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TV Pulse 2005, the annual research initiative put
together by the Joint Industry Body (JIB) and Tam
Media, series continues with the paper - Have you
taken my appointment yet? - A study on programme promos.
The
paper has been put together by Rashmi Wadhwa, MICA
with inputs and guidance from Tam Media Research VP
Atul Phadnis and MICA Tara Nair.
Among
the various marketing activities undertaken by TV
channels, On-air promos are the most prevalent form
of marketing used, but at the same time they are also
the most debated ones. Considerable work has been
done to enhance the returns on these promotions by
studying factors like TRPs, reach, frequency, etc.
But an area that continues to hold latent potential
is the effectiveness of elements intrinsic to the
production of promo itself, that is, the constituents
of the creative that can act as perpetuators for watching
the program.
This
paper by Rashmi Wadhwa, MICA (with inputs & guidance
from Mr. Atul Phadnis, VP – TAM Media Research
& Director, S-Group Dr. Tara Nair, Faculty –
MICA) studied the relationship between creative elements
of a promo and audience intention to walk-in to the
program. Apart from identifying the effective creative
elements, this study also understands the influence
they can command on the conversion of promo viewers
to program watchers. The first stage of the study
involved identifying various elements that can constitute
an ‘on –air promo’. Eleven factors
were identified on the basis of secondary and primary
research. The primary study was conducted on three
families (SEC A: SEC B:: 2:1) in the form of Focus
Group Discussions. Some of the many promo creative
elements identified at the end of the study were:
1.
Understanding theme 2. Liking the theme 3.
Familiarity with cast 4. Liking of cast 5.
Interactivity 6. Novelty
7. Age appeal 8. Duration of the promo
9 Background/sets
10 Curiosity generated 11 Background
music
The
above eleven elements were then tested in the second
stage of the study to evaluate the effect they can
command on promo viewers in converting them to program
viewers.
The study was conducted on a sample of 120 individuals
with 60 respondents each in the age group 15-24 and
25-45. The sample was also equally divided across
gender. In this stage, each viewer was exposed to
a promo (pilots obtained from Adex India) and scores
were obtained on each of the eleven creative elements
and ‘intention to watch the program’ for
the promo shown.
The scores were obtained on a 7-point Likert scale
and a correlation drawn between each of the creative
elements and ‘intention to watch’ to understand
their strength of association.
Findings of the Study
The study analyzed the data obtained across different
parameters like genres, type of promotions, gender
and age and established the importance of these parameters
varies across these elements.
The following chart gives the correlation coeffeicients
between the various elements of the promo and the
intention to walk in to a programme from the drama
genre.
The liking of cast emerged to be the strongest factor
for a promo to pull in audiences into a drama genre
programme.
The
study manifests that a well crafted message of a promo
stands an excellent chance of creating addiyional
listening. It indicates that certain elements of the
promo creative can play a significant role in attracting
the promo viewers to the program and thereby, influencing
viewership.
Limitations
This study is specific to Delhi and hence should not
be taken as being indicative of the preference for
TV programme promos across India
The results for the study are applicable to the point
in time when the study was actually conducted, since
viewership behaviour is liable to change with time
Also Read:
A
study to understand the low offtake of Set-Top-Boxes
in Chennai
Rate-card
Creation for Broadcasters based on TV ratings
set2view:who's
watching the 2nd TV home viewer?
(If you would like a copy of TV Pulse 2005 delivered
to your doorstep send in a mail to editor@indiantelevision.com)
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