media consumption 2

BY PROF. INDRANI SEN

SIMC21.7.2O11

Research On Media Consumption

Research on Media Consumption

Cultural and social studies form a large part of the research on media consumption

There are broadly three areas of research done on media consumption Audience research

Cultural studies and reception studies based on content analysis, effect of communication content on audiences and culture

Done by academics By market research and advertising agencies related to only the effect of the

advertising content Professional research

Based on analysis of programming and content Done by media organizations

Commercial research Based on analysis of media habits and other demographics of the audience Done by market research agencies for marketers and media

Audience Research

The process school Concerned with the acts of communication(messages),

with what happens in the process of communicating Assumes that the meaning is fixed, and inherent in the

message, put there by the sender (encoder), and decoded by the receiver (with the possibility of multiple stages along the route, and of feedback from the decoder to the encoder)

Considers that communication can fail as a result of noise (for instance when there is no shared code or too many similar codes in parallel communication)

Uses qualitative / quantitative research methods

Audience Research

The semiotic school Concerned primarily with the works of communication

(texts, spoken or written words) and with how as well as what they mean

Assumes that meaning is constructed in the process of signification, by the interaction of text and reader/ producer within a context, so it is always negotiated and never absolute

Considers that communication always happens, that signification produces meanings, even when the meanings generated are not shared by participants in the communication event

Uses qualitative research methods

Map of Audience Research

Mass audience passively acted upon by media Effect studies Linear communication models

Socially differentiated mass audience using media actively Uses and gratification studies Linear communication models

Individual & social groups engaged in meaning of construction within cultural contexts Cultural/ reception studies Semiotic communication model

Map of Audience Research

Individual readers activating texts within parameters established by the creative artist/ encoder Reader response analysis Semiotic model of communication

Individual readers constructed by the text (narratively or ideologically) or passive consumers Literally criticism, little or no interest in audience Linear model of communication

Professional Research

Follows the similar principles as audience research May not go in depth to research on the cause of the effect of

communication Concerned more with the final outcome or the effect Uses both qualitative as well as quantitative research

methods Audience Research Unit of AIR and Doordarshan has been

engaged in such professional research for many years Large media houses have in-house research department who

carry out such research on regular basis Uses and gratification studies are often carried out to

understand the way the audience is consumed the message and the gratifications they received from the same

Commercial Research: Readership/ Viewership / Listenership

M&E industry is more concerned with commercial research on media consumption

Large scale syndicated survey Media habits of consumers by

Socio economic classifications Demographic criteria Geographic segmentations Lifestyle parameters Psychographic profiles

Media and product linkage Uses quantitative research methods

Commercial Research: Ratings

Ratings Estimating the audience

Media houses compete with each other to head the ratings table They collectively fund the research which produces the ratings

informationFunctions of Ratings

Determines the rate which media houses will charge the advertisers Help advertisers to decide where they should advertise and

estimate the reach and frequency of advertising schedules Programmers decide whether to continue with a particular

programme Network schedulers decide how to schedule different programmes Academic researchers study historical trends

Commercial Research: Ratings

Strengths Reliable sample procedures Demographic data helps in decision making process Raw data can be used to develop academic research

Weakness No method to ensure absolute reliability of data

collected Limited conclusions linked with popularity of

programmes

Syndicated Media Research

Large scale syndicated survey on media consumption conducted on regular basis India Readership Survey TAM RAM

Small scale survey focusing on specific media consumption of specific TG Corporate Decision Makers’ Survey

Commissioned large /small scale survey as per the need of the advertiser/ medium

Syndicated Media Research

Large ScaleIndian Readership Survey

Conducted by Hansa Research for MRUC 2,14,486 individuals distributed over 70 cities, 1178

towns and 2894 villages Ongoing survey with results published twice a year for

round 1 and round 2 Provides information on consumption of all media as

well as demographics and product usage data for households as well as individuals Some IRS findings have been used in the session on

