Industry estimates suggest that more than 80% of media money on television is chasing prime-time audiences. Is that a true reflection of audience composition across various dayparts? And does the 'metro stereotypes' of an executive coming late from work also reflect in non-metros?

Our detailed analysis of latest TAM data, suggests that rising popularity of News and Music channels specifically are altering the audience's viewership patterns drastically. In 'non-metro' for example, the afternoon peak of audiences is almost as much as the traditional primetime. In this first part of this series, we look at Males viewership trends.

Lets look at what the trends are amongst Male audience. The chart suggests that General Entertainment channels find favour more amongst metro audiences. Afternoon (1 pm to 3 pm) has a buildup that is equivalent to 40% of primetime peak.

Chart 1: Build Up for General Entertainment channels
Definitions: TG: CS, Male (25- 44 Yrs.), SEC- AB, Market: Metro (Delhi, Mumbai), Non- Metro (Kan,Lud, Mhrest,Uprest), Time Period: Wk 22- Wk 30
Source:- TAM

But niche categories make interesting analysis. Music channels attract more viewership in non-prime time morning band than evening. In Metros, the morning peak -between 10 AM and 12 AM is higher than any other time band. Refer Chart 2.

News Channels too have a viewership thru out the day. While it has a 10-11:30 pm peak, the numbers look extremely healthy in 8-11 am slot. English Movies though peak only in traditional prime-time which perhaps is also driven by titles. Most big titles are slotted at 9 or 9:30 pm band.

Chart 2: Niche Channel Viewership trends in Metro

Definitions: TG: CS, Male (25- 44 Yrs.), SEC- AB, Market: Metro (Delhi, Mumbai), Time Period: Wk 22- Wk 30
Source:TAM

The trends in news channels are even more stark amongst non-metro audiences. Apart from a morning prime time it has a strong afternoon (1-3 pm) peak that nearly matches the prime time peak.

Music channels too have viewership across dayparts. Refer chart 3 below.
chart 3: Niche Channel Viewership trends in Non-Metros


Definitions: TG: CS, Male (25- 44 Yrs.), SEC- AB, Market: Non- Metro (Kan, Lud, Mhrest, Uprest), Time Period: Wk 22- Wk 30
Source: TAM

So these are some of the topline trends amongst Male audience groups. Next week we present similar analysis for two other key audience groups - Women and Youth. Watch out. It will prompt you to take a hard look at your allocations and deals.