DEEP DIVE INTO CONTENT & ADVERTISING CONSUMPTION AS ‘ORIGINALS’ RETURN ON TV EDITION 11 27TH AUGUST 2020 1 AGENDA TV Consumption Smartphone Consumption 1. Indian TV Landscape 1. Banned apps 2. Deep Dive into: a) Total TV performance in primetime 2. International b) Genre-wise performance – in primetime and 3. Smartphone Behavior for India – deep dive non-primetime 4. Video streaming behaviour on Smartphone 3. Spotlight on GEC: Return Of Original Programming 5. News Consumption on Smartphone 4. Key highlights of a) News b) Sports 5. Advertising Trends 2 THE SCOPE OF OUR ANALYSIS: INDIA 3 Television Behavior Smartphone Behaviour Market Coverage Market Coverage Urban 1 Lakh+, NCCS ABC, 15-44 Years, All India (Urban + Rural) Android Smartphone Users 2+ years Passive Panel, 12000 user base Aligned to Smartphone Universe Time Period: Time Period: Pre COVID-19: 11th Jan’20 - 31st Jan’20 Pre COVID-19: 13th Jan’20 - 2nd Feb’20 COVID Disruption: COVID Disruption: Edition 11: 15th August – 21st August 2020 Edition 11: 15th August – 21st August 2020 Frequency: Weekly Frequency: Weekly We refer to Jan 2020 as the Pre Covid-19 period and compare it with recent weeks. INDIAN TV LANDSCAPE Key Highlights 4 Daily Average Reach Reach Average Daily pre than > 22% weeks. 12 last the in growth consistent shown has viewership TV Total 33 IN TV VIEWERSHIPTOTAL WEEK and starting (week Week33 1000 1100 1200 1300 1400 500 600 700 800 900 Pre Pre COVID Change% PreCOVID 887 - 2020W11 959 19 i.e.19 2020W12 1215 Week 2 to Week 4 (11 2 to 4 Week(11 Jan Week to 31 Jan ) 2020W13 1266 W33 vs W13 vs W33 Pre vs W33 15 2020W14 1223 WEEKLYVIEWING MINUTES IN BN August 2020W15 1239 2020W16 1161 ) ) data 13 starting compared to 28 (week as Week 2020W17 1146 million 600 at - COVID 2020W18 1101 2020W19 1069 2020W20 1018 2020W21 973 2020W22 968 - 22% 15% 2020W23 980 2020W24 994 – 7% higher than pre than higher 7% 2020W25 1013 2020W26 1017 2020W27 1036 2020W28 1061 RECORDED RECORDED 2020W29 1054 2020W30 1071 March 2020W31 1042 ), 2020W32 1070 Week 14 (week starting 4 April) (week Week14 2020W33 1080 - COVID 520 540 560 580 600 620 640 1.08 TRILLION VIEWING MINUTES Change% PreCOVID 560 2020W11 592 2020W12 622 2020W13 627 W33 vs W14 vs W33 Pre vs W33 2020W14 627 2020W15 627 DAILY AVG REACH AVG DAILY IN MN 2020W16 619 2020W17 617 613 - 2020W18 COVID Pre 2020W19 611 - 2020W20 601 COVID - 2020W21 594 viewing. COVID 2020W22 599 2020W23 - 602 7% respective statisticrespective Highest value for the 4% 2020W24 602 2020W25 604 2020W26 604 2020W27 607 2020W28 609 2020W29 608 2020W30 609 2020W31 604 33 Week 2020W32 603 2020W33 600 5 AVERAGE DAILY TIME SPENT STANDS AT 4H 17M IN WEEK 33 (13% > THAN PRE COVID) 6 TOTAL NUMBER OF CHANNELS WATCHED IS STABLE AT 19, LAST 14 WEEKS, > PRE-COVID Pre-COVID Highest value for the Week 33 respective statistic DAILY ATS/VIEWER (HH:MM) Number of Channels Watched/Per Viewer/ Week 06:00 04:48 23 04:42 04:39 04:38 25 22 22 22 04:27 04:25 21 21 04:17 04:16 04:13 