MAM
Report on Hindi News Viewership

26% of people surf internet while watching TV: Axis My India Survey

The survey covered 10, 525 people across different states.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2022/02/03/img_03022022_180304_800_x_800_pixel.jpg?itok=evQATgwq

Mumbai: At least 26 per cent of people surf the internet while watching Television, revealed Axis My India CSI Survey for February, thus opening deeper conversations on rising multi-screen user behaviour and scope of competitive advertising among different platforms.

The survey covered as many as 10, 525 people across different states via Computer-Aided Telephonic Interviews. While 70 per cent of them belonged to Rural India while 30 per cent belonged to urban areas. In addition, 59 per cent of the respondents were male while 41 per cent of the respondents were female.

According to the survey, consumption of media like TV, Internet, and Radio has also increased for 24 per cent of the families.

Axis My India further assessed if advertisement influences consumer’s purchase decisions, and found that at least 41 per cent agreed that ads are stimulants and thereby drive purchases. This reflects the view of 18-35 year olds from the northern part of India. However, a majority of 57 per cent disagree on the same. 

The latest monthly analysis of consumer perception also showed that spends on essentials like personal care & household items have increased for 43 per cent of the families showcasing a surge in the northern and southern part of India, however, this is also the lowest surge in the last five months. Spends however remain the same for 33 per cent of the families. Spends on non-essential & discretionary products like AC, Car, Refrigerator has also increased for 10 per cent of families, indicating an even lower percentage than the last five months.

“The survey captures consumers’ apprehensions yet preparedness and confidence in the advent of Omicron. While essential, non-essential, and health-related increased expenditures witnessed a dip, consumers at the same time have expressed their confidence of not being financially impacted by the 3rd Wave,” said Axis My India CMD Pradeep Gupta, commenting on the February report.

“Moreover, in our attempt to discover consumer information consumption habits, we witnessed a growing possibility of shared space competitiveness between TV and online for influencing ad-based purchase decisions. However online space unlike TV is an interactive platform and thereby possesses the challenges of ensuring the security and safety of data shared by consumers. Overall with the nation’s sentiments resuming back to slow and steady normalcy and more opportunities opening up within the media space, advertisers and marketers are in a sweet spot and should thereby leave no space untouched,” he added.

Some of the other key findings of the consumer sentiment index survey are:

·89 per cent families reported going out the same for short vacations, malls and restaurants as compared to 85 per cent of families last month, which has been the highest percentage in the last five months.

·Consumption of health-related items more or less remains the same for 44 per cent of the families, while a surge is witnessed among 38 per cent of the families.

·With regards to financial and personal security, 41 per cent is apprehensive that the information shared online is not secure.

·Over 67 per cent believe that women are better as compared to men when it comes to financial/ investment management.

·A bulk of 48 per cent believe that the new variant of the virus – Omicron won’t impact their financial well-being.

·In a positive, 50 per cent of respondents engage in sports/exercise and other health-related activities to remain fit and healthy.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/30/aditi-school-girl.jpg?itok=sAh-2Y29
Industry asks: Is #StopTheBeautyTest a sign of regression and hypocrisy?

As the writer of this story, I don’t know if the recent “#StopTheBeautyTest” campaign by Dove is just blown out of proportion or it isn't. Dove was launched in India around the 1990s and one of their other products, Glow & Lovely (previously Fair & Glow) – a skin-lightening cream, has been...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/30/7.jpg?itok=5JUPQmHu
ixigo rolls out new campaign with Jackie Shroff & Suniel Shetty

ixigo has roped in Bollywood celebrities Jackie Shroff and Suniel Shetty as the new faces of the brand for their campaign "#NikalLo." The campaign has been designed to create buzz and increase brand awareness ahead of the festive season and will be launched across television and digital platforms.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/asci-1.jpg?itok=R-0fmTdy
Asci names N. S. Rajan as new chairman

August One Partners director N. S. Rajan was unanimously elected as chairman of the board of governors of the Advertising Standards Council of India (Asci) on Thursday. The decision was taken at the board meeting following the 36th annual general meeting of the industry’s self-regulator.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/renault.jpg?itok=wrASmua6
Renault, Lemma & Yahoo launch a programmatic DOOH campaign

Lemma, a leading programmatic digital out of home platform, recently enabled the Renault Kiger campaign at airports with Yahoo as the demand side platform.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/maitri.jpg?itok=5Hfsm6GD
Maitri Advertising Works wins agency of the year award

Maitri Advertising Works announced that it has won the South Indian Marketing Award for Agency of the Year. The agency has bagged four gold and one silver.

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/havas_worldwide.jpg?itok=ZuMqFoXR
Havas Worldwide India ropes in Nikhil Guha & Neeraj Toor as group creative directors

Mumbai: Havas Worldwide India, the creative arm of Havas Group India, has further strengthened its creative team with the appointment of Nikhil Guha and Neeraj Toor as group creative directors. The agency recently announced the appointment of Anupama Ramaswamy as its chief creative officer. The two...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/dove.jpg?itok=T18r0z4M
HUL MD & CEO's post on Dove's #StopTheBeautyTest campaign evokes mixed reactions

Dove’s latest campaign questioning society on the beauty-based judgements that young girls are subjected to has been garnering attention, but not always for the right reasons. This was probably discovered by Hindustan Unilever (HUL) MD & CEO Sanjiv Mehta when he recently shared a post on the...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/trish.jpg?itok=A09kGpjl
Zenith India names Trishul Bhumkar as managing partner

Zenith India, the media agency under Publicis Groupe India has appointed Trishul Bhumkar as its managing partner.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/29/nagesh_pannaswami.jpg?itok=sJTe61fa
Nagessh's SilverEdge looking to stir the D2C market; eyes Rs 25 mn revenue

Mumbai: He might have contemplated his thoughts and decisions prior to this story, but not anymore. Curry Nation Brand Conversations (CNBC) co-founder Nagessh Pannaswami (a first-generation entrepreneur, an ad veteran along with famous ad woman, Priti Nair) has now made a move to the brand side by...

MAM Marketing Brands