LC 1 Markets : An Overview CS 4+, wk 1 to wk 13 2013 Introducing LC1 Markets Market Groups Univ (Cr) Univ % View % HSM LC1 5.0 25% 23% HSM 1-10 LAKH 5.9 29% 29% HSM 10LAKH+ 4.5 22% 22% 3 Metro 4.9 24% 26% HSM w/o LC1 15.2 75% 77% HSM+ LC1 20.2 100% 100% • LC 1 corresponds to towns with less than 1 Lac population in Urban India. • TAM has started reporting viewership for LC 1 strata in the following markets from 2013 onwards: UP, MP, Raj, PHCHP, Guj along with Mah • LC1 Strata reported by TAM represents 5 Crore C&S Individuals, making it 25% of the HSM universe (1602 towns) • LC1 markets control 23% viewership at the HSM Level CS 4+, wk 1 to wk 13 2013 Introducing LC1 Markets Market Groups Univ (Cr) Univ % View % Mah LC1 0.9 4% 4% MP LC1 0.8 4% 4% GUJ LC1 0.5 2% 2% Raj LC1 0.6 3% 3% PHCHP LC1 0.7 3% 3% UP LC1 1.6 8% 6% . UP LC1 is by far the biggest market in the LC 1 strata; 8% of HSM) CS 4+, wk 1 to wk 13 2013 Demographic Composition Gender SEC Cable Type Cities CS 4+ CS MALE CS FEMALE CS A CS B CS C CS DE DGT 4+ ANA 4+ HSM LC1 100% 51% 49% 10% 22% 24% 44% 33% 67% HSM w/o LC1 100% 54% 46% 20% 25% 22% 33% 47% 53% HSM + LC1 100% 54% 46% 17% 24% 22% 36% 43% 57% HSM 1-10 LAKH 100% 54% 46% 16% 26% 23% 35% 26% 74% HSM 10LAKH+ 100% 55% 45% 22% 25% 22% 31% 34% 66% 3 Metro 100% 54% 46% 22% 24% 21% 33% 83% 17% Mah LC1 100% 53% 47% 10% 22% 28% 40% 33% 67% MP LC1 100% 50% 50% 13% 20% 23% 45% 33% 67% GUJ LC1 100% 51% 49% 5% 16% 25% 54% 28% 72% Raj LC1 100% 53% 47% 10% 26% 20% 44% 39% 61% PHCHP LC1 100% 51% 49% 14% 31% 24% 31% 23% 77% UP LC1 100% 51% 49% 9% 20% 22% 48% 35% 65% SEC : LC 1 markets have significantly lesser proportion of higher socio-economic class Digital Penetration : Digital penetration levels for LC1 markets are on the higher side. Proximity to bigger towns within the state along with DTH could be the explanation. Gender Ratio : Higher male skew observed in LC1 markets in comparison to HSM (esp Metro). Possibly migration to bigger towns could be the explanation. CS 4+, wk 1 to wk 13 2013 Television viewing in LC 1 Markets Any Channel Reach % TSV (weekly hour) GRP City AVG AVG AVG HSM LC1 88 16.0 2834 HSM w/o LC1 90 17.9 3233 HSM+ LC1 90 17.4 3133 3 METRO 89 19.3 3426 HSM 1-10 LAKH 91 17.1 3105 HSM 10LAKH+ 91 17.5 3190 MAHA L C 1 88 18.2 3190 GUJ L C 1 88 17.4 3057 MP L C 1 91 16.5 2995 PHCHP L C 1 86 17.7 3051 RAJ L C 1 85 15.7 2663 UP L C 1 90 13.8 2474 . LC 1 markets, at a broad level, consume less television than their HSM counter parts . Reach is marginally lesser while Time spent is significantly lesser in LCI markets . The same gets reflected in the sizable GRP gap between LC1 and HSM markets CS 4+, wk 1 to wk 13 2013 Understanding the LC 1 viewer CS 4+, wk 1 to wk 13 2013 Any Channel avg weekly TVR . 