Appetite of TV Viewers What Is It That India Watches on TV?
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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 183 million Source: Broadcast India study, IRS, Census, Industry Reports 4 Terrestrial was the only form of distribution till the mid 90s. With the impetus of digitization, this is nearly extinct! Number of Channels Share of distribution medium Source: IRS, BI, Industry Reports 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 87% 52% 780 183 Urban India Rural India Million Million Individuals H o u s e h o l d s 84 mn Homes 99 mn Homes Source: Broadcast India 2017 7 ‘Old School’ Viewing still exists in India….be it URBAN or RURAL 86% of Indian Households still has CRT 97% of India still owns single TV. This Television shows Co-Viewing is high in the country BI 2016 % Multi-TV Household 6 LED/LCD/ 5.1 Plasma 5 14% NCCS A + Large 4 3.4 Joint Family 3 CRT 86% 1.9 2 23% 1 0 77% All India Urban Rural 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 8 Source: Broadcast India study 2017 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 Daily Tune-ins on TV 03:44:28 557 million (HH:MM:SS) South HSM South HSM 190 million 367 million 04:09:25 03:31:36 AP/Telangana 64 mn Mah / Goa 70 mn AP/Telangana 04:12:56 Mah / Goa 04:01:36 TN/Pondicherry 58 mn UP / Uttarakhand 55 mn TN/Pondicherry 04:11:15 Delhi 04:00:03 Kerala 46 mn MP / Chattisgarh 41 mn Kerala 03:50:06 Guj / D&D / DNH 03:46:10 Kerala 22 mn West Bengal 38 mn Karnataka 04:11:23 Odisha 03:42:32 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!! Slide: 1/2 P/H/Ch/HP/JK MP/ Chhattisgarh Kerala 03:28 03:36 03:50 TN/ West Bengal Pondicherry Rajasthan 04:11 03:26 04:36 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 2000 3000 4000 5000 6000 7000 8000 9000 10000 2016 2017 All India | Week 40-52 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 282 240 210 162 No. of Channels 74% 14% FTA Channels Pay Channels 2015 2017 FTA Channels FTA 23% Channels 31% Share of Viewership Pay Pay Channels Channels 77% 69% Channels Measured by BARC India 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 % Change in viewership Language (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) Others Soccer 6% Wrestling 5% 5% Kabaddi Kabaddi 15% 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 3.34 3.32 3.27 3.20 3.05 2.96 2.85 2.87 Bajrangi Prem Ratan Bahubali 2 Bahubali Golmaal Dangal Judwaa 2 Sultan The Jungle Baaghi The State Toilet Ek Singh Is Dishoom A Flying Jatt Tubelight Bhaijaan Dhan Payo The The Again Book Vs Jolly LLB Prem Katha Bliing Conclusion Beginning 2 HSM Urban/ 2+/ Rat% {Avg} 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 As Temperature Rises, Primetime Viewership Drops 10000007 11000007 7000007 8000007 9000007 W47 In 2016 and 2017, during summers (week 14 (week summers 2017, 2016 In duringand W48 W49 W50 W51 W52 W 1 W 2 W 3 W 4 11pm) to (7pm week on week Impressions’000, TV Total W 5 W 6 2015-2016 W 7 W 8 W 9 W10 W11 W12 W13 W14 2016-2017 W15 W16 W17 - W18 week 30), viewership has dropped significantly dropped has 30), viewership week W19 W20 W21 W22 Avg. Temperature(in C) W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 W33 W34 W35 W36 W37 W38 W39 W40 W41 W42 W43 W44 W45 W46 10 15 20 25 30 35 0 5 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 th 19th Oct 18th Oct 18th Oct 19 Oct 20th Oct 2+/ Impressions’000 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 Gandhi Jayanthi – 2nd Oct 2017 15% 12% 23,98,130 14,97,854 27,64,754 16,82,895 Prv 4W Avg Wk 40 HSM South 2+/ Impressions’000 27 What about migration? 28 A majority of this content is consumed within the home state….however Bihar/ Jharkhand 41% 44% UP/Uttarakhand Other States 15% BHOJPURI Guj/D&D/DNH: 6.5% Out of Total viewership in Delhi: 4.9% other states, majority comes from…. Assam/NE/Sikkim: 4.1% All India | shr% | 2017 29 Tamil is the 2nd most popular channel language in Bangalore…. 3% 7% 16% Kannada Tamil Telugu 74% Hindi All India | shr% | 2017 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 04:19:12 Karnataka Delhi 04:04:48 Guj / D&D / DNH Mah / Goa Kerala Punjab/ Haryana / Odisha 03:50:24 Chandigarh / HP / J&K All India Average ATS(v) 03:36:00 MP / Chattisgarh 03:21:36 North East West Bengal 03:07:12 Bihar / Jharkhand 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%) 8th Nov – Demonetization – Wk 45’16 31st Dec - Rastra Ke Naam Sandesh – Wk 1’17 31159 3.5 times 10309 8787 6596 56% Prv 4 wk Avg wk 45'16 Prv 4 wk Avg Wk 01'17 P4 Wk Wk 45’16 G/D % P4 Wk Wk 1’17 G/D % Male 3,770 5,727 52% Male 4,908 17,340 3.5x Female 2,826 4,583 62% 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%) 11th March (Sat) – UP Elections 18th Dec (Mon) – Gujarat / HP Elections 434 285 2.2x 3.2x 129 136 Wk 10'17 Wk 11'17 Wk 50'17 Wk 51'17 Wk10’17 Wk 11’17 G/D % P4 Wk Wk 1’17 G/D % Male 76 252 3.3x Male 73 162 2.2x Female 60 182 3.2x Female 56 124 2.2x HSM | Hindi News | 2+ | Imp in Millions 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 HSM|Imp’000|Hindi News News 23% 29% 28% Morning 37% Morning Prime Time Prime Time Others Others 40% 43% AP/Telangana|Imp’000| TN/Pondichery|Imp’000| Telugu News Tamil News 28% 31% 44% 39% Morning Prime Time Others 28% 30% Image Source: dreamstime.com 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 2016 (Weekly reach in million) 2017 (Weekly reach in million) ENGLISH MOVIES 82 0 100 200 300 400 500 600 Source: BARC Data (2016- 2017) 40 GEC related content is king in both urban and rural India INDIA URBAN INDIA RURAL Talent search/feats/ Reality show Drama/soap Drama/soap Mythological/costume dramas Mythological/costume dramas Talent search/feats/ Reality show Horror serial Children’s program Game show/quiz Game Show/Quiz Cartoons/animation Feature films Feature films Cartoons/animation All India | Week 8-52 2017 41 Its all about Drama! 42 Aspirations Drive Viewership…… Real life marriages draw inspiration from TV Marriage tracks, on an average boost ratings by 13% 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 Jail tracks, on an average boost ratings by 15% as compared to 15% the previous weeks Viewers are enamored by the a “twist” in the tale HSM/2+/ Growth in Rat% (sum) 44 MAHASANGAMS grab more eyeballs.