An introduction to

marketing research…

…in a TV channel
What is marketing research?

✦ ‘the systematic design, collection and

analysis of findings relevant to a specific
marketing situation’
– Kotler

✦ ‘the function that links an organization to its

market through the gathering of information
that enables a company to identify market
driven opportunities, refine and evaluate
marketing actions and finally, monitor
overall marketing performance’
– AMA
Classification Of Marketing Research
Marketin
g
Research Proble
Problem
m
Identificatio
Solving
n
Researc
Research
h

• Market potential
research •Segmentation research
• Market share research •Product/content research
• Image research •Pricing research
• Market characteristics
•Promotion research
research
• Forecasting research •Distribution research
• Business trends
research
Marketing Research Provides
Information To Help Implement…
✦ the study of marketing
– process of all activities necessary for the conception,
pricing, promotion, and distribution of ideas, goods, and
services to create exchanges that satisfy individual and
organizational objectives
✦ the use of the marketing concept
– the business philosophy that holds the key to achieving
organizational goals consists of determining the benefits
sought by target market members and delivering these
benefits more effectively & efficiently than competitors
✦ marketing strategy
– consists of selecting one or more segments of the market
as the company’s target market(s) and designing the proper
“mix” of the “4Ps”
Marketing Research Provides
Information To Help Implement…
to practice marketing; to implement the marketing
concept; to carry out a marketing strategy, managers
must make informed decisions…

…many decisions require additional information and

marketing research may be needed in order to supply
that information
Marketing information system

✦ a structure consisting of people, equipment, and

procedures to gather, sort, analyze, evaluate, and
distribute needed, timely, and accurate information
to marketing decision makers
Components of an MIS
✦ internal reports system… existing
organization/company reports and records
(sometimes called ‘accounting information system’)
✦ marketing intelligence system… everyday info about
pertinent developments in the environment
✦ decision support system (DSS)…collected data that
may be accessed and analyzed using tools and
techniques that assist managers in decision making
(‘what if?’ scenarios)
✦ marketing research system… provides information
not available from other systems. When specific
problem must be solved, marketing research may be
needed. This is ‘project-based’ not continuous as
with other systems
TV Channel Research
TV broadcasting market set-up is similar to a
product market set-up
Broadcasters

Mega Wholesalers MSOs

Retailers Local Cable Operators

Consumers Viewers
Questions that Television media
researchers investigate -
✦ Which programs are most watched by the target
audience?
✦ Which audience by geography & demographics is
contributing maximum viewership?
✦ Which advertisers are present on each channel?
✦ What is the program Vs break performance?
✦ Are the promos effective in increasing program
viewership?

The list is infinite…

Can Be Broadly Divided In Two
Tv
channel
Research
Tam and Customize
AdEx d
Research Research

• Weekly update on reach/ •Equity research

GRPs/share etc •Understanding TG
• Content/programming ROI •Product/content research
• Content planning & scheduling •Distribution research
• Audience mix – by day-part/prg
•Tracking studies
• Promo planning & effectiveness
• Break analysis – FCT Vs promos
• Advertisers/product cat analysis
What data is Measured?
✦ TAM People Meter Data
✦ TAM AdEx Data
✦ TAM People Meter Data
✦ TAM AdEx Data
TAM People Meter Data
✦ Electronic meter used to record channel on/off in a
HH and the respective individuals watching
✦ Collected at the end of every week
✦ 1 week lag in reporting data
✦ Records second-by-second data – reported at minute
level
✦ Frequency monitoring technology used
✦ With TAM’s Media Xpress software for viewership
data, analysis can be done across dayparts,
geographic markets & TG demographics
 TV Rating Points (TRPs) : Sample Distribution

Pros Cons

✦ Viewing & recording events are ✦ Expensive

concurrent ✦ Channel line up keeps
✦ Accurate second-by-second changing
data ✦ In-consistent Button pressing
✦ Electronic storage hence behaviour
greater accuracy & timely
analysis
✦ Allows monitoring of ads also
for better analysis
TV Rating Points (TRPs) : Coverage

• Mumbai • Rest of AP (RoAP) • RoMah

• Delhi • RoKar • Gujarat
• Kolkata • Kerala • MP
• Chennai • RoTN • RoWB
• Bangalore • Punjab / Haryana • Orissa
• Hyderabad Chandigarh / HP
• UP
 TV Rating Points (TRPs) : Sample Stratification

