'
Subscribe Last 30 Days' News e4m on your Mobile - www.exchange4media.mobi
Aug 21, 2017 rss feed
 View Point Email this page
How often do we pause and ponder about industry issues that have a bearing beyond just our rigmaroles? Share insights that can further the common understanding? Or, at the very least, point at things that need to be set right. View Point - an exchange4media platform, will fill this void and become a source of understanding, action and perhaps some inspiration.

Understanding Commercial Break Viewing on Television Setting Norms that Promote Effective Buying


P V Narayanmoorthy, Regional Director, Strategic Resource, Carat

Introduction

Much has been written about how audiences are becoming increasingly elusive in the crowded television arena. The primary reasons for the inability to capture audiences on the medium are numerous. Key among these are:

  • Proliferation – as the number of channels increases, audiences are able to customise their viewing. Television, by definition, is a mass medium. However, in this new environment, it is increasingly tending to become niche.
  • Deregulation – as markets open up, the number of channels on offer increases, accelerating the growth in the number of channels.
  • Computerisation – as new interactive media forms continue to grow, consumers’ dependence upon traditional television decreases. While video-on-demand and other such options are still a little way away in India, other entertainment forms like streaming video, etc. reduces the amount of time available for traditional television.
  • Commercialisation – as more advertisers begin to use the medium, consumer fatigue is increasing. As a direct result, avoidance of advertising is becoming the norm.
  • Fragmentation – with the number of channels on offer, audiences are constantly flitting between a clutch of favourite channels, particularly during commercial breaks. This further reduces the ability of the advertiser to effectively deliver a sales message through the medium.

    Gaining greater insights into television audience viewing behaviour
    In this context, it becomes imperative to understand how consumers interact with traditional television. Much research (and expenditure) has gone into this area. India has evolved from the readership surveys (that provided television-viewing data once every five years) to the diary to the peoplemeter. Sophisticated software to calculate reach-frequency estimates for campaigns are available.

    The industry has also progressed to the point where such reach and frequency estimates are based on commercial break ratings rather than programme ratings. However, working on these ratings is akin to the blind leading the blind. While planners can calculate the ratings of various commercial breaks, they have no understanding of why consumer view breaks in a specified manner. Or, indeed, whether there is any pattern at all.

    Carat has pioneered the concept of Quality Rating Points (QRPs) that tries to estimate the interest of viewers in the programme content. This is based on various international researches by Carat that conclusively prove programme content is one of the principal drivers of commercial viewing.

    This is half the battle won. Understanding interest in programme environments leads to the selection of appropriate programmes that maximise the probability of garnering high commercial break viewership. But it is also important to understand how consumers are interacting with actual commercial breaks. This completes the picture and leads to more effective media buying.

    Understanding Commercial Break Viewing
    Presented below is an approach to understanding commercial break viewing. The data source is TAM peoplemeter data for the month of January 2004. The audience in this case, has been defined as all viewers in cable and satellite homes (this is where the inability to capture audiences is particularly acute). This data has not been cut by markets, but is only at an all market level.

    The channels included in the analysis are Zee TV, STAR Plus, STAR Sports, Channel V, STAR Movies, Zee India, STAR News, Zee Cinema, Discovery, ESPN, Sony, MTV, SET Max, National Geographic, AXN, HBO, Zee Movies, Zee English, B4U Music and Aaj Tak.

    The data presented in the tables below represent deviations from the global average commercial break viewership. In other words, indices falling below 0 (zero) represent lower viewership than the average (not necessarily negative viewership).
    Key highlights of Commercial Break Viewing

    The first myth to be exploded is that the first/last minutes of the commercial capsule do not necessarily provide the highest viewership. In fact, the middle minutes of the capsule garner much higher ratings
    (Table 1)

  • The picture cut by channels
    A totally different picture emerges when cut by different channels. Generally, channels catering to music, news, English entertainment, English movies and infotainment (Discovery, National Geographic) perform below the average. However, it must be noted that this could change dramatically when the audience for assessment is changed. For example, if the audience was changed from all viewers to men aged above 25 years, then news channels could perform well above the average. These trends will be traced in subsequent articles. (Refer Tables 2 and 3 below).

