Transcript Slide 1

Insights from TAM
UNDERSTANDING VIEWER
PREFERENCES DURING BUDGET 2011
Budget 2011
INDIA’S NO.1 BUSINESS PLATFORM – DOMINANT DUO
CNBC-TV18 & CNBC AWAAZ
NDTV Profit
Zee Business
Bloomberg UTV
ET Now
4.47
1.32
0.56
0.08
0.39
0.6
0.16
FM SPEECH (1100-1250 hrs)
Over thrice the competition
consolidated
0.08
0.24
0.04 0.11
BUDGET DAY (0600-2400 hrs)
Almost thrice the
competition combined
Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share
0.05
0.12
0.04 0.06
BUDGET WEEK (Wk10'11)
More than twice the
competition combined
Budget 2011
OUTPERFORMS COMPETITION DURING BUDGET, BY A MULTIPLE
CNBC-TV18
NDTV Profit
Bloomberg UTV
ET Now
2.03
0.58
0.23
0.6
0.08 0.16
FM SPEECH (1100-1250 HRS)
More than thrice the
nearest competitor
0.08 0.04 0.11
BUDGET DAY (0600-2400 HRS)
More than 5 times the
closest competitor
Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share
0.05
0.04
0.06
BUDGET WEEK (27th FEB– 5TH MAR)
More than 1.5 times the
nearest competitor
Budget 2011
MORE THAN DOUBLE OF ALL THE COMPETITION PUT TOGETHER DURING BUDGET
FM SPEECH
Bloomberg
UTV
5%
BUDGET DAY
Bloomberg
UTV
5%
ET Now
21%
ET Now
13%
NDTV
Profit
10%
CNBCTV18
71%
NDTV
Profit
3%
Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share
CNBCTV18
72%
Budget 2011
DOMINATES – FROM SMALL TOWNS TO METROS
CNBC-TV18
NDTV Profit
Bloomberg UTV
ET Now
0.93
0.58
0.56
0.20
0.11
0.08
0.04
All India
0.09
0.05
6 METROS
0.04 0.04
0.08
ALL INDIA 1MN+ Excl Metros
(Except Ahm & Pune)
Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share
0.14
0.08
0.02 0.01
ALL INDIA .1-1MN
Budget 2011
MOST PREFERRED BY ALL AUDIENCE GROUPS
CNBC-TV18
NDTV Profit
Bloomberg UTV
ET Now
1.00
0.89
0.90
0.80
0.68
0.70
0.50
0.41
0.38
0.40
0.30
0.20
0.58
0.56
0.60
0.15
0.19
0.20
0.10
0.00
CS 4+ YRS CS 15+ YRS CS AB 15+ CS AB M 15+ CS 25+ YRS CS AB 25+ CS AB M 25+ CS A 25+
YRS
YRS
YRS
YRS
Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share
CS A M 25+
YRS
Budget 2011
INDIA CAN’T IGNORE THE FM SPEECH, CHOOSES CNBC-TV18
FM Speech
CNBC-TV18
Zee Business
Bloomberg UTV
ET Now
NDTV Profit
Times Now
ENGLISH NEWS
NDTV 24x7
Headlines Today
Channel V
MUSIC
NGC
Animal Planet
INFOTAINMENT
TLC
Fox Hist & Ent
Star Movies
MOVIES
HBO
Star World
Zee Cafe
ENG.ENTERTAINMENT
AXN
Zoom
2.03
BUSINESS NEWS
0.39
0.16
0.6
0.08
1.26
1.12
0.06
0.66
0.44
0.16
0.12
0.19
0.63
0.44
0.06
0
0.04
0.24
Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share Time Period: 28th
Feb’11, 1100-1250 hrs
Budget 2011
ON BUDGET DAY, CNBC-TV18 IS AHEAD OF GEN. NEWS, MOVIES & ENT.
