A PROJECT REPORT ON

Study of Indian Media Industry

Submitted To:

University of Mumbai

In Partial Fulfillment of award of Master in Management Studies Degree

Submitted By: Pushparaj Shetty N. L. Dalmia Institute of Management Studies & Research (Batch 2006-2008)

CERTIFICATE FROM PROJECT GUIDE

1

This is to certify that Mr. Pushparaj Shetty, a student of MMS (Marketing), N.L.Dalmia Institute of Management Studies and Research, Mumbai, has worked under my guidance and supervision and successfully completed the project. This Project has the requisite standard and to the best of my knowledge no part of it has been reproduced from any other summer project report, monograph or book.

Signature of Candidate:

Signature of Guide:

Project Guide: Prof. Subramanium Faculty- Marketing TIMSR, Kandivli (East). Date: 20th March, 2008

ACKNOWLEDGEMENT

The work that I have presented today to you stands as a testimony to the sincere efforts put in by me and to the guidance and help given to me by so many people directly or indirectly, for whom I would like to thank from the abyss of my heart. The joy of completion is never complete till the fruits are shared with the ones who helped me to achieve my aim to some extent.

I wish to express my deepest gratitude to TAM Media Research for giving me this valuable opportunity in doing my project work using their valuable resources, in their esteemed organization.

I shall have a great sense of pleasure to express my gratitude to our internal guide Prof. Subramanium, whose guidance has really helped me to prepare an effective summer project.

TABLE OF CONTENT
INDEX

1 2 3 4 5 6 7 8 9 10 11 12 13

14

15

16

17 18

Executive Summary Introduction Types of Media Vehicles Media Strengths & Weakness India Media Industrys Present Scenario Advantages & Disadvantages of Major Types of Medias Media Class Conceptual Model for Media Media on an Increase The Reach of Different Mediums across SECs Region Wise spread of theaters Media Penetration as of 2003 Industry Overview Update on Indian Media landscape TV penetration and CS penetration in India Reach of various media Growth in number of channels Growth in viewership of different genres Top rated programs in different genres Impact of fragmentation on TV viewership Region wise analysis of TV Consumption pattern TV viewership share across markets (UP, MP, WBetc.) Viewership share of markets by language Genre wise share across markets Reach level of different genres across regions Understanding Advertising pattern in India Size of advertising revenue by media Growth in Ad spends across years Share of ad spends across languages Analyzing advertising pattern on TV, Print & Radio Ad revenue trend across years Ad revenue split across zones Top Categories, Advertisers & Brands in different Zones Major Findings Bibliography

6 7 7 9 12 16 18 19 20 20 21 21 21 27

34

48

51

62 63

EXECUTIVE SUMMARY
Introduction
The Indian Media and Entertainment (M&E) industry is poised to enter a golden era. One of the largest markets in the world, the industry is seeing strong growth and has the potential to garner US$ 200 billion by 2015. This booming industry opens lot of opportunities; hence it is necessary to analyze the previous trends to have a better understanding of its future operations. 5

Objectives
The primary objective of this study is to analyze the present scenario of the Indian media industry & its growing trends over the years. To understand the most attractive medium TELEVISION in details & its viewing pattern The Ad spends on various mediums

Research Methodology
This is an exploratory research along with secondary data. There are various Industry tools used in churning the accurate data for the purpose of this study. National surveys data has been used to support the study. The study has special attention to Television medium.

Limitations
The major limitation for this project are: National Surveys based on Census, last updated in 2001. Lack of intense database for all mediums. Lack of measurement of some mediums. AdEx ( Advertisement Expenditure data available only for Radio, Print & Television)

INTRODUCTION
INTRODUCTION TO MEDIA:
Media: - Literal definition of media is MEDUIM. A medium of transfer, a medium of change, a medium of transformation, a medium of education; that is what the term Media means in the context of propagation of ideas, information, knowledge and news & analysis. 6

TYPES OF MEDIA VEHICLES

Broadcast media:
1. Television 2. Radio

Narrowcast media:
1. Video and cable TV, 2. Cinema

Print:
1. Newspapers: (a) Daily (b) Weekly (c) Sunday (d) Weekend supplement 2. Magazines: (a) Consumer magazines: general interest or special interest. (b) Business publications: trade & institutional publications, etc.

