The recent inference drawn by Indian Readership Survey (IRS) interprets certain unexplored trends in consumption patterns and television viewer habits of the small town consumers, providing a rethink on the media-buying decisions for the planners of the advertising fraternity.
ORG-MARG has published statistical findings of the Indian Readership Survey with coverage of 49 towns and a sample size of 4,405. The sample has been drawn based on a voluntary stratified sampling.
The survey enumerates that television has highest penetration in comparison to the press and radio. Around 78 per cent of the demography in the 12 plus age group from the large metros watch television while the press and radio settle for 65 per cent and 15 per cent. This is an indication that television is now establishing ground in the Indian media environment.
The survey reveals that about 55 per cent of the homes in Chennai are regular cable and satellite viewing homes, and general entertainment is their preferred genre, while 47 per cent of the small town audience subscribe to the daily dose of general entertainment beamed through the satellite on the tube. The only area where the differences between the large and small towns are moderately substantial are in the audience segment who watch English language programmes. Around 34 per cent of the audience from large metropolis view English language programmes, while the percentage of audience from the smaller township is 17 per cent.
Yet another interesting pointer to the emerging potential of the small town market is the relative potential of the small town market is the relative similarity in the monthly household income. Though the sample has been largely south centric, it is believed that the same analogies apply almost in parallel even to the northern belt.