Mar 11, 2018 - Judwaa 2. Sultan. The Jungle. Book. Baaghi. The State. Vs Jolly LLB ..... Surgical Strike. Wk 45,46: Demo
2
01 TV Landscape over the years
Growth in TV penetration has been tremendous
2004
2008
2013
2017
40%
46%
54%
64%
83 million
106 million
143 million
Source: Broadcast India study, IRS, Census, Industry Reports
183 million
4
Terrestrial was the only form of distribution till the mid 90s. With the impetus of digitization, this is nearly extinct! Number of Channels
Source: IRS, BI, Industry Reports
Share of distribution medium
5
Given this pace of change, how does the TV Universe in India now look like?
6
TV Universe size in rural India is 99 million HHs, which is 17% higher than Urban India, but Rural is only 52% penetrated so far Size of TV Universe
780
183
Million
Million
Individuals
Households
87%
Urban India
84 mn Homes
Source: Broadcast India 2017
52%
Rural India
99 mn Homes
7
‘Old School’ Viewing still exists in India….be it URBAN or RURAL
86% of Indian Households still has CRT Television
97%
of India still owns single TV. This shows Co-Viewing is high in the country
BI 2016
% Multi-TV Household
6
LED/LCD/ Plasma 14%
5.1 5 4
NCCS A + Large Joint Family
3.4
3
CRT 86%
1.9
2
23%
1 0
All India
Urban
Rural
77%
Among TV Universe
U+R
Urban
Rural
CRT TV
86%
80%
92%
77% of large, affluent joint families
LCD/LED/Plasma TV
14%
20%
8%
have single TV
Source: Broadcast India study 2017 Source: Broadcast India study 2017
8
And no matter what the situation, TV remains a favourite family passtime
9
How much of TV is India watching?
10
Viewers in South spend higher time on TV than viewers in HSM Slide: 2/2
TOTAL
Daily Time Spent
557 million
03:44:28 (HH:MM:SS)
Daily Tune-ins on TV
South
HSM
South
HSM
190 million
367 million
04:09:25
03:31:36
70 mn
AP/Telangana
04:12:56
Mah / Goa
04:01:36
UP / Uttarakhand
55 mn
TN/Pondicherry
04:11:15
Delhi
04:00:03
46 mn
MP / Chattisgarh
41 mn
Kerala
03:50:06
Guj / D&D / DNH
03:46:10
22 mn
West Bengal
38 mn
Karnataka
04:11:23
Odisha
03:42:32
AP/Telangana
64 mn
TN/Pondicherry
58 mn
Kerala
Kerala
Mah / Goa
All individuals | Week 40-52 2017 | HSM stands for Hindi Speaking Markets; South comprises of Tamil Nadu, Andhra Pradesh, Telangana, Kerala & Karnataka. Rest of the States coming under ‘Hindi Speaking Markets’ (HSM)
11
Average Time Spent watching TV in a few states is still far lower than the globally comparable economies Significant Headroom for Growth!!
P/H/Ch/HP/JK
03:28 TN/ Pondicherry
04:11
Slide: 1/2
MP/ Chhattisgarh
Kerala
03:36
03:50
West Bengal
04:36
03:26
Rajasthan
04:18
02:58
04:39
12
Contrary to popular perception Viewership is highest amongst Youth (15-30 years) even in the digital age Viewership in Million Impressions 2-14 Yrs
15-30 Yrs
31-40 Yrs
41-50 Yrs
51+ Yrs 0
1000
2016
All India | Week 40-52 2017
2000
3000
4000
5000
6000
7000
8000
9000
10000
2017
13
02 Why is TV watching growing?
There is an interplay of several factors which influences TV viewership
Smaller/Nuclear families
TV Viewing Behaviour
Rural Market
Source: Broadcast India study 2017
15
Let’s start with distribution
16
The number of channels available to viewers has increased manifold, FTA has played a big role 282 240 210
No. of Channels
162
74%
14%
FTA Channels
Pay Channels
2015
2017
FTA Channels 23%
Share of Viewership
Channels Measured by BARC India
Pay Channels 77%
FTA Channels 31%
Pay Channels 69%
17
Moving on to the availability of content
18
Pride in local is showing! Hindi Language growth is under-indexed to Total TV growth while Regional genre growth is significantly over-indexed while Hindi Language remains a behemoth, regional content has seen huge growth
Language
% Change in viewership (2017 over 2016)
TOTAL
32%
Gujarati
146%
Assamese
123%
Marathi
74%
Bangla
68%
Oriya
65%
Kannada
63%
Bhojpuri
58%
Punjabi
38%
Telugu
33%
Tamil
30%
Hindi
27%
Malayalam
16%
2016: Wk1-13’16 | 2017: Wk40-52’17
19
In the sports genre, while cricket still remains the most popular sport watched on TV, local sport Kabaddi is fast gaining share Share of Sports Viewership (2017) Soccer Wrestling 5% 5% Kabaddi 15%
Others 6%
Kabaddi Viewership Growth 83% Cricket 69%
All India | Wk 1 – 52 2016 | Wk 1 – 52 2017
20
In the case of movies, Salman is Sultan! Tiger is on the prowl
Top 15 WTPs | Since 2015 7.82
7.66 7.10 6.45
4.88
4.43
4.39
3.49
Bajrangi Prem Ratan Bahubali 2 Bahubali Bhaijaan Dhan Payo The The Conclusion Beginning
HSM Urban/ 2+/ Rat% {Avg}
Golmaal Again
Dangal
Judwaa 2
Sultan
3.34
The Jungle Book
3.32
Baaghi
3.27
3.20
The State Toilet Ek Vs Jolly LLB Prem Katha 2
3.05
Singh Is Bliing
2.96
2.85
2.87
Dishoom A Flying Jatt Tubelight
21
What about electricity?
