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CARBONELL TG MEDIA ANALYSIS
CONTENT • Demographic understanding B’lore Vs Hyd
Lifestyle differentiators A Day in life of TG Media Touch-points
• Media Analysis Print Analysis Radio TV
Inferences Category & TG Mapping
DEMOGRAPHIC ANALYSIS
BANGALORE VS HYDERABAD
15-19 20-24 25-34 35-44 45-550.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
0%
20%
40%
60%
80%
100%
120%107% 109% 112%
93%
80%
Hyd Dispersion Hyd Affinity
15-19 20-24 25-34 35-44 45-550.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
0%
20%
40%
60%
80%
100%
120%
71%
86%
109% 109% 110%
B'lore Dispersion B'lore Affinity
Hyderabad is skewed towards Younger TG while in contrast B’lore has higher affinity towards middle aged females
DEMOGRAPHICS
TGI 2014
elements Bangalore Hyderabad
Full time (30 hours a week or more) vert% 15.2% 8.04%
Part time (8 - 29 hours a week) vert% 0.34% 2.39%
Part time (less than 8 hours a week) vert% 0.00% 0.00%
Retired /Invalid / Long term il lness vert% 0.48% 0.00%
Full time home maker/Housewife vert% 82.9% 89.6%
Full time student/In full time education vert% 0.00% 0.00%
Unemployed vert% 0.00% 0.00%
Bangalore has higher percentage of females who are working(Married) full time as compared to Hyderabad
elements Hyderabad Bangalore
Not yet married Vertical % 2.2 4.0Married Vertical % 97.4 93.2Widowed Vertical % 0.4 0.8Divorced / Separated Vertical % 0.0 0.7Not Stated Vertical % 0.0 1.3
Yes Vertical % 86.0 69.6No Vertical % 11.8 25.1Not Applicable [+07/07] Vertical % 2.2 5.3
Have Kids or Not?
Marital Status
Hyderabad has higher percentage of married & females with kids
LIFESTYLE DIFFERENTIATORS
TGI 2014
• Modern,Working(Career Oriented)
• Higher disposable income
• Wears more of western outfit and are beauty conscious(Visit beauty clinics & parlour regularly-Affinity 119)
• Stressful lifestyle(Affinity:108)
• Prefers healthy food options for family & self(Affinity:124)
• Traditional, Religious, Works part-time
• Low income
• Not much considerate about looks and clothing but often wear valuable jewellery(Affinity:127)
• Fun-loving & easy going
• Enjoys foreign food but prefers non-vegetarian options(Affinity-121)
Hyderabad
Considering the fact that broadly our target segment can be divided into two parts-Working & Non-Working(Married)We tried to attempt their regular day in life basis consumer research & media softwares
A DAY IN A LIFE OF WORKING WOMEN(B’LORE+HYDERABAD)
Morning
Afternoon
Evening
Night
Glance through Newspaper with their early cup of Coffee
Gets ready and leave for office-Mostly relies on public transport(Affinity: >200%)
Eats lunch(Mostly Cooked by maid or office cafeteria)
Deals with stressful office hours
Returns from office in peak traffic hours-Spends on an average 1hour on road
Prepares for Dinner with family
Leisure time to catch up on social networking & making weekend plans and watching TV
MEDIA TOUCH-POINTS(APART FROM MAINSTREAM MEDIA)
Radio Cabs
Malls/Restaurants
Smartphones
Corporate Hub/IT Parks
Multiplexes
Bus Shelters/Bus Wraps
Salon/Spa(Average TS: 3-4hrs/Month)
A DAY IN A LIFE OF NON-WORKING WOMEN(B’LORE+HYDERABAD)
Morning
Afternoon
Evening
NightGlance through Newspaper with their early cup of Coffee
Prepares breakfast for kids & husband and get kids ready for school
Lunch while watching favourite movie or daily soaps
Vegetable & grocery shopping from nearby shops or markets(Affinity-110)
Spends time with kids/Tea time-Reads Magazines
Prepares for Dinner for family
Watches favourite TV shows and plans for next morning
MEDIA PREFERENCES OF MARRIED WOMEN
