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
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High Rated Programmes
|
Others
|
|
1st and 2nd ad
|
100
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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.
As homes evolve to reflect a growing focus on wellness, hygiene, and long-term durability, the materials we choose are coming under sharper scrutiny. It’s no longer just about how a space looks, but also about how it performs under daily use. From accidental spills in the kitchen to everyday wear in living spaces, the right materials can make the difference between a home that simply appears clean and one that actively supports healthier living.
Across categories like paints, surfaces, and furniture, there is a clear shift towards solutions that minimise toxins, resist stains, and are easier to maintain. Here’s how thoughtful material choices can help create a home that is both beautiful and better for everyday life.
Cleaner Walls: The Shift to Low-VOC Paints
Walls cover the largest surface area in any home, making them a critical factor in indoor air quality. Traditional paints often contain high levels of Volatile Organic Compounds (VOCs), or chemicals that can release harmful fumes long after application. These emissions are known to contribute to headaches, respiratory irritation, and long-term health concerns, particularly in enclosed spaces.
This has led to a growing preference for eco-friendly paints, which are formulated using natural, non-toxic, and sustainable materials. With low to zero VOC content, these paints significantly reduce indoor air pollution and create a safer environment for families, especially children and the elderly. Water-based formulations are another key advancement, as they limit the use of hazardous solvents without compromising on finish or durability. Brands like Nippon Paint have introduced eco-friendly, child-safe paint ranges that align with this shift towards healthier interiors.
Beyond composition, finish also plays a role in maintenance. Satin, eggshell, and semi-gloss emulsions are increasingly preferred for interiors, as they are less absorbent and more resistant to stains, making walls easier to clean and maintain over time.
Hygienic Surfaces: Where Performance Meets Everyday Living
If walls influence air quality, surfaces, especially in kitchens and children’s bedrooms or play areas, directly impact hygiene. Interestingly, studies have shown that kitchen surfaces can sometimes harbour more bacteria than bathrooms, largely due to frequent exposure to food, moisture, and spills.
This makes the choice of countertop and surface material particularly important. Porous materials can absorb liquids, leading to staining and potential bacterial growth over time. In contrast, non-porous surfaces offer a more hygienic alternative, as they prevent absorption and are easier to clean.
Engineered quartz surfaces have emerged as a strong solution in this space. For instance, offerings from Specta Quartz Surfaces are designed to address both hygiene and durability concerns. Being non-porous and impenetrable, these surfaces do not absorb liquids, making them resistant to common household stains such as tea, coffee, turmeric, or juice. They also offer ease of maintenance, as most spills can be cleaned with a damp cloth, and occasional use of mild soap is enough to restore the surface.
Additionally, they are NSF and GreenGuard certified, proving that these surfaces are safe for direct food contact and do not support the growth of bacteria, mould, or mildew. This is particularly relevant in Indian kitchens, where cooking often involves heavy use of spices, oils, and frequent cleaning.
Smart Furniture Choices
Furniture is another area where material choice plays a crucial role in maintaining a clean and healthy home. Sofas, chairs, and wardrobes are constantly exposed to dust, spills, and daily wear, making durability and stain resistance key considerations. Fabrics like microfiber, leather, and synthetic blends like polyester or olefin are becoming popular for upholstered furniture. These materials are designed to repel liquids, resist scratches, and withstand regular use, making them ideal for households with children or pets.
Brands like Orange Tree offer furniture that combines aesthetic appeal with practical material choices. Laminates from companies like Century Ply are now designed to be stain-resistant and durable, making them suitable for wardrobes, cabinets, and seating. These finishes not only enhance longevity but also reduce the effort required for daily upkeep.
Designing for Long-Term Well-Being
What ties these material choices together is a broader shift in how we think about our homes. Cleanliness is no longer just about routine maintenance, it begins with selecting materials that are inherently easier to maintain, safer to use, and more resistant to wear.
Low-VOC paints contribute to better air quality, non-porous surfaces improve hygiene, and performance-driven furniture materials reduce the stress of everyday living. Together, they create an environment that supports both physical health and peace of mind.
As modern lifestyles become more fast-paced, the demand for homes that are low-maintenance yet high-performing will only continue to grow. By choosing materials that can handle spills, resist stains, and stand the test of time, homeowners can create spaces that are not just visually appealing, but also fundamentally healthier to live in.
