Brands
New concepts and marketing tools lend teeth to IRS 2005
MUMBAI: More than Readership! That is what Media research Users Council (MRUC) in association with Hansa Research are looking to do with Indian Readership Survey (IRS) 2005. The two parties held a forum for the marketing media and advertising
community this morning. The aim was to familiarize the industry with improvements made to the IRS.
Two new tools have been added. The first is IRS Local Area Potential (Ilap). This is packaged to the clients specifications and provides demographic, penetration of product and service in potential areas like distribution, test marketing, below the line activity, growth etc with insights at micro area level for the products and service. MRUC states that till now all syndicated studies have been providing data at a city level. The marketer could only do analysis at a city level and not do any planning at the micro level. Last year IRS introduced the concept of sub-metro reporting wherein broad areas of big Metros were broken down to two to four parts. Ilap takes this concept forward.
Functions of Ilap: Ilap breaks cities into various smaller areas and enables the user to analyse these areas within the city. For instance Mumbai can be broken into 45-50 areas. Bangalore can be broken down into 15-20 areas. The number of areas depends on the size of the city. One can compare Juhu to Linking Road. A comparison can be made based on affluence , ownership and usage of products, media consumption. One can also compare brand shares for large brands across categories like personal care, consumer
durables, telecom, food and beverages. MRUC states that Ilap will be useful for people opening a new restaurant, multiplex, bank branch, super market. As far as marketing activity is concerned it is helpful in test marketing, below the line activity in terms of sampling and conducting outdoor campaigns.
The other new service that IRS 2005 has introduced is Household Premiums Index (HPI). This has come about as over the years advertisers and media planners have felt the need for an effective classification variable that allows for grouping of households by affluence levels. Though monthly income household (MIH) or SEC
have often been used as surrogates these variables do not always reflect the affluence or prosperity of a household. Hansa research developed HPI and this is an attempt to provide the marketing and advertising fraternity with a tool that facilitates a more efficient classification of households. Based on [prosperity. HPI enables the user to develop better strategies for targeting, profiling and market sizing.
Hansa research claims that HPI is a more systematic, standardized approach and tries to do away with research bias in formulating a premiumness index. The basic concept revolves around the philosophy “Less penetrated a product category, more premium is it with respect to another highly penetrated category.” Consequently the ownership of such premium categories entitles a household to be a part of a higher premium stratum. The premiumness scored accrued out of ownership/ purchase of a category is defined as the inverse of the penetration of that category. The summative score of a basket of categories gives the total premiumness score of a household. This raw score is indexed to a scale of 0 to 1000 to develop the HPI.
Hansa Research adds that HFI offers scope of better targeting and provides an option to study markets and target groups in a much more innovative manner. It also breaks the conventional wisdom that SEC is the most effective way of segmenting and classifying
audiences. HPI scores reveal that prosperity is not always directly correlated to SEC. This apparent from the fact that the top one per percentile of all households is exclusively constituted by SEC A1.
Hansa Research claims to be the fastest growing market research agency in India. It deals in customized and syndicated research. It clients come from a cross section of industries including media. MRUC is a non profit organisation. It is a regulatory body that conceptualises, facilitates and ratifies the findings of media research. It states that its aim is to ensure timely, credible, relevant and economical media research.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
