Discover Discovery
Discover Discovery
“Increasingly, mass marketing is turning into a mass of niches. Chris Anderson Author – Long Tail
Discovery Portfolio In India
Discovery
Markets
Where has it been discovered?
Source : TAM, CS 4+ All India All Day TVR’000s wk18-wk30 2011
Guj3.8%
Raj2.9%
PHCHP5.8%
Delhi12.5%
UP11.5%
Mah25.0%
MP2.9%
Kar2.9%
AP7.7%
TN11.5%Ker
1.9%
Ori1.0%
Ass1.0%BI
0%
CH1.9%
WB7.7%
6 Metros – 40% (NGC -36.4%)10L + – 20% (NGC – 20.5%)Less than 10L – 40% (NGC – 43.3%)
HSM markets contribute the most at
76% (NGC @ 77.3%)
The Key markets are the 6 metros within
which the key markets are Delhi, Mumbai,
Chennai and Kolkatta.
*Even though the less than 10L markets contribute a high %age , their numbers are too many as compared to the 6 metros
Other discoveries?
Source : TAM, CS 4+ All India All Day TVR’000s wk18-wk30 2011
Animal Planet & TLC are the 2 other
successful channels from the portfolio
The Key markets are again the 6 metros
Discovery Turbo and Discovery Science
are completely led by the 6 metros
7.1%7.1%
3.6%28.6%
21.4%
3.6%
7.1%
3.6%
7.1%
7.1%
14.3%
7.1%
7.1%
14.3%
% contributionMumbai 10.7 14.3
Delhi 7.1 7.1
Kolkatta 10.7 7.1 50
Chennai 3.6
Bangalore 7.1 7.1
Hyderabad 3.6 7.1
6 Metros 39.3 42.9 50 100
10 L + 21.4 35.7
Less than 10 L 39.3 28.6
HSM 71.4 78.6 50 100
South 28.6 28.6 50
Source : TAM, CS 4+ All India All Day TVR’000s wk18-wk30 2011
% contribution NGC Wild Travel XP Fox History & Traveler
NDTV Good Times
6 Metros 75.0 40.0 36.4 45.5
10 L + 25.0 40.0 18.2 18.2
Less than 10 L 25.0 20.0 36.4 36.4
HSM 75.0 90.0 81.8 63.6
South 25.0 10.0 18.2 36.4
Skews for the Genre is 6 Metros and
HSM
Very niche players like discovery
Turbo and Discovery Science are
limited to 1 big market
Who’s Discovere
d it?
Males,15-34 yrs,
All SECsMales,15-34 yrs,
All SECs
63%
38%
19%
25%
19%
13%
13%
13% 25%
25%19%
31%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
NGC
Sex
Age
SEC
63%
37%
20%
24%
20%
12%
12%
12%21%
26%
21%
31%
Discovery
Sex
Age
SEC
Source : TAM, 6 Metros All Day TVR’000s wk18-wk30 2011
TVRs 000s - 41 TVRs 000s - 16
AA, All yrs, SEC
ACDEMales, All yrs,
SEC ABDE
50%50%
17%
17%
17%17%
17%
17%33%
33%
33%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
NGC Wild
Sex
Age
SEC
59%
41%
18%
18%
18%
18%
18%
9% 25%
34%
16%
25%
Animal Planet
Sex
Age
SEC
Source : TAM, 6 Metros All Day TVR’000s wk18-wk30 2011
TVRs 000s - 11 TVRs 000s - 3
100%
17%
17%
17%17%
17%
17%25%
25%25%
25%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
Discovery Turbo
Sex
Age
SEC
50%50%
10%
50%10%
10%
10%
10%17%
17%
17%
50%
Discovery Science
Sex
Age
SEC
Source : TAM, 6 Metros All Day TVR’000s wk18-wk30 2011
AA,15-24 yrs,
SEC D Males, All ages,
All SECs
TVRs 000s - 2 TVRs 000s - 1
Base still too small to conclude
the exact audience the channels
are speaking too.
Are other genre audiences the same as Discovery
audience?
Males, 15-34 yrs,
SEC ABDEMales, 15-34 yrs,
SEC ABDE
67%
33%
13%
28%
25%
13%
13%
10% 24%
27%21%
27%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
Movies Now
Sex
Age
SEC
64%
36%
14%
29%
21%
14%
11%
11%30%
23%20%
27%
Star Movies
Sex
Age
SEC
Source : TAM, 6 Metros All Day TVR’000s wk18-wk30 2011
TVRs 000s - 28 TVRs 000s - 33
Discovery – M 15-34 All SECs vs Movie channels
Males, 15-44 yrs,
SEC ACDEMales, 24-34 &
55+ yrs, SEC A
56%44%
11%
22%
22%
22%
11%
11%
36%
14%25%
25%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
NDTV 24*7
Sex
Age
SEC
63%
38%
7%
15%
24%
15%
15%
24%
46%
21%
21%
13%
Times Now
Sex
Age
SEC
Source : TAM, 6 Metros All Day TVR’000s wk18-wk30 2011
TVRs 000s - 12 TVRs 000s - 9
Discovery – M 15-34 All SECs vs English News channels
Males, 15-34 &
55+ yrs, SEC AMales, 15-34 yrs,
All SEC’s
60%
40%
7%
27%
27%
7%
7%
27%
55%
15%
15%
15%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
Star World
Sex
Age
SEC
63%
38%
13%
25%
25%
13%
13%
13% 25%
25%25%
25%
AXN
Sex
Age
SEC
Source : TAM, 6 Metros All Day TVR’000s wk18-wk30 2011
TVRs 000s - 8 TVRs 000s - 5
Discovery – M 15-34 All SECs vs English entertainment
Who’s grabbed the share of attention ?
