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23RD APRIL 2020
DEEP DIVE INTO CONTENT & ADVERTISING CONSUMPTION DURING COVID
EDITION 5
AGENDA
TV Consumption
1. Global Landscape
2. Indian TV Landscape: Week 15
3. Audiences: Deep Dive Content & Viewing
4. Advertising Trends & Deep Dive
Smartphone Consumption
1. Trends in the US
2. India Smartphone Behaviour
3. Digital Advertising Trends
GLOBAL LANDSCAPE
HOW COVID-19 CONSUMER SPENDING IS IMPACTING INDUSTRIES 4
Expected spending per category over the next 2 weeks; Based on survey conducted by McKinsey between 15 Mar-6 Apr
Source: Visual Capitalist
OPTIMISM ABOUT COUNTRY’S RECOVERY AFTER COVID-19 5
Source: Visual Capitalist
➢ India’s consumers are displaying higher levels of optimism, with more households planning to
increase spend—a trend that is also evident in China, Indonesia, and Nigeria
Based on survey conducted by McKinsey between 15 Mar-6 Apr
United KingdomTotal TV average daily minutes grew by
17% vs the pre-Covid period and 3.2%
in W15’20 over the previous week
India
The viewership on TV increased by
40% vs the pre-Covid period and
1% in W15’20 from the previous week
France
The time spent on television in
France grew by 20% in
W15’20 w.r.t. pre-COVID
period (W10’20)
Australia
Total TV Viewing for W15’20
was up by 34% in
comparison to W11’20.
Czech Republic
In the last 5 weeks (March 11 – April 14), there was
an overall increase of 25% in TV Viewership which is
equivalent to 52 mins a day. This period witnessed the
highest viewership growth in 17 years.
THE TELEVISION VIEWERSHIP CONTINUES TO GROW ACROSS THE GLOBE 6
'ONE WORLD: TOGETHER AT HOME' CELEBRITY CONCERT FOR COVID RELIEF
WAS SIMULCAST ON 26 U.S. TV NETWORKS & DREW 21 MILLION VIEWERSThis Virtual Concert was an exciting innovation which leveraged TV’s reach to help raise $127 million
New rules of engagement!
Source: Nielsen
THE SCOPE OF OUR ANALYSIS: INDIA
Time Period:Pre COVID-19: 11th Jan’20 - 31st Jan’20
COVID Disruption:
Edition 5: 11th Apr’20-17th Apr’20
Frequency: Weekly
Time Period:Pre COVID-19: 13th Jan’20 - 2nd Feb’20
COVID Disruption:
Edition 5: 11th Apr’20-17th Apr’20
Frequency: Weekly
Market CoverageAll India (Urban + Rural)
2+ years
Television Behavior
Market CoverageUrban 1 Lakh+,
NCCS ABC, 15-44 Years,Android Smartphone Users
Passive Panel, 12000 user baseAligned to Smartphone Universe
Smartphone Behaviour
8
We refer to Jan 2020 as the Pre Covid-19 period and compare it with recent weeks.
INDIAN TV LANDSCAPE
Key Highlights
Week 14
Daily
ATS/Viewer
(hh:mm)
03:46 04:42
WEEK 15 RECORDED 40% GROWTH OVER PRE COVID-19 AT 1.24 TRILLION
MINUTES ➢ Individuals watching TV for all 7 days increase to 48%
➢ Viewership grew by 1% over Week 14 led by ATS
887 1239
Weekly
Viewing
Minutes in Bn
+40%
Avg. Daily
Reach in Mn560 627
+12% +25%
Week 15 (week starting 11 April) & Week 14 (week starting 4 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan )
Pre COVID-19
(11 Jan to 31 Jan)Week 15
10
Watch 7
days in
a week32% 48%
Number of
channels
watched/per
viewer/week
16 22
+38%
1223
627 04:38
47%
22
+16%
PRE COVID-19 VIEWERSHIP: STATE -WISE➢ Southern states significantly ahead
➢ AP/Telangana had the highest daily reach of 76% while TN/Pondicherry led in daily ATS of
4 hours 36 minutes
11
India
UPRaj
Del
AssmOdi
WB
Guj
Mah AP/TelKar
Ker
TN/P
BIH/J
MP/C PunHar
HSM
02:38:24
03:07:12
03:36:00
04:04:48
04:33:36
05:02:24
05:31:12
06:00:00
55.00 60.00 65.00 70.00 75.00 80.00
Dai
ly A
TS
Daily Avg Rch%
Pre COVID-19
Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan )
India
UP
Raj
Del
Assm
Odi
WB
