MAM
Commercial breaks – ‘ad’ing value to business?
The best performing channel in India is also the most disciplined.
A recent study by Madison Advertising lauds Star Plus for having the shortest ad break lengths, giving advertisers the best value for money while rivals Zee and Sony falter on the ad break length owing to commercial compulsions. The study, undertaken to analyse how the audience behaves during TV ad breaks, has come out with some pertinent observations. The study’s conclusions assume greater significance in view of the recent decision by both Zee and Sony to drop the system of selling commercial time based on anticipated or cost per rating point (CPRP).
Some highlights of the study –
- Viewership of ads is lesser than that of the programme.
- The extent of ad viewership is determined by the rating of the programme and not by the genre of the programme.
- The higher the rating of the programme, the lower the drop in ad viewership.
- Non C & S households and small town classes have higher ad viewership in comparison to C&S households and metros.
- Recall of ads deteriorates with the length of the ad break. Star Plus has the shortest ad break length.
- Corrector factor has been determined to calculate realistic CPRP benchmarks.
Using primary viewership data supplied by ORG Marg’s INTAM, the study found that the last two ads in any break were the most advantageous from the advertisers’ point of view as these are the most watched. People tend to ‘shift out’ of the programme with the commencement of the commercial break and also towards the end of the programme. The build up of audiences takes around three minutes and then a dip is observed at the commencement of the ad break. Ratings then build up after a programme restarts.
|
Position in break
|
High Rated Programmes
|
Others
|
|
1st and 2nd ad
|
100
|
100
|
|
Middle ads
|
88
|
83
|
|
Last 2 ads
|
103
|
102
|
The data analysed establishes the relation between ratings size and media effectiveness. Consequently, says the report, higher rated programmes are worth higher CPRPs. The statistics show that high rated programmes kept 87 per cent of the programme audience through the ad, while a low rated programme kept only 65 per cent.
Interestingly, the report notes that drop in ad ratings is lesser for audience with no access to cable and satellite channels. The average drop for non C & S homes is eight to 10 per cent while it is in excess of 20 per cent for C & S homes, necessitating differential media weights to be fixed for C & S and non C & S homes by advertisers.
Afternoon programmes, the study notes, witness less of zapping than prime time shows. The trend is favourable, says the study, for targeting re-runs of popular programmes aired in the afternoon slot.
Another pertinent observation of the study is that viewers in small towns have higher level of ad viewership. This, the study attributes to cable ops in smaller towns carrying lesser channels than their big city counterparts.
Another pertinent observation of the study is that viewers in small towns have higher level of ad viewership. This, the study attributes to cable ops in smaller towns carrying lesser channels than their big city counterparts.
Special interest channels like National Geographic and Animal Planet do not have high ratings but register only a 10 per cent drop in ad viewership. The study concludes that the channels have an advantage in their ability to narrowcast programmes and are able to convert audience interest in niche programmes to continue through the ad breaks too.
Providing a historical perspective, the study compares the trends in India with those in other countries. Commercial air time in India is bought on a property basis, while elsewhere, broadcasters sell on ‘audience delivery’ basis and hence are forced to ensure high ratings for the commercial. Madison Media though is hopeful that intense competition and emphasis by broadcasters to shore up their subscription revenue will eventually lead to a similar situation in India.
The study has also culled some observations from international resources about audience behaviour in other countries.
- Viewers do not prefer channels with absolutely no advertising. Most viewers see ads in moderation as a welcome diversion.
- The optimum ratio for well established channels is 50:10 – ten minutes of advertising in every hour.
- Ad recall deteriorates with the length of the ad break.
- Recall is higher if there is lesser number of ad breaks in a programme. Two ad breaks in half an hour is found to be tolerable.
- Predictable and non intrusive ad breaks cause the minimal negative impact on the ratings for the break.
- US and European markets usually see a synchronisation of ad breaks by most broadcasters, a practice not followed in India.
