(A TAM SGroup analysis using TAM Viewership data
and TAM ADEX data for the third week of World Cup 2003)
What a memorable week for Indians. The excitement
of the World Cup league matches ensured that even the Finance
Minister could not get the 'interest' levels down on the television
eyeballs. TAM SGroup presents you with the opportunity to sit
back and reflect on the way that the lives of decision making
on television advertising will be affected by these events.
Viewership Score Card
Let us look at the score card for
India's score sheet for this week's matches in terms of the viewership
levels:
Figure 1
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India's
match performance score card for cable and satellite hhlds
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Ratings
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India-Holland
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India-Zimbabwe
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India-Nambibia
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India-England
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India-Pakistan
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Mumbai
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10.4
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12.3
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10.2
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16.1
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24.6
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Calcutta
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17.6
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18.4
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18.1
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24.9
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30.4
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Delhi
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9.2
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8.7
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10.5
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15.9
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18.0
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Chennai
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9.2
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8.7
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10.5
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15.9
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18.0
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Bangalore
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7.2
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7.6
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8.1
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12.0
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11.4
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Hyderabad
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8.8
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9.9
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8.8
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9.9
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16.1
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Top
6 Metros
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10.5
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11.6
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11.1
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15.9
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22.4
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Source:
TAM People Meter System
Base: CS 4+ individuals, Channel: MAX
*Compared to a 4 week average
immediately prior to the world cup
Figure
2
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India's
match performance score card for non cable and satellite
hhlds
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Ratings
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India-Holland
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India-Zimbabwe
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India-Nambibia
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India-England
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India-Pakistan
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Mumbai
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16.5
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20.4
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21.2
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24.5
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30.9
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Calcutta
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19.7
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23.3
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22.1
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23.1
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32.3
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Delhi
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8.5
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8.5
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11.0
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16.3
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18.0
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Chennai
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4.3
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9.0
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10.5
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12.0
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14.0
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Bangalore
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12.1
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14.5
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18.0
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15.4
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21.1
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Hyderabad
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13.8
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12.3
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15.4
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13.3
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25.5
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Top
6 Metros
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14.0
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15.6
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16.2
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17.5
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24.6
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Source:
TAM People Meter System
Base: NCS 4+ individuals, Channel:DD1 & DD2
TAM Brand Barometer
TAM S Group Brand Barometer is an 'at-a-glimpse'
report card for advertisers that have invested in the World
Cup 2003 of the top brands in terms of duration from the first
match of the World Cup upto 5 March.
India vs. Pakistan-Breaking Records
India vs. Pakistan broke a lot
of records. TAM SGroup compared past three year's top rated
episodes of the 'Serial' segment in the combined markets of
Mumbai and Delhi. Since year 2000, 'Kyunki Saans Bhi Kabhi Bahu
Thi' has made it to all the top five ranks.
As per figure 4, a comparison of these ratings
with a peak half-hour rating during India - Pakistan match,
shown on Max, exhibits the same kind of sweeps on viewers. The
top most rated half an hour of this cricket match fetched a
rating of 28.7% in Mumbai and Delhi, making a place for itself
in the top three positions as one of the most watched half hour
slots in the last 3 years.
Impact of Day/Night Match on television viewership
The live telecast of India England
(day and night) match made a serious impact on the viewing behaviour
of audiences. The match garnered viewers in all possible ways viz.
Stealing some from the mass channels, eating into share of other
channels and also by increasing the overall viewership base.
Infact, the telecast increased TV viewership base at prime time
by a whopping 32%.
The 'Hard-To-Get' male audiences
Has the World cup been
able to provide the 'difficult-to-reach' males audiences to the
advertisers? TAM SGroup analysis indicates that the time spent on
Television has shot up for male audiences by more than 200 minutes
esp. for the last week (refer figure 6)
Figure 6 plots the average time spent per week on TV by SEC ABC
Male audiences 15 Years and above living in Cable and Satellite
Homes. It further compares it with the average time spent per week
prior to world cup to track the effect of World Cup on TV viewing.
As per analysis conducted by TAM SGroup (in Top 6 metros) it becomes
evident that the time spent on TV increases as the number of India
matches increase. In the top 6 metros, the time spent on television
has increased from 992 minutes to 1233 minutes .This is an increase
of almost 4 hours if one compares the third week of World Cup to
the average time spent of 4 weeks average immediately prior to the
world cup (refer figure 6).
Cricket Vs. Football- Dispelling the myth
Though the entire nation was caught up with the India-Pakistan cricket
fever, TAM SGroup tried to trace the popularity of different sports
across markets to check the flavour of the sports loving population.
This has resulted in interesting findings that will help advertisers
to make investment decisions as per their priority markets. For
instance, in Calcutta the finals of the FIFA World Cup football
that was telecast on Ten Sports on 30 June, 2002 scored a peak half
an hour rating of as high as 64 in the SEC AB Males 25 years and
above audiences in cable & satellite homes. Compared to this, the
India Pakistan match in the same target group could muster a peak
half hour ratings of 53.5, thus dispelling the myth that cricket
is the only sport that Indians worship. Brands that advertised on
the FIFA finals that day like Pepsi, Pepsodent, Bajaj Pulsar and
Akai Black belt had a 'Field' day.
Using
cricket to drive channel viewership!
From the above analysis, it is clear that for a broadcaster, cricket
is a goldmine to drive viewership and ad budgets to the channel.
However, the high cost of acquisition of this programming genre
makes it imperative for the broadcaster to maximize his returns
and use cricket as a platform to drive viewership to other programmes.
As per this analysis of TAM SGroup, Sony is ranked at Number
5 in terms of the overall duration of Non TVC during the world cup
for matches till 5 March 2003. Infact, it was noticed that during
a lot of matches, the serials and other programmes following the
match were displayed a number of times on the screen. This method
of advertising tries to use the recency theory to drive viewership.
A TAM SGroup Analysis
Note :-
1. TAM Viewership data used for Viewership Share.
2. TAM ADEX data used for Revenue Share.
3. Though the rates in TAM ADEX are 'Peak Rates', the chart plots
Channel Genre level share trends which will be broadly in the same
direction as the actual revenue earnings by individual channels
within the set considered above.
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