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UNDERSTANDING VIEWER PREFERENCES DURING BUDGET 2011 Insights from TAM.

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Presentation on theme: "UNDERSTANDING VIEWER PREFERENCES DURING BUDGET 2011 Insights from TAM."— Presentation transcript:

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2 UNDERSTANDING VIEWER PREFERENCES DURING BUDGET 2011 Insights from TAM

3 INDIAS NO.1 BUSINESS PLATFORM – DOMINANT DUO Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share More than twice the competition combined Almost thrice the competition combined Over thrice the competition consolidated % Channel Share Budget 2011

4 FM SPEECH ( HRS)BUDGET DAY ( HRS)BUDGET WEEK (27 th FEB– 5 TH MAR) More than 1.5 times the nearest competitor More than 5 times the closest competitor More than thrice the nearest competitor % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share OUTPERFORMS COMPETITION DURING BUDGET, BY A MULTIPLE Budget 2011

5 FM SPEECH BUDGET DAY % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share MORE THAN DOUBLE OF ALL THE COMPETITION PUT TOGETHER DURING BUDGET Budget 2011

6 % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share DOMINATES – FROM SMALL TOWNS TO METROS Budget 2011

7 % Channel Share Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share MOST PREFERRED BY ALL AUDIENCE GROUPS Budget 2011

8 BUSINESS NEWS ENGLISH NEWS MUSIC INFOTAINMENT MOVIES ENG.ENTERTAINMENT Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share Time Period: 28 th Feb11, hrs FM Speech INDIA CANT IGNORE THE FM SPEECH, CHOOSES CNBC-TV18 Budget 2011 % Channel Share

9 BUSINESS NEWS ENGLISH NEWS MOVIES Source: TAM, TG: CS AB Males 25+ Yrs, Market: All India, Channel Share Time Period: 28 th Feb11, hrs Budget Day INFOTAINMENT MUSIC ENG. ENTERTAINMENT LIFESTYLE ON BUDGET DAY, CNBC-TV18 IS AHEAD OF GEN. NEWS, MOVIES & ENT. Budget 2011 % Channel Share

10 Source: TAM, Market: HSM; Time Period: 28/02/11, hrs, CS Males AB 25+ BUDGET DAY DURING FM SPEECH Budget 2011 LEADS IN HINDI BIZ NEWS, 87% MARKET SHARE DURING FM SPEECH % Channel Share

11 Source: TAM; TG: CS Male AB 25+; Market: HSM; Period: 28/02/11; Time: hrs Budget 2011 #1 HINDI NEWS CHANNEL DURING THE FM SPEECH

12 Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share 159% HIGHER THAN THE NEAREST COMPETITOR MORE THAN 1.5 TIMES THE COMPETITION COMBINED OVER TWICE THE COMPETITION COMBINED % Channel Share Budget 2011 GENRE LEADER IN HINDI MARKETS

13 Source: TAM, TG: CS AB Males 25+; Channel Share, Time Period: 28 th Feb11, Hrs % Channel Share Budget 2011 CHOICE OF HINDI SPEAKING INDIA, ACROSS THE BOARD

14 Source: TAM, Market: HSM, Channel Share, Time Period: 28 th Feb11 % Channel Share Budget 2011 CNBC AWAAZ IS THE CHANNEL OF CHOICE AMONGST ALL AGE GROUPS

15 FM Speech BUSINESS NEWS ENG NEWS GEN. ENTERTAINMENT INFOTAINMENT HINDI MOVIES Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share Time Period: 28 th Feb11, hrs LIFESTYLE HINDI NEWS ENG MOVIES Budget 2011 CNBC AWAAZ IS AHEAD OF THE GECS DURING THE FM SPEECH

16 BUSINESS NEWS ENG. NEWS GEN. ENTERTAINMENT INFOTAINMENT ENG.MOVIES Source: TAM, TG: CS AB Males 25+ Yrs, Market: HSM, Channel Share Time Period: 28 th Feb11, hrs Budget Day LIFESTYLE HINDI MOVIES HINDI NEWS Budget 2011 ON BUDGET DAY, CNBC AWAAZ IS AHEAD OF GECs, LIFESTLY, MOVIES & MORE

17 UNDERSTANDING VIEWER PREFERENCES DURING BUDGET 2011 Research done by Synovate India

18 TARGET AUDIENCE CEO / Top Management of large business SMEs Middle management of Large corporate Proprietors/ Traders (non-financial markets) Professionals associated with markets (Analysts, Banking, Brokers etc.) Young executives Regulators Public / Govt. SectorHousewives / working women Brokers and sub-brokersManagement Students Retails investors (High value) Cities: Mumbai, Delhi, Ahmedabad, Bangalore, Kolkata, Lucknow, Nagpur Base: 662 people Synovate Preference Study

19 Top News Channels Watched For Budget CNBC-TV18 & CNBC AWAAZ LEAD ACROSS BIZ. & GENERAL NEWS Source: Synovate Preference Study

20 Regularly Watched Eng News Channels CNBC-TV18 LEADS VIEWER PREFERENCE BEYOND THE BUDGET PERIOD

21 Source: Synovate Preference Study Regularly Watched Hindi News Channels CNBC AWAAZ IS THE 2 ND PREFERENCE AMOGST ALL HINDI NEWS CHANNELS

22 Source: Synovate Preference Study Favorite Channel For Biz Matters CNBC-TV18 IS DESTINATION OF CHOICE FOR BUSINESS CONTENT

