India
might not have returned home with the cup, but the advertisers
who took the risk of investing in the World Cup telecasts, definitely
got their share of returns. The finals, as expected, recorded
an unprecedented viewership across markets.
This week TAM S Group newsletter looks into the returns for the
major brands, and also the effect of the so-called "Operation
Iraqi Freedom" on the viewership of news channels. Also, we bring
to you the ratings for the final match across the 6 metros.
How much did my Money work ?
The chart
below plots the returns that the prominent brands have been able
to garner during the Cricket World Cup 2003 in the All TV homes
( CS and Non CS) in 6 metros.The X-axis represents the GRPs( gross
rating points) for various brands during the live telecasts on
DD1 and DD 2. The Y-axis represents the GRPs for the same brands
during the live telecasts on Sony and MAX. Pepsi emerges out as
the top brand in terms of viewership on World Cup followed by
Reliance and BSNL on Sony and DD Network respectively. Brands
like Mak, Samsung Plano, Castrol Activ 4t were only present on
Max, as is clear from the chart below.
The
chart depicts the mileage that different brands have been able
to earn out of being present on DD or Max. For instance, Reliance
advertisements got more viewership from Sony network compared
to BSNL that which dominated on DD network.
Gauging effect of world cup on TV Viewing behaviour?
The
chart below plots the six metros on the basis of their individual
time spent on cricket. Each metro has two data points in the plot;
one corresponding to the average time spent per week prior to
World cup (for example Mum - Prior) and second corresponding to
average time spent per week during the World Cup (for example
Mum - During).
As
per the analysis of TAM SGroup, this illustrates that markets
have behaved differently to the world cup. For instance, the total
TV viewing in Calcutta showed a massive increased from 150 minutes
per day to 171 minutes per day. This translates into an increase
of 14 per cent jump on total TV viewing. Delhi has registered
a 16 per cent increase in the total time spent on television,
which is the highest registered in any market. It becomes quite
evident from the above chart that although all markets have responded
in the same direction due to World Cup, but the impact is quite
different in different markets.
International news channels register unprecedented walk-ins
during the War Week.
The
table below maps the walk-ins for different news channels for
the last four weeks. As expected all the news channels have garnered
more walk-ins in the last week. However, what makes this jump
exceptional is the fact that this increase has happened over and
above the existing high viewership base due to World Cup 2003.
TAM S Group
analysed the effect of these walk-ins terms of channel shares
for various news channels for their target audiences. The chart
below indicates the increase in the channel shares for the CS
Males SEC ABC 15+ Years over the average share for the prior weeks.
The red line in the chart corresponds to the (right hand Y-axis)
and indicates the percentage increase in the channel share. The
chart clearly points out that CNN and BBC seem to have gained
the maximum out of the war.
Atul Phadnis, director, S-Group, TAM Media Research
Source : TAM ADEX (TV, Newspapers and Magazines)