Guj
Mah
AP/Tel
KarKer
TN/P
BIH/J
MP/C
Pun
Har
HSM
02:38:24
03:07:12
03:36:00
04:04:48
04:33:36
05:02:24
05:31:12
06:00:00
55.00 60.00 65.00 70.00 75.00 80.00
Dai
ly A
TS
Daily Avg Rch%
Week 15
Week 15 (week starting 11 April)
WEEK 15 VIEWERSHIP GROWTH DRIVEN BY BOTH REACH
AND ATS➢ Southern states still ahead
➢ TN/Pondicherry has the highest daily ATS of 5 hours 50 minutes
12
RegionGrowth in Week 15
over Pre COVID-19
India 40%
HSM 46%
South 29%
TOTAL TV CONSUMPTION INCREASED BY 40% AT ALL INDIA
IN WEEK 15
Mah / Goa 39%
AP / Telangana17%
TN/Pondicherry39%
Karnataka 27%
49%
UP/Uttarakhand
40%
India
Guj /
D&D / DNH
50%
Pun / Har / Cha /
HP / J&K 53%
Assam/
NE/Sikkim30%
Kerala45%
58%
Bihar/Jharkhand
Rajasthan72%
23%
West Bengal34%
Odisha
MP/
Chhattisgarh
60%
13
Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )Growth based on Viewing Minutes
14NON-PRIME IS STILL THE DRIVER FOR TV VIEWERSHIP GROWTH IN
WEEK 15➢ Prime-Time as well as Non-Prime-Time register a growth of 1% each in week 15 as compared
to last week
All DayNon-Prime
TimePrime Time
India 40% 79% 6%
HSM 46% 95% 9%
South 29% 56% 0%
Viewing Minutes Mn, India, 2+,
Week 15 (week starting 11 April), Week 14 (week starting 4 April),Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan )
Growth in Week 15 (During COVID-19)
data as compared to Week 2 to Week 4
(Pre COVID-19)
0
20
40
60
80
100
120
140
2to3
3to4
4to5
5to6
6to7
7to8
8to9
9to10
10to11
11to12
12to13
13to14
14to15
15to16
16to17
17to18
18to19
19to20
20to21
21to22
22to23
23to24
24to25
25tp26
Pre COVID-19 wk 14 wk 15
ALL INDIA: NEWS & MOVIES CONTINUE TO GROW15
195%
MOVIESNEWSBUSINESS
NEWS YOUTHINFOTAINMENT
48% 41%82% 67% 39%
35% 17% 5%
DEVOTIONALLIFESTYLE
KIDS
GEC
The analysis is based on Channel Genres
➢ At HSM Urban, GEC growth is higher as compared to All India level
26%Hindi GEC grew by
43% in HSM Urban
Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )
GENRE-WISE SHARE : NEWS & MOVIE CONSUMPTION SHARE SURGED AND NOW CONTINUE TO OPERATE AT A HIGHER LEVEL
52%49%
39% 40% 40%44%
23% 24%26%
29% 29% 27%
7%11%
21% 18% 17% 16%
7% 8%
7% 7% 7% 7%
0%
10%
20%
30%
40%
50%
60%
wk 2 to 4 wk 11 wk 12 wk 13 wk14 wk 15
GEC Movies News Kids
Week 15 (week starting 11 April) ; Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )
All India, 2+
16
MEGACITIES HAVE GROWN DURING COVID-19 DRIVEN BY
BOTH REACH AND ATS➢ ATS for Mumbai has grown the most, by 1 hour 42 mins (39% growth)
Week 15 (week starting 11 April) ; Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )
Delhi
Kolkata
Mumbai
Hyderabad
Bangalore
Chennai
Mega Cities
03:21:36
03:50:24
04:19:12
04:48:00
05:16:48
05:45:36
06:14:24
06:43:12
07:12:00
64 66 68 70 72 74 76 78 80 82 84
Dai
ly A
TS
Daily Avg Rch%
Pre COVID-19
Delhi
Kolkata
Mumbai
Hyderabad
Bangalore
Chennai
Mega Cities
03:21:36
03:50:24
04:19:12
04:48:00
05:16:48
05:45:36
06:14:24
06:43:12
07:12:00
64 66 68 70 72 74 76 78 80 82 84
Dai
ly A
TS
Daily Avg Rch%
Week 15
17
12%
35%10%
-16%
25%3% 6%
84% 78%
107%121%
53%
85%
45%
214%
177%
251%
206%
257%
302%
162%
-50%
0%
50%
100%
150%
200%
250%
300%
350%
Mega Cities Delhi Mumbai Kolkata Chennai Bangalore Hyderabad
GEC Movies News
Growth in Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan )
VIEWERSHIP GROWTH IS THE HIGHEST IN DELHI & MUMBAI
VS REST OF THE MEGACITIES➢ Movies & News have grown across all megacities
18
47%
62%
57%
37%41%
22%
32%
53%
60%62%
51%55%
37%
30%
0%
10%
20%
30%
40%
50%
60%
70%
Mega Cities Delhi Mumbai Chennai Bangalore Hyderabad Kolkata
Currency Panel *Premium Panel
