The presentation comprised an international news study that shed
light on viewers' involvement with news, a
Synovate study to understand how viewer's view, out of home viewership,
revealing how travel changes the viewing experience, insights of
news consumers in India and how they differ from Europeans and other
Asians, news segmentation study to understand differences of news
consumers in India and the Adwatch, which was jointly done with
Initiative Media. Adwatch aims at going beyond GRPs (gross rating
points), which solely look at attendance as against attention.
Media Brand Value survey undertaken by the channel looked at the
relationship between senior business people and influential leaders
in Europe and international media; how it compared with national
media and the strengths of specific channels and titles. The survey
covered four main areas in terms of media usage, core news values,
speed, importance/impact and practical use. The survey revealed
that BBC World was the most successful channel in terms of viewer
loyalty: rated number one for impartiality, for being stimulating,
a must watch! Interestingly, as opposed to all the Synovate PAX
surveys done earlier, which revealed that CNN continued to be the
leader in the news genre; the Media Brand Value survey revealed
that BBC World shared a much stronger relationship with their viewers
in terms of trust, impartiality, stimulation and usefulness at work
as opposed to CNN. Out of the 11 positive attributes explored, BBC
World was ranked top in four as opposed to CNN's two.
Interestingly, the Synovate study done across 16 countries in 16
homes, which was shown at the recently held CASBAA convention, reveals
that unlike popular perception that people watch more television
during prime time and that's the sole reason why media planners
put their clients' money in that slot; what actually is the case
is that most people are multi tasking at that time. They may be
sitting in front of the television but at the same time they are
cooking, are on the phone, talking to their family members, are
on their laptops, give attention to their pets etc. It is in the
late night slot that people are less active and give more attention
to television as they are not multi tasking. "Advertisers bank
on prime time television viewing audience but they may be missing
out on reaching to a lot of people who are doing other things at
the same time," Nye says.
On the other hand, BBC World's Segmentation study, which used a
two pronged approach, took into account both qualitative and quantitative
data and classified Indian news viewers into six categories: astute,
self acclaimed intellectual, evolved, generalist, minimalist and
Speaking on the same, BBC World senior research manager Dezma de
Melo says, "There is more to measuring media than counting
eyeballs and it is important to understand the attention and involvement
of viewers. This study attempts to understand Indian news viewers,
and classifies them based on a study of their minds and attitudes,
to reveal why and how they watch news."
The Segmentation study defines 'astute' viewers as go getters and
achievers who place great importance in the relevance of news and
are hence very selective about the source of their news. 'Evolved'
viewers, on the other hand, consider themselves to be practical,
value well balanced and credible news, and use multiple sources
of news to reach a self evaluated story. 'Self acclaimed intellectual'
viewers have a high sense of self worth and a preference for news
that they can use to create impact in a conversation. The study
identified 'generalist' viewers as those who see themselves as hard
working and serious people and are likely to just catch headlines
and not bother about the whole story or the number of sources involved.
'Minimalist' viewers are motivated by money and power while 'detached'
viewers are defined by low self awareness, but both watch news simply
to "appear" informed.
Not surprisingly, the study reveals that 'minimalists' represent
the largest percentage of Indian news viewers at 32 per cent, followed
by 'evolved' viewers (19 per cent), 'self acclaimed intellectuals'
(16 per cent), 'astute' and 'generalists' (11 per cent) and 'detached'
viewers (10 per cent).
Some of the interesting media habits of these viewer categories
- Generalist viewers watch a lot of television and tend to surf
a lot, preferring news, music and general entertainment channels,
- Astute viewers are most likely to watch international and domestic
news, sports and English movie channels, however the bulk of their
time is spent watching news,
- Self acclaimed intellectuals watch television late at night
and also like to read news of society events,
- Minimalist and detached viewers prefer watching television to
- Evolved, self acclaimed, generalist and astute viewers choose
BBC World as their favourite news channel, while Aaj Tak is the
preferred news channel amongst minimalists and detached viewers.
The survey also revealed that BBC World's diverse programme mix
appealed to different viewer categories. Programmes like India
Business Report and Asia Business Report find affinity
with 'astute' viewers while Holiday and Wheels find
avid viewers in holiday makers and car buyers. 'Self acclaimed intellectuals'
are most likely to watch Mastermind India or University
Challenge, that appeal to their intellectual mindset and reinforce
their belief in them being superior, or Sport Today or Extra
Time, which give them the extra information they can talk about!
In the Adwatch study, which tries to investigate the factors that
increase or decrease receptivity to advertising and how the media
environment can actually affect response to advertising, the end
objective being to guide advertisers in improving the effectiveness
of their campaigns. Some of the findings revealed in Adwatch were:
- Zee News has the highest number of ads as was believed by 44
per cent of the respondents,
- BBC World and Headlines Today on the other hand had the least
number of ads as was believed by 11 per cent of the respondents,
- 54 per cent of the respondents strongly agree that there seems
to be more advertising nowadays,
- 22 per cent of the respondents strongly agree that they tend
to watch less TV if there are more ads,
- Those who watch TV alone are less likely to switch channels
during ad breaks,
- 31 per cent of the respondents strongly agree that they pay
more attention to the ads of they like the programme they are
- BBC World has more viewers (10 per cent) who are receptive to
advertising as compared to NDTV 24x7 (-14 per cent).