Using TAM database, we pulled out all advertising on each channel for the period of six months (Feb -July 02). Each ad spot had two key data points; the TVRs it generated and the Duration. Only TVRs, translated into GRPs on gross additions, has been used for this analysis. In all, we analysed over 15 lakh ads for this analysis.
We reclassified all advertisers into four categories: FMCGs, Durables, Services and Others. We classified all channels into 7 categories: News, General Entertainment, Music and Movies -Hindi and -English, Sports, Others and DD. We then tabulated all ad spots into these two variables. Look at data tables 1 & 2 below.
Period: Feb- July 02.
Ad Viewership Parameters: CS, 15 +, M/F, All SEC, Market- India surveyed
News Channels: Aaj Tak, BBC, CNBC, CNN, Star News, Zee News.
General Entertainment Channels:- Asia net, Asia Global, Eenadu, ETV group, Gemini, Jaya TV, Raj TV, SABe TV, Sahara TV, Sony, Star Plus, Sun TV, Surya TV, Uday TV, Vijay TV, Zee TV.
Music & Movie (Hindi) Channels:- B4U Music, CVO, ETC, Laskara, KTV, Star
Gold,Zee Cinema, Set Max, Zee Music.
Music &Movie (English) Channels:- AXN, Channel V, HBO, MTV, Zee English, Zee MGM, Star Movies.
Sports Channels:- DD Sports, ESPN, Star Sports.
Others Channels:- Alpha Bouquet, Cartoon Network, Discovery, NGC, Star World.