    Channels that do well are sports (India playing cricket was on air during the period of the analysis), Hindi movie and Hindi general entertainment channels. Refer Tables 4 and 5 below.


    The choice of Daypart
    Daypart mix is a critical element of constructing the buy for any brand. As already mentioned, this is done with an incomplete understanding since the patterns of commercial capsule viewership is not fully understood when constructing the daypart mix. Generally, it is primetime that has the highest positive deviation from the average. The middle minutes of afternoon slots and early prime also deliver higher than average ratings (refer Table 6).

    However, it is relevant to mention once again that the picture may well change if the audience is changed to youth or housewives. Once again this will form the topic of subsequent articles.

    The effect of programme genres
    It must be recognised that viewers are invariably interested in programme genres rather than television as a whole. Yet this is the area that is least looked at by agency media planners. Analysis by minutes suggests that most programme genres fall below the average. This includes, among others, Business, Cartoons/Animations, Comedies, Countdowns, Film Magazines, Music Shows, News, Sports Highlights and Travel.

    Genres that garner higher than the average, at least in some minutes, are Action/Thriller, Cricket Match, Children’s Programmes, Feature Films, Events/Contests/Awards, Game/Quiz Shows, Film Songs, Mythological/Costume Dramas, Serials, Talk/Chat Shows and Women/Cookery. (Refer Table 7 and 8).

    The case of Serials vs. Mythological
    In the month of January 2004, serials garnered an average rating of 1.39 whereas mythological/costume drama garnered an average rating of 1.76. Serials continue to be the most popular genre used by advertisers. But a consideration of cost-and-break viewership in these genres provides a completely different picture.

    Genre
    Top Break Rating
    Break Rating Index
    Cost Index
    Serials
    2.183
    100
    100
    Mythological
    3.364
    154
    50


    It is reasonable to conclude that spots in mythological/costume drama are three times more cost efficient that in serials. Further analysis based on individual serial titles will require averaging over longer periods of time (perhaps over 12 months) before any conclusions can be derived.

    Normative databases in understanding break viewing
    The analysis presented here is based on data for the month of January 2004. However, this may not be sufficiently representative to arrive at norms on break viewership. Carat will continue to analyse this data for each month cumulatively to arrive at norms on break viewership. This will also be done for different target groups so that the learning can be applied for more effective and efficient buys.

