S-Group Insights: DTH players opt for TV over print with 33% drop in print ad volumes
exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column will be published every Tuesday and aims to aid Advertisers, and Media Agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at the DTH segment.
In 2011, the Indian television industry was dominated by the analogue platform with the Universe share of about 74%. DAS Phase I in 2012, followed by DAS Phase II in 2013, has resulted in decline of NCS and analogue universe across the years.
With the decline of NCS and analogue, digitisation has resulted in the growth of DTH (Direct to Home). The platform has seen a tremendous growth across years with approximately 38 million active subscribers, as on June 2014. The growth in subscription goes hand in hand with the TV ad volumes which have grown at a rate of 29% per year. A 33% year on year decrease on print ad volumes clearly indicate that DTH players have opted for TV over print when it comes to advertising. South Zone garners the maximum print advertising share (56%) with highest advertising coming from Kerala market.
Around 52% of the TV ad volumes is contributed by the top 3 players - Dish TV, Tata Sky and Videocon D2h. Volume wise, Videocon garners the highest relative share of 38%, whereas TATA Sky garners the highest relative share in ad viewership which is 59%.
High commercial viewership for TATA Sky can be attributed to the channels used by them in their media plans. Almost 57% of their commercial viewership comes from Hindi GECs and Hindi Movies, which are among the top viewed channel genres on total TV.
The ad exposure for the 35+ age group is higher as compared to other age groups. With NCS and analogue viewers shifting to digital, it is important for DTH Players to focus their media plans on these viewers. Among the Top 3 players - Tata Sky was the only DTH player targeting the NCS viewers (Promotions of DD National accounted to almost 90% Viewership on NCS) and the player with most focus on analogue platform.
With Digitisation Phase III on the cards, it would be interesting to see if TATA Sky continues to focus on NCS and analogue viewers or if Videocon and Dish modify their media plans to target these viewers.
Our typical marketing budget is usually 10 per cent of the topline spend