Medium Hyderabad B'lore Hyderabad B'loreSatellite TV - freq. at least once a week or more 87.2 73.9 107% 91%Any Press - AIR 58.9 43.3 106% 78%Press - newspapers - AIR 57.5 41.5 107% 78%Press - magazines - AIR 11.6 5.7 116% 57%Any Radio - freq. at least once a week or more 25.2 28.1 161% 180%Internet - last accessed . last 1 week [+06/05] 3.4 9.0 67% 177%Cinema - frequency at least once a month or more 13.2 10.8 167% 136%Outdoor - seen in last one week 43.5 47.0 63% 68%
Media Reach Affinity
While Hyderabad women has more affinity towards traditional media & CinemaInternet is more skewed towards B’lore marketHence to reach out to Married population of both the markets
we need to advertise on mainline media. However media monies can be distributed differently for Internet & Cinema
MEDIA PREFERENCES
PRINT MEDIA
TOP PUBLICATIONS
IRS 2012 Individual
Publication Readership AffinityVijay Karnataka 80 92%Prajavani 75 105%The Times Of India 41 63%Deccan Herald 34 158%Bangalore Mirror 21 135%Udayavani 16 122%Sudha 16 149%Kannada Prabha 15 80%Taranga 14 195%Grih Shobha (Kan) 12 143%The Week 11 230%Mangala 11 115%The New Indian Express 9 215%Sanjavani 9 61%The Economic Times 8 297%
Publication Readership AffinityEenadu 77 114%Deccan Chronicle 60 132%Sakshi 59 102%The Times Of India 12 147%Andhra Jyothi 11 174%Swati Sapari Vara Patrika 11 174%Namaste Telangana 8 110%Swati 8 122%The Hindu 7 85%Woman'S Era 6 366%Sitara 6 256%The Economic Times 5 305%The Week 5 237%The Munsif 5 51%India Today (Eng) 4 171%
Magazines(Weekly or Monthly)
• Regional publication is the preferred choice for both the markets• However English publication like Deccan Herald & Deccan chronicle also has high affinity
& reach both • Hyderabad TG prefers more of Magazine format
AREAS OF INTEREST
TGI 2014 Statements selected on Higher affinity
Hyderabad BloreForeign/International News [-03/10] Political Current Events [-03/10]Political Current Events [-03/10] Sports [-03/10]Sports [-03/10] Medical/Health/Fitness [-03/10]Women's pages [-03/10] Expert Advice on personal issues [-03/10]Baby & Child care [-03/10] Cars & Motoring [-03/10]
Hyderabad BloreClothes & Fashion Home decoration/GardeningBeauty & Hair Baby & Child careCelebrity news and Gossip [+06/05] Food & Drink / CookingWomen's pages Travel & HolidayHome decoration/Gardening Science/Technology
Computers /ITHoroscopes/Tarot Cards
Topics of Interest in Newspaper
Topics of Interest in Magazines
RADIO LISTENERSHIP
TGI 2014
Hyderabad Bangalore
Through my mobile [+03/10] 13.3% 12.4%Through my radio transistor [+03/10] 13.3% 3.2%Through my pocket transistor [+03/10] 3.8% 2.3%Through my 2-in-1 player [+03/10] 1.8% 3.1%Through my music system [+03/10] 1.9% 1.8%Through my computer’s external speakers [+03/10] 1.3% 0.8%In my car [+03/10] 3.8% 3.3%In my Radio - MP3 Player [+03/10] 1.3% 3.0%Through DTH in TV [+03/10] 0.0% 3.7%
Language Hyderabad Bangalore
English 3.2% 3.8%
Hindi 2.4% 5.0%
Other Regional language 22.8% 19.1%
While Hyderabad enjoys more of Regional music Bangalore has higher listenership for Hindi as compared to Hyderabad
TIME-BAND
Befo
re 7
am
7am
to 8
am
8am
to 9
am
9am
to 1
1am
11
am
to 1
pm
1p
m to
4p
m
4p
m to
6p
m
6p
m to
7p
m
7p
m to
8p
m
8p
m to
9p
m
9p
m to
11
pm
11
pm
on
ward
s
0
2
4
6
8
10
12
Travelling Time from Office
Bangalore
Befo
re 7
am
7am
to 8
am
8am
to 9
am
9am
to 1
1am
11
am
to 1
pm
1p
m to
4p
m
4p
m to
6p
m
6p
m to
7p
m
7p
m to
8p
m
8p
m to
9p
m
9p
m to
11
pm
11
pm
on
ward
s
0
2
4
6
8
10
Listenership is spread across the
time-band Hyderabad
PREFERRED RADIO STATIONS
B'lore HydRadio Stations Col% Radio Stations Col%Radio City (91.1) 16.2 Radio Mirchi (98.3) 12.9Radio Mirchi (98.3) 15.6 Big FM (92.7) 12Big FM (92.7) 14.2 Red FM (93.5) 9.2Red FM (93.5) 10 Radio City (91.1) 8.6AIR FM Rainbow 5.4RADIO ONE (94.3) 5.8
TV ANALYSIS
BANGALORE CHANNEL PREFERENCE
Sun T
V
ETV
Kannada
Suva
