Emerging Trends in Rating and Weightage of Different Media - Sanjay Tripathy Advisor - IAMAI - ITU
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Emerging Trends
in Rating and Weightage of Different Media
Sanjay Tripathy
Advisor - IAMAI
2
Challenges
Faced by Advertisers
Multiplicity of media consumption amongst consumers
Rising media fragmentation
Rising costs of advertising in media
Inefficient targeting of consumers through media databases
Different consumer profile variables and levels
Varying reporting periods
Varying geographic reporting
Wastage of media exposure due to lack of knowledge - duplication between media
Lack of accountability
Need of a Single Source media database for targeting and planning
3 Current Status of Audience Research in India TV: Fixed Household meter requiring panellist to continuously press button while in TV room Issues with sample size, manipulation, industry grievances, accountability, transparency etc. No update on RPD fusion. (DD cannot be measured) With recent TRAI order, the heterogeneity in channel reception as well as subscription has changed so drastically that normal sampling methods and sample sizes are grossly inadequate Print Getting on track after a five year troublesome period. But only limited to 4 reports a year Online No industry currency. Current solutions very inadequate and opaque Radio Present currency still reports four cities even after more than 10 years of existence Only favours Big Networks due to limitation in methodology Outdoor/Out of Home No industry currency till date
4
Indian Television
Landscape
India’s Television landscape is one of
the most diverse and complex in world
for a traditional research methodology
to represent accurate viewership,
especially post the New Tariff Order.
There are 3400+ Cable Networks &
57000+ last mile operators who keep
switching off & switching on Channels
for their own benefit
Broadcasters can identify MSO’s
which have impact on BARC Ratings &
influence viewership by Landing Pages,
Dual LCN, etc.
5
Issues
post New Tariff Order CITY A
TOTAL NETWORKS
IN CITY A
DTH MSO 1 MSO 2 MSO 3 MSO 4
38% 20% 12% 20% 10% SUBSCRIBER BASE OF
EACH NETWORK
CHANNEL A AVAILABLE NOT AVAILABLE NOT AVAILABLE AVAILABLE NOT AVAILABLE 58% AVAILABAILITY
CHANNEL B AVAILABLE AVAILABLE AVAILABLE AVAILABLE AVAILABLE 100% AVAILABILITY
BARC APPLIES SAME WEIGHTS (~5 Lakhs) TO Niche channel– 786 subscribers
BOTH CHANNELS EVEN IF CHANNEL A IS NOT If any HH sampled in BARC Panel – 4 Lac Reach
AVAILABLE TO 42% OF CITY If none sampled in BARC panel – 0 Reach
6
Indian Television
Customer Segmentation
The key growth will come in digital only, tactical digital and bundled digital customer segments.
At present, 88% Digitised - 31% of TV viewing households had paid DTH, 13% had free DTH and 44% had digital cable.
7 Measurement of the Digital Media • In 2018, digital media grew 42% to reach INR169 billion propelled by Infrastructure • Broadband subscribers increased 41% from 363 million to 512 million • Rural internet users grew 49% to reach 197 million • Smartphone users reached 340 million • Smart / connected TVs crossed 10 million • 325 million people viewed videos online in 2018 • 245 million people consumed news online • Digital ad spends grew 34% to INR154 billion – now contribute around 21% of the total ad market Yet, there isn’t a third party measurement for Digital Media
8
Measurement
of the Digital Media
USD Lost to Ad Fraud – Globally Per Year
$8.2 Billion
36% Of All Global Online Traffic is Invalid / Bots
Mobile Video is Viewable at MRC parameters
- 50% In-View
52% - 2 Second Duration
Mobile Video Ads are Viewable at below parameters
ONLY 17.6% 100% In-View, 50% Duration
Audio On, No Auto-Play, Human viewable
Sources: Points 1/2- IAB, Points 3/4 MOAT9 Requirements of the Industry • A Single Source, multi-media measurement based on passive measurement methodology • Methodology/Technology to enable Much Larger Sample Size at Minimum Cost • SSP used for reporting as well as precision targeting of audiences • Measure in-house as well as out of home/ anywhere TV consumption – Office, Restaurant, Hotels etc • Inbuilt media optimizer and evaluator – Great analytics • Updated frequently • Transparent, Supervised/Governed by TRAI/ MIB
10 Summary Way Forward • A single source database is much more valuable than fusing multiple, independent databases to create a unified currency. • Need to think beyond fixed expensive household meters & Diary/ CAPI for other media. • TRAI Hackathon would help in introduction / evaluation of various methods and demonstration of technologies • Get industry buy-in and financial support Make the new audience measurement a reality
Thank You You!! Any questions? @Sanjay_Tripathy
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