10 15 20 25 30 0 5 The Prime time starts to taper off much earlier compared to HSM markets to compared off earlier much taper to starts timePrime The 1 LC pattern. viewing HSM markets’ the mirror large andby 1 markets LC 02:00:00 markets are early riser early are markets 02:30:00 theday Across Pattern Viewership 03:00:00 03:30:00 04:00:00 04:30:00 05:00:00 05:30:00 06:00:00 HSM 09 HSM 06:30:00 07:00:00 07:30:00 08:00:00 s and early and s 08:30:00 09:00:00 Life in Day 09:30:00 10:00:00 10:30:00 - 11:00:00 LCI vs other strata other vsLCI 11:30:00 sleepers 12:00:00 HSM 13 HSM 12:30:00 13:00:00 13:30:00 14:00:00 14:30:00 15:00:00 15:30:00 16:00:00 16:30:00 17:00:00 17:30:00 18:00:00 HSM LCI HSM 18:30:00 19:00:00 19:30:00 20:00:00 20:30:00 CS 4+,CS 21:00:00 . 21:30:00 wk 22:00:00 22:30:00 1 to 23:00:00 wk 23:30:00 13 2013 . Any Channel avg weekly TVR this. be could shedding Load time.Prime the during is stark difference pulls down UP LC1 Temple) Golden from in viewership in rise morning earlyThe 10 15 20 25 30 35 0 5 2:00:00 2:30:00 3:00:00 Differences across LC1 markets LC1 across Differences 3:30:00 I LC MAHA 4:00:00 4:30:00 5:00:00 5:30:00 the viewership levels across the day for the LC 1 markets. The 1 markets. LC the for day the across levels viewership the 6:00:00 6:30:00 7:00:00 C I L GUJ 7:30:00 8:00:00 8:30:00 9:00:00 9:30:00 10:00:00 MP L C I L MP 10:30:00 11:00:00 LC1 markets is driven by PHCHP LC1 (Live feed feed (Live PHCHP LC1 by driven is markets LC1 11:30:00 12:00:00 12:30:00 13:00:00 PHCHP L C I L PHCHP 13:30:00 14:00:00 14:30:00 15:00:00 15:30:00 16:00:00 16:30:00 17:00:00 I LC RAJ 17:30:00 18:00:00 a strong explanation for for explanation a strong 18:30:00 19:00:00 19:30:00 CS 4+, CS 20:00:00 C I L UP CS 4+,CS 20:30:00 wk 21:00:00 1 to wk 21:30:00 wk 22:00:00 1 to 13 2013,13 22:30:00 wk 23:00:00 13 23:30:00 2013 Viewership Trends in LC1 markets CS 4+, wk 1 to wk 13 2013 Genre wise Viewership share Genre wise TV Viewership HSM 1-10 Genre HSM LC1 HSM w/o LC1 HSM + LC1 LAKH HSM 10LAKH+ 3 METRO Hindi GEC 44% 39% 40% 41% 44% 33% Hindi Movies 23% 17% 18% 18% 18% 15% Kids 6% 8% 8% 8% 8% 8% All Regional 7% 14% 12% 11% 8% 21% Music 5% 5% 5% 5% 6% 5% Hindi News 4% 4% 4% 4% 5% 4% Cable (Regional) 4% 3% 3% 4% 3% 2% Sports 3% 3% 3% 3% 3% 3% Others 5% 6% 6% 6% 6% 7% Total 100% 100% 100% 100% 100% 100% • Hindi Entertainment (GEC + Movies) increase their dominance in LC 1 markets (67%) • LC 1 markets love Hindi movies lot more than their HSM counterparts. • Share of regional channel viewership takes a sharp dip as most of