 
Archives
Getting a hold on Google Instant Benedict Hayes
- Benedict Hayes, Head of Search, Communicate 2 - 10/15/2010
Webinar – An evolving marketing tool
- Balaji Kesavraj, Head - Marketing (India), Cisco WebEx - 10/21/2009
Accurate and reliable Readership Measurement Matrices need of the hour
- Manajit Ghoshal, CEO, Mid-Day Infomedia - 1/28/2009
Consumers are the New Media
- Atrayee Chakraborty, Business Director, Lintas Media Group - 1/15/2009
Lending a helping hand to those who fell defending Mumbai
- S Yesudas, CEO, RK Swamy Media Group - 12/2/2008
It would be wonderful if a great idea wins an election
- Swapan Seth, CEO, Equus Red Cell - 11/24/2008
Social Media: A suitable supplement?
- Indranil Datta, Vice President – Knowledge, Mudra RADAR - 10/13/2008
100 GRP: New benchmark or overrated myth?
- Indranil Datta, Vice President - Knowledge, Mudra RADAR - 9/8/2008
Reality talent search: Redefining TV viewership
- Indranil Datta, Vice President-Knowledge, Mudra RADAR - 8/13/2008
Artificial Obsolescence
- Anand Kurian, Writer and advertising professional, - 6/25/2008
Why the Consumer should not be the King in India?
- Jitender Dabas, VP & Strategic Planning Director, JWT India - 6/19/2008
How the Voda pug got lost in God’s own country
- Rajul Kulshreshtha, Managing Director -- Motivator, A GroupM company - 6/3/2008
There is a new K-serial on air, it’s called K-ricket
- Anisha Motwani, Executive Director-Marketing, Max New York Life - 5/22/2008
Managing Retail Through Market Research
- Muder Chiba, Executive Director, TNS India - 5/8/2008
Understanding Integrated Marketing Communication in India
- Deepika Kurl, Sport Leasing – Corporate Controller, San Francisco, USA - 4/11/2008
Making the most of large format events
- Vijay Singh, MD, 141 Sercon - 3/31/2008
... And then there were blogs
- Preeti Chaturvedi, Manager, Mktg & Biz Dev., GIST
Justin Rabindra, VP, Training & Knowledge Mngt, Ogilvy One Worldwide - 2/25/2008
The ‘Nano’ Challenge
- Sourabh Mishra, Chief Strategy Officer, TBWA\India Group - 1/29/2008
Genre hypnotism
- Manisha Talwar Rana, Marketing Communications, LG Electronics - 1/10/2008
When ‘Dhan’ in Dhanteras becomes elusive
- Vishakha Singh, Head-MarCom, Future Media India - 11/22/2007
Who stole my retail dream?
- Hemant M Mishrra, Brand Consultant, Mudra Brand Sollutions - 11/5/2007
Watching less, Reading less, Talking more
- Praveen Ramachandra, Business Director, Insights, MindShare, Bangalore - 10/24/2007
The 4Es of Client Management
- Swapan Seth, CEO, Equus Red Cell - 10/11/2007
Advertisers to vie for that two square inch space on your mobile handset
- Dr L Venkata Subramaniam, Research Staff Member, IBM India Research Lab - 9/10/2007
The Lintas saga: Why Prembhai is not Anilbhai or Mukeshbhai
- Ramanujam Sridhar, CEO, brand-comm - 8/8/2007
Is the Advertising business losing respect?
- Gopinath Menon, Senior Vice-President, Media, TBWA India - 7/28/2007
What's your brand's chakra reading?
- Mythili Chandrasekar, VP and Executive Planning Director, JWT - 7/19/2007
Growing hunger for Business Analytics
- Sandeep Pandey, National Business Director, ATG - 3/20/2007
Is agency bonus the right way to reward success?
- Libby Child - CEO, UK, & Sunil Gupta - Regional Director, South West Asia, APRAIS Worldwide - 2/6/2007
Is your media plan CAS-trated?
- Rajendra Dwivedi, Business Director, MAXUS - 1/22/2007
Do not divide - and rule!
- Premjeet Sodhi, Senior Vice President, Initiative, Lintas Media Group - 12/5/2006
Bonding with the big studios at MIPCOM
- Gitanjali Murari, Programming Head, PIX - 10/24/2006
The Phenomenon of Instant Success
- Sandeep Singh & Gaurav Sood, COO, CSD, Get.Next.Job, Wunderman India - 8/16/2006
The mystery of the vanishing agency
- Lynn de Souza, Director of Media Services, Lintas India Pvt Ltd. - 7/27/2006
The Word-of-Mouth Factor

I have found that Word-of-Mouth works fastest when integrated into standard brand building communication.

