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S Group Insights: TV wins over Print on ad spends for DTH Players leading to 37% YOY decrease on Print Ad Volumes in the category

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S Group Insights: TV wins over Print on ad spends for DTH Players leading to 37% YOY decrease on Print Ad Volumes in the category and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring  you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column will be published every Tuesday and aims to aid advertisers, and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments.

This week we focus on the ad spending trends of DTH players.

In 2011, the Indian television industry was dominated by the Analogue platform with the Universe share of about 74%. DAS phase I in 2012, followed by DAS phase II in 2013, has resulted in Decline of NCS and Analogue universe across the Years.  

With the Decline of NCS and Analogue, Digitisation has resulted in the growth of DTH (Direct to Home). The platform has seen a tremendous growth across years with approximately 38 Million Active subscribers, as on June 2014. The growth in subscription goes hand in hand with the TV Ad Volumes which has grown at a rate of 29% per year. A 37% year on year decrease on Print Ad Volumes clearly indicate that DTH Players have opted for TV over Print when it comes to Advertising. South Zone garners the maximum Print Advertising share (56%) with highest advertising coming from Kerala Market. Radio Advertising has fallen at an average of 5% across years.

Both Radio and Print have seen a fall in DTH promos, whereas TV has seen a consistent rise.

Videocon, Tata Sky, Dish TV have been the Top Advertisers in both TV and Print media across years. Videocon has been a consistent promoter on Print Medium since 2013 till date.

In the year 2015, Videocon is the only DTH player that has done promotions on print medium whereas rest of the players have reduced their promotions. Videocon prefers to publish in the South Zone and in the state of Kerala & Andhra Pradesh. Matrubhumi publication is preferrerd for the promotions in Kerala while Andhra Jyoti is preferred in Andhra Pradesh. DISH Platform has reduced there from since 2013 on Print Platform.

(Note: 5 weeks prior to the DAS phases are taken into consideration)

Tata Sky and Dish TV are the major advertisers in the current DAS phase and they have advertised the most on Hindi Movies and Hindi Regional News Genre respectively.

On an average, across years, around 75% of the TV Ad Volumes is contributed by the Top 3 Players - Dish TV, Tata Sky and Videocon D2h. Volume wise, Videocon garners the Highest Relative share of 38%, whereas TATA Sky garners the highest Relative Share wrt Ad Viewership which is 59%. The use of Innovations by DTH service providers have reduced across years. Jacket Ads have been the most used in Print media.

Videocon has done heavy promotions right before all the DAS phases. Tata Sky and Dish TV have also tried to take advantage of the DAS phase with prior promotions.

The Ad exposure for the 35+ Age group is higher as compared to other Age groups. With NCS and Analogue Viewers shifting to Digital, it is important for DTH Players to focus their Media plans on these Viewers. Among the Top 3 Players - Tata Sky was the only DTH Player targeting the NCS Viewers (Promotions of DD National accounted to almost 90% Viewership on NCS)  and the player with most focus on Analogue Platform.

Digitisation Phase III on the cards and post the festive season, we expected others players apart from TATA Sky, to focus on NCS and Analogue Viewers and modify their media plans to target these Viewers, which has not happened.

Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research

Data Sources: TAM AdEx and TRAI Official Website

Period: Jan 2012 to Nov 2015

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