Today, the number of homes with more than one television set is substantial enough not to be ignored. Media owners and advertisers are waking up to the tremendous implications of second television viewership as far as media budget and choice of media vehicles are concerned.
Throwing up pertinent figures, Arpita Menon, General Manager, Lodestar Media, observed, “As of now, 18-20 per cent homes must be two-TV homes, so prima facie it seems to have limited implications. However, the point to be noted is that these homes are likely to be at the top-end. So for a mass product, there will be lower implications, but definitely high implications for a lifestyle or high value product.”
In all probability, most of the viewership on the second TV set would be for niche channels like sports, cartoon, Discovery, travel, etc. Thus, it becomes an effective platform for niche products to advertise themselves and have more accurate reach with reasonable budgets.
The specific data on dual television viewership available with TAM Media Research (a first of its kind study) shows unexpected results. Sample this: Multi television homes consume lesser television than an average home!
As far as the viewing on the second set is concerned, it is limited to the extent of one-third of the total viewership.
The break-up of viewership between primary and secondary television set with regard to genres also points to interesting trends. For example, half the viewing of kids’ channels happens on the main television set. Regional and religious channels are viewed the least (19 per cent and 21 per cent, respectively) on the secondary television set.
Apart from kids’ channels, SCC (38 per cent) and English movies (35 per cent) enjoy good viewership on the secondary television set. So, niche segments dealing in kids’ products may well increase their television advertising budget.
For the SEC A segment, second television viewership is maximum in the age group 30-39 years (65 per cent). For SEC D&E, viewership is maximum in the age group 25-29 years. Also, CWE has a larger share of second television viewership when compared to HW in both SEC A and SEC D&E segments. The viewership, overall, reduces in SEC D&E.
The findings are definitely not in sync with expectations and media planners would do well to sort out the implications and prepare budgets accordingly.
Explaining the relevance of the second television viewership study, Kajal Mallik, Regional Director, Optimum Media Solutions (OMS), said, “Everybody is trying to understand the affluent segment better. Kids and teens are the segments that have access to watch whatever they want to on the second television. Hence, they become the relevant target audiences.”
Without doubt, a proper recording of second television viewership opens up an opportunity to utilise allocated media budgets better. Agreeing on this, Kartik Sharma, Director, Madison Media Research Centre (MMRC), observed, “The second TV set for certain product categories will help in targeting better, leading to improved efficiencies.”
Some media agencies have their in-house tools for relevant measurement of viewership. Referring to Lodestar Media’s tool, Menon said, “We have our own tool, Mediagraphics, which segments by media consumption, and this helps us go from a demographic target group definition to the next level of media consumption.”
Considering that media fragmentation is on the rise, and with income levels improving too, it goes without saying that this study will only become more relevant in the future.
Foreseeing the future scenario, Sharma said, “In a country like India, where media fragmentation is high and affluence is on the rise, second TV ownership will increasingly become a reality. One can hypothesise that the channels viewed on the second TV set are likely to be different from the primary TV set. Taking this logic further, it can be reasonably assumed that the special interest channels are more likely to be viewed more in the second TV than the primary TV.”
Sharma further pointed out, “It will be important to understand target group differences between the primary TV viewer versus second TV set viewer. Also, if all the members are critical for targeting in a household, then there would be a need to balance the act by adding relevant special interest channels in the plan to offset any reach gaps.”
According to Mallik, “What is important is to see the trend of advertisement viewership. It is highly possible that programmes may be watched, whereas advertisements may be ignored. Switching is very frequent.”
In her opinion, TAM’s affluence meters would help in proper recording of the second television set viewership.