*Premium Panel Growth is from BARC’s Product PrimaVU Individual data (measuring top 3% of Socio Economic Strata in 6 Megacities at 2+)
Currency Panel is at NCCS A, Megacities
Growth in Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan )
LAUNCHING PRIMAVU INDIVIDUAL DATA TODAY➢ Individual viewership: Megacities grew by 53% in Premium Panel Vs 47% in Currency Panel
19
*Premium Panel Growth is from BARC’s Product PrimaVU Individual data (measuring top 3% of Socio Economic Strata in 6 Megacities at 2+)
Currency Panel is at NCCS A, Megacities
Growth in Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan )
LAUNCHING PRIMAVU INDIVIDUAL DATA➢ 15+ and Males are driving the growth in Premium Homes
20
51%
50%
47%
46%
15+ 22+ A 15+ A 22+
56%
50%52%
42%
Males Females A Males A Females
PrimaVU Individuals Currency Panel Individuals PrimaVU Individuals Currency Panel Individuals
AUDIENCES : CONTENT & VIEWING
A Deep Dive Into Demographic-wise &
Market-wise Consumption
40% 37%42%40%
36%44%
India India Rural India Urban
Full day
Universe 15-21
79%
82%
75%
78% 79%77%
India India Rural India Urban
Non Prime-Time
6%
1%
11%7%
1%
13%
India India Rural India Urban
Prime-Time
Universe 15-21
Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )
VIEWERSHIP GROWTH IN 15-21 AGE-GROUP IS DRIVEN LARGELY
BY THE URBAN MARKET 15-21 age group contribute to 16% of the Total TV viewership
22
54%51%
55%
41% 40%42%
35% 34% 35%
India India Rural India Urban
Full day 93%102%
90%81% 87%
76%73% 78%67%
India India Rural India Urban
Non Prime-Time
19%
10%
23%
6%2%
10%
2% -1%
5%
India India Rural India Urban
Prime-Time
Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )
NCCS A
NCCS B
NCCS CDE
NCCS A HAS SEEN THE HIGHEST VIEWERSHIP GROWTH DURING COVID-19
ACROSS URBAN AND RURAL MARKET
23
77%
56%
0%
50%
100%
150%
200%
250%
HSM
TOTAL GEC Movies News HINDI-GEC
24
HSM : WHILE NEWS STAYS STRONG, VIEWING OF MOVIES INCREASED
MORE IN THE PAY PLATFORM
24
Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )
Pay Platform Free Platform
• Growth in Movie viewership is coming
largely from pay platforms across Urban and
Rural market (82% and 69% respectively)
• News stays strong in HSM with over 200%
growth in week 15 over Pre COVID period
No. of channels in Free platform (Freedish & Terestrial): 83 Watermarked channels
25HSM / 2+/Hindi GEC/ Imp in Mn
‘RE-RUNS DRIVEN’ HINDI GEC CHANNELS ATTAINED ALL TIME HIGH
VIEWERSHIP POST EXIT FROM FREEDISH
Channels considered : STAR Utsav, Zee Anmol, Colors Rishtey & Sony PalThese channels are free during COVID period
803
428
374
0
100
200
300
400
500
600
700
800
900
20
19W
10
20
19W
11
20
19W
12
20
19W
13
20
19W
14
20
19W
15
20
19W
16
20
19W
17
20
19W
18
20
19W
19
20
19W
20
20
19W
21
20
19W
22
20
19W
23
20
19W
24
20
19W
25
20
19W
26
20
19W
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19W
28
20
19W
29
20
19W
30
20
19W
31
20
19W
32
20
19W
33
20
19W
34
20
19W
35
20
19W
36
20
19W
37
20
19W
38
20
19W
39
20
19W
40
20
19W
41
20
19W
42
20
19W
43
20
19W
44
20
19W
45
20
19W
46
20
19W
47
20
19W
48
20
19W
49
20
19W
50
20
19W
51
20
19W
52
20
19W
53
20
20W
1
20
20W
2
20
20W
3
20
20W
4
20
20W
5
20
20W
6
20
20W
7
20
20W
8
20
20W
9
20
20W
10
20
20W
11
20
20W
12
20
20W
13
20
20W
14
20
20W
15
HSM HSM Urban HSM Rural
25
26HSM /HSM Urban/ 2+/ Imp in Mn
HINDI GEC IN HSM IS AT AN ALL TIME HIGH: 8.5 BN IMPRESSIONS➢ HSM Urban registers all time high viewership for 3 weeks in a row with 4.5 Bn Impressions
in week 15
7,717
7,2977,590
8,465
3,6443,787
3,965
4,512
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
20
15W
41
20
15W
46
20
15W
51
20
16W
4
20
16W
9
20
16W
14
20
16W
19
20
16W
24
20