✦ Two stage stratified sampling

– Town level
– Homes
✦ Control variables for Town selection
– All 10L+ towns are purposively selected
– Terrestrial availability of DD News (earlier DD2)
– C&S penetration in the towns
– Geographical spread within SCRs
✦ Control variables for Household selection
– SEC, C&S, Availability of Remote, Col / B&W TV
– HH Size, Preferred language of viewing, Claimed weight of
viewing
– Geographic spread (UA / MC)
– All 4+ years individuals in the HHs are reported
Viewership Metrics
Defining Variables
✦ Universe: Total number of individuals as per the demographic
definition
✦ TG: Target group or Target Audience implies to certain
individuals who are defined by specific parameters –
demographics, psychographics, lifestyle, product consumption
etc.
✦ Reach: Unduplicated headcount of individuals who have
sampled the daypart or program
✦ Time Spent Universe (TSU): Average minutes spent by an
individual in the TG universe in the given daypart
✦ Time Spent Viewer(TSV): Average minutes spent by a viewer
in the given daypart
✦ TVR: Average percentage of TG which is present at any given
minute during the said daypart
✦ GRP: Summation of TVRs
✦ TAM PeopleMeter Data
✦ TAM AdEx Data
TAM AdEx Services
✦ TAM ADEX, India's largest monitoring service, monitors
advertising on more than 600 media brands
✦ TAM ADEX provides the following services :-
– TV Spends data
– Press Spends data
– Radio Spends data
– Order TV & print ads of competition
– Monitors viewership for non-TVC elements like Replay Bugs,
Scrollers, etc during Cricketing events.
✦ Key to information about advertisements that appear on a
wide range of media brands
– 750+ publications
– Terrestrial TV Channels and Free-to-Air TV Channels
– Pay Channels
– 32 Radio Stations
Advertising Monitoring : Television
AdEx India
✦ Source: TAM Media

Coverage: 200+ TV channels, across 600+

categories, 4 lacs+ brands reported for more than 2lacs
advertisers

Information: Time of telecast of Ad

Spot duration
Estimate of spends

Reporting: Total 23 variables (product categories, advertisers,

brands, channels, programs, date, program start and end
time etc.)

Periodicity: Weekly

Utility: Competitive advertising pressure

TAM & AdEx Research
TAM and AdEx research

✦ weekly update on reach/ GRPs/share etc

– to keep tab on category & it’s players vis-à-vis us
– which properties have done well at weekly level
✦ content/programming ROI
– what genre of programming will return better ROI in terms
of viewing
✦ content planning & scheduling
– which day parts are frequented by targeted audience, or
what mix of audience come to certain day parts
– how to schedule a show to maximize it’s yield (v’ship)
– what pattern to follow for repeats
TAM and AdEx research

✦ audience mix – by day-part/prg

– strong affinity towards certain audience at different day
parts/programs
✦ promo planning & effectiveness
– studying effectiveness of promos of various successful
properties on other channels and learning from them
– planning & scheduling promos for our shows and later
analyzing the effectiveness of them
✦ break analysis – fct vs promos
– program rating vs break rating
– fall in breaks affected by length or frequency of breaks
✦ advertisers/product cat analysis
– top advertisers by channel genre/prod category
– gain & loss of advertisers/brands by competition/us
Examples: Viewership Analysis
 Star Plus leads the Hindi GEC genre
in the HSM, CS 4+ market
Wk 34-37 Wk 38

1400

1213
1200
1109

1000
Avg GRP

800

600

400
289 287
208 233 217
168
200 127
92 82 85 79 80 69 66 65 57
31 33 25 28
0
Hindi Star Plus Zee TV Colors SET Star One NDTV Sahara 9X SAB Star
GEC Imagine One Utsav

Source: TAM Peoplemeter Period: Wk 34-38 08 Market: HSM TG: CS 4+

 While Colors reach is at par with Zee
TV, its time spent per viewer is lesser
Reac h Tim e s p en t (m in s )

100 600

85

80
450
429
61
60 56 56 56
50
Reach %

Minutes
46 300
43
38
40
32

142 150
20 115 125
13
68 66
47 55 52
40 30
0 0
H in di G E CS ta r P lu s C o lo rs Ze e TV SET N D TV S tar O n e 9X S a h a ra SAB S ta r U ts a v
Im a gin e O ne

