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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 - TV Viewing: Reasons for
shifting loyalty.
This
paper was presented by Tam India at the ESOMAR Asia-Pacific
conference March 2005 in Tokyo.
One
of the problems facing research users the world over
is the lack of a holistic outlook towards the research
objective. The research world is generally divided
into Quantitative and Qualitative researchers and
research users have to then contend with putting two
and two together to draw insights. The two research
methods have their own language and emphasis that
have evolved over time for eg: the emphasis on Randomness
and Representativeness in Quantitative research studies
and Purposiveness and Participation on the Qualitative
end.
For
some time now, Tam India has been conducting experiments
in order to capitalise on the inherent strengths of
both research types and deliver one holistic reading
to the user. In order to do this, a unique approach
which to the authors' knowledge has not been used
before, was used.
To
illustrate the new process, the launch of Indian
Idol was used as a test case to find out what
were the casual factors behind a home finally shifting
to or even to sample a new disruptive programme. The
process involves requesting ex-panelists to be part
of an observation and depth-interview study. The panelist,
of course, were at some time yielding minute-to-minute
Tam data, so information gained at this stage meant
that a common sample yielded both quantitative and
qualitative insight allowing a broadcaster to study
the 'why' behind past viewing patterns and use the
learnings so gained for future planning.
The
following is a small glimpse into the work that the
paper showcased:
At
each stage of the analysis, quantitative and qualitative
insights were merged, the segmentation exercise being
a case in point. The qualitative phase of the study
pointed to three logical segments:
- Early
Adopters
- Gradual
Shifters
- Non-shifters
A
study of the channel migration patterns of the two
extremes: The Early Adopters and Non-Shifters, is
a study in contrast.
There
were several insights that emerged from the analysis.
In terms of targeting for promotions, the study can
be summarised as per the following chart:
Essentially,
the study found that Youth were the biggest influencers
for a home to break its loyalty and shift to a disruptive
programme. The Males on account of their being the
Remote-Processors were an important element in the
shifting process. Due to reasons such as 'Wanting
to break the housewife's loyalty' and other family
dynamics, the Male supported the Youth in the shifting
process. The housewives, of course, wished to continue
watching their existing programme and hence were resistors
to the disruptive programme.
In
fact, one of the key things that has worked (given
in the full paper) is the scheduling of the disruptive
programme on Thursday and Friday that affected viewing
dynamics in the home finally leading to loyalty disruption.
Also
Read:
Deriving
further insights from TAM data after a psychographic
definition
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?
Have
you taken my appointment yet? -A study on programme
promos
(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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