Outdoor:
(a) Billboards (b) Transit media

Rural media

New media

Media Strengths and Weaknesses

Media Television Strengths Dynamic attention getting media, combining visual, sound & animated stimulus Strong potential Impact & High market coverage Good at products demonstrating Weaknesses High level of expenditure required initial

Now you see it, Now you dont media, in that commercials are on the screen and gone within seconds Poor at communicating lengthy technical information Time consuming to produce an ad TV ads alone do not suffice: in

Enabling targeting through selection of viewing channels and slots between specific programme

 Role model advantage: here the advertisers have celebrities as endorsers. Celebes are role models of the youth and the youth always ape to be like them Creation of AIDA: advertising in TV attracts Attention that creates an Interest and Desire that can lead to Action in the form of final purchase.

order to make the campaign successful TV ads have to be supported with other media like print or radio. Ads are very short to provide any detail information. Statutory controls: the TV ads have to adhere to the I&B rules. Surrogate advertisements have been banned

Static media, not suitable for product demonstration Potential for poor reproduction, sometimes limited to black and white print Quality of paper used is not very effective and reduces the attractiveness of ads Possibility of an individual advert being lost on a page of adverts Short-life span, i.e. yesterdays newspapers become todays rubbish Informal reading: people may skip ads Radio Mass use of radio by audience, particularly in cars on the way to work and home. 90% of India has access to Radio which is unmatched by any other media Very effective for reaching the large rural audience. Audio communication only Misunderstanding: sometimes there might be a misconception regarding the radio ad as it is only heard. Now you hear it, Now you dont Lower attention levels than

Targeting is possible through profiling readership Newspaper Good level coverage of market

Local advertising possible Inexpensive medium when used selectively. Reinforcement medium

 High geographic demographic reach

and television from the audience RJ needs training: it is very important that the Radio Jockey is trained enough to deliver the ad. Sometimes the voice really matters. If the voice is irritating then there is a chance that the campaign may flop.

Targeting is possible through selection of channel and programme Low literacy rates mean that the people hardly read newspapers and radio is the only medium that they can understand. They cant afford a TV set. Therefore radio is the most popular.

High quality reproduction Targeting through publications Magazines is possible specialist Static media, not suitable for product demonstration Control of adverts is control of rather than the positioning of often under the magazine editor, the sponsor

Coffee table effect advert can be referred back to Longer life span Good supplement to TV: magazines reach special target groups which is not possible only through TV ads.

Lengthy lead-time between advert being placed and magazine being published

High repeat exposure advert hence long life Relatively low cost Outdoor

to

Little audience selectivity targeting possible

Static media, not suitable for product demonstrations Difficult to effectiveness monitor via

Low levels of competition, in terms of advertising clutter It offers geographic selectivity. The marketer can vary the ad message according to the particular segment of the market.

Potential for damage, weather and graffiti

Outdoor advertising when employed on a national basis proves to be expensive.

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INDIAN MEDIA INDUSTRYS PRESENT SCENARIO

The Indian Media and Entertainment (M&E) industry is poised to enter a golden era. One of the largest markets in the world, the industry is seeing strong growth and has the potential to garner US$ 200 billion by 2015. The eighth PricewaterhouseCoopers (PwC) Global Entertainment and Media Outlook has ranked India as the fastest growing market in the world for spends in entertainment and media in the next five years. India will be one of the key drivers in pushing the global entertainment and media industry to US$ 2 trillion by 2011. With a compound annual growth rate (CAGR) of 18.5 per cent, the Indian M&E industry is the fastest growing in the Asia-Pacific, says the study. 11