- Sumit Roy, Founder Director, Univbrands - 6/28/2006
The birth of the Global Indian

From whining about the globalisation of India to celebrating the Indianisation of the Globe: tracing and defending the role of media and advertising

- Mythili Chandrasekar, VP and Executive Planning Director, JWT Chennai - 5/29/2006
Be a leader, others will follow you as an evangelist
- Prof. Sushil Bahl, Consultant, International School of Business and Media, Pune - 4/24/2006
Towards a meaningful industry integration
- S. Yesudas, COO, Media Direction - 4/1/2006
Showtime Everywhere @ Davos 2006
- Atri Sengupta, Director, Showtime - 2/21/2006
A door to “impact” full media plans
- S Yesudas, Business Advisor (Director), Initiative Worldwide, Jakarta - 1/17/2006
A profession does not become redundant, its practitioners do
- Svetleena Choudhary, Media Group Head, Initiative, Delhi - 12/9/2005
Jaago Grahak Jaago – bring accountability in media
- Rajul Kulshreshtha, General Manager, GroupM Team LG - 11/8/2005
YOUR PASSPORT TO POWER
- Sushil Bahl, Consultant, International School of Business & Media, Pune - 10/18/2005
Media specialist: Changing paradigms
- S Yesudas, Business Advisor (Director), Initiative Worldwide, Jakarta - 10/7/2005
“It’s the customer, stupid”
- Justin Rabindra, Regional Knowledge Manager, Asia Pacific,OgilvyOne Worldwide - 8/8/2005
The Changing Indian Woman
- Kishore Chakraborti, Associate VP and Director, Consumer Insight, McCann Erickson India - 7/12/2005
Vision & Mission: Breaking the joojoo
- Manosh Sengupta, General Manager – Marketing Communications, IDEA Cellular Limited - 6/22/2005
It’s about time we took the customer seriously, and started treating him like he mattered
- Justin Rabindra, Regional Knowledge Manager, Asia Pacific,OgilvyOne Worldwide - 5/18/2005
Too much of a good thing? Research Vs "gut feel"
- Abraham M. Alapatt, Client Services Director, Ogilvy & Mather Advertising, Chennai,& Practice Group Partner, Ogilvy Business Network - 4/27/2005
Does brand management need a shave and a wash?
- Ashish Misra, VP Marketing, Mason & Summers Alcobev - 4/6/2005
Is creativity all about creatiwitty?
- Surojit Sen, Creative Supervisor (Copy), Rediffusion DY&R, New Delhi - 3/15/2005
Singapore Airlines – An Excellent Asian Brand
- Martin Roll, CEO, VentureRepublic, Singapore - 12/18/2004
Changing Black into White!
- Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management,Nirma University - 11/27/2004
STAR POWER – Will the force be with you?
- Anupma Suneja, General Manager, Synovate - 10/29/2004
The True Value of Account Management
- Anisha Motwani, Vice-president, EURO RSCG, New Delhi - 10/4/2004
K-Kapoor Factory, B-Bollywood, C-Cricket…but no crorepatis!
- Rakesh Khar, Programme Director, School of Communications, Jaipuria Institute of Management, Noida - 9/16/2004
A Closer Look at Awards
- Indu Balachandran, Executive Creative Director, JWT Chennai - 8/26/2004
Moving towards ‘virtual’ PR agencies
- Sushil Bahl, Faculty–Marketing Area, Nirma Institute of Management, Ahmedabad - 8/11/2004
Pepsi and the art of Cool
- Rohit Ohri, Senior VP & Area Director-Delhi, J Walter Thompson - 7/21/2004
Cannes of creativity (no worms need apply)!
- Ashish Misra, Vice-President Marketing, Katra Liquor - 7/8/2004
"Budget blues and the rest of the year"
- Anant Rangaswami, Director, Event Management Development Institute - 6/24/2004
“The list of their restrictions can go on forever…….Perhaps they deserve all those many crores that they receive for endorsements. It offsets their suffering, I guess. Except, how come they have all the restrictions and all the money, and I have all the choice, not the power to exercise it?”
- Anant Rangaswami, Director, Event Management Development Institute - 5/29/2004
‘Comparing different and unrelated companies often is an acceptable approach if you are looking simply at the operating features of the business rather than their financial performance.’