- In India, feature films have the longest ad break length possibly due to the fact that film are popular among fringe advertisers. Longer breaks in return are not likely to be watched by viewers; consequently, the study notes, it might not be a good idea to advertise during feature films.
If you are actively investing to grow your money month after month, you already understand the value of planning ahead. SIPs, long-term portfolios, retirement planning and goal-based investing all point to one thing. You are building a future with intent.
What often gets missed in this process is one foundational question. How well is the income that funds all these plans protected?
Term life insurance fits naturally into this stage of financial planning. It does not compete with investments. It supports them by protecting the income that makes long-term growth possible.
Why Income Protection Is a Core Part of Financial Planning
Every financial plan begins with income. Before money is invested or saved, it is earned.
Over time, this income is allocated across multiple needs:
● monthly household expenses
● EMIs and long-term loans
● savings and emergency funds
● investments aimed at future goals
As responsibilities increase, financial planning becomes layered. Each layer assumes income continuity. Term life insurance exists to ensure that this structure does not become fragile due to overdependence on a single income source.
It adds stability to plans already in motion rather than introducing a new objective.
What does term life insurance do?
Term life insurance provides a fixed payout to your nominee if you pass away during the policy term. The purpose of this payout is practical and clearly defined.
It is intended to:
● replace lost income for a defined period
● help manage outstanding liabilities
● support ongoing household and goal-based expenses
There is no investment or savings component. This keeps the product focused and cost-efficient, allowing individuals to opt for meaningful coverage without diverting funds meant for growth-oriented investments.
Why Term Life Insurance Complements Investing?
Investments and insurance play different roles in a financial plan.
Investments are designed to:
● grow wealth over time
● compound with consistency
● be adjusted as goals and risk appetite change
Term life insurance is designed to:
● provide financial continuity
● protect existing plans from disruption
● remain stable once put in place
Keeping these roles separate improves clarity. Investments are allowed to perform without being forced to double up as protection, while insurance quietly supports the overall structure.
Who Should Consider Term Life Insurance?
Term life insurance becomes relevant when financial planning extends beyond individual needs. This typically includes:
a) Working professionals
When income supports shared expenses or long-term plans, protection becomes essential.
b) Individuals with long-term liabilities
Home loans, education loans and other EMIs often extend over decades. Term insurance ensures these obligations remain manageable.
c) Parents planning future milestones
Education, healthcare and lifestyle goals require continuity over many years.
d) Early planners with rising incomes
Starting earlier allows coverage to align smoothly with career progression and evolving responsibilities.
How Much Coverage Should Be Considered?
Coverage should be guided by financial reality rather than affordability alone.
A well-rounded evaluation typically considers:
● number of years income needs to be replaced
● existing and future liabilities
● long-term goals already planned
● inflation and rising living costs
Many insurance companies offer options starting from 50 lakhs, 1 crore term insurance and higher. It allows individuals to choose coverage based on their income, liabilities and future plans.
How Term Life Insurance Fits Into a Long-Term Plan
Once set up, term life insurance does not demand frequent attention.
It does not require active monitoring, market tracking or performance reviews. Its role is structural rather than dynamic.
By ensuring financial continuity, it allows families to:
● stay aligned with long-term plans
● avoid rushed financial decisions
● focus on execution rather than damage control
When aligned correctly, term insurance strengthens the foundation on which investments, savings and retirement plans are built.
Choose the Right Insurance Partner
Once the need, coverage amount and role of term life insurance are clear, the final and most important step is choosing the right partner.
This decision should be based on:
● clarity and transparency in policy terms
● a strong claim settlement track record
● consistency in servicing and communication
● the ability to support long-term financial planning rather than just selling a product
Term life insurance is a long-term commitment. The partner you choose today will be the one your family relies on years down the line.
When protection is aligned with purpose and backed by a dependable insurer, term life insurance becomes a quiet but powerful part of a well-built financial plan.