Indian Media Industry

Syndicated Media Research

Large ScaleTAM

“Television Audience Measurement” Based on People meter

aMap TV Ratings based on People Meter

RAM Radio listenership study

Based on dairy methods

Syndicated Media Research

Indian Outdoor Survey By Hansa Research spearheaded by MRUC

An one time survey Outdoor industry has intention for conducting it on

regular basis in metro cities

comScore The global third party Internet Audience

Measurement Conducted on regular basis

Syndicated Media Research

Small Scale Initiated by market research agencies and

then sold to interested parties in the M&E industry Examples

Online Media Survey 2009 Decision Makers Survey 200

Commissioned surveys

BY AC NIELSEN2008

An Online Media Survey

Methodology

The purpose was to do an online survey on multimedia consumption and ownership patterns

In all, 501 respondents, including 409 males and 92 females, from India participated in the survey, and 266 of them were aged below 30 year

The survey was conducted in last quarter of 2008

The Findings

Traditional Media 94% owned TVs, and 84% of them actually use their TVs. Ownership of CDs was at 70%, with usage at 55% Ownership of DVD player was at 65%, with usage at 49% 63% of respondents had personally bought a DVD in the last 6

months, while 59% bought CDsNew Media

82% claimed that they owned personal computers, and only 78% of them used their PCs

9% of the them own a console video game system, while only 7% own handheld video game systems

Mobile 36% of the respondents own video and web-enable mobile

handsets 67% own mobile phones without GPRS or capability to browse

the web

The Findings

Music 85% of them spent some time listening to music on a

PC, portable device or mobile device Almost 75% listened to music on CDs 63% streamed or downloaded content/ music on a PC or

portable deviceGames

Respondents preferred playing games on PC or mobile device as against a game console This is expected as the number of people owning game

consoles is very low 59% spent time playing games on PC, while 29% spent

time on game consoles

The Findings

The increasing penetration of internet had led to an increase in the usage of streaming content from the web including music or audio tracks (66%) music videos(59%) ads or movie trailers (57%) TV shows or TV clippings (46%) full length movies or movie clips (42%) video games (32%)

The findings show a skew towards media consumption in digital format

Pros & Cons of Methodology Used

The method of generating consumer response to a pre designed questionnaire placed in a particular category of media (internet) or in a particular media vehicle does not allow selection of samples according to demographic distribution The self prompted response from consumers of media can

not be used to create a profile of the media vehicleHowever, such research throws insight into the

media consumption pattern which is useful for both the media owners as well as the advertisers and ad agencies

HOW YAHOO USES RESEARCH FINDINGS ON MEDIA CONSUMPTION FOR

MARKETING

OCTOBER 2009

Lets Yahoo!

Internet in India- A growing phenomenon

Over 30 Mn Internet Users in 2007

Percentage of users from emerging towns and urban uptowns higher than

Metros

More than 28 Mn internet users online EVERYDAY

Over 49 Mn Internet Users in 2008

60% of the internet users have been using the net for MORE THAN TWO YEARS

Source: JuxtConsult India Online 2008

Internet in India- A growing phenomenon

Over 30 Mn Internet Users in 2007

Heavy Internet users spend more time on Internet as compared to other media

89% of home internet users access at least once a day

70% of the users accessing internet from home though Broadband connection

The prime time for internet access from home is from 6pm-12 midnight (49% users)

Source: JuxtConsult India Online 2008

Internet Users are heavy on internet than on any other offline media

Internet Vs Offline Medium

Source: Juxt Consult India Online 2008

Yahoo! – A chartbuster!

Category Yahoo! Property Rank in Category

Unique Visitors ('000)

Page Views (Mn)

Portals Yahoo! # 1 26,225 2,921

e-mail Yahoo! Mail # 1 20,548 1,849

Entertainment – Movies Yahoo! Movies # 1 3,274 54

News/Information Yahoo! News # 1 4,169 40

Instant Messengers Yahoo! Messenger # 1 9,714 23

Cricket* Yahoo! India Cricket # 1 2,583 21

Business/Finance- News, Research Yahoo! Finance # 2 1,075 14

Online Gaming Yahoo! Games # 2 796 13

Source: comScore Media Metrix Oct 2009 Categories as classified by comScore*Sports category Cricket sites

If Yahoo! were a country, our 26 MM users would make us bigger than Australia!

*comScore October’ 09

With a reach more than 72% * and user base of over 29 million ^

Yahoo! Truly dominates the online landscape in India.

