Linear TV is growing at the rate of 9.7%: GroupM

At the ‘Addressable TV and Beyond’ summit hosted by GroupM's Finecast on Wednesday, it was shared that India's TV penetration stands at nearly 70 per cent and so there is still room for growth

e4m by exchange4media Staff
Published: Dec 7, 2022 5:08 PM  | 5 min read
TV

Brands need futuristic spaces to reach their target audience as TV consumption patterns continue to evolve offering a range of new possibilities, says Prasanth Kumar, CEO South Asia, GroupM. Kumar was speaking at the ‘Addressable TV and Beyond’ summit in Mumbai on Wednesday. 

Kumar noted, “During the 1990s, TV was a traditional medium. Then DTH came in 2000 and thus came various genres of TV channels like movies, music and sports etc. Later half of the 2010s, TV broadcast underwent a revolution with many more options emerging in the cable and DTH space. A lot of popular serials like ‘Saas bhi kabhi bahu thi’, and plenty of regional channels came up. Sports and global content started getting consumed in regional languages.”

“This revolution has opened up a lot of possibilities. Today, India is home to 210 million TV sets. Many new capabilities exist for TV advertisers in the coming years,” said Kumar, highlighting how the TV industry is witnessing a transformation and India is set to become the third largest TV market in the next three years. 

Sharing her views on the occasion, Nicola Lewis, Global CEO, Finecast, highlighted the emerging TV viewing trends and threw insights into how Indian consumers are engaging and consuming TV content.

“Linear TV is growing at 9.7% rate and so far only 210 million households out of 320 million have TV sets which corresponds to nearly 70 per cent penetration. That means there is room to grow in 90 million non-TV households in India,” Lewis said, speaking at the summit virtually. 

Atique Kazi, President Data, performance & Digital products, GroupM, hailed the Connected TV platform and said it has “unparalleled potential”. 

“Television advertising in India continues to grow both on linear and even faster on connected TVs. Connected TV has a higher impact, its users are highly engaged compared to linear TV. They prefer uninterrupted consumption. Hence, to grow into the connected TV genre, brands have to find the right balance to reach people and manage brand safety as well,” Kazi said. 

Speaking at the event, Prithi Murthy, President, GroupM Nexus India, shared the dilemma of the media planners amid changing media landscape. 

“TV planning is changing fast. Today, consumers have more options to access television content. A key question before marketers and media planners now is: how to plan for linear TV, for connected TV and for a combination of both. Then comes the optimization part for all three scenarios with multiple languages and genres which requires all permutations and combinations,” Murthy said. 

Murthy added that it was a great time for brands to understand, learn and invest in TV formats with the help of Finecast to reduce spill over, reach targeted audiences and bring accountability to advertising on television. 

With the aim of harnessing the potential of broadcast quality content across platforms and touchpoints, GroupM launched Finecast in India this April. The Finecast entered the Indian market at a time when the consumption of broadcast content is getting fragmented. 

GroupM’s Finecast, in partnership with Kantar, will also unveil their study report titled ‘The Changing Landscape of Indian Television’ at the summit. The report aims to provide a roadmap in measurement and growth of TV. 

Today’s summit was the inaugural one on Addressable TV in India. GroupM plans to hold more such summits with a belief that they will help distributors, advertisers, and broadcasters understand the changing media landscape. 

According to the report, currently, there are 20-22 million addressable TV homes in India. More than 10% of TV homes are today addressable. The report forecasts that there will be 40 million addressable TV homes in India by 2025.     

Talking about TV viewing, the report states that 61 of respondents said they have multiple connections. Within those connections, 62% have smart TVs.

“The main reason for having multiple connections are that it offers consumers flexibility to watch content on their preferred connection and for times when other family members want to watch different content,” states the report.

According to respondents, Connected TV is the preferred connection at 65%, comprising of Smart TVs, devices such as Firestick, Internet enabled set top boxes vs 35% Linear (Cable + DTH). Even though they have multiple connections for accessing TV, there is a preference to which access point they prefer most.

The report further states that when it comes to TV consumption, Connected TV is watched 12.4  hours on an average in a week and liner TV is watched 12.6 hours. Also, Co-viewing is high across genres except web-series.

The report further states that in 2023, advertisers will spend about $86 million on connected TV (CTV) advertising in India. In a report on the addressable TV market in the country, the media-buying network and market research firm Kantar estimate that India’s CTV ad spending will grow at a CAGR of 47% between 2022 and 2027.

Talking about Connected TV, Kazi observed, “If convenience is driving audiences towards CTV, addressability is driving advertisers to CTVs. India is poised to be the third-largest CTV advertising market by 2024.” 