Cinema
The Indian film industry, with over 3 billion admissions per annum, is the largest in the world, in terms of number of films produced per year. This industry, which was worth US$ 2.12 billion in 2006, is estimated to grow at a CAGR of 16 per cent to US$ 4.42 billion by 2011. The opening of the film industry to foreign investment coupled with the granting of industry status to this segment has had a favourable impact, leading to many global production units entering the country. For example, Walt Disney has partnered with Yash Raj Films to make animated movies, the Warner Group is funding the Sippys' film projects, Viacom has joint-ventured with the TV 18 group to form Viacom-18, and Sony Pictures Entertainment has co-produced Saawariya with SLB Films (Sanjay Leela Bansali FIlms). Simultaneously, advancements in technology along with a rise in consumer income and change in consumption patterns has led a massive shift in all spheres of the film industry -- production, exhibition, distribution and marketing. One perceptible change has been the rapid growth of multiplexes, which meets consumer demand for quality entertainment and has also helped boost production of niche films targeted at niche audiences.

Television
The television industry in India is currently at its prime, contributing the largest share in the total media and entertainment industry in the last three years. While India is the third largest cable television market in the world, the penetration levels of pay TV is still low which promises a huge untapped potential for growth. A report by PwC estimates that the Indian television industry's revenue will grow at a CAGR of 22 per cent to US$ 13.11 billion by 2011 from US$ 4.82 billion in 2006. The buoyancy of the Indian economy coupled with new distribution platforms like DTH and IPTV among others is likely to propel the growth of this industry. Significantly, there has been an increase in the growth of digital distribution platforms like DTH. A report by Ernst & Young estimates that by 2010, 28 per cent of the estimated 100 million pay TV households are likely to switch to digital platforms, with DTH at the top.

Music

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The Indian music industry, which until recently was overwhelmingly dominated by film music, is now being propelled by non-film music as well. According to the PwC report, the Indian music industry is estimated to grow at a CAGR of 4 per cent from US$ 1.81 billion in 2006 to US$ 2.19 billion in 2011. Significantly, the share of digital music is likely to increase, with an estimated growth rate of 25 per cent. Digital music sales exceeded physical sales of music for the first time in 2006, primarily driven by mobile phone platforms like caller ring back tones, ring tones and music clips. The surge in mobile sales has helped India emerge as one of the world's largest markets for mobile music. According to the Cellular Operators' Association of India, the size of the mobile music industry is likely to grow to around US$ 170 million by the end of 2007, from about US$ 115 million in 2006.

Radio
The cheapest and oldest form of entertainment, reaching 99 per cent of the population, this segment is likely to see dynamic changes, with the advent of private players (including foreign participation). Presently, 30 odd radio companies, having license to operate 266 private FM radio stations across 91 cities within the next 12 months, have already invested US$ 884.33 million. Simultaneously, the number of operational FM radio channels reached 120, by the end of October 2007. According to industry estimates, India will have 600 stations (250 All India Radio and 350 private) in 100-odd cities, this year. Looking ahead, this segment is likely to see a robust CAGR of 28 per cent, growing from US4 1.26 billion in 2006 to US$ 4.29 billion in 2011.

Advertising
The Indian advertisement expenditure is doubling every five years, boosted by robust growth in television and print campaigns, says a report by London-based Zenith Optimedia, the media planning and buying arm of advertising group Publicis. After growing at an average of 13-15 percent in the last three years, the Indian advertising industry is estimated to grow 61 per cent by 2010, with advertising spending growing from US$ 5.74 billion in 2007 to US$ 9.28 billion by 2010. Simultaneously, the share of advertising expenditure is likely to increase from 0.5 per cent of GDP in 2007 to 0.53 per cent of GDP in 2010. 13

The advertisement industry recorded robust growth in the current financial year. While television advertisement volumes recorded a growth rate of 33 per cent during the January-September 2007 compared to the same period in 2006, print advertising grew by 21 percent during January-September compared to same period in 2005.

