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Analysis of Male Viewership

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Analysis of Male Viewership Analysis of Male TG viewership All Channels HSM; Jan to Dec ‘12 Universe size & Any channel ratings CS 4+; HSM; Jan to Dec‘12 CS 4+ Male 4+ TG Female 4+ TG TAM Universe size 157 million 85.3 million 71.2 million (HSM in 2012) (54%) (46%) Any Channel GRP CS 4+ Male 4+ TG Female 4+ TG (Average Weekly) 3291 3105 3513 Index of ratings 100 94 107 GRP/Weighted by Univ. 3291 1686 1605 (Average Weekly) 51% 49% • As per TAM universe, there were 157 mn viewers in 2012 of which 54% were males and 46% were females (reflection of Indian population as per census reports) • On an average in CY2012, 3291 GRP was generated in CS 4+ TG every week across all channels – Males contributed 51% to the ratings while Females 49% to the overall TV ratings • On indexing the percentage contribution of ratings to that of the CS universe, Males show ratings index of 94 while Females are at 107 • Hence we observe that Females consume Television greater than Males in spite of having a higher viewer base Source: TAM, Jan to Dec ‘12 WHAT ARE THE PREFERRED CHANNEL GENRES AMONGST GENDERS? Male & Female TG ratings across Genres Source: TAM, Jan to Dec ’12; HSM # of CS 4+ Males 4+ Females 4+ Genre channels (3291 GRP) (3105 GRP) (3513 GRP) • Total of 715 channels in 2012 were monitored by TAM & hence analyzed Any Channel 715 100% 100% 100% the same for this study Hindi GEC 17 39% 35% 44% Hindi Movies 20 18% 20% 15% Kids 16 8% 9% 7% • Males garnered 3105 GRP average in Marathi Regional 11 7% 7% 7% a week across all channels. (Total size Bangla Regional 35 5% 4% 6% unadjusted) Youth & Music 34 5% 5% 5% Others 202 5% 5% 5% • 35% of the Male TG ratings come Hindi News 34 4% 5% 4% from Hindi GEC channels followed by Sports 16 2% 3% 2% 20% from Hindi movies Infotainment 21 1% 2% 1% English Movies 12 1% 1% 1% Punjab Regional 22 1% 1% 1% • 85% of Male viewership comes from: Religious 33 1% 1% 1% – Hindi GEC, Hindi Movies, Kids, Oriya Regional 13 0.3% 0.4% 0.4% Marathi regional, Bengali Gujarati regional 7 0.3% 0.3% 0.3% Regional, Youth/Music & Hindi Health & Lifestyle 12 0.2% 0.2% 0.2% News Bhojpuri Regional 10 0.2% 0.2% 0.2% South Regional 147 0.2% 0.2% 0.2% Hindi Bus News 2 0.2% 0.2% 0.1% • Other traditional male-skewed genres North Region News 18 0.2% 0.2% 0.1% such as Sports, Infotainment, English English Ent. 12 0.1% 0.1% 0.1% Movies, English Ent. & English news English News 13 0.1% 0.1% 0.1% (Including biz news) contribute additional Teleshopping 1 0.0% 0.0% 0.1% 6.5% English Bus News 6 0.0% 0.1% 0.0% Affinity of male TG across channel genres Genre size Male 4+ Fem 4+ Genre • On indexing the ratings in (CS 4+ GRP) Index Index individual TG with CS 4+, Any Channel 3291 94 107 we understand the English Bus News 1 149 59 gender skew of the English News 3 135 69 channel genres Sports 77 127 68 English Movies 26 120 74 Infotainment 48 119 79 • Table on the left shows Strong Male skew English Ent 3 116 86 the classification of (Male index above 100) Hindi Bus News 6 112 77 channel genres into Hindi Movies 566 108 90 1. Strong male affinity Kids 267 107 91 2. Moderate Male affinity North Region News 5 107 90 3. Low male affinity Hindi News 143 107 91 South Regional 6 96 115 Others 161 96 106 • Channel genres which Bhojpuri Regional 6 95 107 show strong male affinity Oriya Regional 11 95 110 contribute 35% ratings to Moderate Male skew Gujarati regional 11 94 108 the overall TV viewership (Index between 90 & 100) Marathi Regional 225 92 109 Punjab Regional 25 92 111 • Moderate male skewed Youth & Music 161 91 110 genres contribute 19% Religious 23 91 113 while low male affinity Health & Lifestyle 7 84 115 genres contribute Low male skew (Index Hindi GEC 1275 83 120 remaining 44% to the less than 90) Bangla Regional 172 79 125 overall TV viewership Teleshopping 1 61 119 Source: TAM, Jan to Dec ’12; HSM WHO AMONGST MALES? WHAT ON TELEVISION? WHAT TIME OF THE DAY ARE THEY TUNING IN? Who is watching TV amongst males? • Amongst Males, various age groups and SEC audiences prefer particular content genres • In the table given below Male TG ratings are indexed to CS 4+ ratings to arrive at male audience profile across channels genres. The genres given below contribute to 90% of the Male TG ratings. • Demographic with an index greater than 100 show a