Hansa Research has come out with a perception study for media houses. The study looks into the perceptions pertaining to them. A handful of media buyers, planners and the marketing and media managers of corporate houses among themselves decide how two-third of Rs 10,000 crore gets spent. These professionals, hence, play an important role in the lives of media houses.
Keeping this in mind Hansa Research has initiated this first-ever Corporate Image Monitor for Media Houses. The study that would be conducted on annual basis tracks perceptions, image and favour of media houses among their buyers.
Altogether 21 media houses (including 12 publications and nine broadcasters) have been included in the purview of this study. The publications include, ABP Group, Amar Ujala, Benett Coleman Group, Bhaskar Publication, Express Publications, Hindu Publications, Hindustan Media, Jagran Prakashan Ltd, Living Media, Malayala Manorama, Mathrubhumi and Eenadu Group. The broadcasters are Aaj Tak, BBC World, Eenadu/ETV, MTV, NDTV, Sony TV, Star TV, Sun TV and Sun TV.
The study was conducted across top six metros and according to Hansa Research, more than 100 organisations shared their views on country's leading media houses and their future. Reflecting upon the research methodology, Vineet Sodhani, Head of Marketing, Syndicated Products, Hansa Research, said, "These were face-to-face interviews with 212 senior and middle management professionals from media agencies and advertisers, who are the key decision makers when it comes to media spends."
When asked if the sample size of 212 was not too small for such a study Sodhani, said, "Out of these 212 respondents, 110 are media planners and buyers. If you look at top 25 media agencies in the country - there would not be more than 300 people who have decision-making powers when it comes to media planning and buying. Hence the study has representation from 33 per cent of the universe, which is very high. Most studies have a sample size that is 5 to 10 per cent of the entire universe. 200 plus is a pretty sizeable sample for such a study."
The study indicates among the agency people, Aaj Tak scores better than Star TV on top of mind recall. In print, Hindustan Media does relatively better than Bennett, Coleman and Co. when it comes to the advertiser fraternity on Top of Mind recall.
Interestingly, two schools of thought emerge - one that focuses on advertisers. For instance, ABP Group and Hindustan Group. Others focus on agencies. Bennett Coleman, Zee TV and Aaj Tak etc. are in the second group. According to the study, Star is considered to be modern and leading but scores relatively less on being sensitive to client needs. When it comes to transparency, Sony and Zee score relatively better. NDTV's management, meanwhile, is praised for attracting and retaining good talent.
ABP does relatively well on being sensitive to client needs. The industry, as per the study, appears to be quite positive about Living Media's future prospects.