23 world properties in 15 languages

^Yahoo! Internal Data –October 09

The Demographic profile for Y! Properties

Source :Y internal data- Oct 09

Email- the most popular activity on the Internet*

Source: JuxtConsult India Online 2008

91% of internet users access emails *

Yahoo! The most popular website for emailing *

Y! Mail –# 1 for email service!

*Source: ComScore data- Oct‘09

Email ServicesTotal Users (‘000)

Average Daily

Visitors (000)

Total Minutes (MM)

Total PV (MM)

Total Internet : Total Audience 36,170 12,126 25,340 41,768

e-mail 27,310 6,689 3,205 3,847

Yahoo! Mail 20,548 3,670 1,304 1,849

Google Gmail 19,056 3,985 1,567 1,628

Windows Live Hotmail 3,845 574 263 278

DATAONE.IN 582 56 3 5

Indiatimes Mail 406 44 9 12

ANYEMAILS.COM 337 17 0 1

Sify Mail 304 32 1 1

REDIFFMAILPRO.COM 229 38 19 27

AOL Email 223 22 4 4

YOUSENDIT.COM 202 13 4 3

Demographic profile of Yahoo! Mail Users

^Source: Y! internal data- Oct 09

0.9 0.5 3

2

95

19

8

18

69

2

8

2 40.8

2 0.3 1 002

4

6

8

10

12

14

16

18

20

% o

f Yah

oo! M

ail Use

rs

under

13

13-1

7

18-2

0

21-2

4

25-2

9

30-3

4

35-4

4

45-5

4

55-6

4

65 a

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% Male % Female

Yahoo! Homepages- The starting point online!

Yahoo! India Homepages

Total Unique Visitors (000)

% Reach

Average Daily

Visitors (000)

Total Minutes

(MM)

Total Pages

Viewed (MM)

Total Internet : Total Audience 36,170 100.0 12,126 25,340 41,768

Yahoo! India Homepages 19,934 55.1 3,498 200 361

REDIFF.COM 9,846 27.2 1,387 472 997

Indiatimes Homepage 953 2.6 115 6 10

Yahoo! India Homepages reaches 2X the audience on rediff.com

*Source: ComScore data – Oct 2009

Close to 60% of Yahoo! FP users below 18-30 years of age!

^Source: Y! internal data- Oct 09*Source: ComScore data – Oct 2009

Over 70% of IM users use Yahoo! Messenger*

And over 65% of the time spent on IM is on Yahoo! Messenger! *

1 Mn Unique User Logins and over 1.5 Mn Page Views everyday^

*Source: ComScore data- Oct‘09

Instant Messenger Services Total UU (‘000) Average Daily

Users (000)Total Minutes

(MM) Total Internet : Total Audience

36,170 12,126 25,340

Instant Messengers 13,165 2,351 2,353 Yahoo! Messenger 9,719 1,440 1,544 Google Talk (App) 4,613 767 553 Windows Live Messenger 955 200 196 Skype Instant Messenger (App)

362 48 31

Rediff Bol Instant Messenger 329 43 ... Meebo, Inc 325 26 1

AIM.COM/AIM App 154 22 14

SIGHTSPEED.COM 101 20 1

PalTalk 68 9 2

Yahoo! Messenger has more users than Gtalk, Windows live and Rediff Bol put together!

Demographic Split of Y! Messenger users

^Source: Y! internal data- Oct ‘09

Age group of 21 - 29 most active on Y! Messenger*Source: ComScore data – Oct 2009

0.5 0.44

3

127

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BY AC NIELSEN ORG MARG

Decision Makers Survey 4

DMS study is conducted by AC Nielsen ORG-MARGDMS is a syndicated survey which gives a peek into the media habits

and lifestyle of Decision-makers of Corporate India DMS helps understand the target group and also identify ideal

channels for communicating to this very high profile group of peopleDMS also explains

Media Habits Readership TV viewership Radio Listenership Internet Usage

Lifestyle and product ownership

Background

Field Work & Sample

Field Work : August through November 2005 Target Group:

Covered in the survey are Senior Executives (General Managers and above) The top 500 private sector companies Largest 100 public sector companies Leading 100 companies in the financial sector including banks, merchant

bankers, FIIs etc.The ET 500 list was used to select the top 500 private sector

companies in India. Other sources were used to draw the list of public sector co.’s, banks etc.