Budget Day
CNBC-TV18
Zee Business
BUSINESS NEWS
Bloomberg…
ET Now
NDTV Profit
Times Now
ENGLISH NEWS
NDTV 24x7
Headlines…
MUSIC
Channel V
NGC
Animal Planet
INFOTAINMENT
TLC
Fox Hist & Ent
Star Movies
MOVIES
HBO
Star World
ENG. ENTERTAINMENT
Zee Cafe
AXN
LIFESTYLE
Zoom
0.58
0.24
0.04
0.11
0.08
0.38
0.27
0.08
0.21
0.35
0.34
0.13
0.06
0.38
0.16
0.04
0.01
0.12
0.17
Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share Time Period: 28th
Feb’11, 0600-2400 hrs
Budget 2011
LEADS IN HINDI BIZ NEWS, 87% MARKET SHARE DURING FM SPEECH
BUDGET DAY
DURING FM SPEECH
Zee Business
13%
Zee Business
25%
CNBC Awaaz
75%
Source: TAM, Market: HSM; Time Period: 28/02/11, 0600-2400 hrs, CS Males AB 25+
CNBC Awaaz
87%
Budget 2011
#1 HINDI NEWS CHANNEL DURING THE FM SPEECH
3.39
2.66
2.01
1.44
1.26
1.25
0.49
CNBC Awaaz
Aaj Tak
India TV
News 24
Zee News
Source: TAM; TG: CS Male AB 25+; Market: HSM; Period: 28/02/11; Time: 1100-1250 hrs
Star News
Samay
Budget 2011
GENRE LEADER IN HINDI MARKETS
CNBC AWAAZ
Zee Business
NDTV Profit
Bloomberg UTV
ET Now
3.39
1
0.44
0.33
0.17
0.06 0.04
0.07
0.09 0.04 0.14
0.51
0.83
0.12 0.21
BUDGET WEEK (Wk10'11)
BUDGET DAY (0600-2400 hrs)
FM SPEECH (1100-1250 hrs)
159% HIGHER THAN THE
NEAREST COMPETITOR
MORE THAN 1.5 TIMES THE
COMPETITION COMBINED
OVER TWICE THE
COMPETITION COMBINED
Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share
Budget 2011
CHOICE OF HINDI SPEAKING INDIA, ACROSS THE BOARD
CNBC AWAAZ
Zee Business
NDTV Profit
Bloomberg UTV
ET Now
1.51
0.84
0.74
0.49
0.25
0.1
0.02 0.01
HSM .1-1 MN
0.28
0.24
0.04 0.04 0.09
HSM 1 MN+
(excl 3 HSM Metros)
Source: TAM, TG: CS AB Males 25+; Channel Share, Time Period: 28th Feb’11, 0600-2400 Hrs
0.12
0.05
HSM 3 Metros
Budget 2011
CNBC AWAAZ IS THE CHANNEL OF CHOICE AMONGST ALL AGE GROUPS
CNBC AWAAZ
Zee Business
NDTV Profit
1.8
Bloomberg UTV
ET Now
1.67
1.6
1.4
1.18
1.2
1
1
0.74
0.8
0.6
0.4
0.49
0.31
0.37
0.46
0.2
0
CS 4+
CS 15+
CS ABC 15+
CS 25+
Source: TAM, Market: HSM, Channel Share, Time Period: 28th Feb’11
CS A 25+
CS A M 25+
CS AB 25+
CS AB M 25+
Budget 2011
CNBC AWAAZ IS AHEAD OF THE GEC’S DURING THE FM SPEECH
CNBC AWAAZ
BUSINESS NEWS
Zee Business
NDTV Profit
Bloomberg UTV
ET Now
Aaj Tak
HINDI NEWS
Star News
India TV
ENG NEWS
Times Now
NDTV 24x7
Sahara One
SAB
GEN. ENTERTAINMENT Imagine TV
Star One
Zee Cinema
MAX
HINDI MOVIES
FILMY
Star Gold
Discovery
INFOTAINMENT
NGC
TLC
ENG MOVIES
Star Movies
HBO
LIFESTYLE
Zoom
FM Speech
3.39
0.51
0.12
0.21
0.83
2.66
1.25
2.01
1.25
0.31
2.32
1.13
0.37
0.39
2.18
1.87
0.47
1.4
0.52
0.48
0.16
0.61
0.09
0.32
Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share Time Period: 28th
Feb’11, 1100-1250 hrs
Budget 2011
ON BUDGET DAY, CNBC AWAAZ IS AHEAD OF GECs, LIFESTLY, MOVIES & MORE
Budget Day
CNBC AWAAZ
BUSINESS NEWS
1.00
Zee Business
0.33
NDTV Profit
Bloomberg UTV
0.09
0.04
ET Now
HINDI NEWS
0.14
NDTV India
0.66
Times Now
ENG. NEWS
NDTV 24x7
Headlines Today
GEN. ENTERTAINMENT
0.33
0.17
0.03
Sahara One
0.84
Star One
0.6
TLC
INFOTAINMENT
Discovery
HINDI MOVIES
LIFESTYLE
0.71
NGC
Fox Hist & Ent
ENG.MOVIES
0.14
0.4
0.07
Star Movies
HBO
0.43
0.08
FILMY
Zoom
0.43
0.2
Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share Time Period: 28th
Feb’11, 0600-2400 hrs
Research done by Synovate India
UNDERSTANDING VIEWER
PREFERENCES DURING BUDGET 2011
Synovate Preference Study
TARGET AUDIENCE
CEO / Top Management of large
business
SMEs
Middle management of Large
corporate
Proprietors/ Traders (non-financial
markets)
Professionals associated with markets
(Analysts, Banking, Brokers etc.)