Source: TAM Peoplemeter Period: Wk 38 08 Market: HSM TG: CS 4+

 Balika Vadhu fared as good as Bidayi… Indian
Idol 4 got top ratings on SET

Tim e Tim e
Channel Top 5 P rogram Day TV R Channel Top 5 P rogram Day TV R
from From
B IDA Y I Thu 21:00 6.23 THE GRE A T IND LA U CHA LLE N Fri 21:00 2.37
B IDA Y I W ed 21:00 5.83 ZA RA NA CHK E DIK HA M on 21:28 1.50
S tar P lus B IDA Y I M on 21:01 5.56 S tar O ne ZA RA NA CHK E DIK HA Tue 21:29 1.37
B IDA Y I Tue 21:00 5.41 DILL M ILL GA Y Y E Thu 20:30 1.28
K IS DE S H M E IN HA I M E RA A DThu 20:30 3.68 DILL M ILL GA Y Y E M on 20:30 1.22
S A A TH P HE RE W ed 21:30 3.96 K A HA A NI HA M A A RA Y M A HA B HA R
Tue 21:01 1.09
S A A TH P HE RE Thu 21:30 3.96 K A HA A NI HA M A A RA Y M A HA B HA R
Thu 21:01 1.09
Zee TV KASAMH SE Tue 21:01 3.79 9X K A HA A NI HA M A A RA Y M A HA B HAMR on 21:01 1.08
B A NOO M A IN TE RI DULHA A N M on 20:00 3.74 K A HA A NI HA M A A RA Y M A HA B HAWR ed 21:00 0.84
KASAMH SE Thu 21:01 3.73 K Y A DILL M E IN HA I S at 20:01 0.69
B A LIK A V A DHU Thu 19:59 6.22 INDIA N IDO L 4 S at 21:00 4.17
B A LIK A V A DHU Fri 19:59 5.78 INDIA N IDO L 4 Fri 21:00 3.9
Colors B A LIK A V A DHU W ed 19:59 5.46 SET 10 K A DUM -G RA ND FINA LE S un 20:01 3.29
B A LIK A V A DHU Tue 19:59 5.3 C.I.D. Fri 22:20 2.94
Program Ranking B A LIK A V A DHU M on 19:58 4.74 K A A NTE K I TA K K A R COM E DY CS at 22:10 2.62
1 RA M A Y A N W ed 21:30 2.7 S A IB A B A Fri 18:29 0.5
2 RA M A Y A N Thu 21:33 2.62 RA M A Y A N Thu 18:00 0.49
3 NDTV
RA M A Y A N Tue 21:30 2.35 S tar Uts av RA M A Y A N Fri 18:00 0.48
4 Im agine
RA M A Y A N M on 21:28 2.25 RA M A Y A N M on 18:00 0.43
5 M A HIM A S HA NI DE V K I S at 19:58 1.42 RA M A Y A N Tue 18:00 0.42
6
M A TA K I CHOW K I Tue 22:29 1.5 TA A RA K M E HTA K A O OLTA H CHW ed 20:30 0.55
7
M A TA K I CHOW K I W ed 22:29 1.4 TA A RA K M E HTA K A O OLTA H CHTue 20:29 0.38
8
S ahara One M A TA K I CHOW K I M on 22:28 1.39 SAB A M E RICA S FUNNIE S T HO M E V I Tue 22:30 0.38
9
M A TA K I CHOW K I Thu 22:29 1.19 TA A RA K M E HTA K A O OLTA H CHThu 20:29 0.38
W OH RE HNE W A LI M E HLON KIW ed 20:59 1.12 HFF K HUB S OO RA T S at 19:59 0.38

Source: TAM Peoplemeter Period: Wk 38 08 Market: HSM TG: CS 4+

 Serials are a good performer in Bangla GEC while
news bulletin gives very low ROI
Hindi GEC Dur % View % Bangla GEC Dur % View %

Serials 35.61% 71.25% Serials 17.65% 49.57%

Mythological/Co 7.40% 8.08% Feature Films 14.50% 13.25%

Talent Search/F 5.71% 5.29% News Bulletin 18.59% 9.59%

Feature Films 13.79% 2.97% Talent Search/F 4.96% 7.06%

Comedies 9.61% 2.74% Comedies 2.71% 4.82%

Action/Thriller 3.91% 2.67% Women Programme 5.09% 4.30%

Game Shows/Quiz 1.08% 1.40% Sports Magazine 1.29% 1.55%

Reality Shows 2.47% 1.07% Music Shows/Son 5.63% 1.31%

Children Progra 2.13% 0.79% Travel/Places 1.60% 1.17%

Events/Concerts 0.97% 0.76% Cartoons/Animat 0.69% 1.01%

•BFF gets a higher Viewership for the same %duration as HFF

Source: TAM Peoplemeter Wks: 19-26 08 MKt: All WB TG: CS 4+

 Bangla GEC attracts Upmarket,
Females, 45+ yrs
Time slots

CS 4+

CS Fem

CS Male

CS A

CS B

CS C

CS DE

CS 4-14

CS 15-24

CS 25-34

CS 35+

CS 35-44

CS 45+
0600-2400 100 124 78 118 122 102 75 70 55 84 142 98 163

0600-1100 100 106 94 89 108 123 86 97 68 86 123 83 142

1200-1700 100 126 77 100 107 96 98 71 65 82 138 95 159

1800-2300 100 127 76 126 129 102 65 69 48 87 145 100 167

TAM People Meter Week:: 11-23 2008 Mkt:: All WB TG: CS 4+

 During afternoon15-24 yrs gives higher
viewership from Mon-Sat…4-14 yrs take over
on Sunday
CS 4-14 CS 15-24 CS 35+ CS 25-34 CS 4-14 CS 15-24 CS 35+ CS 25-34 CS 4-14 CS 15-24 CS 35+ CS 25-34
35 35 35

