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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 - set2view:who's
watching the 2nd TV home viewer?
The award winning research paper at Emvies 2005 has
been put together by MediaCom India.
How
often have media planners been asked ‘why are
some markets in the hindi-speaking zone consistently
lower in delivery than the average?'
Up
until now, all TV optimisation software in India took
into account channel, daypart, genre mix and more
recently ‘intensity of viewing’. Mediacom
India’s award winning paper at Emvies 2005 hypothesizes
that TV Optimisation will be complete once it incorporates
the new and growing dimension of TV viewing patterns
– viewing on the 2nd television set.
This
paper’s ‘research idea’ was to establish
that there exists a new dimension to TV Optimization
that has hitherto not been identified or addressed
by any TV planning database or software! Taking the
industry lead in India, in a first of its kind endeavour
in the country, we approached TAM to do an exclusive
analysis for us.
What
the study found was that while a relatively small
7% of overall TV homes have multi-TV sets – the
number looks much healthier as we move up the SEC
as well as in specific ‘hindi-speaking’
markets!
Overall,
16% of SEC-A homes have more than one TV set
In markets like Delhi, UP, Punjab – almost a
third of SEC-A homes are multi-set homes
And, almost 18-20% of SEC-B homes are impacted
Questions
we raised:
Is
our overall picture of ratings & viewership being
distorted by not acknowledging this growing ‘multi-tv
set’ trend?
More important, what is the impact on the overall
media plans?
Are we sub-optimally addressing a growing breed of
potential consumers with the power to purchase?
set2view
is a powerful insight which will gain even greater
and wider proportions in years to come – because
as multi-set homes gain in penetration, this will
be a Discriminator to further fine-tuning SEC A as
well as providing a life-style parameter to TV planning!
Also
Read:
A
study to understand the low offtake of Set-Top-Boxes
in Chennai
Rate-card
Creation for Broadcasters based on TV ratings
(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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