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Non-Hindi states in HSM have higher preference for dubbed films: BARC
MUMBAI: Non-Hindi-speaking states like Gujarat and Maharashtra, which are classified as Hindi-speaking markets (HSM) in audience measurement, have a preference for dubbed movie content, according to BARC India’s latest report ‘Decoding movies on television’.
Maharashtra/Goa has the maximum increase in contribution to overall viewership for dubbed content, followed by Gujarat/D&D/DNH market.
North and central states like UP and MP have a higher preference for Hindi movie content.
Hindi channels airing movie content have a higher reliance on dubbed content compared to their Southern counterparts, the report said.
Almost 22% of the movie content on HSM channels is dubbed. In the case of regional channels, dubbed content constitutes a mere 1% of total content.
The audience measurement body has classified feature films as a programme genre in the report and not as a channel genre since movie content is spread across various channel genres. Movies are aired on nine channel genres.
Even though Hindi channels have a lot of dubbed content, it is Hindi content that does well when aggregated at a channel level in the HSM.
Dubbed movies deliver only 356 million impressions as opposed to 684 million impressions for Hindi movies. On a zonal level, non-Hindi states in East and West India have a higher preference for viewership of dubbed content.
While movie channels naturally have the maximum contribution to viewership of movie content, GEC is the second-biggest genre holding 17% of content. However, content availability on GEC channels is mainly driven by regional channels.
The viewership share of movie content depends on the content availability with the exception of kids and youth genre, where the performance is better vis-à-vis the content availability.
This, according to BARC, could be a result of these being targeted at specific age groups among which they have extremely high viewership.
Unlike other genres, kids and youth genres have high viewership in their core age groups—04–14 years for kids and 15–21 years for youth.
Over 90% of the viewership of movie content is concentrated in only three genres—movies, GEC and kids unlike HSM, where it is highly fragmented across multiple genres. Regional channels have higher content available on GEC and music channels.
In terms of language split within GEC channels, South region channels drive content availability. Within these, Tamil- and Telugu-language channels have a substantial lead over the others.
At the all-India level, movie audiences are skewed towards males, age group of 15–30 years and for NCCS C, D/E, compared to total TV viewership.
The movie content on most of the channel genres have a male skew, barring GEC and devotional, which are driven by female viewership. The female skew on GEC is higher due to the presence of high content on regional channels. Excluding regional channels, males have comparable viewership of movies on GEC channels as well.
In terms of age groups, the majority of viewership for movies comes from the millennials (22–40 years), with the exception of kids and youth genres. Over 80% of the total viewership of all other genres, excluding kids, is spread across other age groups (15+ years).
NCCS C has the maximum share of viewership by virtue of being the largest NCCS group in the BARC universe. On the other hand, the share of NCCS D/E is the least across all genres.
Effect of holidays
While movies are known to perform better on weekends, all the spike in viewership in 2016 have occurred due to some public holiday.
The biggest peak in the year occurred on Independence Day (15 Aug) followed by Dussehra (11 Oct), Ganesh Chaturthi (05 Sep) and Pongal/Sankranti (15 Jan).
It must be noted that all of these top holidays, with the exception of Dussehra, were either on a Monday or a Friday. Public holidays that fall on a long weekend show a bigger spike.
It is also worth noting that these spikes are further compounded due to special programming, the airing of a WTP or popular movies.
Ad sector performance
According to BARC, effectiveness of an ad sector can be determined by looking at its impressions to duration ratio as it shows the conversion of TV presence into viewership.
The maximum impressions are garnered by the food & beverages ad sector, despite not being the most advertised ad sector on movie channels.
However, in terms of the best impressions to duration ratio, the food & beverages sector is second to building, industrial & land material/equipment. Auto sector comes in at the third position.
On the other hand, services have the lowest conversion of duration to impressions, followed by personal healthcare.
“If we classify these ad sectors by their target group gender, we can see that most of the effective categories are male targeted, viz. auto, telecom/internet service providers, durables, telecom products and building, industrial & land materials/equipment. This further reiterates the fact that movies as a genre is skewed to males,” the research report stated.