Young executives
Regulators Public / Govt. Sector
Housewives / working women
Brokers and sub-brokers
Management Students
Retails investors (High value)
Cities: Mumbai, Delhi, Ahmedabad, Bangalore, Kolkata, Lucknow, Nagpur
Base: 662 people
Top News Channels Watched For Budget
CNBC-TV18 & CNBC AWAAZ LEAD ACROSS BIZ. & GENERAL NEWS
CNBC-TV18
38
CNBC AWAAZ
20
NDTV Profit
18
NDTV 24X7
14
Star News
13
ET Now
11
Zee News
9
NDTV India
8
Doordarshan/ DD News
7
Zee Business
7
Times Now
Source: Synovate Preference Study
6
Regularly Watched Eng News Channels
CNBC-TV18 LEADS VIEWER PREFERENCE BEYOND THE BUDGET PERIOD
CNBC TV 18
39
NDTV Profit
22
NDTV 24X7
19
ET Now
14
Times Now
9
Bloomberg UTV
8
Source: Synovate Preference Study
Regularly Watched Hindi News Channels
CNBC AWAAZ IS THE 2ND PREFERENCE AMOGST ALL HINDI NEWS CHANNELS
Aaj Tak
49
CNBC Awaaz
25
Star News
22
Zee News
18
Doordarshan/ DD News
13
NDTV India
13
Zee Business
12
India TV
News 24
Source: Synovate Preference Study
9
6
Favorite Channel For Biz Matters
CNBC-TV18 IS DESTINATION OF CHOICE FOR BUSINESS CONTENT
60
50
50
40
30
35
28
19
20
20
24
17
10
10
8
9
13
5
4
5
2
2
2
2
0
CNBC-TV18
NDTV Profit
Total (Base : 662)
Source: Synovate Preference Study
Zee Business
ET Now
Business (Base : 471)
Bloomberg UTV
Don't watch biz
channels
General (Base : 191)
Anchor & Channel Recall
CNBC-TV18 & UDAYAN MUKHERJEE ARE THE MOST RECALLED FOR BUDGET COVERAGE
CNBC-TV18
34
STAR NEWS
11
Udayan Mukherjee
28
Prannoy Roy
7
Sumon Chakrabarti
7
NDTV Profit
4
Mr Rajdeep Sardesai
5
CNBC AWAAZ
4
Arnab Banerjee
4
Rajat sharma
4
Barkha Dutt
3
Other Anchors
4
INDIA TV
ET NOW
3
3
Source: Synovate Preference Study
Budget 2011 on CNBC-TV18
A SNAPSHOT
Comprehensive Coverage
Over 50 Special Half Hour Shows
Over 20 Segment Series
Over
7 Additional Display Vignettes
7 Nationwide Ground Events
Over 10000 Logo Exposures
Comprehensive Coverage
CAPTURING ALL ASPECTS OF THE INDIAN ECONOMY
MARKETS
INCLUSIVE
GROWTH
TAXATION
BUDGET
2011
RURAL
INDIA
INFLATION
INFRA
POLITICAL
Comprehensive Coverage
FOCUSING ON THE VARIOUS STAKEHOLDERS
ENTREPRENEURS
CORPORATE INDIA
POLICYMAKERS
YOUTH
SME’S
PROFESSIONALS
HOMEMAKERS
COMMON MAN
Comprehensive Coverage
WITH THE BEST MINDS IN BUSINESS
Comprehensive Coverage
THROUGH DIFFERENTIATED FORMATS
Studio
Discussions
Vignettes
Contests &
Polls
Graphics &
Innovations
On Ground
Events
Comprehensive Coverage
AND MULTIPLE POWER PACKED SHOWS
Budget Bonanza Contest
CNBC-TV18 – PIONEERS OF THE BUDGET DAY CONTEST
•
Awarded Rs. 1 lakh cash every hour & a Rs. 50
lakh house as the grand prize
•
High visibility of the contest on CNBC-TV18 –
anchor mentions, promos, astons & graphic plates
•
Promoted this across media vehicles –
• On-Air - Colors, MTV, VH1, Nick etc.