stronger male skew towards the channel genre • The average weekly GRP in Males 4+ indicated next to the genre name gives an indication of the market size • For instance – “Hindi Movies: 612 GRP genre is more skewed towards Males in 15-54yrs. & SEC CDE” Avg Wkly GRP Male Male Male Male Male Male Male Male Male Male Channel (Males 4+) 4-14 yr 15-24 yr 25-34 yr 35-44 yr 45-54 yr 55+ yr SEC A SEC B SEC C SEC DE Any Channel 3105 95 93 91 90 95 104 94 92 96 96 Hindi GEC 1057 82 83 79 80 86 91 84 83 84 82 Hindi Movies 612 95 129 123 100 100 83 83 92 110 134 Kids 287 300 45 49 63 28 40 107 106 103 112 Maharashtra Regional 209 61 85 106 108 104 125 89 87 118 81 Hindi News 155 50 95 106 130 167 178 148 121 95 81 Youth & Music 147 74 140 89 74 82 59 87 94 89 94 Bangla Regional 134 38 43 59 82 103 263 84 79 87 73 Sports 97 87 152 132 123 135 151 157 145 113 104 Infotainment 58 112 140 118 102 116 104 137 124 114 105 English Movies 32 62 168 156 100 113 97 167 122 97 98 Hindi Bus News 6 27 63 162 183 217 159 226 170 58 48 North Region News 5 46 97 131 180 292 347 276 183 99 63 English News 5 30 134 189 139 199 229 343 130 81 25 English Entertainment 3 58 171 190 84 123 146 241 130 105 66 English Bus News 2 12 135 302 390 318 341 582 325 71 6 Source: TAM, Jan to Dec ’12; TG – CS Males 4+; HSM What program genres are Males watching? • We analysed viewing patterns across demographics in key program genres across 52 channels that garner 70% of the male TG ratings in CY2012. • Hindi Serials, Hindi Movies, Hindi Comedies & Hindi Action Thriller contribute 41% to overall male ratings • Cricket matches in English & Hindi contribute another 4% to the ratings and cuts across CS 15+ age groups and all SEC • Dubbed Hindi movies & Hindi Film songs show a strong skew towards male youth and lower SEC’s • Hindi Action/Thriller shows reasonable male skew in CS 15-44 age group and SEC CDE • Hindi Comedies show a higher skew amongst the younger age group of CS 4-24 Yrs. & SEC ABC • Hindi Serials garners the highest GRPs but has a lower skew across all male demographics Male 4+ Male Male Male Male Male Male Male Male Male Male Language-Genres Wkly GRP 4-14 yr 15-24 yr 25-34 yr 35-44 yr 45-54 yr 55+ yr SEC A SEC B SEC C SEC DE Hindi-Serials 534 72 73 69 71 79 89 75 72 75 74 Hindi-Feature Films 479 95 124 115 94 95 80 82 89 107 125 Hindi-Comedies 131 131 102 82 92 96 81 104 112 104 89 Hindi-Action/Thriller 126 82 97 107 99 94 95 90 95 97 96 Dubbed Hindi-Feature Films 120 97 142 133 96 97 78 82 94 115 141 English-Cricket Match 109 87 140 133 129 129 140 147 139 112 104 Marathi-Serials 79 56 77 97 92 95 132 86 80 109 73 Hindi-Film Songs 72 71 123 93 79 87 65 76 89 85 101 Bengali-Serials 61 35 36 45 69 80 241 67 68 74 65 Hindi-Mythos/Costume Dramas 46 80 87 85 86 101 132 90 91 96 89 Hindi-Talent Search/Feats 46 83 100 84 80 94 78 97 89 88 80 Marathi-Feature Films 37 78 97 116 114 86 92 75 88 131 94 Hindi-Reality Shows 29 63 111 83 68 95 86 116 93 83 60 Marathi-News Bulletin 20 51 98 127 139 143 150 112 106 129 91 Hindi-Events/Concerts/Awards 18 79 89 79 79 90 85 95 87 82 73 Source: TAM, Jan to Dec ’12; TG – CS Males 4+; HSM What time of the day are males tuning in? Off Prime Prime Time Rating peaks Rating peaks during 1300 during 2000 hr to 1600 hr hr to 2300 hr Source: TAM, Jan to Dec ’12; TG – CS Males 4+; HSM WHICH ARE THE TOP 15 CHANNELS IN TERMS OF REACH & STICKINESS AMONGST MALES? Top 15 channels with highest weekly Reach% Avg. Weekly Channel Genre Reach% • At an overall level, 90% of both SONY MAX Hindi Movies 59.0 males and females watch any TV at Star Gold Hindi Movies 58.7 least once during the week SET Hindi GEC 57.0 Star Plus Hindi GEC 56.3 • In Male TG, MAX has the highest Z Cinema Hindi Movies 54.3 average weekly reach (59%) in 2012 followed by Star Gold (58.7%) Colors Viacom18 Hindi GEC 52.4 Z Zee TV Hindi GEC 51.3 Life OK Hindi GEC 44.4 • Hindi news channels such as Aaj Tak (29.6%) and ABP News (27.3%) SONY SAB Hindi GEC 43.0 feature in the top 15 UTV Movies Hindi Movies 30.2 Aaj Tak Hindi News 29.6 • Star Cricket with 20.8% weekly reach Movies OK Hindi Movies 28.6 appears amongst the top 30 Sahara One Hindi GEC 28.1 channels ABP News Hindi News 27.3 – This is the highest among all sports channels UTV Action Hindi Movies 24.6 Source: TAM, Jan to Dec ’12; TG – CS Males 4+; HSM Top 15 channels with highest weekly Stickiness Avg.
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