MAM
Growth of simultaneous media usage to impact ad spend allocation: BIGresearch
NEW YORK: A study by BIGresearch and the US based Centre for Media Research concludes that the growth of simultaneous media usage should have direct impact on the allocation of advertiser media dollars, since (a) one message becomes background or (b) both messages pass one through the other. The study provides insight into strategic media buying based on significant findings of simultaneous media users.
A release says that the study was precipitated by the early stage media planning objective of reaching the most attractive audience at the most reasonable cost; but that each media form was to be identified, planned and measured in isolation. Previously, frequency research assumed discrete viewing, reading or listening. Duplication research assumed there were multi-media exposures but always at a different time.
The questions addressed in the study suggest that media allocation should be based on some of the following issues:
* Which media have the most power in simultaneous use?
* Which areas of interest command the most attention during simultaneous usage?
* Are there social/cultural differences in receptivity to simultaneous media use?
* What type of messages and length are most viable during simultaneous media use?
* Which media/and messages are more powerful with simultaneous usage?
Some of the BIGresearch findings, while focusing on the questions of developing a model for media planning when there is simultaneous media usage, show that:
* 32.7 per cent of males and 36.4 per cent of females regularly watch TV when they go online.
* 23.8 per cent of males and 29.1 per cent of females regularly go on online when they are watching TV.
* 16.8 per cent of males and 22.2 per cent of females regularly watch TV when they read the mail.
If “occasional” simultaneous usage is included, an excess of 50 per cent of males and females are engaged in simultaneous media usage at any given time. While engaged in simultaneous media usage, 51.1 per cent of respondents indicated they pay attention to one medium more than other(s) and 32.9 per cent said they attend to each media equally at the same time.
Time spent with media for TV/cable, radio, Internet, newspaper, magazines and direct mail usage is over 10 hours per day in the sample audience. The following are some findings:
When asked when you watch TV and a commercial comes on, what do you do?
* 15.3 per cent of population regularly leave the room
* 30.2 per cent of population regularly mentally tune out
* 30.1 per cent of population regularly watch, but not with full attention
* 30.8 per cent of population regularly channel surf
* 32.4 per cent of population regularly talk with others in the room or on phone
When asked, “When you read, see, or hear an ad, which influences your purchasing decision?”,
* 56.2 per cent of population indicated that the ad made them think about how the product would be useful. (52.3 per cent males, 59.8 per cent females)
* 30.9 per cent (28.2 per cent males, 33.4 per cent female) indicating they related to the brand in the ad.
When asked, “How important are the following media in influencing your purchase decisions?”,
* word of mouth was first with 36.5 per cent of the responses
coupons were second with 23.1 per cent
* third was in-store promotion with 15.1 per cent
TV/cable was fourth with 14.3 per cent.
MAM
Abhishek Bansal resigns as Chief Financial Officer of Just Dial
Long-serving finance head steps down after more than 12 years with the company.
MUMBAI: Just Dial is saying goodbye to a key numbers man after more than a decade of balancing the books. Just Dial Limited has announced the resignation of Abhishek Bansal as Chief Financial Officer and Key Managerial Personnel, effective from the close of business hours on 15 April 2026. The departure is based on personal career considerations, including his intention to take a short professional break and explore opportunities outside the company.
Bansal had been associated with Just Dial for over 12 years, including more than eight years as its Chief Financial Officer. During his tenure, he handled a wide range of responsibilities encompassing finance, corporate strategy, business analytics, accounting, audit, legal, taxation, treasury, compliances, and investor relations. He also served as Whole-time Director on the company’s board from October 2019 to September 2021.
The company placed on record its deep appreciation for his contributions and services rendered.
Before joining Just Dial, Bansal worked as an Equity Research Analyst at Credit Suisse and as a Derivatives Trader at Jaypee Capital. He holds an MBA in Finance from the Indian Institute of Management Bangalore and a Bachelor’s degree in Electrical Engineering from the Indian Institute of Technology Roorkee.
In a crisp note to the company, Bansal confirmed that his resignation is not connected with the company’s operations, financial reporting, audit processes, governance matters, or any other material reason.
Just Dial has not yet announced a successor for the role.
After more than 12 years of steering the financial ship at Just Dial, Abhishek Bansal is ready to chart a new course. His departure marks the end of a significant chapter for the company’s finance leadership.
