Overview of Television landscape in New LC1* Markets *Guj LC1, MP LC1, PHCHP LC1, Raj LC1, UP LC1
Television Universe New LC1 Vs Existing Markets Content Demographic Composition of the Market TV viewing behavior Weekly Sampling and Time Spent Share of Channel Genres Key viewing dayparts Profile of viewers basis quantum of consumption No of channels sampled Fragmentation of viewership Impact of Inclusion of New LC 1markets on Profile Genre Share Weekly Reach and TSU
Glossary Market Group definitions used in this document India Surveyed All TAM surveyed Markets HSM (Hindi speaking Markets) All TAM surveyed Markets excluding 4 Southern States
Television Universe *Guj LC1, MP LC1, PHCHP LC1, Raj LC1, UP LC1
Households In Millions... Digital Hhlds 3 Mn C&S HHlds 9.2Mn 95% C&S Penetration TV HHlds 9.7Mn 90% TV Penetration Total HHlds 10.75 Mn
44 million Individuals can access TV in New LC1 markets, with 42 million having access through C&S
Universe Size (Individuals) of UP LC1 is the largest (next to Mumbai and Delhi) while Gujarat LC1 is smallest of the 5 Newly added Markets
Universe Size (Individuals) of Gujarat LC1 the Smallest Market of the 5 Newly added Markets is bigger than 9 of the reported HSM Markets
Universe Composition
35+ Yrs Age Group contributes the highest to the New LC1 Markets
All New LC1 Markets Except for PHCHP LC1 have higher proportion of SEC C,DE population c
Higher proportion of female population in New LC1 markets as compared to HSM& All India Market
TV Viewing Behavior
Weekly sampling of Television is on par with HSM and All India, however time spent of All New LC1markets specially UP LC1 is lower as compared to other Markets
All New LC1 market Viewing peaks early (20:0020:30) as compared to HSM market, PHCHP LC1 gets a morning peak
Guj LC1 Viewers start and end the day early as compared to other markets, Viewing peaks at 19:30 and starts dipping post 21:30
MP LC1 Markets TV consumption dips from 09:00 to 13:00 Time Band
PHCHP LC1 Viewing peaks at 20:30 on weekdays and 19:30 on weekends and starts dipping post 21:30 on weekdays as well as weekends
Rajasthan LC1 Market s TV consumption goes down in 10:00 & 16:00 dayparts and peaks early in prime time as compared to other Markets
UP LC1 has lower Viewing thresholds in the prime time as compared to other markets
At HSM level, Hindi GEC, Hindi Movies and Cable regional have shown a significant growth in LC1 s,these 3 genres account for 75% of viewing as against 59% at HSM level
Viewership Profile
Contribution from 35+ Viewers is Higher in Gujrat & MP LC1 whereas younger viewers skew in other LC1 Markets
In NEW LC1 Markets excluding PHCHP LC1,contribution to Viewing from SEC C, DE is 75%
While female viewing dominates all LC1 markets, Consumption of Males is higher in Raj LC1 Market
Fragmentation of Viewership
Guj.,MP, Raj LC1 markets average availability and Consumption basket is lower as compared to other markets
Among the New LC1 Markets, MP LC1 has the lowest number of Channels Sampled per Viewer No. of channels sampled per viewer= Gross reach/net reach
Impact on HSM Market
HSM (with New LC1 Markets) has a higher skew from SEC DE
Hindi GEC and Hindi Movies have shown a growth after inclusion of New LC1 Markets
Terrestrial Viewing NCS 4+
Low Terrestrial penetration across New LC1 markets
PHCHP LC1 has the lowest sampling & Time Spent levels as compared to other markets
Summary New LC1 markets have 11 Mn households with a TV Penetration of 90% (9.7Mn Hhlds) and a C&S penetration of 95% (9Mn Hhlds) Universe Size (Individuals) of UP LC1 is the largest (next to Mumbai and Delhi) while Gujarat LC1 is smallest of the 5 Newly added Markets Universe composition of New LC1 markets has larger contribution from the older age group (35+ Yrs) as compared to HSM & All India All New LC1 Markets except PHCHP LC1 have higher proportion of SEC C,DE population Weekly time spent on Television of All New LC1markets specially UP LC1 is lower as compared to HSM & All India markets
Summary All New LC1 market Viewers start and end the day early as compared to HSM market At HSM level, Hindi GEC, Hindi Movies and Cable regional have shown a significant growth in LC1 s, 3 genres account for 75% of viewing as against 59% at HSM level Guj, MP, Raj LC1 markets average availability and Consumption basket is lower as compared to other markets Contribution from 35+ Viewers is Higher in Guj & MP LC1 whereas younger viewers skew in other LC1 Markets In NEW LC1 Markets excluding PHCHP LC1,contribution to Viewing from SEC C, DE is 75%.
Summary While female viewing dominates all LC1 markets,consumption of Males is higher in Raj LC1 Market In LC1 markets on an average, availability is of 95 channels, but consumption basket is limited to 26 channels HSM (with New LC1 Markets) has a higher skew from SEC DE Hindi GEC and Hindi Movies have shown a growth after inclusion of New LC1 Markets in HSM group Low Terrestrial penetration across New LC1 markets On Terrestrial platform, PHCHP LC1 has the lowest sampling & Time Spent levels as compared to other markets
Implications for Software Users
Implications for Software Users (i) New Market Groups need to be created, for Eg India Surveyed including New LC1 and India Surveyed w/o New LC1. (i) Market Groups with New LC1 included will not be processed by the software for any of the weeks before week 1 2013. (ii) For analyzing back data (before week 1 2013) Market groups excluding New LC1 should be used. (iii)for market groups including New LC1, The TRPs & GRPs will not be exactly comparable before Wk1 2013 since TRPs/GRPs are %age values & the base (universe) is being updated from week 1 2013
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