Others
Segments like print media, animation and gaming are also likely to see interesting growth rates. According to Nasscom, the Indian gaming market is likely to grow 72 per cent from US$ 48.51 million in 2006 to US$ 429.54 million in 2010. Similarly, the Indian animation services industry is likely to grow at a CAGR of 25 per cent from US$ 354 million in 2006 to US$ 869 million in 2010.

Going Global
With the growing popularity of Indian content in the world market in general and South Asians in particular, Indian entertainment industry players are venturing abroad to tap this booming segment. For example, in the films segment, in 2007, of the top 20 foreign films in UK, 14 were Indian. These were part of a total 69 Indian films that constituted 13.7 per cent of all releases. In fact, according to a report by CII-AT Kearney, the share of international markets in total box office collections is estimated to increase from 8 per cent in 2006 to 15 per cent in 2010. Consequently, many domestic players like Yash Raj Films, RelianceAdlabs and UTV among others have set up distribution arms overseas. Not only films, other entertainment content areas like music and television also have a huge potential international market. One recent estimate puts the total value of Indian content sold overseas at over US$ 200 million. Further, this number is expected to grow over 20 per cent every year.

Government Initiatives
The Government has initiated major reform measures, which has had a cascading effect on the growth of the industry. Permitting 100 per cent foreign direct investment (FDI) through the automatic route for film industry and advertising. Allowing 49 per cent foreign holding in cable TV and DTH. Allowing 100 per cent FDI in non-news publications and 26 per cent FDI in news publications.

14

The FM radio sector was opened for FDI with a 20 per cent cap. Permitting setting up of uplinking hubs for satellite uplinking by private TV broadcasters from the Indian soil. Giving industry status to the films segment. Opening FM Radio operations to the private sector.

Global Majors
International media giants are all vying for a stake in the segment. In the last three years (2004-06), US$ 89.18 million of FDI has flowed into the sector. Sony Online Entertainment is all set to open a game development studio in India. Crest Animation Studios Ltd's US subsidiary, RichCrest Animation, had entered into a co-production and co-financing deal with Lions Gate Entertainment. Walt Disney has acquired UTV Software's Hindi-language childrens' channel Hungama. UK's Financial Times has acquired a stake in the Business Standard newspaper. Dow Jones owns a 26 per cent stake in The Wall Street Journal venture in India. Reliance Entertainment has struck an exclusive deal with the GWC, the IPR holders of iconic viewing and observation structures such as the London Eye and the Singapore Flyer to develop and operate great wheels and observation platforms.

With such investments flowing in, the media and entertainment industry is likely to grow at twice the rate of India's GDP. Consequently, the industry is estimated to grow at a CAGR of 18 per cent from US$ 11.03 billion in 2006 to US$ 25.26 billion by 2011.

ADVANTAGES AND DISADVANTAGES MAJOR TYPES OF MEDIA

Advantages
Direct Mail Most personal form of advertising. By selecting names by zip code, mailing can be pinpointed to Difficult to find mailing list of prospects by occupation at home addresses

OF

THE

Disadvantage When to Use s

If the right mailing list can be found, this is potentially the most effective medium no other

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Internet

Magazine s

precise geographic area Mailing lists may be used to target specific groups Can evaluate its effectiveness by calculating response rates Relatively costeffective Can target types of viewers Messages can be timely Ads can be interactive Able to reach a global audience Can select targeted audiences Ad size flexibility High quality printing Prestigious editorial environment Long life prospects keep magazines and reread them Short deadlines Ad size flexibility Circulation concentrated in specific geographic areas Reach a diverse audience Classified sections well organized for easy access. Difficult to

Cost for reaching each prospect is high Many people dont like unsolicited offers

medium gives the prospect as much a feeling of being specially selected Particularly valuable in competitive situations

Should be one component of the marketing strategy impact gauging is difficult Range of costs can vary dramatically Wide geographic circulation usually cannot be used to limit recruiting to specific area Long lead time for ad placement Costs can be high Easy to ignore Considerable competitive clutter Circulation not specialized pay for unwanted readers Poor printing quality No Specific TG. very brief