• Outdoor - Mumbai & Delhi
• Print – HT, Mid-Day, Telegraph etc.
• Online – Moneycontrol, in.com, ibnlive etc.
• Mobile – Push messages to over 50 lakh
users
Sustained Brand Building
OVER 100,000 SECS OF PROMOS
COLORS, MTV, CNNIBN, IBN7, IBN LOKMAT, VH1, AND MORE…
(TICKERS – MTV, VH-1, CNBC-TV18, CNBC AWAAZ, CNN-IBN, C&S OPERATORS ACROSS INDIA)
OVER 10,000 SQ.CMS OF PRINT IN GENERAL & TRADE MEDIA
FORBES INDIA, HINDUSTAN TIMES, MINT, BUSINESS STANDARD, MID-DAY, DECCAN CHRONICLE, PUNJAB
KESARI, HINDUSTAN, SANDESH, OPEN, CAMPAIGN INDIA, IMPACT AND MORE…
OVER 30 DAYS OF ONLINE ACTIVITY
FACEBOOK, YOUTUBE, LINKEDIN, IN.COM, IBNLINE.COM, MONEYCONTROL,
EXCHANGE4MEDIA, AGENCYFAQS AND MORE…
OVER 20,000 SQ.FT OF OOH BRANDING NATIONWIDE
OVER
20 MILLION MOBILE USERS
OVER 10000 SECS OF RADIO
BIG FM & RADIO CITY
360o Marketing
NEWSPAPERS & MAGAZINES
360o Marketing
OUTDOOR – MUMBAI, DELHI, AHMEDABAD
360o Marketing
ONLINE - EMAILERS, SITE CAPTURES, BANNER ADVERTISING
360o Marketing
MOBILE – LIVE STREAMING, SMS ALERTS, WAP BANNERS, IVRS, VIDEOS
•
CNBC-TV18 & CNBC Awaaz LIVE
on Mobile
•
SMS alerts to 30,000 subscribers
•
Push messages to over 1.5 cr.
mobile users in India
•
Contest alerts throughout Budget
Day
•
Sponsor mentions in push
messages and content alerts
360o Marketing
INDIA BUSINESS UPDATE - SUBSCRIBED BY INDIA’S TOP CORP. DECISION MAKERS
• A newsletter that provides a complete
wrap up of the day’s Business News
• Has a registered database of over 21,000
subscribers
• Sent to over 20 lakh users on Budget Day
Co-branded newsletter
on Budget Day to over
1.2 lakh LinkedIn users
360o Marketing
STRONG PRESENCE ACROSS VARIOUS SOCIAL MEDIA VEHICLES
Budget Polls on Linkedin
Exclusive contests for fans
Budget Speech Live
360o Marketing
YOUTUBE – FIRST CHANNEL IN INDIA TO BE STREAMED LIVE ON YOUTUBE
• Live streaming of FM speech in
partnership with YouTube
• Approx 60,000 views of the FM
Speech
• Over 4000 concurrent views between
10 am – 2 pm on Budget Day
360o Marketing
FACEBOOK –INCREASE IN FAN BASE BY OVER 1700% DURING BUDGET PERIOD
CNBC-TV18 Facebook page during
Budget Week:
•
Daily contest prizes included: LCDs,
Holiday Packages, Digital Cameras
and more
•
Fans increased from 1500 to
over 28,000
•
2,69,653 impressions on Budget Day
•
Over 7 lakh impression on feeds
360o Marketing
LINKEDIN – TARGETTED TO THE CRÈME DE LA CRÈME OF CORPORATE INDIA
•
CNBC-TV18 & Linkedin Poll garnered
responses from CXOs, Directors & VPs
across sectors
•
Multi-platforms Promoted
(Online, On-Air, Print)
•
Results aired LIVE on the flagship prime
time show India Business Hour
360o Marketing
P.R. – COVERAGE ACROSS PRINT & TRADE MEDIA
Budget Impact
11 YEARS OF BEING NO.1