deep dive into content & advertising consumption …...audiences: deep dive content &...

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

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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


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


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%


Non Prime-Time

6%

1%

11%7%

1%

13%


Prime-Time

Universe 15-21


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%


Full day 93%102%

90%81% 87%

76%73% 78%67%


Non Prime-Time

19%

10%

23%

6%2%

10%

2% -1%

5%


Prime-Time


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


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

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1

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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

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24

20

16W

29

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34

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20

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49

20

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2

20

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7

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12

20

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17

20

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22

20

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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

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8

20

19W

13

20

19W

18

20

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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 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


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


➢ 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


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



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



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


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%


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


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%



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



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


TOTAL NEWS (APPS+WEBSITES+VIDEO)

47% +25% 21 +41%

% USERS/WEEK NUMBER OF VIEWS/WEEK/USER


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



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


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


LESSER TIME SPENT ON AUDIO STREAMING POSSIBLY ON ACCOUNT OF TRAVELLING COMING TO A HALT

59



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


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%


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

deep dive into content & advertising consumption …...audiences: deep dive content &...

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