23 Source: Synovate Preference Study CNBC-TV18 & UDAYAN MUKHERJEE ARE THE MOST RECALLED FOR BUDGET COVERAGE Anchor & Channel Recall

24 A SNAPSHOT Budget 2011 on CNBC-TV18

25 Comprehensive Coverage Over 50 Special Half Hour ShowsOver 20 Segment SeriesOver 7 Additional Display Vignettes 7 Nationwide Ground EventsOver Logo Exposures

26 Comprehensive Coverage BUDGET 2011 MARKETSTAXATION RURAL INDIA POLITICALINFRAINFLATION INCLUSIVE GROWTH CAPTURING ALL ASPECTS OF THE INDIAN ECONOMY

27 Comprehensive Coverage ENTREPRENEURSCORPORATE INDIAPOLICYMAKERS YOUTHSMESPROFESSIONALS HOMEMAKERSCOMMON MAN FOCUSING ON THE VARIOUS STAKEHOLDERS

28 Comprehensive Coverage WITH THE BEST MINDS IN BUSINESS

29 Comprehensive Coverage Studio Discussions Vignettes Contests & Polls Graphics & Innovations On Ground Events THROUGH DIFFERENTIATED FORMATS

30 Comprehensive Coverage AND MULTIPLE POWER PACKED SHOWS

31 Budget Bonanza Contest CNBC-TV18 – PIONEERS OF THE BUDGET DAY CONTEST Awarded Rs. 1 lakh cash every hour & a Rs. 50 lakh house as the grand prize High visibility of the contest on CNBC-TV18 – anchor mentions, promos, astons & graphic plates Promoted this across media vehicles – On-Air - Colors, MTV, VH1, Nick etc. Outdoor - Mumbai & Delhi Print – HT, Mid-Day, Telegraph etc. Online – Moneycontrol, in.com, ibnlive etc. Mobile – Push messages to over 50 lakh users

32 Sustained Brand Building OVER 100,000 SECS OF PROMOS COLORS, MTV, CNNIBN, IBN7, IBN LOKMAT, VH1, AND MORE… (TICKERS – MTV, VH-1, CNBC-TV18, CNBC AWAAZ, CNN-IBN, C&S OPERATORS ACROSS INDIA) OVER 10,000 SQ.CMS OF PRINT IN GENERAL & TRADE MEDIA FORBES INDIA, HINDUSTAN TIMES, MINT, BUSINESS STANDARD, MID-DAY, DECCAN CHRONICLE, PUNJAB KESARI, HINDUSTAN, SANDESH, OPEN, CAMPAIGN INDIA, IMPACT AND MORE… OVER 30 DAYS OF ONLINE ACTIVITY FACEBOOK, YOUTUBE, LINKEDIN, IN.COM, IBNLINE.COM, MONEYCONTROL, EXCHANGE4MEDIA, AGENCYFAQS AND MORE… OVER 20,000 SQ.FT OF OOH BRANDING NATIONWIDE OVER 20 MILLION MOBILE USERS OVER SECS OF RADIO BIG FM & RADIO CITY

33 NEWSPAPERS & MAGAZINES 360 o Marketing

34 OUTDOOR – MUMBAI, DELHI, AHMEDABAD 360 o Marketing

35 ONLINE - ERS, SITE CAPTURES, BANNER ADVERTISING 360 o Marketing

36 MOBILE – LIVE STREAMING, SMS ALERTS, WAP BANNERS, IVRS, VIDEOS 360 o Marketing CNBC-TV18 & CNBC Awaaz LIVE on Mobile SMS alerts to 30,000 subscribers Push messages to over 1.5 cr. mobile users in India Contest alerts throughout Budget Day Sponsor mentions in push messages and content alerts

37 INDIA BUSINESS UPDATE - SUBSCRIBED BY INDIAS TOP CORP. DECISION MAKERS 360 o Marketing Co-branded newsletter on Budget Day to over 1.2 lakh LinkedIn users A newsletter that provides a complete wrap up of the days Business News Has a registered database of over 21,000 subscribers Sent to over 20 lakh users on Budget Day

38 Budget Speech Live Exclusive contests for fans STRONG PRESENCE ACROSS VARIOUS SOCIAL MEDIA VEHICLES 360 o Marketing Budget Polls on Linkedin

39 YOUTUBE – FIRST CHANNEL IN INDIA TO BE STREAMED LIVE ON YOUTUBE 360 o Marketing Live streaming of FM speech in partnership with YouTube Approx 60,000 views of the FM Speech Over 4000 concurrent views between 10 am – 2 pm on Budget Day

40 FACEBOOK –INCREASE IN FAN BASE BY OVER 1700% DURING BUDGET PERIOD 360 o Marketing CNBC-TV18 Facebook page during Budget Week: Daily contest prizes included: LCDs, Holiday Packages, Digital Cameras and more Fans increased from 1500 to over 28,000 2,69,653 impressions on Budget Day Over 7 lakh impression on feeds

41 LINKEDIN – TARGETTED TO THE CRÈME DE LA CRÈME OF CORPORATE INDIA 360 o Marketing CNBC-TV18 & Linkedin Poll garnered responses from CXOs, Directors & VPs across sectors Multi-platforms Promoted (Online, On-Air, Print) Results aired LIVE on the flagship prime time show India Business Hour

42 P.R. – COVERAGE ACROSS PRINT & TRADE MEDIA 360 o Marketing

43 Budget Impact 11 YEARS OF BEING NO.1


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