22
Improving electricity situation is one of the contributing factors for higher TV viewing Bengal
11%
58%
23
Does the time of year impact TV viewing?
24
As Temperature Rises, Primetime Viewership Drops Total TV Impressions’000, week on week (7pm to 11 pm) 11000007
35 30
10000007
25 20
9000007 15 10
8000007
5 7000007
W47 W48 W49 W50 W51 W52 W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 W37 W38 W39 W40 W41 W42 W43 W44 W45 W46
0
2015-2016
2016-2017
Avg. Temperature(in C)
In 2016 and 2017, during summers (week 14-week 30), viewership has dropped significantly 25
Total TV increases in South during Festival Holidays, while in HSM it remains stable Dussera – 30th Sep 2017
1%
16%
25,80,292
16,12,614
25,98,361
18,64,260
HSM
South Prv 4W Avg
Wk 40
Diwali – 18th – 20th Oct 2017
1%
30%
32%
19%
21%
25,06,291
4,73,992
1,58,118
5,60,951
3,71,087
25,31,241
6,16,796
2,08,913
6,68,384
4,47,547
HSM
Tamilnadu
Kerala
Andhra Pradesh
Karnataka
19th Oct
18th Oct
18th Oct
2+/ Impressions’000
19th Oct
20th Oct 26
Total TV increases in both HSM and South during Public Holidays
Independence Day - 15th Aug 2017
19%
19%
23,66,130
14,74,103
28,13,307
17,53,860
HSM
South
Prv 4W Avg
Wk 33
Prv 4W Avg
Wk 40
Gandhi Jayanthi – 2nd Oct 2017
15%
12%
23,98,130
14,97,854
27,64,754
16,82,895
HSM
South
2+/ Impressions’000
27
What about migration?
28
A majority of this content is consumed within the home state….however
41%
44% 15%
Bihar/ Jharkhand UP/Uttarakhand Other States
BHOJPURI
Guj/D&D/DNH: 6.5% Out of Total viewership in other states, majority comes from….
All India | shr% | 2017
Delhi: 4.9% Assam/NE/Sikkim: 4.1% 29
Tamil is the 2nd most popular channel language in Bangalore….
7%
3%
16%
74%
All India | shr% | 2017
Kannada Tamil Telugu Hindi
30
And of course literacy… Padhega India toh aur TV dekhega India!
31
Co – relation between TV viewing and literacy is quite high. It is observed that viewers in states with higher literacy watch more TV
04:33:36 AP / Telangana
TN / Pondicherrry Karnataka
04:19:12
Delhi 04:04:48
Guj / D&D / DNH Odisha
03:50:24
Kerala
Mah / Goa
Punjab/ Haryana / Chandigarh / HP / J&K
All India Average ATS(v)
03:36:00 MP / Chattisgarh 03:21:36
North East West Bengal
Bihar / Jharkhand
03:07:12
UP / Uttarakhand
02:52:48
Rajasthan 02:38:24 60
65
70
75
80
85
90
95
32
What about the changing role of women?