16W
29
20
16W
34
20
16W
39
20
16W
44
20
16W
49
20
17W
2
20
17W
7
20
17W
12
20
17W
17
20
17W
22
20
17W
27
20
17W
32
20
17W
37
20
17W
42
20
17W
47
20
17W
52
20
18W
5
20
18W
10
20
18W
15
20
18W
20
20
18W
25
20
18W
30
20
18W
35
20
18W
40
20
18W
45
20
18W
50
20
19W
3
20
19W
8
20
19W
13
20
19W
18
20
19W
23
20
19W
28
20
19W
33
20
19W
38
20
19W
43
20
19W
48
20
19W
53
20
20W
5
20
20W
10
20
20W
15
HSM HSM Urban
26
42%
85%
0%
20%
40%
60%
80%
100%
Pay Platform Free Platform
Growth in week 15 over Pre COVID-19
HSM Urban
Pay Platform
Non Prime-Time Prime-Time
Hindi GEC 13% 15%
Hindi GEC (w/o DD) 5% 5%
HSM (Non-Prime-Time w/o DD)
HINDI GEC (W/O DD) IN HSM SHOWS GROWTH ACROSS PLATFORMS
IN NON PRIME-TIME IN WEEK 15 OVER PRE COVID PERIOD➢ Even HSM Urban registers growth in Pay platform in week 15 over last week on the back of
Mythos
Growth in week 15
over week 14
Week 15 (week starting 11 April) data as compared to Week 14 (week starting 4 April) and Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )
27
14% 14%12%
32%
37%
43%
311271 274
325363
466
-50
50
150
250
350
450
550
650
750
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
P R E C O V I D -1 9
W EE K 1 1 W EE K 1 2 W EE K 1 3 W EE K 1 4 W EE K 1 5
% Viewership Contribution of Mythological Shows to Hindi GEC
Duration (Hrs)
MYTHOLOGICAL SHOWS HAVE BECOME THE MAIN SOURCE
OF ENTERTAINMENT AMONG HINDI GEC’S
HSM 2+/ SOV based on Viewing Minutes/ Mythological Show classification based on Programme Genre – “Mythological/ Costume Drama”
Garnered 109 Bn Viewing
Minutes
Watched by 353 Mn Viewers
2020W15
Week 15 (week starting 11 April); Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )
28
29GEC’S IN THE SOUTH ARE LEVERAGING THEIR MOVIE LIBRARY
TO SUSTAIN VIEWERSHIP
AP-Telangana/TN-Pondicherry/Karnataka/Kerala 2+ Imp’000(Shr%) and Feature Films
12% 16%7% 11%
20%20%
13%20%
23%
34%
14%
29%
0%
20%
40%
60%
80%
100%
Telugu Tamil Kannada Malayalam
Share% of Viewership (Feature Films)
Pre COVID-19 Wk 14 Wk 15
21%42%
104%
35%36%
70%
104%
73%
0%
50%
100%
150%
200%
250%
Telugu Tamil Kannada Malayalam
Growth in Duration (Feature Films)
Growth (Wk 14 vs Pre COVID-19) Growth (Wk 15 vs Pre COVID-19)
Week 15 (week starting 11 April) ; Week 14 (week starting 4 April); Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )
ADVERTISING TRENDS
25
21 22
Week 13 Week 14 Week 15
OVERALL FCT: TOTAL INVENTORY CRAWLING BACK 31
➢ Week 15 observes 7% growth
FCT in Mn secs
-18%7%
Week 13 (week starting 28 March);Week 14 (week starting 4 April); Week 15 (week starting 11 April)
1378
1017
1021
0
200
400
600
800
1000
1200
1400
1600
ADVERTISER COUNT WEEK ON WEEK
Wk 2-4 Week 14 Week 15
Co
un
t o
f A
dv
ert
isers
TOTAL ADVERTISERS ON TV CLIMBING BACK32
Data considered from 1st April till 17th April
Week 15 (week starting 11 April) ; Week 14 (week starting 4 April); Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan )
INVENTORY LEVELS: TOP 10 ADVERTISER INVENTORY GROWS BY
18% AND NEXT 40 GROWS BY 10% (Week 15 over Week 14)
46
21
9
4 53
03 4
1
43
29
1310
4 53
14
1 1
46
27
20
95 5 5 4 4 3 2
51
0
10
20
30
40
50
60
HUL RB GOVT OFINDIA
Colgate GSK GCMMF WIPRO GOVT OFMADHYA
PRADESH
ITC LTD P&G Next 40
FCT in Lacs
Wk 13 Wk 14 Wk 15
Top 10 Advertisers basis Week 15
FCT in lacs
33
Advertiser Count since 1st of April
4%
37%
19%
100%
38%
100% 100%
1%
100%
63%
96%
63%
81%
62%
99%
37%
HindustanUnilever Ltd
Piccadily AgroIndustries Ltd
Itc Ltd CementManufacturing
Co Ltd
Think & LearnPvt Ltd
Sln Coffee PvtLtd
ThyrocareTechnologies
Ltd
ReckittBenckiser
Group
ParagonPolymer
Products Pvt L
LalithaJewellery
Covid Comm Rest