The data that is reported is the representative of the constructed universe of the corporate elite in the country

Sample Composition

(170)

Chennai10%

Mumbai43%

Delhi14%

Kolkata7%

Other Cities26%

(291)

(65)

(44) (95)

Sample Composition

20+ Lakh26%

11-20 Lakhs24%

<5 Lakh20%

5-10 Lakh30%

(162) (124)

(145)

(184)

Sample Composition

MD/ED/Presi17%

Ch'man/CEO8%

Dir.23%

VP / GM52%(342)

(52)

(116)

(155)

Sample Findings: General Interest Dailies

The Times Of India emerges as a clear leader amongst CDMs with 77% readership

Hindu (18%)and Hindustan Times (16%) take 2nd & 3rd spot resp

77

18 16 14 127 6 5 4 4 4 3

TOI HIN HT IE MD AA NIE TEL AFT DH DC STAT

Base: All Respondents – 665

Figures % to base

Key Findings - Lifestyle

Corporate Decision Maker ProfileThe avg. age is 46 yrs old, suggesting that the senior

leadership is today younger. (The CDM was older by 3 yrs i.e. 49 yrs when we reported in DMS-3)

Average salary Rs. 17 lakhs, earning more than what we reported in DMS-3

Two thirds of the crème de la crème are based in the four major metropolitan cities in India, Mumbai is the home to little under than half the sample (43%)

Credit Card Ownership

59

3431

20 1614 13

10 84

Citibank Stan Chart ICICI HSBC Amer. Exp HDFC SBI Diners ABN Amro BOI

Base : Credit Cards (617) Figs in % to Base

On an avg. a CDM owns two Credit Cards Every third CDM has a Standard Chartered Bank (SCB) card Citibank is the most popular credit card issuing bank – every 2nd CDM

has a Citibank card

Banking

3

4

7

8

10

18

25

Canara Bank

SCB

SBI

HSBC

Citibank

HDFC

ICICI

Base : Having personal preferred banks (647) Figs in % to Base

ICICI is the most preferred bank followed by HDFC Citibank which headed as the preferred credit card has a

much lower share as the preferred bank

Most Used Cars

41

1411

7 6 5 4 32 1 1

Maruti Hyundai Honda Mitsubishi Ford Fiat Opel Tata Toyota Mercedes Skoda

Base : All Car Owners (643) Figs in % to Base

Maruti Udyog with its wide portfolio of Cars stand way ahead of all cars that are owned by CDMs

Hyundai Motors and Honda Cars take the 2nd and 3rd position

Commissioned Media Research

Large ScaleIndian Youth Survey

Conducted by NCAER for National Book Trust in 2009 In the age group of 13-35 years, a sample of over 3,11,431 literate

youth (1,02,021 rural and 2,09,410 urban) covering 432 villages in 207 districts as rural and 753 urban blocks in 199 towns as urban

One time survey for working out long term strategy of NBT to make all youths in 15-25 years active readers

The findings are available in the netSmall Scale

There are many examples of commissioned small scale studies using quantitative as well as qualitative techniques Focus Group Discussions and individual depth interviews are often used

for understanding media consumption pattern of a selected group of media vehicles

Use of Commercial Research Data

Commercial Research data is used in the advertiser market by the advertisers and their agencies for taking media investment decisions

Such information is also used by media for Marketing their space/ time to the advertisers Improving their content in order to attract more

audience in the competitive market

Based On Media Consumption Pattern

CHOICE OF MEDIA

Understanding media consumption across markets

REACH / FRAGMENTATION ANALYSIS

The Methodology...

Client : PeerlessTG Male BCD Adults Analysis only in urban ( 1L+ ) marketsRegular press reach >= 75% : High reachRegular press reach < 75% : Low reach

The Methodology...

Index of fragmentation = Unduplicated reach of top 2 publications

Unduplicated reach >= 70% of regular press reach : low fragmentation market

Unduplicated reach < 70% of regular press reach : high fragmentation market

A look at some markets...