the LC1 markets are part of the homogeneous Hindi Belt (UP, MP, Raj, Guj). • Only Mahrashtra and PHCHP shows relatively strong viewership for regional channels. CS 4+, wk 1 to wk 13 2013 Channel wise Viewership Share TV viewership share among GECs Average weekly Reach% HSM w/o Channels HSM LC1 HSM w/o LC1 HSM + LC1 HSM LC1 LC1 HSM + LC1 Star Plus 22% 21% 21% 57 59 59 Zee TV 21% 17% 18% 55 53 53 Colors 13% 18% 17% 48 55 53 Sony 11% 15% 14% 50 57 55 SAB 10% 12% 11% 39 44 43 Life OK 9% 10% 10% 43 47 46 Star Utsav 8% 3% 4% 30 17 20 Sahara One 2% 2% 2% 26 24 24 DD National 2% 2% 2% 21 18 19 Z Smile 2% 1% 1% 11 7 8 9X 0% 0% 0% 5 4 4 • Zee TV, Star Utsav and Zee Smile are strong gainers in the LC1 markets on Reach and TSV. • Star Plus maintains while Sony and Colors drop sharply. • Drop in Sony is significant in MP and UP LC1 markets CS 4+, wk 1 to wk 13 2013 Genre wise share across LC1 markets Genre HSM w/o LC1 HSM LC1 MAHA LC1 MP LC1 GUJ LC1 RAJ LC1 PHCHP LC1 UP LC1 Hindi GEC 39% 44% 34% 49% 44% 46% 46% 47% Hindi Movies 17% 23% 20% 26% 21% 27% 17% 25% Kids 8% 6% 7% 5% 8% 6% 7% 6% All Regional 14% 7% 22% 0% 3% 0% 9% 2% Music 5% 5% 5% 4% 5% 5% 3% 6% Hindi News 4% 4% 3% 5% 4% 5% 4% 4% Cable (Regional) 3% 4% 2% 2% 9% 3% 8% 4% Sports 3% 3% 3% 2% 4% 2% 2% 2% Others 6% 5% 3% 6% 3% 6% 4% 5% Grand Total 100% 100% 100% 100% 100% 100% 100% 100% • All LC1 markets have strong viewership skew towards Movies channels • Gujarat & Punjab LCIs have more viewership in cable regional channels whereas Raj, UP & PHCHP show no such trend. CS 4+, wk 1 to wk 13 2013 GEC viewing in LC1 markets CS 4+, wk 1 to wk 13 2013 Program Genre % Share Genre HSM LCI HSM w/o LCI Action/Thriller 8% 8% Comedies 18% 20% Game Shows 2% 2% Mythological 15% 13% Play/Story 1% 1% Reality Shows 15% 19% Serials 27% 23% Talent Search 3% 3% Women Programme 11% 10% At an overall level, there is not much difference in viewership preferences, however, The genres that show higher traction in LC1 markets : Mythological, Serial and Cookery Shows The genres that show lesser traction in LC1 markets : Non Fiction Shows CS 4+, wk 1 to wk 13 2013 The Free to Air Channels – Star Utsav & Zee Smile Programme (Star Utsav) Time HSM LC1 PRATIGYA 20:00 1.58 SAATHIYA SAATH NIBHANA 21:35 1.37 DIYA AUR BAATI HUM 22:00 1.34 EK DOOSRE SE KARTE HAIN PYAR HUM 21:00 1.08 YEH RISHTA KYA KEHLATA HAI 20:30 1.01 EK HAZARON MEIN MERI BEHNA HAI 19:30 0.98 Programme (Z Smile) Time HSM LC1 SAPNE SUHANE LADAKPAN KE 20:30 0.4 CHHOTI BAHU 20:00 0.3 PAVITRA RISHTA 21:00 0.3 PUNARVIVAH 22:00 0.3 QUBOOL HAI 22:30 0.2 Repeats of shows from Star Plus and Zee TV get the highest viewership on the free to air channels.