04:11 04:09 04:08 04:07 20 04:48 04:06 20 04:03 04:01 19 04:00 03:59 19 19 03:55 19 19 19 19 03:54 19 19 03:52 19 03:50 19 19 1919 03:46 18 03:51 20 16 03:36 15 02:24 10 01:12 5 00:00 0 PreCovid 2020W11 2020W12 2020W13 2020W14 2020W15 2020W16 2020W17 2020W18 2020W19 2020W20 2020W21 2020W22 2020W23 2020W24 2020W25 2020W26 2020W27 2020W28 2020W29 2020W30 2020W31 2020W32 2020W33 2020W11 2020W31 2020W12 2020W13 2020W14 2020W15 2020W16 2020W17 2020W18 2020W19 2020W20 2020W21 2020W22 2020W23 2020W24 2020W25 2020W26 2020W27 2020W28 2020W29 2020W30 2020W32 2020W33 PreCOVID W33 vs Pre-COVID 13% W33 vs Pre-COVID 16% Change% Change% W33 vs W13 -11% W33 vs W13 -18% Week 33 (week starting 15 August) data as compared to Week 13 (week starting 28 March) and Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) 307 MN INDIVIDUALS WATCHED TV ON ALL 7 DAYS OF THE WEEK IN WEEK 33. 7 68 MILLION > PRE-COVID Pre-COVID Highest value for the Week 33 respective statistic INDIVIDUALS WATCHING 7 DAYS A WEEK Cume Reach in Million Cume Reach in Million 361 363 363 400 336 352 345 332 328 316 317 320 350 307 296 297 302 302 305 301 308 304 309 307 275 300 239 250 200 150 100 50 0 Covid - 2020W11 2020W12 2020W13 2020W14 2020W15 2020W16 2020W17 2020W18 2020W19 2020W20 2020W21 2020W22 2020W23 2020W24 2020W25 2020W26 2020W27 2020W28 2020W29 2020W30 2020W31 2020W32 2020W33 Pre W33 vs Pre-COVID Change% in absolute numbers 29% W33 vs W15 -16% Week 33 (week starting 15 August) & Week 15(week starting 11 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) IN WEEK 33 TOTAL TV CONSUMPTION IS > PRE COVID-ACROSS ALL MARKETS 8 UP/Uttarakhand 52% 64% Growth in Peak period Punjab/Chandigarh 14% Region MP/ over Pre COVID 19% Bihar/Jharkhand Delhi Chhattisgarh India 43% Har/HP/J&K 63% 52% 56% 57% HSM 49% 19% 76% 18% 5% 35% South 33% Rajasthan 27% 34% Growth in Week 33 Region India 12% over Pre COVID Guj / 50% India 22% D&D / 43% Assam/ DNH 24% 38% NE/Sikkim HSM 24% 22% 40% % 38% South 17% West Bengal Mah / Goa 30% 28% Odisha Peak week (Wk13) vs. Pre-COVID 30% Week 33 vs. Pre-COVID 33% Karnataka 21% 7% AP / Telangana 14% 21% 44% Week 33 (week starting 15 August) data as compared to 45% TN/Pondicherry Kerala Peak period is Week 13 (week starting 28 March) and Pre 16% COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) 18% Growth based on Viewing Minutes 9 PRIMETIME SHOWS CONSISTENT GROWTH IN THE LAST 12 WEEKS Non-primetime continues to operates 44% > pre-COVID levels Pre-COVID Highest value for the Week 33 Primetime vs. Non-Primetime viewership respective statistic 400 202 198 191 194 183 182 188 350 171 166 177 178 180 177 185 179 159 162 164 165 172 300 183 147 154 157 250 200 146 143 145 138 135 132 129 125 150 119 116 112 113 113 116 116 117 119 117 119 115 117 117 81 97 100 50 0 2020W15 2020W30 2020W11 2020W12 2020W13 2020W14 2020W16 2020W17 2020W18 2020W19 2020W20 2020W21 2020W22 2020W23 2020W24 2020W25 2020W26 2020W27 2020W28 2020W29 2020W31 2020W32 2020W33 PreCOVID