MAM
set2view: who’s watching the 2nd TV home viewer?
TV Pulse 2005, the annual research initiative put together by the Joint Industry Body (JIB) and Tam Media, series continues with the paper – set2view:who‘s watching the 2nd TV home viewer?
The award winning research paper at Emvies 2005 has been put together by MediaCom India.
How often have media planners been asked ‘why are some markets in the hindi-speaking zone consistently lower in delivery than the average?‘
Up until now, all TV optimisation software in India took into account channel, daypart, genre mix and more recently ‘intensity of viewing’. Mediacom India’s award winning paper at Emvies 2005 hypothesizes that TV Optimisation will be complete once it incorporates the new and growing dimension of TV viewing patterns – viewing on the 2nd television set.
This paper’s ‘research idea’ was to establish that there exists a new dimension to TV Optimization that has hitherto not been identified or addressed by any TV planning database or software! Taking the industry lead in India, in a first of its kind endeavour in the country, we approached TAM to do an exclusive analysis for us.
What the study found was that while a relatively small 7% of overall TV homes have multi-TV sets – the number looks much healthier as we move up the SEC as well as in specific ‘hindi-speaking’ markets!
Overall, 16% of SEC-A homes have more than one TV set
In markets like Delhi, UP, Punjab – almost a third of SEC-A homes are multi-set homes
And, almost 18-20% of SEC-B homes are impacted
Questions we raised:
Is our overall picture of ratings & viewership being distorted by not acknowledging this growing ‘multi-tv set’ trend?
More important, what is the impact on the overall media plans?
Are we sub-optimally addressing a growing breed of potential consumers with the power to purchase?
set2view is a powerful insight which will gain even greater and wider proportions in years to come – because as multi-set homes gain in penetration, this will be a Discriminator to further fine-tuning SEC A as well as providing a life-style parameter to TV planning!
MAM
McDonald’s India CBO Arvind RP exits after seven years
The chief business officer exits after a stint that took him from marketing to leading South India operations.
MUMBAI: Arvind RP is out. The chief business officer of McDonald’s India has stepped down from the fast-food giant after more than seven years, and is currently serving out his notice period.
It is a significant exit. Arvind joined McDonald’s India in 2019 as director of marketing and communications, a fairly conventional brief, but steadily accumulated responsibilities until he was running the profit and loss for the company’s entire South India operation, with store operations, new outlet development, marketing, human resources and training all falling under his remit.
In a LinkedIn post, he was characteristically warm about his time there. “Looking back, many of the moments that stand out in my career aren’t just about outcomes or milestones; they’re about the incredible people who were part of the journey,” he wrote, adding that he had been “lucky to be surrounded by fantastic team members.”
Before McDonald’s, Arvind spent six years at skincare chain Kaya, where he led marketing and analytics, overseeing brand-building, product innovation and digital and customer relationship management. His career spans a remarkable sweep of Indian industry: retail at Levi Strauss & Co, consumer goods at Britannia Industries, and automobiles at TVS Motor Company, where he also took an international posting in Jakarta.
With 25 years of experience across quick-service restaurants, beauty, fashion and FMCG, Arvind will not be short of takers. The only question is who moves first.