Appropriate for ongoing campaigns, especially as resource for additional information. Banners, Ezines & links can drive traffic to site When job is specialized When time and geographic limitations are not of utmost importance When involved in ongoing recruiting programs When you want to limit recruiting to a specific area When sufficient numbers of prospects are clustered in a specific area & When enough prospects are reading help-wanted ads to fill hiring needs When there is a

Newspap er

Outdoor

ignore. Only

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(roadside billboard s) and Transit (posters on buses & subways)

PointofPurchase (Promoti onal materials at recruitin g location) Radio and Televisio n

Can reach prospects as they are literally traveling to their current jobs Precise geographic selectivity Reaches large numbers of people manytimes at a low cost Calls attention to employment story at time when prospects can take some type of immediate action Creative flexibility

message is possible Requires long lead for preparation & must be in place for long period of time. (Usually 1-3 months) Limited usefulness: prospects must visit a recruiting location before it can be effective

steady hiring need for large numbers of people that is expected to remain constant over a long period of time

Posters, banners, brochures, audiovisual presentations at special events such as job fairs, open houses, conventions, as part of an employee referral program.

Difficult to ignore. Can reach prospects who are not actively looking for a job better than newspapers and magazines Can be limited to specific geographic areas Creatively flexible. Can dramatize employment story more effectively than printed ads Little competitive recruitment clutter

Only brief, uncomplicated messages are possible Lack of permanence; prospect cannot refer back to it. (Repeated airings necessary to make an impression.) Creation & production of commercials particularly TV: can be timeconsuming & costly Lack of special interest selectivity.

In competitive situations when not enough prospects are reading your printed ads When there are multiple job openings and there are enough prospects in specific geographic area When a large impact is needed quickly. A blitz campaign can saturate an area in two weeks or less Useful to call attention to printed ads or web site

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Why the Media is on an increase?

All the above mentioned reasons are leading to an expanded growth in the usage of Mass Media for communication

The Reach of Different Mediums across SECs

The above grid shows that SEC A1 is reached well through all the mentioned Mediums.

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Region Wise spreads of theaters

Andhra Pradesh has the highest penetration of theaters in India

Media Penetration as of 2003

Medium Print Terrestrial Televison Cable & satellite Television Radio Cinema Internet All India 25% 53% 20% 22% 7% 1% Urban 46% 80% 46% 25% 11% 3%

Industry Overview:
Current Market Size is estimated at USD 7.72 bn Expected to reach USD 18.32 bn by 2010, a CAGR of 19% Maximum growth expected in Television and Film segments More than 300 national and regional TV channels Close to 1000 films made every year Liberal FDI policies across all the segments of the industry

21

Government focusing on regulations to give further impetus to the industry

Television is the largest segment with close to 42% share in industry revenues followed by print media at 30.9% and films at 19.3% in 2005

Televisions share expected to increase to more than 50% by 2010 at the cost of print medias share

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Key Drivers of the Indian Media & Entertainment Industry Enabling regulations related to broadcasting, print and radio by the Government Development of content for niche viewers Pricing remains a key driver, whether it is for cable subscription, film tickets or newspaper prices Increased consumerism and increased advertisement spend by marketers (i.e. more revenues for media companies) fueling further growth Use of technology for special effects, animation and other creative work leading to better quality of media products

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Indian Television entertainment

Industry

Wholesome

Largest segment in the industry with market size of USD 3.24 bn in 2005 Expected to reach USD 9.34 bn by 2010, a CAGR of 24% Subscription accounts for 58% of the total revenues followed by advertising and software India currently has 105 million TV households and over 60 million cable connections TV penetration expected to increase to 135 million households and cable connections to 85 million households by 2010

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The Idiot Box

Television in India holds the biggest pie of share in the Media Industry The growth levels expected in this Medium is humungous This medium will specifically see lot of organized growth There is a need to understand this medium in detail, as it will pose great influence on other Mediums too.