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Repeat telecast? Big broadcasters may return to DD FreeDish

Industry sources say Disney Star, ZEEL, Culver Max Entertainment and Viacom18 plan to bid for the DD FreeDish slots for their Hindi GECs like Star Utsav, Zee Anmol, Sony Pal and Colors Rishtey

By Sonam Saini | Jan 30, 2023 8:53 AM   |   5 min read

Bharat Express news channel unveils signature tune

The tune that combines classical and contemporary elements will be featured at the beginning and end of each news broadcast

By exchange4media Staff | Jan 28, 2023 12:01 PM   |   1 min read

bharat express

Bharat Express news channel set to be launched on the 1st of February 2023 has announced the unveiling of its original signature tune composed by the biggies of the Indian music industry who have composed for the likes of Gangs of Wasseypur and Kabir Singh. 

The captivating tune combines elements of traditional Indian music with contemporary sounds to create a unique melody that soothes your ears and ignites your mind. The tune will be featured at the beginning and end of each news broadcast, as well as in promotional materials for the channel.

Bharat Express plans to come with a bang with a focus on comprehensive news coverage of everything under the sun, from remote villages to the crisis of Venezuela, stock market to onion prices, and gadgets to galaxies.

The chairman, managing director, and editor-in-chief, Upendrra Rai, said, " Signature tune is the hallmark of any news channel and we have selected this one after rounds of consideration by the music team. We are confident that the tune will become synonymous with the Bharat Express brand and its objectives and will help us stand out in the crowded news landscape; and most importantly, people will connect to it."

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Shobhna Yadav quits ABP News

Yadav started her career with India TV in 2003

By exchange4media Staff | Jan 27, 2023 5:26 PM   |   1 min read

Shobhna Yadav

Shobhna Yadav who was associated with ABP News and face of some of the most popular evening shows on the channel has quit.

Highly placed sources have confirmed this development.

It is worth mentioning that in the last 40 days, several major steps have been taken to strengthen the editorial and managerial staff of the channel. It is also learnt that the cost efficiency and KRAs of the people working in the organisation are also being assessed and accordingly decisions are being taken.

Yadav started her career with India TV in 2003. She has also produced a bollywood film ‘Dear Maya’ in  2017 in which Manisha Koirala played the lead role.

The popular bollywood film ‘Batla House’ is based on the real life story of Shobhna Yadav and her husband Sanjeev Kumar Yadav who is a nine time gallantry award recipient.






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Gunjan Taneja quits WION as VP & Head of Global Sales

Taneja joined WION in August 2020

By Ruhail Amin | Jan 27, 2023 1:45 PM   |   1 min read

Gunjan Taneja

Gunjan Taneja, Vice President and Head of Global Sales WION has stepped down from her role.

Taneja confirmed this development to e4m. She joined WION in August 2020 and was associated with the channel till Novemeber 2022.

Prior to joining WION, Taneja was Sales Director at Republic World for over three years. She has also served two stints at NDTV and worked with Aidem Ventures and Zee Media in the past.

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Zee Media’s Daiba Pradeep Roy joins Mitwa TV as National Sales Head

Roy has more than 21 years of experience in media sales.

By exchange4media Staff | Jan 27, 2023 12:00 PM   |   1 min read

Daiba Pradeep Roy

Daiba Pradeep Roy who was the National Sales Accounts Head with Zee Media Corporation has joined Mitwa TV as National Sales Head.

Mitwa TV is a new age subscription free premium OTT platform for 45+ Crore audiences spread across Hindi Heartland. Roy will lead the sales team nationally and be responsible for revenue generation at MitwaTV.

A veteran media professional, Daiba has more than 21 years of experience in media sales. Prior to his tenure in ZMCL, Pradeep was heading the Business Team, at ETV a Subsidiary of Network 18 Media, where he was designated as Business Head.

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‘GEC genre ad volume went up in 2022’

According to a TAM AdEx report, 2022 saw GEC claiming the highest share, 28.5%, in overall TV ad volumes since 2018

By exchange4media Staff | Jan 27, 2023 8:50 AM   |   2 min read

TV

The general entertainment channel (GEC) genre witnessed a 2% increase in ad volume in 2022 compared to 2021. According to TAM AdEx - Rewinding 2022 for GEC Channel Genre on TV report, 2022 had the highest ad volumes since 2018, with a 29% increase in 2022 compared to 2018.

As per the report, the third and fourth quarters of the year 2022 saw more ad volumes than the first and second. The report also stated that 2022 saw the highest GEC share i.e 28.5% of overall TV ad volumes since 2018.  

During both 2022 and 2021, Hindi GEC topped with more than 20% share of the GEC channel genre’s ad volumes. The top five subgenres accounted for around 69% share of ad volumes during 2022. 