FCT % Covid-19 commercials vs other creatives 1st April till 17 the April
34
➢ Total of about 10.7 Lac seconds on COVID-19, Top 10 Advertisers account for about 64%
COVID-19 COMMUNICATION
141 (14%) ADVERTISERS USING THE COVID-19 THEME
AD VOLUME BY GENRE: GROWTH IN FCT ACROSS
NEWS, MOVIES & KIDS GENRE (Week 15 /14)
35
➢ GEC manages to sustain FCT levels
*Only a few Genres mentioned above
FCT in Lacs
89
63
52
22
6 6 4 3 2 2
82
49
36
149
5 3 3 2 1
86
4942
1610 6 3 3 2 1
0
20
40
60
80
100
FC
T in
La
cs
Week 13 Week 14 Week 15
Week 13 to Week 15 (28 March to 17 April)
NEWS GENRE: TOP ADVERTISERS36
➢ Govt of MP,Reckitt, Amul, HUL, GOI, LIC increase FCT
FCT in Lacs (Excluding Broadcaster inventory)
3.8
2.02.2
1.92.1
0.8
0.3
0.5
1.2
2.1
3.7
2.92.8
1.9 1.8 1.81.6
1.51.3 1.3
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
Govt of MP Reckitt GCMMF HUL Govt Of India Piccadily AgroIndustries Ltd
NationalInformatics
Centre
Lic India Colgate Policybazaar Ins
FC
T in L
acs
Week 14 Week 15
Week 14 to Week 15
GEC: TOP ADVERTISERS37
➢ Many FMCG’ companies increase FCT compared to the last week
13.1
2.6
3.8
2.5
0.4 0.60.3 0.3
0.7 0.6
10.8
3.6 3.4
2.0 1.8
0.9 0.8 0.6 0.6 0.4
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
HUL Reckitt Govt of India GSK Wipro (G) Colgate ITC P&G Reserve Bank OfIndia
ABBOTT (G)
FC
T in L
acs
Week 14 Week 15
Week 14 to Week 15
FCT in Lacs (Excluding Broadcaster inventory)
MOVIES: TOP ADVERTISERS38
9.3
4.2
1.81.6
0.90.2 0.3 0.4
0.70.2
9.8
6.3
1.8 1.6 1.51.2 1.1 1.1 1.0 0.8
0.0
2.0
4.0
6.0
8.0
10.0
12.0
HUL Reckitt GOVT OFINDIA
GSK Colgate Wipro ITC GCMMF Amazon Online Netflix Intl
FC
T in L
acs
Week 14 Week 15
Week 14 to Week 15
FCT in Lacs (Excluding Broadcaster inventory)
➢ 9 out of Top 10 Advertisers increase their FCT
39
0.7
0.6
0.30.2
0.1 0.10.1
0.3 0.3
1.2
0.9
0.4 0.4 0.4 0.4
0.20.2 0.2
0.1
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
HUL Reckitt Colgate GSK P&G ITC GCMMF Abbott (G) PolicybazaarIns
Think & LearnPvt Ltd
FC
T in L
acs
Week 14 Week 15
Week 14 to Week 15
FCT in Lacs (Excluding Broadcaster inventory)
KIDS: TOP ADVERTISERS
➢ Growth observed across all advertisers in week 15
40
46%
32%
13%
9%
Week 15 FCT %
Essentials
Social
Services
Others
Banking/Finance/Investment, Food & Beverages, Household Products, Personal Care/Personal Hygiene, Personal Healthcare,
Telecom etc.
*Essential Products considered basis the current scenario:
42%
34%
14%
10%
Week 14 FCT %
87 Lacs
70 Lacs
29 Lacs
22 Lacs
101 Lacs
70 Lacs
29 Lacs
20 Lacs
CONTRIBUTION OF ESSENTIALS GREW FROM 42% IN WEEK 14
TO 46% IN WEEK 15
Advertiser Count since 1st of AprilESSENTIALS CATEGORY: INVENTORY GROWTH
ACROSS GENRES
FCT % for Essentials week wise
41
*Essential Products considered basis the current scenario:
Banking/Finance/Investment, Food & Beverages, Household Products, Personal Care/Personal Hygiene, Personal Healthcare, Telecom etc.
36%
65%
53%
64%
75%
34%
58%
46%
53%
64%
39%
62%
46%
60%
75%
News Movies GEC Music Kids
FCT% Consumed by Essentials
Week 13 Week 14 Week 15
Week 13 (week starting 28 March);Week 14 (week starting 4 April); Week 15 (week starting 11 April)
Advertiser Count since 1st of April
FCT % for Miscellaneous week wise
42
SOCIAL CATEGORY: INVENTORY ACROSS GENRES
41%
9%
23%
13%11%
42%
16%
34%
23%
14%
37%
16%
35%
17%
9%
News Movies GEC Music Kids
FCT% Consumed by Social Category
Week 13 Week 14 Week 15
Week 13 (week starting 28 March);Week 14 (week starting 4 April); Week 15 (week starting 11 April)
Advertiser Count since 1st of AprilRAMAYAN & MAHABHARAT ATTRACT MORE ADVERTISERS:
ADVERTISER COUNT SEES A 14X & 12X INCREASE RESPECTIVELY
Advertiser Count Day wise
43
3
12
25
35
41 42
28-M
ar
29-M
ar
30-M
ar
31-M
ar
01-A
pr
02-A
pr
03-A
pr
04-A
pr
05-A
pr
06-A
pr
07-A
pr
08-A
pr
09-A
pr
10-A
pr
11-A
pr
12-A
pr
13-A
pr
14-A
pr
15-A
pr
16-A
pr
Ramayan on DD National at 0900 & 2100 hrs
2
13
22
2526
2524
28-M
ar
29-M
ar
30-M
ar
31-M
ar
01-A
pr
02-A
pr
03-A
pr
04-A
pr
05-A
pr
06-A
pr
07-A
pr
08-A
pr
09-A
pr
10-A
pr
11-A
pr
12-A
pr
13-A
pr
14-A
pr
15-A
pr
16-A
pr
Mahabharat on DD Bharati at 1200 & 1900 hrs
➢ Daily FCT hovering around 1900 to 2000 secs across both programs
SMARTPHONE BEHAVIOR
44
HIGHLIGHTS FROM TODAY’S SESSION
SMARTPHONE BEHAVIOUR
45
1. Coronavirus: Continues to be Most searched among Top 100 Google searches
2. Aarogya Setu used by 1/5 consumers - 80% + increase v/s the launch week
3. The New Normal of 3 hrs, 40 minutes+ per day on Smartphone continues, a 10% increase over pre- Covid times
4. Social networking adds 35% more time since Pre-Covid.
5. Professional suite surges in Covid lockdown.
6. News franchise continued to be nearly 50% of all smartphone audience . Views grow by 40%.
7. Entertainment galore !! Time on Movies grow by 48%, Originals by 69%.
8. Audio streaming apps decline possibly on account of travelling coming down.
9. Video Advertising spends drop across most categories. The growth categories were Corporate Images, F&B, Gaming,
Media, Education, Land & Building Equipment.
10. Benchmarking India behaviour on Smartphone vs US - VOD share is similar, BFSI > 3X
A LOOK AT SOME TRENDS SEEN IN THE US
47
MOBILE USAGE BY APP IN THE US
Finance
Music & Audio
Communication
Social Media
Video
LifestyleGames
Sports
Productivity
SOCIAL MEDIA ACCOUNTS FOR NEARLY A FOURTH OF MOBILE USAGE IN THE US
25% OF TOTAL TELEVISION VIEWING IN THE US WAS ON STREAMING IN THE WSD 8TH APR
67% growth seen in
streaming share vs same week in 2019
Streaming = content watched via OTTs
INDIA SMARTPHONE BEHAVIOR
49
ALMOST 4 IN 10 SEARCHES ARE AROUND CORONAVIRUS IN WEEK 5, 4x TIMES THE PROPORTION SEEN FOR WEEK 1
Top 100 Google Searches by Frequency are considered for above
39% OF
SEARCHES WERE AROUND COVID IN
WEEK 4
50
COVID 19 DISRUPTION - WEEK 1
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
COVID 19 DISRUPTION - WEEK 5
METROS
NON METROS
TOP GOOGLE SEARCHES WEEK 5 V/S WEEK 1
8%
COVID RELATED SEARCH TERMS
37%39%
34%
PEOPLE SEEN RESPONDING TO PM MODI’S URGES: USER BASE FOR AAROGYA SETU JUMPED BY 81% IN WEEK 2 V/S WEEK 1 OF ITS LAUNCH, 1 IN 5 NOW HAVE THE APP !!DOUBLING OF USER BASE OBSERVED FOR FEMALES & NCCS C
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
51
21% 22%
METROS NON METROS
+92% +76%
23% 19% 22%
NCCS A NCCS B NCCS C
+76% +68% +115%
% USERS/WEEK
21%+81%
GROWTH V/S WEEK 4
19% 23%
FEMALE MALE
+117% +66%
18% 23% 25%
15-24 YRS 25-34 YRS 35+ YRS
+94%+85%+70%
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
52CONSUMERS LARGELY CONTINUED ON THE NEW NORMAL IN WEEK 5
SHARE OF TIME SPENT ON VARIOUS ACTIVITIES ON THE SMARTPHONE-COVID DISRUPTION IN WEEK 5
Chat & VOIP18%
Social Networking
15%
Video Streaming
14%
Calling9%
Gaming10%
Browsing6%
Others11%
Utility & Phone
Features16%
3 HRS44 MINSper day
+10%
Daily Time Spent on smartphone
COVID-19 Disruption
Week 4 Week 5
Pre COVID-19
+10%
16.1Billion mins
18.1Billion mins
17.8Billion mins
1 GB 1.2 GB 1.2 GB
Data Consumption
per day per user(in GB)
Others includes-Offline Multimedia, BFSI/Payment, E-Commerce, News Apps, Education, Health, .Astrology, Dating Apps, Mobile Coupons,etc.