30 30 30

25 25 25

20 20 20

Avg TVR
Avg TVR

Avg TVR
15 15 15

10 10 10

5 5
5

0 0
0
30
00

30

00

30
0

0
00

30

00

30

30
0

0
0

:0

:3

:0

:3

:0

:3

:0

:3

:0

00

30

00

30

30
:0

:3

:0

:3

:0

:3

:0

:3

:0

5:

6:

8:

9:

0:

0
11

12

14

15

17

18

20

21

23
5:

6:

8:

9:

0:

:0

:3

:0

:3

:0

:3

:0

:3

:0
11

12

14

15

17

18

20

21

23

5:

6:

8:

9:

0:
11

12

14

15

17

18

20

21

23
Mon-Fri Saturday Sunday

Source: TAM Peoplemeter Week days: 26-33 08 MKt: All Guj TG: multiple
 Reach of Punjabi GEC falls by 80% & Punjabi
Music by 70% at 30 min+

Reach Threshold [in %]

1 min+ 10 mins + 30 min+
All TV 90 88 86
Hindi GEC 84 79 73
Hindi Music 44 24 14
Punjabi GEC 29 13 6
Punjabi Music 44 23 14

TAM People Meter Week:: 25-32 2008 Market: All PHCHP TG: CS 4+
Example: Comparison of Hindi-
dubbed movies on HBO & Star
Movies
HBO got 84% more Ad duration than
Star Movies

HBO Star Movies

Movie Duration 2:57:16 1:57:20
No. of Breaks 10 4
Total Break Duration 0:28:37 0:15:57
Average Break Duration 0:02:52 0:03:59
Total Ad Duration 0:22:00 0:09:00
No. of Promos 27 25
No. of Ads 53 21

Source: TAM PeopleMeter Period: 15th August 2008

 Both the movies got a better
performance from CS 15-24 in
Metros+South market

TVR %
HBO Star Movies
[The Superm an Returns] [The Term inator]
Movie Break Movie Break
Metros
CS AB 15-24 0.07 0.05 0.02 0.01
CS AB 15-34 0.04 0.03 0.02 0.01
Metros+South
CS AB 15-24 0.08 0.06 0.1 0.05
CS AB 15-34 0.05 0.03 0.06 0.03

Source: TAM PeopleMeter Period: 15th August 2008

Example: AdEx Analysis
 Top 10 Advertisers contribute >30% of Ad
duration

Spread of advertisers secondage across players

Aakash
Bangla GEC Advertisers Dur % Dur (sec) Zee Bangla Etv Bangla N E Bangla
Bangla
10301997 sec Hindustan Lever Ltd 8.3% 858265 45.5% 37.7% 16.8% 0.0%
Reckitt Benckiser (india) Lt 4.9% 504635 22.4% 55.7% 22.0% 0.0%
Smithkline Beecham 3.8% 393815 25.3% 35.3% 38.7% 0.8%
Bharti Airtel Ltd 2.7% 278470 19.0% 27.2% 53.8% 0.0%
West Bengal Information & Cu 2.6% 272105 2.5% 11.0% 86.3% 0.2%
Johnson & Johnson Ltd 2.4% 244400 31.8% 43.7% 24.5% 0.0%
Dabur India Ltd 2.1% 214235 26.1% 32.0% 42.0% 0.0%
Procter & Gamble 1.9% 198850 8.2% 42.7% 49.1% 0.0%
Emami Limited 1.6% 168840 27.8% 11.4% 42.1% 18.6%
Heinz 1.5% 151885 27.2% 42.5% 30.2% 0.0%
31.89% 3285500

• 1/10 advertisers are regional among Top 10 advertisers

Source: TAM Media AdEx 2007 * All Analysis is done on Duration

Customized Research
Customized Research

✦ equity research
– helps in initiating or improving
marketing/content/programming efforts
– brand level awareness & time spent
– need gaps in terms of quality of content, freq of activities
etc
✦ understanding target audience
– helps in improving marketing/scheduling efforts
– day in the life of our targeted audience
✦ product/content research
– helps in improving content & programming efforts
– what kind of product is working & vice versa
Customized Research

✦ tracking studies
– to regularly monitor & watch efforts made to improve
brand value and loyal audience base – marketing & content
– to monitor the health and the value of your brands – at
channel/show level
✦ distribution research