25

Understanding the Indian Media Landscape

Update on Indian Media landscape
TV penetration and CS penetration in India Reach of various media Growth in number of channels Growth in viewership of different genres Top rated programs in different genres Impact of fragmentation on TV viewership

Region wise analysis of TV Consumption pattern

TV viewership share across markets (UP, MP, WBetc.) Viewership share of markets by language Genre wise share across markets Reach level of different genres across regions

Understanding Advertising pattern in India

Size of advertising revenue by media Growth in Ad spends across years Share of ad spends across languages

Analyzing advertising pattern on TV, Print & Radio

Ad revenue trend across years Ad revenue split across zones Top Categories, Advertisers & Brands in different Zones

Update on Indian Media Landscape

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What changes are observed in Universe Size ?

The Total TV owning households has seen a 3% increase in a year. This shows the kind of potential this medium has in the current scenario.

What is the change in the TV ownership & CS penetration?

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All over India, 51% of homes have Television Sets, among them 61% of homes are C&S homes Delhi had max. No. of TV Households and TamilNadu had max. C & S Penetration The C& S penetration & colour TV sets has increase over the years

State wise break up of TV owning households, TV ownership & CS penetration

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States All India Uttar Pradesh Maharashtra/Goa Andhra Pradesh West Bengal Tamil Nadu/Pondicherry Bihar Madhya Pradesh Karnataka Gujarat Rajasthan Orissa Kerala Punjab/HP/Chandigarh Assam Jharkhand Chattisgarh Haryana Delhi Uttaranchal Tripura Meghalaya

Households 219 29 23 19 18 17 16 13 12 11 11 9 8 7 6 5 5 5 3 2 1 0.5

TV Ownership 51% 36% 63% 66% 43% 67% 22% 40% 66% 56% 46% 38% 69% 80% 34% 29% 38% 74% 91% 57% 45% 60%

C&S Households 61% 27% 58% 91% 62% 92% 22% 47% 83% 61% 36% 47% 70% 48% 28% 45% 44% 60% 86% 35% 59% 66%

Delhi has a whooping 91% TV ownership out of the 3 Million households, out of which 86% are C& S households Southern states like Andhra Pradesh, Tamil Nadu/ Pondicherry, Karnataka, Kerela have a high level of C& S penetration

What is the reach of different medium?

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Growth in number of channels

New launches and Growth in Viewership

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How have the different channel genres grown?

Has this increase in channels lead to increase in viewership?

Genres like News (English, Hindi, Regional & Business), Kids, Music have witnessed increase in viewership across years

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What do the viewers watch in India? Regional & Hindi GEC together constitute nearly 50% of the total viewership pie

Is domination of big players coming down ?

32

Is Fragmentation on rise? The viewership share of top 5 channels has been steadily declining across year

How has fragmented viewing impacted Time spent on TV ? Which genres have been impacted due to fragmentation ?

News and Kids have observed increase in avg. weekly time spent over years English movies, Hindi & Regional GEC, and Cable genre have witnessed drop in time spent

33

Region wise analysis of TV Consumption pattern

Which markets have higher TV viewership share ? Maharashtra, TN & AP constitute around 40% of All India viewership

Source: TAM People Meter System

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Analyzing each market in detail

Analyzing AP market Telugu language has the maximum viewership share followed by Hindi in AP Regional GEC commands a share of 46% followed by Cable at 12% and Regional Movies at 11% Regional GEC has a reach of 91% in AP followed by Regional Movies at 82%

35

Analyzing Karnataka market

Karnataka market has a mix of languages that are viewed Regional GEC and Regional Movies together constitute 60% of total viewership in Karnataka Apart from Regional GEC & Movies, Hindi GEC & Movies have a avg. weekly reach of 65%+

36

Analyzing Kerala market

77% of the TV owning population in Kerala prefers to watch Malayalam programs Surya TV and Asianet together garner 45% of the total viewership share in Kerala After Regional GEC, Regional Music has the maximum reach in Kerala

