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TV viewership pattern of urban audiences
MUMBAI: Primetime viewership in the urban Hindi-speaking markets (HSM) is skewed towards male as opposed to the all-India urban market, where the viewership split between male and female is almost equivalent with a skew towards female.
While the overall profile for India urban remains similar across all time bands, some demographics display a higher skew during late prime time. Male and female percentage of viewership is almost similar with a skew towards female in early primetime, according to a BARC analysis.
The age bracket of 22–40 years contributes around 40% of total viewership across all time bands. However, they also seem to have a higher inclination towards late prime time shows as compared to other age groups, according to the BARC study.
NCCS A and B, which contribute 50% to total viewership, report an increase in viewership for the late prime time. NCCS C, which contributes maximum viewership to the overall viewership, sees a skew towards early prime time.
In urban HSM, the overall viewership pattern is similar to all India; however, skew towards male is relatively higher. The 22–40 years age group continues to show inclination towards late primetime. Interestingly, even older age group 41–50 also shows similar inclination.
The trend among NCCS remains the same as India urban. While NCCS A and B show a growth in viewership for late prime time, NCCS C has higher contribution during early prime time.
BARC’s new analysis puts the spotlight on viewership pattern in urban markets. The TG for the report is 4+, for the period Week 41 to Week 31, from Monday to Sunday.
The study further reveals that India urban has higher impression and reach in absolutes while HSM sees a sharper growth in core prime time, which is 8–12 pm, compared to India. Also spike in prime time lasts till later in HSM.
India and HSM have similar average time spent (ATS) except during 10–12 pm when the ATS for HSM is higher than India. Overall viewership for early prime time is higher week on week, with highest viewership during 9–9.30 pm. The viewership begins to drop from 11 pm onwards.
The core prime time bands figure high on both reach and OTS, the study noted.
The late prime time sees a drop as the day progresses. From 10.30 to 12 pm, each hour has a lower reach and ATS than the previous one. The late-night band has more of miscellaneous content. Conversely, it has lower serial and news/business content.
According to the study, time bands 8.30–9 pm and 9–9.30 pm within prime time could be called ‘Super prime time’ as they have noticeably higher Reach.
In urban HSM and urban India, male audiences seem to be winning the fight for the remote with Female audiences during later stage of the prime time (23:00 onwards).
General entertainment channels (GECs) have the maximum reach and ATS, followed by movies. While news has high reach, it is the lowest in terms of ATS.
Conversely, the kids genre has low reach but is relatively higher on ATS.
Sports, being a property driven genre, sees low reach and ATS when averaged across weeks. However, during big-ticket events, both the reach and ATS for sports tends to see an increase.
Overall de-growth observed in late prime-time bands across genres. Late primetime viewership for GEC has started rising from Wk 22 and is still growing for the time band 22:00–23:00 hours.
Additionally, there are spikes in some genres on account of specific events. The sports genre shows growth during Wks 11–14, which can be attributed to the airing of ICC World Cup T20. Similarly, the movie genre also sees a spike during Wks 15–22, the dates for IPL 2016.
All genres, except kids, follow similar viewership patterns. The kids genre sees maximum viewership in mornings, peaking around noon, and then sees a gradual drop. However, in HSM, the drop during 16:00–18:00 hours is steeper than for all India. Due to this the subsequent spike at 18:00 hours is sharper for HSM.
GEC and movies are almost parallel for most of the day barring prime time. While GEC picks up during early and core prime time, movies see a spike in late prime time. Further in HSM, movies surpass GECs at 22:00 hours itself as opposed to 23:00 hours in India.
Another key takeaway is that news and sports are on a par with each other in terms of average time spent.
Product category trends
BARC reports a total of 494 categories. It has classified the top 233 categories with impressions over 100,000 under three types.
- Convenience products: These are the products that appeal to a very large market segment. They are generally consumed regularly and purchased frequently. Because of the high purchase volume, pricing per item tends to be relatively low. Examples include categories like toilet soaps, tooth pastes, face wash, hair oils, chocolates, soft drinks, etc.
- Shopping products: These are products consumers purchase and consume on a less frequent schedule compared to convenience products. They are relatively more expensive and may possess additional psychological benefits for the purchaser. Examples include categories like smartphones, footwear, clothing/textiles, water purifiers, auto tyres, child care product range, etc.
- Specialty Products: These are products that tend to carry a high price tag relative to convenience and shopping products. Consumption may occur at about the same rate as shopping products but consumers are much more selective. Examples include categories like auto – two wheelers/cars/jeeps, branded jewellery, mutual funds, loans/mortgage, banking, hotels, travel and tourism, etc.
Convenience products and shopping products display the same trend week on week.
Speciality products seem to show a higher/lower interest level in certain weeks. This may be a reflection of them being high-involvement products. Given their high price, viewers may know in advance which product they prefer and will therefore not be interested in comparing products.
In terms of impressions across programme themes, shopping products and specialty products display similar shares. In comparison with convenience products, they seem to show a higher preference for news/business and sports themes. Convenience products, on the other hand, tend to prefer serials.
This may be due to the fact that males tend to be more involved in decisions regarding shopping products and specialty products, while women are the decision-makers for convenience products.
As expected, convenience products have the maximum presence in terms of duration. Surprisingly, specialty products, despite being defined as ‘niche’ products, have a higher secondage than shopping products. However, it must be noted that speciality products have maximum presence on news channels.