As expected, the Nielsen-TAM Annual Conference was filled with charts and figures that the industry players love to play with all day along. The conference began with the opening address by Partha Rakshit, MD, ACNielsen South Asia, who shared an overall view of the changes, opportunities and challenges in the retail and media industry, while providing a consumer-centric perspective of the matters.
In his presentation, Rakshit pointed out that metros drive the FMCG growth in India and TV and press dominate the growth in ad revenues in the country, totalling Rs 16,300 million. Concluding his presentation on the media sector, he observed, “Due to the fragmentation in the marketplace, TV channels will have to reduce rates of ‘premium’ programme to be at par with others, and there has been no dramatic changes in ad spends, except in radio. “With the retail expansion, below-the-line activities will increase considerably.”
In her presentation on ‘Hariram Kirana to Harry’s Mart’, Sophie Joseph, Executive Director, Retail Measurement Services, explained the changes observed among the grocery stores in the metros and in smaller towns, as well as the impact on them due to the modern trade. She noted that for marketers to succeed, same strategies would not work for both grocers and the modern retail outlets.
Pradeep Hejmadi, VP, TAM Media Research, shared his thoughts on the changes and challenges facing the media landscape through his presentation. Citing the findings from cities like Mumbai, Delhi and Kolkata where CAS was implemented, he observed that lack of proper information among most of the consumers. He observed that broadcasters need to do a balancing act between the discerning viewers and the new entrants, who are mostly from smaller towns, to keep up their positions.
He added, “In 2006, the 307 channels in the country provided 65,168 spots daily, resulting in a 28 per cent growth. Along with it, ad avoidance is also on the rise.”
Emphasising on the need to maintain a delicate balance between commercials and content, Hejmadi stressed on the importance to identify non-standard advertising. He observed, “It is important to monitor in-programme integration options and measure its impact.” Concluding his presentation, he pointed out that cricket continues to be the biggest form of delivery channel, owing to its large number of advertising platforms and consumption times.
Sarang Panchal, Executive Director, Customised Research Services, emphasised on emerging media like radio, Internet and mobile, in his presentation on ‘Consumer Olympics: Higher, Faster, Bigger’. An important point that he noted was that 85 per cent of the Internet users used the medium for surfing the web rather than for e-mailing.
“In the coming years, just like in the West, the Indian consumers will also start reading newspapers and magazines online, thus furthering the growth of the online space,” he added. Panchal also stressed on the importance of consumer segmentation for marketing and also observed that rural areas should also be targetted more by the marketers.
Presenting her thoughts on ‘Thinking Small -- Isolating, Understanding and Connecting with the Consumer’, Anjali Puri shared her insights from the findings from metros like Mumbai and Delhi. She elaborated on how the patterns of consumption are changing in different localities over the years in bigger cities. Concluding her presentation, she observed that on-ground engagement is growing in importance.