- Sushil Bahl, Faculty–Marketing Area, Nirma Institute of Management, Ahmedabad - 5/15/2004
"A fully interactive brand channel on UK satellite today exists in what is essentially a walled-garden of some 200 channels, rather than the Wild West of 17 million websites. It reaches more than seven million homes and will drive commerce both electronically and through the brand’s outlets."
- Bhaskar Majumdar, CEO, Recreate Solutions - 4/21/2004
The index could be based on a rating that takes into account agreed parameters/attributes, past-present media coverage/favourability and relevance, ground situation in terms of successful/unsuccessful seasons/tenures, future prospects, etc.
- Rajesh S Lalwani, Director, Strategy & Business Development, brand-comm - 4/10/2004
Instead of a Unique Selling Proposition, let’s start thinking about our Unique Feelings Proposition.
- Suresh Dinakaran, President, Communicate, Dubai - 3/11/2004
Creating the right buzz through WOM
- Prof. Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management, Nirma University, Ahmedabad - 2/24/2004
"India Shining is worth more than a Lion"
- Swapan Seth, Co-CEO, Equus Red Cell - 2/10/2004
Connecting with the Rural Folks
- R V Rajan, CMD, Anugrah Madison Advertising Pvt. Ltd. - 1/13/2004
THE “INCREDIBLE” BRAND!
- Sushil Bahl, Faculty, Marketing Area, Nirma Institute of Management, Ahmedabad - 12/20/2003
7 Highly Effective Ways of Killing a Brand
- Ashish Misra, , - 11/27/2003
"AND WE DRINK THIS STUFF !!"
- Prof. Sushil Bahl, Faculty, Marketing Area, Institute of Management, Nirma University - 11/5/2003
Sorry, Cannes Save You.
- G S Shridhar, CEO, Purple Blaze Advertising Consultancy - 10/24/2003
The Context of Existance
- Swapan Seth, Co-CEO, Equus Red Cell - 9/24/2003
"Oh, you don't work Saturdays" and other taunts!"
- G S Murari, Director, Fidelis Advertising and Marketing - 9/13/2003
"But to say advertising is dead or dying is being somewhat naïve"
- Sushil Bahl, Professor, Mudra Institute of Communications (MICA) Ahmedabad - 9/1/2003
Attack of the delight providers
- Ashish Misra, Vice President, The Henley Centre - 7/30/2003
"Creativity on demand with creative aerobics and imagination management"
- Prof. Linda Conway Correll and Sushil Bahl, , - 7/23/2003
"Lessons in Advertising"
- Anand Halve, Co Founder, Chlorophyll - 7/3/2003
"Fees, and not a 15% commission, I am told, are now the order of the day."
- Sumit Roy, Founder Director, Univbrands - 6/2/2003
"The AOR or media agency will continue to grow in importance because this is where one talks money."
- Arun Kumar, Associate Media Director, MPG, Delhi - 5/15/2003
"Does your Marketing Strategy know your Consumer?"
- Ashish Misra, Vice President, The Henley Centre. - 4/26/2003
"Is there an insidious move to undermine the very edifice on which print is built? That of credibility. Is there an attempt to 'commoditise' news? "
- Indrajit Lahiri, Professor of Broadcast, Symbiosis Institute of Mass Communications - 4/15/2003
"Is there an insidious move to undermine the very edifice on which print is built? That of credibility. Is there an attempt to 'commoditise' news? "
- Amitava Guha, GM,, Key Accounts Hindustan Times - 4/1/2003
"Asian companies need to move up the value chain through strategic branding."
- Martin Roll, CEO, VentureRepublic - 3/26/2003
"THE PRICE IS RIGHT (OR IS IT?)" A closer look at the perils of misusing the pricing variable in the marketing mix.
- Anand Halve, Co Founder, Chlorophyll - 3/1/2003
"If today, agencies are under fire, are we, the client, not as responsible for this crisis?"
- Manosh Sengupta, GM, Marketing Communications, Idea Cellular - 2/19/2003
"Media marketing has finally come of age."
- Rajul Kulshreshtha, CEO, Optimedia Indonesia - 1/30/2003