37

Analyzing TN market
Among all languages, 84% of viewership is to Tamil language in TN Sun TV garners 42% share followed by KTV at 15%

38

Analyzing Orissa market

Viewership share of Hindi programming is at 69% in Orissa

39

Analyzing WB market
Bengali and Hindi programming have maximum viewership share in WB Regional & Hindi GEC together command 50% viewership share among all genres

40

Analyzing Gujarat market

Hindi & English programming constitute to 92% of total viewership in Gujarat Hindi GEC genre garners 40% share among all genres while Star Plus leads the channel share at 20%

41

Analyzing Maharashtra market

Hindi language has maximum share at 65% followed by Marathi at 22% Hindi News genre garners 17% relative share in Maharashtra

42

Analyzing MP market
In MP, 90% of viewership share is contributed by Hindi programs Star plus has a share of 16% in MP followed by cable and Zee TV at 14% & 11% respectively

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Analyzing UP market
Hindi language programming commands a share of 90% Star Plus and Zee TV both garner share of 12% each

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Analyzing Delhi market

Hindi language programming commands a share of 90%

Hindi Movies and Hindi News are neck to neck in terms of viewership share in Delhi

45

Analyzing PHCHP market

Hindi programming has the maximum share followed by English programming at 10%

46

 Hindi GEC & Movies together constitute 50% of the entire viewership pie

Analyzing Rajasthan market

9 out of every 10 viewers prefer hindi programming in Rajasthan

47

60% of viewership in Rajasthan is on Hindi GEC and Hindi Movies

The Indian Advertising Scenario

Growth in the Number of Companies

48

Size of Ad revenue pie & How is it split by Medium

What is the size of Indian ad revenue pie?

49

Print stride ahead all other media with 48% ad revenue

50

What is the split of Ad spends across languages?

51

Analyzing advertising pattern on TV, Print & Radio

Television
Growth of Ad spend on TV across years Ad volumes on TV grew faster than ad spends

52

What is split of Ad spend on TV across Zones ?

What is the split across genres?

53

Which are the top Categories on TV ?

31% of ad spends accounted by Overall Top Categories

54

Which are the top Advertisers on TV ?

HLL was the Top player on TV

Which are the top Brands on TV ?

55

Colgate Dental Cream had the max. ad spends

56

Print

Growth of Ad spend on Print across years Ad spends and Volumes on Print growing almost same pace

What is split of Ad spend on Print across Zones ? 57

East Zone Publications have maximum share of spends

Which are the top Categories on Print ? Properties/Real estates is the top spender on Print Top 10 Categories constitutes 37% of ad spends
Rank 1 2 3 4 5 6 7 8 9 10 Categories Properties/Real Estates Educational Institution Corporate/Brand Image Independent Retailers Cars/Jeeps Travel & Tourism Two Wheelers Events Readymade Garments Social Advertisements Spends (Rs. in Mn .) 3706 3658 2717 2608 2552 1679 1607 1471 1444 1362 % share 6% 6% 4% 4% 4% 3% 3% 2% 2% 2%

Which are the top Advertisers on Print ?

58


Rank 1 2 3 4 5 6 7 8 9 10

4 of the top 10 advertisers are from the Auto sector

Advertisers Hewlett Packard India Ltd Maruti Udyog Ltd Pantaloons Retail India Ltd Bajaj Auto LG Electronics India Ltd Tata Motors Ltd Hero Honda Motors Ltd Reliance Communications Samsung India Electronics Ltd Nokia Corporation Spends (Rs. in Mn .) 828 711 594 506 458 440 433 417 365 356 % share 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%

Which are the top Brands on Print ?