rna
UD
AYA
Z K
annada
Sta
r Plu
s
Cable
Regio
nal
GEM
INI
Udaya
Movie
s
TV
9 K
AR
NA
TA
KA
VIJA
Y
KTV
MA
A
Kastu
ri
Plu
s Suva
rna
Gem
ini M
ovie
s
Colo
rs
ETV
New
s Kannads
PU
BLiC
TV
Z T
elu
gu
0
20
40
60
80
100
120
140
160
180
200
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.09.0 8.8 8.7
5.65.1
3.63.2 2.9 2.8 2.7
2.1 1.8 1.7 1.6 1.5 1.3 1.3 1.3 1.2 1.1
Channel Share Affinity
TAM Wk-43-46
Hindi ChannelHindi Channel
Low
Affi
nit
yH
igh A
ffin
ity
HYDERABAD CHANNEL PREFERENCE
ETV
GEM
INI
Z T
elu
gu
MA
A
Sta
r Plu
s
TV
5 N
EW
S
NTV
Gem
ini M
ovie
s
Cable
Regio
nal
Maa M
ovie
s
TO
LLYW
OO
D
ETV
AN
DH
RA
PR
AD
ESH
STU
DIO
ON
E H
D
Bhakti T
V
Z Z
ee T
V
T N
ew
s
Colo
rs Via
com
18
V6 N
EW
S
Gem
ini C
om
edy
Gem
ini M
usic
0
20
40
60
80
100
120
140
160
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.013.012.2
9.1 8.7
5.1
3.0 3.0 2.9 2.9 2.7 2.4 2.4 2.3 1.8 1.6 1.6 1.5 1.3 1.0 1.0
Channel Share Affinity
TAM Wk-43-46
Hindi Channel
Low
Affi
nit
yH
igh A
ffin
ity
TV –DAY-PART VIEWERSHIP
Day-part %age AffinityMorning 6.00 am – 8.15 am 12.9 97%Morning 8.15 am – 10 am 19.9 106%Lunch Afternoon 10 am – 1.30 pm 18.6 108%Lunch Afternoon 1.30 pm – 4.00 pm 17.7 119%Early Evening 4.00 pm – 6.00 pm 15.0 93%Evening 6.00 pm – 8.00 pm 44.0 100%Evening 8.00 pm – 10.00 pm 64.3 106%Late night 10.00 pm – 12.00 midnight 17.8 92%Late night 12.00 midnight – 6.00 am 1.0 270%
F,25-44,SEC-ABBangalore
Day-part %age AffinityMorning 6.00 am – 8.15 am 21.9 136%Morning 8.15 am – 10 am 26.8 120%Lunch Afternoon 10 am – 1.30 pm 39.4 112%Lunch Afternoon 1.30 pm – 4.00 pm 41.5 118%Early Evening 4.00 pm – 6.00 pm 41.7 109%Evening 6.00 pm – 8.00 pm 59.8 97%Evening 8.00 pm – 10.00 pm 52.9 88%Late night 10.00 pm – 12.00 midnight 9.8 128%Late night 12.00 midnight – 6.00 am 0.2 33%
F,25-44,SEC-ABHyderabad
TV SLOT ANALYSIS- ENTIRE DAY
Bangalore
Hyderabad
Source: TAM India; TG: F,25-44 AB Week- 43-46, 2014, TB: Mon-Sun 0600-2359
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230
2
4
6
8
10
Reg Karnataka GEC Reg Karnataka Movies Hindi Mass
Hours
Share
s
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230
2
4
6
8
10
Hindi Mass Reg GEC AP Reg Movies AP
Hours
Share
s
High viewership in morning time-
band
MEDIA RATIONALEMainline Media(TV+Print+Radio)
Mainline media will help in increasing our reach base-Hence communicating our message to masses –Important for Launch Campaign
Higher Affinity Media choice
Media options with high affinity in respective market will help us to attract TG at right environment & try innovation in limited investments
Brand Relevance
Various media touch-points can be explored which are brand relevant and gives TG a sense of experiencing the product in a better way
Time SpentHigh Low
EngagementDaily Weekly/Monthly
INFERENCES
*Text in red has high affinity as well
Bangalore
• Top 3• Publications: Vijay Karnataka,
Prajavani, TOI• TV Channels: Sun TV, ETV Kannada &
Suvarna• Radio stations:Radio City, Radio
Mirchi , Big FM• Key Considerations:-• Print: Smart use of English &
regional dailies supplements• TV: Prime-time led planning in
higher affinity channels• Radio: High weightage in morning &
evening time-band in top radio stations
Hyderabad
• Top 3• Publication: Eanadu,Deccan
Chronicle, Sakshi• TV Channels: ETV, Gemini,Z telugu• Radio stations:Radio Mirchi, Big FM,
Red FM
• Key Considerations:-• Print: Higher weightage can be given
on magazines• TV: Considering limited budgets we
can schedule higher spots in morning & afternoon time-bands & also plan in Movie channel
• Radio: Spots scheduled evenly across time-bands
LEARNINGS
TG seeks a lot of
information before
changing the brand
Seeks experts Advice
If likes a brand would
probably stick to it & recommend
it to her friends