Discovery leads across all niche channels, its sibling Animal Planet
also grabs eyeballs
9X M
Discovery
MTV
Movies Now
PIX
Star Movies
Channel V
CNN IBN
HBO
National Geographic Channel
AXN
Animal Planet
Times Now
CNBC TV18
Fox History & Traveller
Headlines Today
NDTV 24x7
NDTV Good Times
Star World
TLC
WB
Zee Studio
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
0.09Avg Wkly TVR
Source : TAM, M 15-34 yrs All SEC ,6 Metros All Day TVR’% wk18-wk30 2011
All 5 of Discovery’s channels are placed in the top 7. The network also enjoys very
high retention.
Discovery
National Geographic Channel
Animal Planet
TLC
Fox History & Traveller
Discovery Science
Discovery Turbo
Travel XP
National Geographic Wild
Nat Geo Adventure
Nat Geo Music
0
10
20
30
40
50
60
70Rch %
Source : TAM, M 15-34 yrs All SEC ,6 Metros Rch’% wk18-wk30 2011
41%
33%
30% 25% 22%
24% 21%23%
30%
#’s % Retention
Weekly Reach Cum Reach
Discovery Vs. Movies and Music
Discovery leads even amongst Movies and Music..
Both in reach and TS making it a clear winner
Discovery
MTV
Star Movies
Movies Now
Channel V
PIX
National Geographic Channel
9X M
HBO
Animal Planet
NDTV Good Times
TLC
Fox History & Traveller
Zee Studio
WB
Discovery Science
Discovery Turbo
Travel XP
National Geographic Wild
MGM
Lumiere M
ovies
Nat Geo Adventure
Nat Geo Music
0
10
20
30
40
50
60
70
0
20
40
60
80
100
120Rch %
Source : TAM, M 15-34 yrs All SEC ,6 Metros wk18-wk30 2011
TS Univ
TG - M 15-34 SEC ABDE
Discovery Movies Now Star Movies
Avg TVR 0.08 0.08 0.06
Cum Rch % 65.6 51.3 56.9
TS Univ 105 102 85
Discovery leads even in the core audience of the movie channels
Source : TAM, M 15-34 yrs SEC ABDE ,6 Metros wk18-wk30 2011
Discovery Vs. News
Discovery is almost 4 times more viewed as compared to Times now and almost 3 times more
as compared to NGC
Discovery
Times Now
National Geographic Channel
NDTV 24x7
CNN IBN
Headlines Today
CNBC TV18
Animal Planet
NDTV Profit
TLC
Fox History & Traveller
Bloomberg UTV
Discovery Science
Discovery Turbo
BBC World New
s
Travel XP
National Geographic Wild
CNN
Nat Geo Adventure
Nat Geo Music
0
10
20
30
40
50
60
70
0
20
40
60
80
100
120Rch %
Source : TAM, M 15-34 yrs All SEC ,6 Metros wk18-wk30 2011
TS Univ
Times Now TG - M 25-34 & 55+ yrs, SEC A
Discovery Times Now NDTV 24*7
Avg TVR 0.05 0.07 0.03
Cum Rch % 63.4 57.7 59.1
TS Univ 70 95 43
Discovery leads in the core audience of the news channels – leads on reach in Times
now TG
Source : TAM, M 15-34 yrs SEC ABDE ,6 Metros wk18-wk30 2011
NDTV 24*7 TG - M 15-44, SEC ACDE
Discovery Times Now NDTV 24*7
Avg TVR 0.07 0.02 0.02
Cum Rch % 64.5 49.1 48.1
TS Univ 94 25 21
Discovery Vs. English Entertainment
Discovery is almost 5 times more viewed as compared to AXN
Discovery
National Geographic Channel
AXN
Star World
Animal Planet
TLC
Fox History & Traveller
Zee Café
Discovery Science
Discovery Turbo
Travel XP
National Geographic Wild
Fox Crime
FX Nat Geo Adventure
Nat Geo Music
0
10
20
30
40
50
60
70
0
20
40
60
80
100
120Rch %
Source : TAM, M 15-34 yrs All SEC ,6 Metros wk18-wk30 2011
TS Univ
Star World TG - M 15-34 & 55+ yrs, SEC A
Discovery AXN Star World
Avg TVR 0.07 0.02 0.03
Cum Rch % 62.0 44.2 40.9
TS Univ 93 28 37
Discovery leads in the core audience of the Entertainment as well
Source : TAM, M 15-34 yrs SEC ABDE ,6 Metros wk18-wk30 2011
“ No matter whom we are talking about, from movies to chiropractors to books to financial planners, the consumer hankers after specializationSusan FriedmannAuthor – Riches in Niches
Share of pieDiscovery NGC
No of advertisers
153 115
Common advertisers
82 82
Total FCT 276 Hrs 227 Hrs
Exclusive advertisers
71 33
Source : MAP FCT - wk18-wk30 2011
NGC’s exclusive brands contribute 28% of their FCT, these 8 alone contribute 18%.
Brands to focus on-
Source : MAP FCT - wk18-wk30 2011
LOG
Discovery is the largest network in the niche genre today
Each of its channels enjoys the highest reach and TS as compared to its main competitor
Even compared to other niche players of the English movies, Music, News and entertainment , Discovery channel is by far a better performer making it a channel of choice in planning
Since its retention and reach is both high, it can actually work as both a reach and frequency builder for this audience. It even performs on the core TG of the other genres making its presence important.
Advertisers have seen the benefits of being on Discovery and therefore it has a bigger basket of advertisers on it, but there is still much to gain from NGC
“Increasingly, search is our mechanism for how we understand ourselves, our world and our place within it
John BattelleFounder-Federated Media Publishing