53
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
SOCIAL NETWORKING 89% - 38 mins +36%
% USERS/WEEK TIME SPENT/DAY/USER
COVID Disruption W5 as compared to Pre COVID-19 Data
<=20 mins/day
21 mins- 1 hr/day
% OF USERS% OF TOTAL TIME
SPENT
>1 hr/day
Change in Time Spent/user/week
15-24 years +34%
25-34 years +35%
35-44 years +45%
Premium Users (Metros, NCCS A1)
+40%
Working Individuals +45%
~35% OR MORE INCREASE IN TIME ON SOCIAL NETWORKING ACROSS CONSUMER GROUPS. 1 IN 5 SPEND MORE THAN AN HOUR / DAY
All social networking apps included. Top ones are Facebook, Tiktok, Instagram, Helo, Snapchat, Twitter
Social Networking
accounts for
15% share of time
on Smartphone
WHEN YOUR HOME BECOMES YOUR OFFICE : STAGGERING 200% INCREASE SEEN IN TIME SPENT ON VIDEO CONFERENCING, TIME SPENT ON VIRTUAL DRIVES SEEN TO DOUBLE
54
FOR WORKING PEOPLE
PROFESSIONAL SUITE OF APPSChange in % users/week
Change in time spent/week
VIDEO CONFERENCING +546% +200%
VIRTUAL DRIVES +19% +58%
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
COVID Disruption W5 as compared to Pre COVID-19 Data
Video Conferencing includes apps like Zoom, Skype, Hangouts & Virtual drives includes apps like Google drive, Onedrive
~HALF THE AUDIENCE IS ON NEWS PLATFORMS, LAPPING UP 21 VIEWS/ WEEK … 55
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
COVID Disruption W5 as compared to Pre COVID-19 Data
Video News includes TV news channels streamed on YouTube, JioTV, Hotstar, MX Player & Zee5
NEWS APPS 21% +11% 16 +25%
% USERS/WEEK
TOTAL NEWS (APPS+WEBSITES+VIDEO) 47% +25% 21 +41%
% USERS/WEEK
VIDEO NEWS 28% +62% 11 +50%
Websites includes top 50 news websitesNews Apps includes all types of apps like aggregators, Hindi, English, Regional. Examples of apps are Dailyhunt, Newspoint, Dainik Bhaskar, Aaj Tak
NEWS WEBSITES 15% +25% 23 +45%
NUMBER OF VIEWS/WEEK/USER
NUMBER OF VIEWS/WEEK/USER% USERS/WEEKNUMBER OF VIEWSWEEK/USER
% USERS/WEEKNUMBER OF
VIEWS/WEEK/USER
A whopping 805 million
views logged on news in Week 5 of COVID
56
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
TOTAL NEWS (APPS+WEBSITES+VIDEO)
47% +25% 21 +41%
% USERS/WEEK NUMBER OF VIEWS/WEEK/USER
COVID Disruption W5 as compared to Pre COVID-19 Data
Less than 5
5-10
% OF USERS% OF TOTAL
VIEWSVIEWS/WEEK
>30 views
Change in %Users/Week
Change in number of sessions/week
North +26% +48%
East +25% +27%
West +29% +48%
South +15% +47%
16% VISIT ANY NEWS PLATFORM MORE THAN 30 TIMES IN A WEEK
11-30
COVID PERIOD VIEWING RESULTS IN A VERY STRONG GROWTH ACROSS ALL SEGMENTS OF OTTs
57
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
COVID Disruption W5 as compared to Pre COVID-19 Data
VOD 96% - 3 hrs 55 mins +10%
% USERS/WEEK TIME SPENT/USER/WEEK(Min)
VOD= Video Streaming Platforms, including Youtube
Below Table : YT Not included, OTT Apps included below are : Amazon Prime, Hotstar, MX Player online, Netflix, Voot, Zee5
Change in % users/week Change in Time Spent/user/week
LIVE TV +38% +71%
MOVIES +56% +48%
INDIAN MOVIES +43% +30%
INTERNATIONAL MOVIES +187% +52%
ORIGINAL SERIES +141% +69%
INDIAN ORIGINAL SERIES +151% +58%
INTERNATIONAL ORIGINAL SERIES +161% +57%
SYNDICATED SERIES -45% -8%
18 Billion mins/week
Syndicated Shows - Includes shows from parent brand, which were not originally created for the OTT platform Original Series- Content that is tagged as original or exclusive on the platform
58AUDIENCE SCAPE FOR OTT VIEWERS AS IT STANDS TODAY..