"Great advertising ideas are not just original and interesting, most importantly they are relevant."
- Samit Sinha, Managing Partner, Alchemist Brand Consulting - 1/11/2003
"Look London, Talk Tokyo: The eternal schizophrenia of the advertising creative person"
- Kiran Khalap, Founder, Chlorophyll - 12/28/2002
How often do we pause and ponder about industry issues that have a bearing beyond just our rigmaroles? Share insights that can further the common understanding? Or, at the very least, point at things that need to be set right. View Point - an exchange4media platform, will fill this void and become a source of understanding, action and perhaps some inspiration.
- Swapan Seth, Co-CEO, Equus Red Cell - 12/16/2002
"I think a lot of our clients are far more inquisitive about the future of media than us media professionals..."
- Sandip Tarkas, President, South Asia, MPG - 12/2/2002
"But now, it sometimes seems to me that the creative and servicing teams are completely divorced from the media"
- Shovon Chowdhury, Exec VP & GM, Bates India - 11/12/2002
"Broadcasters are today putting the distribution and pay related issues as top priority and factor in new concepts like 'Opportunity To See'"
- Amitabh Srivastava, - Network Development, GM Aaj Tak - 10/21/2002
Phadnis comes from Planning and Strategy background, having worked with Starcom, HTA and Rediffussion. Phadnis joined TV Audience Measurement [TAM] as Director, S-Group in early 2002 quitting Starcom as Media Director.
- Atul Phadnis, Director - S-Group, TAM - 10/1/2002
An ardent bridge player, a producer, a writer and a teacher - one could go on and on about Amit Khanna. Khanna has a wide lineage- he has worked in theatre, radio, television, journalism, advertising and films. He has been on the executive committee of IBF, Indian Music Industry, and Film Federation of India. He set up Plus Channels in '90s and quit in 2000 to launch Reliance Entertainment with Reliance. Khanna the Chairman of the Convergence Committee of FICCI. And also he is the Member of the Core Group of Ministry of I&B, on GATS and Ministry of Commerce. His contributions and association is a long list.
- Amit Khanna, Chairman, Reliance Entertainment - 9/16/2002
Unless media independents enlarge their scope and act as clear partner with the brand both in terms of efficiency in planning and providing actual savings, they will not be heard or seen by practical clients
- V.Balasubramanium, National Director, ATG - 8/19/2002
exchange4media has been calling me for my Viewpoint, but like a true advertising person, I have no time! So I decided to write it in sleep (if you can walk in sleep why can't you write in sleep?) If it hurts your sensibility or you disagree with my views, please disregard this as a piece of junk - because I know it is impossible to pour water in a glass full of water - to give gyan to advertising gyanis.
- Amit Ray, VP-Media Services, Mudra - 7/24/2002
"How does a media professional go about seducing his two primary constituents; the client & the client's customers?"
- Sai Nagesh, GM, Maximize - 7/8/2002
Creating Media Assets
- CVL Srinivas, COO-North&South, Madison Media - 6/24/2002
 
 

Disclaimer
:

"The views expressed are personal views of the author and not necessarily represent the views of the organisation author works for or of exchange4media.com."

© exchange4media 2007                                                                                     Post your opinion

Dialogue
People Movement
Home | About US | The Team | Contact US | In Press | Terms of Use | Advertise with us | Our Tour & Travel Operator | Articles | E-book | Press Releases | SMS Push | Site Map
Access exchange4media.com on your mobile www.exchange4media.mobi
This site is best viewed in Internet Explorer 6 & above at 1024 X 768 resolution.
Copyright © : 2010 Adsert Web Solutions Pvt. Ltd. New Delhi, India. All rights reserved.
Hosted by