Meanwhile, the count of categories and advertisers on the GEC genre dropped in Q3-Q4 '22 over Q2’22, whereas the count of brands peaked in Q3 '22. As per the report, Food & Beverages sector topped with 28% share of the GEC genre’s ad volumes, followed by Personal Care/Personal Hygiene with 20% share. Additionally, Biscuits and Aerated Soft Drinks were the new entrants among the top 10 categories. 

HUL, Reckitt Benckiser and Brooke Bond Lipton India retained their top three positions as advertisers during both 2021-22. Coca-Cola India and Procter & Gamble Home Products were the new entrants among the top 10 advertisers in 2022. Also, over 2800 advertisers were present on GEC on 2022. 

Meanwhile, over 800 exclusive advertisers were present on GEC with  Ullu Digital leading the list in GEC genre followed by Mangalam Matrimony.com.

Over 5600 brands advertised on GEC in 2022 with Dettol Antiseptic Liquid leading the top brand list followed by Harpic Power Plus 10x Max Clean. Also the top four brands were from Reckitt Benckiser (India).

 

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‘IPL on TV provides scale and impact for brands across categories’

At e4m TV First conference, a diverse panel of brand leaders touched upon how associating with IPL on television brings instant reach at scale and unlocks newer audiences for their brands

By exchange4media Staff | Jan 25, 2023 7:20 PM   |   4 min read

tv first panel

IPL on television has been an advertiser’s delight across categories. The sheer scale of the platform and its ability to drive instant results for brands makes it a preferred medium for impact.  At the e4m TV First conference held in Mumbai on Tuesday, a panel discussion was held on the topic, ‘Television - The chosen destination for IPL viewing.’ The panel was chaired by Vanita Keswani, CEO, Madison Media Sigma - Madison World and consisted of Anjali Krishnan, Head of Media, Mondelez India, Ajay Dang, President, Head - Marketing, Ultratech - Aditya Birla Group, Lalitha Nayak, In Charge - Marketing, NPCI, Nilesh Malani, CMO, Polycab and Girish Hingorani, Head - Marketing & Ecommerce, Cooling & Purification Appliances Group, Blue Star Limited.

Ajay Dang started the discussion with his thoughts on television advertising on IPL, which according to him, is distinct for brands in terms of viewer receptiveness and engagement. “IPL on television is a brilliant platform in terms of the number of eyeballs and effective storytelling of brand messaging. I think as marketers, there are a few shining examples like Mondelez, which have leveraged the platform fabulously well. It is a fabulous platform to engage with viewers.”

Nilesh Malani then spoke about how Polycab built their brand at the back of IPL associations on television since 2018. “At Polycab, the brand building exercise started maybe a decade ago. The philosophy was let's reach out to the heartland of the country from a distribution point of view and supply chain point of view. That's where we started going to consumers and we wanted to reach out in the most effective and faster way. IPL on TV gave us the best reach in the shortest period of time. So that's the reason we chose IPL. Then in 2019, we went public. And again, we wanted to reach out to consumers with a larger portfolio of products. That's where we decided to continue our journey on IPL.”

Anjali Krishnan gave some valuable insights in terms of how brands can best creatively leverage IPL on television. “We have launched all our new campaigns on our proposition of ‘acknowledging the unacknowledged’ through IPL on TV. We’ve observed over the past few years of partnering with Star Sports for IPL that the effectiveness of our campaigns was twice as they were compared to any other inventory we bought. IPL on TV is the ideal platform to launch new brand communications. It gives you a great reach in a very short period. New users that brands want to reach out to are present on IPL on TV. IPL on TV has played a pivotal role in brand building for Cadbury Dairy Milk.”

Girish Hingorani, who has been a strong believer in IPL on TV as a media property since its inception, spoke about how the platform has been a key factor in the success of Bluestar over the years. “We’ve been advertising on IPL on TV since 2008 and have leveraged the platform every year since. IPL on TV brings the country together and associating with a platform like this brings a lot of gravitas to a brand. We have focused on consistently creating good content and IPL on television has provided the largest platform for us to launch new communication every summer.”

Lalitha Nayak went on to talk about how the demographic profiling for Rupay matched with IPL TV audiences and how the association helped the brand launch new products successfully. “We launched our ‘Rupay - On The Go’ proposition last summer through IPL on television. Demographic compatibility is a key factor for us when we look at platforms to advertise on and IPL on television was a match for us. We advertised on IPL on digital as well, but saw a high recall for the brand after we begun the TV association. IPL on TV is a clutter breaking phenomenon if you can create good content that blends in.”

 

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