Basis Category Wise Time Spent on OTT
Second Screen
ViewersMovie Buffs
Preferrers of
Syndicated Shows
Preferrers of
Original Shows
Audience Sizing 11% 38% 37% 14%
Demographic Highlights (Over indexed)
NCCS C,25-34 yr old users , Coming from Tier
I towns
NCCS A, 15-24 yrs old users coming from
Metros
Female users coming from Metros
NCCS B, 15-24 yrs, Female users, coming from Metros & Tier I
towns
Behavioural Highlights(Over indexed)
Heavy users of News
High incidence for Fitness Apps & are
spending substantial time on Shopping apps
Heavy users of Social Media & Chat and VOIP
Based on category with most time spent: Second Screen Viewers- Most time on OTT spent on Live Channels, Movie Buffs-Most time on OTT spent on Movies, Preferrers of Syndicated Shows / Original Shows -Most time on OTT spent on syndicated/original series
Below Table : YT Not included, OTT Apps included below are : Amazon Prime, Hotstar, MX Player online, Netflix, Voot, Zee5
75% USER PREFERENCE (BASIS TIME ) IS STACKED BETWEEN MOVIES & SYNDICATED CURRENTLY
COVID Disruption W5 as compared to Pre COVID-19 Data
Syndicated Shows - Includes shows from parent brand, which were not originally created for the OTT platform Original Series- Content that is tagged as original or exclusive on the platform
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
LESSER TIME SPENT ON AUDIO STREAMING POSSIBLY ON ACCOUNT OF TRAVELLING COMING TO A HALT
59
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
COVID Disruption W5 as compared to Pre COVID-19 Data
Audio Streaming -5% -32%
CHANGE IN% USERS/WEEK
CHANGE IN TIME SPENT/USER/WEEK
Time Spent based on audios streamed on top 6 audio streaming apps
Change in % users/week Change in Time Spent/user/week
Metros -6% -42%
Non-metros -5% -26%
DIGITAL ADS
SMARTPHONE BEHAVIOUR
60
DIGITAL VIDEO: GROWTH IN DIGITAL AD SPENDS SEEN FOR F&B, GAMING & MEDIA
168%
112%
148%
125%
** : Current capability of Ad Scanning covers Video Ads, Above Data covers Youtube/ Hotstar / TikTok largely
Unique Videos Creatives of Hotstar & YouTube (Pre roll & Mid roll) and TikTok
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
61
71% 64% 15%
Post Covid (28th Mar -10th Apr) vs Pre Covid (Jan) % Change in Creative Counts
CORPORATE BRAND IMAGE
FOOD & BEVERAGES
HOUSEHOLD PRODUCTS &
LAUNDRY
PERSONAL CARE |
HYGIENE | HEALTHCARE
HAIR CARE GAMING MEDIA
For Services Sector - it includes Digital Payment, Doc appointment, Web Hosting, etc,
40% 90%
** : Current capability of Ad Scanning covers Video Ads, Above Data covers Youtube/ Hotstar / TikTok largely
DIGITAL VIDEO: AD SPENDS DROP SEEN IN MOST OF CATEGORIES
Post Covid (28th Mar -10th Apr) vs Pre Covid (Jan) % Change in Creative Counts
Unique Videos Creatives of Hotstar & YouTube (Pre roll & Mid roll) and TikTok
62
128%
40% 40% 5%
122%
33% 15% 30% 86%
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44
SERVICES EDUCATION BANKINGFINANCE
INVESTMENT
RETAIL TRAVEL BUILDINGINDUSTRIAL
LANDEQUIPMENTS
DURABLES AUTO PERSONAL ACCESSORIES
COMPUTERS TELECOM PRODUCTS &
ISP
15.3% Lifestyle
14.5% Productivity
9% Calling
18% Chat/VOIP
Social Media Video GamesLifestyle &
ProductivityCommunication Music & Audio Finance Sports
Offline
Multimedia
HOW DOES INDIA STACK UP VERSUS THE US ON SHARE OF ACTIVITIES ON MOBILE APPS ?
24.1%
15%
16.5%
14.5%15.6%
9.9%
29.8%
25%
12.2%
27%
1.1% 0.7% 0.6%1.9%
0.1% 0.01% --
5.6%
US WSD 12th April
18+ Mobile App Users
India WSD 11th April
15-45, NCCS ABC, 1L+,
Android Smartphone Users
Lifestyle+Productivity includes Utility & Phone features, browsing/searching, ecom, health, news, education, travel.
SIMILAR SHARE FOR VOD, COMMUNICATION -- INDIA IS 2X, FINANCE - INDIA IS 3X
SUMMARIZING THE KEY POINTS FROM TODAY’S SESSION
64
SUMMARY
1. “CORONA Virus” continues to be most searched among Top 100 Google searches
2. 1 in 5 smartphone consumers use the Aarogya Setu app now - an 80% + increase v/s the launch week
3. TV consumption continues to show a growth of 40% over pre-COVID period now at 1.24 Trillion minutes - theincrease led by both Reach and Average Time Spent
4. The new normal of 3 hrs, 40 minutes+ a day on Smartphone continues - 10% increase over pre Covid times
5. TV Viewership Growth led by News and Movies - the Movies growth coming more from the PAY platform
6. News franchise on Smartphone continued to be nearly 50% of all smartphone audience, Views grow by 40%
7. Hindi GEC in HSM at an all time high with 8.5 BN impressions with Mythologicals leading the way. HSM Urban is all time high for 3rd week in Row.
8. Strong double- digit growth seen across various segments of OTTs (movies, originals, etc) while Audio streaming apps show a decline possibly on account of commuting going down.
9. FCT on TV recovers a bit after a huge fall last week - most advertisers using the COVID19 theme; Essentials category sees a growth across genres; while on Digital Video Advertising spends drop across most categories
65
ONE MEDIA TRUTH™
66