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Rewind 2015: Guest Column: India is in the throes of an increase in multi-platform consumption: Pawan Jailkhani

Rewind 2015: Guest Column: India is in the throes of an increase in multi-platform consumption: Pawan Jailkhani

Author | Pawan Jailkhani | Tuesday, Dec 22,2015 8:31 AM

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Rewind 2015: Guest Column: India is in the throes of an increase in multi-platform consumption: Pawan Jailkhani

Pawan Jailkhani, Chief Revenue Officer, 9X Media takes a look at the year gone by and the defining trends of 2015 .  The launch of Broadcast Audience Research Council, Rise of the Multi-Platform Viewer, and Rise of the Long format ad films and Advertiser Sponsored Programme (AFP) are some of the key trends of 2015 writes Jailkhani.

Launch of Broadcast Audience Research Council

Television ratings company-- Broadcast Audience Research Council (BARC), became operational from mid April 2015. This was the first time that the industry had come together to launch a ratings company. All three stakeholders, namely the broadcasters (60 per cent stake), media agencies (20 per cent stake) and advertisers (20 per cent stake) worked together to launch a world class ratings system in India.

BARC monitors C&S television ratings at household and individual levels across 153 million homes spread in equal proportions across urban and rural India with the help of 22,000 BARC meters (10,000 TAM meters would be transferred in April 2016). At a sample level, 30 per cent of meters are seeded in rural India and 30 per cent across six metros

For the first time, advertisers can measure ad campaign efficiencies in LC1 towns across the country, Rural India and across Urban + Rural India. This will give impetus to ad spends targeting rural markets. While there has been a growth of 20 per cent in the number of TV homes in urban India, rural India has grown by 75 per cent (Census 2011 Vs. Census 2001).

BARC has moved away from the earlier SEC to NCCS, capturing the buying power of a household and hence provides sharper segmentation. Approximately, 40 per cent of rural TV owning homes fall in the NCCS AB category. BARC has the ability to measure time shifted viewing, simulcast viewing and is platform agnostic. BARC will launch its online ratings system in 2016 measuring ratings across television, desktop, mobile and tablets.

BARC has commissioned Nielsen to conduct the Establishment Survey which is currently underway. In the meantime, demographic proportions and other universe slicing is done on the basis of the IRS, TRAI and the Census data. Future expansion of the balance 30,000 meters will be implemented in a phased manner over the next three years and would form the basis it’s Establishment Survey.

Rise of the Multi-Platform Viewer

India is in the throes of an increase in multi-platform consumption. Traditional media such as television is measured by BARC across 153 million C&S homes in Urban & Rural India. India has a 1.2 billion strong population (Census 2011; 31 per cent urbanization) of which 350 million are active internet users (27 per cent penetration; IAMAI). There has been a 44 per cent growth in internet users as compared to the previous year. C&S Television has a 55 per cent penetration; 153 million C&S TV owning homes across Urban + Rural India (BARC). The Unique Mobile User base is at 590 million (46 per cent penetration on total population).

There are 976 million mobile subscriptions; 1.65 subscriptions per unique mobile users. Multi-SIM incidence has grown by 62 per cent over the last two years, and according to Nielsen it is expected to continue rising as the market matures. Active mobile internet users stand at 159 million (12 per cent penetration on total population; 45 per cent penetration on total internet users). Active social media users’ count is 134 million (10 per cent penetration on total population).

Video viewing on PCs has doubled in the last three years and stands at 59 million viewers; 3.7 billion videos; 414 minutes per video. Millenials form over 75 per cent of video viewers and consume 64-65 videos per month. Size of the online video audience across tablets and smartphones has increased by 30 per cent (12 month period).

Multi-Screen consumption varies throughout the day. While television and tablet dominates during late evenings, PCs dominate during work hours. Smartphone usage is uniform across the day. Time spent on an event can almost double as compared to just TV if we factor in desktops, smartphones and tablets.

Online video durations vary on the basis of genre. Social Media videos average at 2.4 minutes per video, entertainment averages at 4.8 minutes per video, news / information averages at 5.5 minutes per video.

Google sites, portals and social media dominate the share of internet time and stands at more than half the time spent online. Laptops and desktops dominate two -thirds of web traffic while mobile phones account for a third of web traffic.

Rise of the Long format ad films and Advertiser Sponsored Programme (AFP)

The rise of the multi-platform viewer has lead to the rise in demand for long format ads. YouTube and Facebook have provided a great platform for brands to tell a story in the most effective manner and engage consumers. Clutter breaking campaigns such as ‘Chilly Paneer’ by DBS bank (the second season was aired in 2015), the ‘Paper Boat: drinks and memories’, or the Snapdeal campaign with Aamir Khan, are all examples of long format ads.  

On television, the year has witnessed AFPs grabbing eyeballs with shows promoting brands in a unique manner. On our Punjabi music channel 9X Tashan, we created a music talent show called Bingo Mad Angles. Similarly, our new show 9XM Asktrack is India’s first crowd sourced playlist show by Askme.com. Other examples include the Hero MTV Roadies show, the Chalti Ka Naam Gadi, Let’s Go by Maruti on Sab TV, etc.

The year 2016 will witness an exponential rise in AFP’s and long format ads with the roll out of 4G services.

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