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!

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