The newly formed Lodestar Universal on Thursday announced the rollout of ‘TV Graphics’, a TV segmentation study of raw TAM data. Speaking on the occasion, Lodestar Universal CEO, Shashi Sinha, said, “We are very delighted after the merger. Though the merger happened in Mumbai last month, the biggest integration is happening in Delhi. We have a few people joining us, including Universal McCann, APAC, President David Morgan, who joined us two weeks ago and a new CFO is also in place.”
Morgan said, “It has been a great learning in the two weeks that I have been here. The Indian market is very exciting. There’s a lot of qualitative thinking to delivery to be done. The team and the network have come together. Clients do expect from us a richer delivery in the future. There is strong depth of talent and vision in our country. I look forward to visiting India and help Shashi with the Indian market. My focus will be China for the moment.”
TAM and Lodestar Universal have had a tie-up for raw TAM data. TV Graphics will fine-tune the TAM data to target the varied viewers within a segment in a better manner. There are different profiles of people in the same demographic group. For example, the agency will identify six media types of men some which are niche viewers who are 7 per cent, STAR Plus watchers who are 17 per cent, regional viewers are 6 per cent and multi-genre viewers are 35 per cent, while Bollywood fans are 72 per cent.
TV Graphics can throw up that a young male, SEC A, may be best reached on STAR Sports, of all the channels! One needs to know to get tuned to the data. Lodestar Universal already has Media Graphics in place, which is a segmentation of NRS data.
Sinha further said, “It has been a myth that mass channels rule for everyone. TV planning for long has been stuck in a time warp. Planning on demographics seemed to suggest that a housewife in Kanpur, an executive in Mumbai and a teenager in Jaipur all watched the same channel. Planners were forced to ignore their intuition and simply blame the TV numbers right from sample sizes to selection of panel homes. But now fragmentation of the audiences has come to light through TV Graphics through the clustering of audiences. TV Graphics isolated segments within the broad demographic group having distinct TV consumption behaviour and preferences.”
“The research used industry standard data, but with a different perspective to uncover fresh insights. The segments isolated were quantifiable and findings actionable to add tangible value to clients’ TV plans on an ongoing basis. In effect, the new tools are also creating a new equation between the media agencies and their clients. Trying to overcome the hurdles of trying to negotiate with clients, today media agencies believe in marketing their specialist tools to optimise the client’s budget,” Sinha added.