’s TAM data, to see who the winner in ‘Vyapam Scam’ battle is.
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Some of the features this version boasts of are: TV Viewership data in GRPs, TVRs for unique TV programmes and data for new two markets – Assam & Orissa TAM fortifies its mobile App with Version 2.0
By A Correspondent
Highlights of TAM Mobile App Version 2.0 are: - GRP Numbers:Â The new version will have TV Viewership GRP data sets for all markets and all genres along with existing data points (GVT, Reach & Relative Shares)
- TVR Data:Â Along with TVTs for the Programs, TAM India Mobile App 2.0 will provide TVR for Top Unique Programmes
- Addition of Markets:Â As compared to the earlier version, TAM India Mobile App 2.0 will have data sets for Assam & Orissa along with existing 7 Markets (Maharashtra, Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, West Bengal, PHCHP)
- Modified TG:Â Every Genre and market will have a TG as per the requirements of each section
- Modified Graphical Representation:Â TAM India Mobile App 2.0 will have Graphs representing weekly data instead of the earlier format of 4 weeks average.
- New Pay Version:Â TAM India Mobile App 2.0 will be accessible even to the non-TAM subscribers at a minimal subscription cost.
After a successful launch of its TV viewership mobile app last year, TAM Media Research has released an upgraded Version 2.0 of the same application. This new version is fortified with added data sets and customized user friendly features that will make the mobile consumption of TAM’s TV viewership data even more easier and enjoyable, notes a communiqué. It is available for Android and Apple devices.
Some of the features this version boasts of are: TV Viewership data in GRPs, TVRs for unique TV programmes and data for new two markets – Assam & Orissa.
Talking about the upgraded app, LV Krishnan, CEO, TAM Media Research, said, “We set a trend last year when we provided this mobile App facility to Industry users. We have received tremendous response during the last one year. Version 2.0 is a fortified version that will allow not only existing but even new users to enjoy the benefits. The purpose behind this Mobile App, very simply, is to enable users to access viewership information anytime, anywhere on the go so that they can take informed business decisions at the spur of the moment.”
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Users in India to surge significantly, with base to reach 31.4 crore by 2017 India Shining for Mobile Internet
By A Correspondent
India is projected to have 23.6 crore mobile internet users by 2016, and this will leapfrog to 31.44 crore by 2017. This was reavealed in a report by the IAMAI & KPMG “India On The Go – Mobile Internet Vision Report 2015â€.
The report also points out that India will have over 50 crore internet users by 2017. As of June 2015, internet users in India stood at over 35 crore. According to the report, 2G user base in India is projected to decline in the coming years as more and more customers are expected to migrate from 2G to 3G. The 3G user base in India is rapidly gaining market and is projected to grow at a CAGR of 61.3 per cent from 2013-17. There were approximately 8.2 crore 3G subscribers in India by the end of year 2014 and the number is projected to reach 28.4 crore by end of year 2017.
Commenting on the release of the IAMAI-KPMG report, Ashvin Vellody, Partner – Management Consulting, KPMG in India said, “With more than 30 crore internet users, India has the second largest internet user base in the world. But the internet penetration at 19 per cent (approx) is poor and limits the potential. The next wave of growth in penetration of internet will driven by adoption of mobile internet. The mobile internet growth story would be written by the large population in the hinterland and meaningful and compelling content/ use cases would enable adoption of mobile internet.†He further stated, “It is imperative to connect Indians through internet of which the mobile internet will play a key role since reliable accessibility will be the killer app that will bind the internet ecosystem together, increase adoption and enable innovation in business models around voice and data services.â€
Speaking at the launch, Dr Subho Ray – President IAMAI reiterated that growth in the internet space will come from the non-metro and rural areas. He said, “While the urban market has not reached its saturation point, it will be non – metros and rural India that will be driving internet growth in India. And this is where mobile internet will be playing a pivotal role. The advent of low cost smartphones coupled with low mobile tariffs has empowered consumers in the hinterland to use data connectivity and we will seeing more usage of internet from these areas in the months to come.â€
As per the Report, rural India is steadily moving towards a more Internet friendly and exploratory mind-set. As of 2014, the Active Internet User (AIU) base in rural India was 6.7 per cent of the overall rural population of 90.5 crore and accounted for 61 million users. 4.4 per cent of the total rural population used a mobile device to access the Internet; a figure that stood at a meagre 0.4 per cent in the year 2012.
The Report has found that the rural growth story in the coming years will likely be written by 2G technologies. 3G and 4G may continue to be primarily an urban phenomenon for the next few years. Increased Internet enabled device penetration, decreasing handset prices and data plans tariffs are helping to create a suitable environment for a rapid growth of Mobile Internet in India, with rural India set to take the lead. As of June 2014, nearly 50% of the AIU in rural areas accessed Internet using mobile phones, Community Service Centers (CSC) and Cyber Cafes. 38% of the Active Internet Users use Mobile phone as the main access point.