Rank 1 2 3 4 5 6 7 8 9 10

IIPM is the highest spender on Print

Brands IIPM Ministry of Health & Family Welfare Reliance Mobile Maruti Car Range Big Bazaar Incredibleindia TVS Star City Ministry Of Consumer Affairs Hero Honda Motorcycles Parsvnath Developers Spends (Rs. in Mn.) 360 322 296 273 243 238 227 184 178 171 % share 1% 1% 0.5% 0.4% 0.4% 0.4% 0.4% 0.3% 0.3% 0.3%

Radio
59

*Only FM Radio stations are considered for the Analysis

What is split of Ad spend on Radio across Zones?

Which are the top Categories on Radio?

60

43% of ad spends accounted by Overall Top Categories

High Cross Media promotions on Radio

Rank 1 2 3 4 5 6 7 8 9 10 Categories TV Channel Promotions Properties/Real Estates Cellular Phone Service Independent Retailers Jewellery Mutual Funds Publications/books Life Insurance Internet/SMS Service Corporate/brand Image Spends (Rs. in Mn.) 376 225 183 105 81 80 78 63 50 47 % share 13% 8% 6% 4% 3% 3% 3% 2% 2% 2%

Which are the top Advertisers on Radio ? Four players from the Cellular Phone Service category in the Top 10 Real Estate, Insurance, Auto and Pharma advertisers secure place in the Top 10
Rank 1 2 3 4 5 6 7 8 9 10 A dvertisers H industan Lever Ltd M TNL G Builders & Prom TM oters Reliance Com unications m Bharti Airtel Ltd Life Insurance Corporation of India M aruti U dyog Ltd Prince Pharm a H utchison Tata Sky Ltd Essar Telecom Ltd Spends (Rs. in M n.) 161 60 47 45 45 33 26 25 24 23 % share 5% 2% 2% 2% 1% 1% 0.9% 0.9% 0.8% 0.8%

Which are the top Brands on Radio?

61

The top 10 brands constitute only 10% of the total spends Independent Retailer from the North tops the brand list across Radio Spends 2 brands each of real estate, cellular phone service provider and pan masala/zarda in the Top 10 list.

Rank 1 2 3 4 5 6 7 8 9 10

Brands GTM Jewellery Mart Reliance Mobile Tata Sky Airtel Cellular Phone Service M-Tech Developers Dollar Club Parsvnath Developers Pan Parag Pan Masala Big Bazaar Pan Bahar Pan Masala

Spends (Rs. in Mn.) 47 32 23 22 22 18 16 16 16 15

% share 2% 1% 0.8% 0.8% 0.7% 0.6% 0.5% 0.5% 0.5% 0.5%

Conclusion

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 The number of channels increasing over years, fragmentation of viewership is on rise Avg. weekly time spent on Total TV has been steadily decreasing

Maharashtra, TN and AP are the largest markets in terms of viewership at an All India level The size of Indian media advertising is pegged at 163bn of which Print commands 48% share. Ad spends on Radio in 2006 over 2005 have grown at a faster rate than that of TV and Print Genres like News (English, Hindi, Regional & Business), Kids, Music have witnessed increase in viewership across years Regional & Hindi GEC together constitute nearly 50% of the total viewership pie Number of channels contributing to 80% viewership has increased from 31 in 2004 to 41 in 2007 The avg. weekly time spent on total TV is dropping across years

On Radio : Four players from the Cellular Phone Service category in the Top 10 On Print: Properties/Real estates is the top spender on Print & 4 of the top 10 advertisers are from the Auto sector On TV: Ad volumes on TV grew faster than ad spends & Overall GECs accounted for 62% of ad spends 9 out of 10 viewers in MP are exposed to Hindi GEC genre

Bengali and Hindi programming have maximum viewership share in WB Bibliography 63

Websites 1. www.tamindia.com 2. www.altavista.com 3. www.agencyfaqs.com 4. www.exchange4media.com 5. www.adexindia.com 6. www.indiantelevision.com 7. www.wikipedia.com 8. www.ibef.com

Books 1. C.K. Kothari (Research Methodology) 2. Philip Kotler (Marketing Management) 3. NRS Data Softwares 1. SESAME 2. MAP 3.0 3. Media Xpress 3.0

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