0102030405060708090

100

Kolkata Mumbai Chennai Lucknow

Press Reach

Top 2 Publ. Reach

LR / HF HR / HF

HR / LF LR / LF

%

Some strategic implications

Low reach markets with high occasional readership

More insertions in low reach markets to build up reach

Less insertions for high reach markets

Reach/ Fragmentation Matrix

Fragmentation

Reach H L

L

H

Less publicationsLess Insertions

Less Outdoor

More publicationsLess Insertions

Less outdoor

Less publications

More Insertions

More Outdoor

More publicationsMore insertionsMore outdoor

Low reach / high fragmentation

Strategy More publications More Insertions Higher Outdoor Support

Markets Kolkata Rest of West Bengal Rest of Maharashtra Punjab, Haryana & Chandigarh Bangalore Rest of Karnataka

High reach / high fragmentation

StrategyMore publications Less Insertions Lower Outdoor Support

MarketsMumbaiAssam

High reach / low fragmentation

StrategyLess publications Less Insertions Lower Outdoor Support

MarketsKeralaChennai

Low reach / low fragmentation

Strategy Less publications More Insertions Higher Outdoor Support

Markets Lucknow Rest of UP Rest of Tamil Nadu Hyderabad Rest of Andhra Pradesh Ahmedabad Rest of Gujarat

Can magazines be used to support newspapers?

A look at some markets

0

10

20

30

40

50

60

70

Kolkata Lucknow Mumbai Chennai Bangalore

DailiesMagazines

Lucknow & Chennai strong magazine markets

A lokk at some more markets

0102030405060708090

100

Assam Ahm. Hyd. Kerala P/H/Ch.

DailiesMagazines

Kerala & Assam strong magazine market

Strong magazine markets

Markets with 40%+ exposure to magazines Lucknow Kerala Chennai Rest of Tamil Nadu Rest of Karnataka Hyderabad Assam

The case of Assam A Strong magazine market

Magazines with 57% reach as against 76% dailies reach among WNC TG

Sadin ( a weekly ) with higher readership than any other publication

Bismoi ( a monthly ) comes a close second followed by Asomiya Pratidin, the leading daily

Greater role for magazines

Magazines not just an OTS builder in strong magazine markets

Magazines can help in building up reach along with dailies

A lesser emphasis in dailies in such markets

The Vernacular Factor

Kolkata : A strong Bengali market

0

10

20

30

40

50

60

70

80

SEC A SEC B SEC C SEC D

Any EnglishPublicationAny BengaliPublication

English dominates upper SEC in Mumbai

0

10

20

30

40

50

60

70

80

SEC A SEC B SEC C SEC D

Any EnglishpublicationAny MarathiPublication

English also strong in Bangalore upper SECs

0102030405060708090

100

SEC A SEC B SEC C SEC D

Any EnglishpublicationAny Kannadapublication

Vernacular strong across SECs in Kerala

0102030405060708090

100

SEC A SEC B SEC C SEC D

Any EnglishpublicationAny Malayalampublication

Other markets where vernacular is ahead across all SECs

Rest of West BengalLucknowRest of UPRest of MaharashtraPunjab, Haryana, ChandigarhRest of Tamil NaduRest of KarnatakaRest of APAhmedabadRest of Gujarat

Other markets where English is strong

Chennai English with same readership as Tamil in SEC A

Rest of Karnataka English ahead of Kannada in SEC A

Hyderabad English much ahead in SEC A Also ahead in SEC B

Setting Reach / Frequency Objectives

Low reach / high fragmentation

Mktg. Objective Target Media Deliveries

Maintenance 50% to 60% 1+ reach

Reinforce / Enhance 40% to 50% 3+ reach

Launch / Pack change 30% to 40% 4+ reach

High reach / high fragmentation

Mktg. Objective Target Media Deliveries

Maintenance 75% to 80% 1+ reach

Reinforce / Enhance 55% to 60% 3+ reach

Launch / Pack change 45% to 50% 4+ reach

High reach / low fragmentation

Mktg. Objective Target Media Deliveries

Maintenance 80% to 90% 1+ reach

Reinforce / Enhance 60% to 70% 3+ reach

Launch / Pack change 50% to 60% 5+ reach

Low reach / Low fragmentation

Mktg. Objective Target Media Deliveries

Maintenance 40% 1+ reach

Reinforce / Enhance 35% 2+ reach

Launch / Pack change 30% 3+ reach

Thank You