Climax-is what everybody's waiting for. 'Super 6's' are over and India is done it and done it in style. While we won all the matches in 'Super 6s', viewers were glued on to television through out these matches. TAM SGroup, this week, bring you insights.

Viewership Score card

First, a look at the viewership score cards for the matches this week. Refer Figure 1 and 2.

Fig. 1

 

Fig. 2

TAM SGroup Brand Barometer

The following tables list the movers and shakers of the World Cup advertising for the last fortnight.

Fig. 3

The above ranking (refer figure 3) provides with a glimpse of investments that different advertisers have made in World Cup advertising.

Calculating advertising returns- Advertising performance in different population strata markets

TAM S Group analysed the returns for these investors in terms GRP ( gross ratings points) deliveries in various population strata across markets. Figure 4 highlights the effects of difference in viewing behaviour across population strata on differential returns for the advertising brands.

Fig.4

Source : TAM Peoplemeter System Target Group : Cable & Satellite individuals 4 years and above Market : Top 6 Metros Period : 2 March to 15 March 2003

Analysing viewership for different target audience clusters- Are brands unexposed to a target audience?

In our day to day life we observe that some of us spend more time watching television compared to others. Therefore, television-viewing audiences can be divided into three equal-sized clusters on the basis of time spent watching television viz. heavy watchers, medium watchers and light watchers.

Methodology:
The TAM sample in the 6 metros- Mumbai, Delhi, Calcutta, Chennai, Hyderabad and Bangalore were divided into three equal parts or trisected to arrive at the segmentation of heavy, medium and light audiences. This trisection is done on the basis of the time spent watching television by the TAM samples. Hence, heavy audiences are the 33per cent of the TG who spend maximum time watching television compared to others. Light audiences are those 33 per cent of the TG who spend minimum time watching television compared to the other two clusters.

This automatically implies that the viewership of same program would be different in different clusters. Let us revisit the ratings of the top three India matches for this analysis:

Fig.5

Source : TAM Peoplemeter System Target Group : Cable & Satellite individuals 4 years and above Market : Top 6 Metros

Key Take-Outs: Now, we analyse the ratings of the above matches in the three segments of heavy, medium and Light viewers.

Fig.6

Source : TAM Peoplemeter System Target Group : Cable & Satellite individuals 4 years and above Market : Top 6 Metros

Figure 6 highlights that the India-Pak match got a rating of 33 in the heavy viewing cluster while the rating in the light viewing segment was a meagre nine. This aspect of television viewership has serious implications on advertising brands. According to this construct it will be only fair to assume that brand advertising (or GRP deliveries) would also get skewed towards heavy viewers and would skirt away the light viewers.

 

Atul Phadnis, director, S-Group, TAM Media Research
Source : TAM ADEX (TV, Newspapers and Magazines)