Non-primetime Primetime Non Prime Time Prime Time W33 vs Pre-COVID 44% 3% Primetime: 18:00-24:00 W33 vs W13 -20% -7% Non-primetime: 06:00-18:00 Imp’Mn (Avg), India, 2+, Week 33 (week starting 15 August) data as compared to Week 13 (week starting 28 March) and Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) SHARE OF GEC GROWS BACK TO PRE-COVID LEVELS 10 News & movies after peaking in weeks 12 & 14 respectively, have stabilized Kids genre after peaking to 9% share, has stabilized to pre-COVID levels 60% 52% 52% 52% 50% 39% 40% 29% 30% 23% 24% 21% 20% 7% 9% 9% 10% 7% 7% 0% GEC Movies News Kids Indicates peak share% for that genre All India, 2+ Week 33 (week starting 15 August) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) DEEP DIVE INTO: a) Total TV performance in primetime b) Genre-wise performance – in primetime and non-primetime 11 PRIMETIME: DAILY REACH > AN PRE-COVID. ATS ON A GROWTH PATH 12 In comparison to 2019, the ATS of week 30-33 is 6% higher Pre-COVID Highest value for the Week 33 PRIMETIME – 18:00-23:00 respective statistic Total TV – Daily Average Reach in Mn Total TV - ATS 02:23 550 02:22 482 460 02:19 500 435 02:16 450 02:06 400 01:56 350 01:46 300 01:36 01:26 250 W25 W28 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W26 W27 W29 W30 W31 W32 W33 W20 W33 W11 W12 W13 W14 W15 W16 W17 W18 W19 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W31 W32 Pre-COVID Pre-COVID PRIMETIME PERFORMANCE: 2020 VS. 2019 Cume Regions Imp’000 Ats(v) Rch'000 India 10% -2% 6% Pre-COVID – week 2-4 / PT (18:00 - 23:00) W30-33 2020 VS. 2019 SAME WEEKS PRIMETIME VIEWERSHIP IS ON AN INCREASE - BOTH IN HSM & SOUTH 13 Non-primetime viewership has stabilized, however, still higher than pre-COVID PRIMETIME VIEWERSHIP Pre-COVID Highest value for the Week 33 respective statistic – HSM VS. SOUTH 500 456 HSM 500 South 450 Viewing Mins’ Bn 450 Viewing Mins’ Bn 400 364 400 350 316 350 281 283 280 300 300 224 250 250 175 200 233 200 150 150 156 165 168 100 100 50 50 0 0 W26 W11 W12 W13 W14 W15 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W27 W28 W29 W30 W31 W32 W33 W15 W31 W11 W12 W13 W14 W16 W17 W18 W19 W20 W21 W22 W23 W24 W25 W26 W27 W28 W29 W30 W32 W33 COVID - COVID - Pre Pre Total TV / HSM / South / 2+ NPT (06:00-18:00) PT (18:00-23:00) PRIMETIME - GEC & MOVIES: 14 CUME REACH IS HIGHER THAN PRE-COVID (EXCEPT MARATHI GEC & KANNADA GEC) ATS IS LAGGING BEHIND PRE-COVID LEVELS (EXCEPT KANNADA MOVIES) PRIMETIME : GEC & MOVIES HSM South Viewing Viewing Channel Cume Rch Ats(v) Channel Cume Rch Ats(v) Mins Mins Hindi Telugu Hindi GEC 4% 6% -8% Telugu GEC 4% 1% -1% Hindi Movies -1% 4% -11% Telugu Movies -7% 0% -10% Kannada Marathi Kannada GEC -6% -1% -7% Marathi GEC -14% -2% -13% Kannada Movies 24% 6% 8% Marathi Movies -2% 8% -12% Malayalam Bangla Malayalam GEC -7% 0% -12% Bangla GEC 1% 6% -13% Malayalam Movies -10% 0% -14% Tamil Bangla Movies 21% 25% -14% Tamil GEC 5% 3% -4% Tamil Movies 6% 5% -5% The numbers show change in % - Week 30-33 vs.