33
Women make a significant contribution to News genre viewership (~44%) 31st Dec - Rastra Ke Naam Sandesh – Wk 1’17
8th Nov – Demonetization – Wk 45’16
31159
3.5 8787
wk 45'16
Prv 4 wk Avg
56%
6596
Prv 4 wk Avg
times
10309
P4 Wk
Wk 45’16
G/D %
Male
3,770
5,727
52%
Female
2,826
4,583
62%
Wk 01'17
P4 Wk
Wk 1’17
G/D %
Male
4,908
17,340
3.5x
Female
3,880
13,820
3.6x
37% W.r.t. to pre-demonetization weeks, demonetization weeks had 37% higher female viewership % Contribution to Genre Wk 45 '16-Wk 7 '17
Target Group
Male
Female
Hindi News genre
HSM 15+
56%
44%
Hindi Movies genre
HSM 15+
54%
46%
Hindi GEC genre
HSM 15+
48%
52%
English News genre
All India 22+ AB
57%
43%
HSM | Hindi News | 2+ | Imp in Millions
34
Women make a significant contribution to News genre viewership (~44%) 18th Dec (Mon) – Gujarat / HP Elections
11th March (Sat) – UP Elections 434
285
2.2x
3.2x
129
136
Wk 10'17
Wk 50'17
Wk 11'17
Wk10’17
Wk 11’17
G/D %
Male
76
252
3.3x
Female
60
182
3.2x
HSM | Hindi News | 2+ | Imp in Millions
Wk 51'17
P4 Wk
Wk 1’17
G/D %
Male
73
162
2.2x
Female
56
124
2.2x
35
What about local habits?
36
Evening Prime Time contributes to over 30% for Hindi, English and Regional News However, Morning Time contributes maximum to News in AP and Tamil Nadu All India | 22+ M AB |Imp’000|English News
37%
HSM|Imp’000|Hindi News
23%
28%
29%
Morning
Prime Time
Prime Time
Others
Others
40%
Morning
43%
AP/Telangana|Imp’000| Telugu News
28%
44%
TN/Pondichery|Imp’000| Tamil News
31%
39%
Morning
Prime Time
28%
Image Source: dreamstime.com
30%
Others
37
03 Appetite of TV Viewers
What is it that India watches on TV?
39
HINDI CONTENT rules! The associated genres reach more than 500 million people weekly HINDI GEC
499
HINDI MOVIES
471
HINDI MUSIC
319
HINDI NEWS
309
KIDS
255
ENGLISH SPORTS
200
HINDI YOUTH
176
SPORTS
159
BHOJPURI GEC
141
HINDI NEWS-Regional
139
BHOJPURI MOVIES
128
TELUGU GEC
107
INFOTAINMENT
107
TAMIL GEC
106
ENGLISH MOVIES
82 0
Source: BARC Data (2016- 2017)
100
2016 (Weekly reach in million) 200
2017 (Weekly reach in million) 300
400
500
600 40
GEC related content is king in both urban and rural India
INDIA URBAN Talent search/feats/ Reality show
Drama/soap Mythological/costume dramas Horror serial Game show/quiz Cartoons/animation Feature films
All India | Week 8-52 2017
INDIA RURAL Drama/soap Mythological/costume dramas
Talent search/feats/ Reality show Children’s program Game Show/Quiz Feature films Cartoons/animation
41
Its all about Drama!
42
Aspirations Drive Viewership…… Real life marriages draw inspiration from TV
13%
Marriage tracks, on an average boost ratings by 13% as compared to the previous weeks Viewers are enamored by the lavishness of the weddings and the “feel good” setting
HSM/2+/ Growth in Rat% (sum)
43
…..And so does unwelcome events Jail tracks increase viewership
15%
Jail tracks, on an average boost ratings by 15% as compared to the previous weeks Viewers are enamored by the a “twist” in the tale
HSM/2+/ Growth in Rat% (sum)
44
MAHASANGAMS grab more eyeballs. People love to watch the interplay of characters who would otherwise be in separate shows
20%
“Maha-sangams”, on an average boost ratings by 20% as compared to the previous weeks Viewers are enticed watching their favorite characters in the same frame
HSM/2+/ Growth in Rat% (sum)
45
The Drama spills over onto reality shows too Bigg Boss Season 11 : Episode wise performance on weekdays ‘Padosis’ come face to face with contestants
1.86 1.75 1.64
1.44 1.42
Nominations by doing sacrifices for friendship
Priyank Sharma’s wild card entry
1.87 1.70 1.69
1.67
1.72
1.53
1.52 1.50
1.66 1.58 1.51
1.64
1.62 1.52
1.93 1.89
1.83
1.70 1.55
Luxury Budget Task of ‘Torturing’ other contestants
1.69 1.60
1.73
2.02 1.80 1.81
1.68
2.00 1.91
1.89
1.79 1.81
2.06
2.33 2.17
1.78 1.79 1.76 1.81 1.73
1.84
1.81 1.83
1.60
1.48
1.34
Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri
W40
W41
W42
W43
W44
W45
W46
W47
W48
W49
“Bigg Boss” housemates get high on emotion after meeting their family in the episode of Thu-Fri HSM Urban/ 2+/ Rat%{avg}
46
Even News events cannot escape the lure of “Drama” Wk 49: Jayalalitha’s death
4000
Wk 45,46: Demonetization
3500
3000
2500
2000
WB, Kerala, TN Assembly Election Result
Wk 33: Independence Day, multiple holidays
Wk 38, 39: Uri attack, Surgical Strike
3590 3132 2793
Wk 11: UP, Utk, Punjab, Manipur, Goa Assembly Election Result
Wk 35: Verdict on Gurmeet Ram Rahim
1699 1476
1500
2146
Wk 7-8: Supreme Court verdict on Shashikala, Maharashtra Civic Poll Results
1000
500
2906
2744
Post July 2016, News category has consistently been on a high owing to back to back News events
0
All India | News | 2+ | Imp’000 | Hindi News, English News and Regional News
47
19:22:04 - 19:23:04 19:24:04 - 19:25:04 19:26:04 - 19:27:04 19:28:04 - 19:29:04 19:30:04 - 19:31:04 19:32:04 - 19:33:04 19:34:04 - 19:35:04 19:36:04 - 19:37:04 19:38:04 - 19:39:04 19:40:04 - 19:41:04 19:42:04 - 19:43:04 19:44:04 - 19:45:04 19:46:04 - 19:47:04 19:48:04 - 19:49:04 19:50:04 - 19:51:04 19:52:04 - 19:53:04 19:54:04 - 19:55:04 19:56:04 - 19:57:04 19:58:04 - 19:59:04 20:00:04 - 20:01:04 20:02:04 - 20:03:04 20:04:04 - 20:05:04 20:06:04 - 20:07:04 20:08:04 - 20:09:04 20:10:04 - 20:11:04 20:12:04 - 20:13:04 20:14:04 - 20:15:04 20:16:04 - 20:17:04 20:18:04 - 20:19:04 20:20:04 - 20:21:04 20:22:04 - 20:23:04 20:24:04 - 20:25:04 20:26:04 - 20:27:04 20:28:04 - 20:29:04 20:30:04 - 20:31:04 20:32:04 - 20:33:04 20:34:04 - 20:35:04 20:36:04 - 20:37:04 20:38:04 - 20:39:04 20:40:04 - 20:41:04 20:42:04 - 20:43:04 20:44:04 - 20:45:04 20:46:04 - 20:47:04 20:48:04 - 20:49:04 20:50:04 - 20:51:04 20:52:04 - 20:53:04 20:54:04 - 20:55:04 20:56:04 - 20:57:04 20:58:04 - 20:59:04 21:00:04 - 21:01:04 21:02:04 - 21:03:04 21:04:04 - 21:05:04 21:06:04 - 21:07:04 21:08:04 - 21:09:04 21:10:04 - 21:11:04 21:12:04 - 21:13:04 21:14:04 - 21:15:04 21:16:04 - 21:17:04 21:18:04 - 21:19:04 21:20:04 - 21:21:04 21:22:04 - 21:23:04 21:24:04 - 21:25:04 21:26:04 - 21:27:04 21:28:04 - 21:29:04 21:30:04 - 21:31:04 21:32:04 - 21:33:04 21:34:04 - 21:35:04 21:36:04 - 21:36:10
Drama is important even for Sports Badminton World Championship Sindhu takes the score to 18-18 after scoring 4 points against
Sindhu takes lead in 1st game. Score stands at 8-5. Sindhu manages a 4 point advantag e. Score stands at 9-3
Sindhu loses 1st game. Score stood at 19-21.
Gripping match. Score reaches a 20-20. Sindhu fails to convert 3 game points
Audience peaks as break ends only to dip as Okuhara pulls a 12-12s
Extended break taken by Sindhu. Game in favour of Okuhara, 4-1.
Neck-to-Neck match. Sindhu catches up , pulls score to 15-15.
Sindhu pulls score to 7-7 Sindhu on the floor, as she hits a shot. Gets up. Sindhu 19-18 Okuhara.
Sindhu gets warning for taking extra-time. Match reaches 13-12 in favour of Okuhara
Viewers exit as Sindhu loses match after a tough fight.
48
Drama is important even for Sports Women’s World Cup 45,000.00
40,000.00
35,000.00
30,000.00
England Batting as they set 228 to win
Veda Krishnamurthy's wicket which changed the course of the match
25,000.00
20,000.00
15,000.00
10,000.00
Gripping chase begins to attract viewers 5,000.00
0.00 14:30:00 15:00:00
15:00:00 15:30:00
India / 2 yrs+ / Wt.Impressions
15:30:00 16:00:00
16:00:00 16:30:00
16:30:00 17:00:00
17:00:00 17:30:00
17:30:00 18:00:00
18:00:00 18:30:00
18:30:00 19:00:00
19:00:00 19:30:00
19:30:00 20:00:00
20:00:00 20:30:00
20:30:00 21:00:00
21:00:00 21:30:00
21:30:00 22:00:00
22:00:00 22:30:00 49
Over to some recent real life “drama”…
50
There are some misconceptions about ratings
51
But what really drives TRP?
The journalists
25%
The business heads / owners
33%
The viewers
42%
52
53
