ITV

Category: Research

  • Banks occupy moderate news space on TV compared to advertising budgets: Esha Media

    Banks occupy moderate news space on TV compared to advertising budgets: Esha Media

    KOLKATA: Commercial banks in the country hold a relatively negligible news space in the television spectrum compared to their advertising budgets. 

     

    Also, CNBC TV18 continues to occupy the top slot in banking news space followed by Bloomberg TV.

     

    According to a study conducted by Esha Media Research, State Bank of India (SBI) among all the other banks including the regulator –the Reserve Bank of India (RBI) occupied the maximum space on TV of 20.30 hours in the month of May 2014 that was equivalent to spending Rs 32.73 crore on advertising.

     

    “In other words, SBI, which has an annual budget of close to Rs 400 crore as per its annual report, got itself covered on the merit of news worth Rs 32.73 crore,” said media monitoring agency Esha Media Research managing director RS Iyer.

     

    “Even if the annual budget of SBI is shared in equal proportion between print and TV, the gap between news space and advertising space is extremely wide,” Iyer added.

     

    The study covered around 10 banks, both from the public and private sector. The total coverage cumulatively achieved in terms of advertising replacement value on TV was Rs 231 crore in May 2014 compared to Rs 214 crore in April 2014, Iyer informed referring to the study.

     

    During the month of May, there was a trend reversal with public sector bank occupying more space than private sector banks, who had in April occupied more TV news space.

     

    The Reserve Bank of India followed SBI in occupying more TV space though there was no credit policy statement during the month.  Fourth quarter earnings of banks were key topics that governed the news spectrum during the month.

     

    Among the individual spokesperson, RBI governor Raghuram Rajan occupied the top slot followed by Uday Kotak of Kotak Mahindra Bank.

  • Synopsis of toilet soap advertising on TV during Jan – Dec 2013

    Synopsis of toilet soap advertising on TV during Jan – Dec 2013

    Highlights:

    • Toilet Soap Advertising accounted for 43% growth during Jan – Dec 2013 in comparison with Jan – Dec 2013

    • Toilet Soaps was the maximum advertised Product Group with in Personal Care / Hygiene Category with 28% share

    Note:

    •  The analysis is based on Ad Volume in Seconds

    • Toilet Soap Advertising accounted for 28% growth during Jan – Dec 2013 in comparison with Jan – Dec 2012

     

    • Toilet Soaps was the maximum advertised P0roduct Group with in Personal Care/Hygiene Category with 28% share

     

    • Hindustan Unilever Limited was the top advertisers with in Toilet Soap Category Advertising on TV followed by ITC Ltd.

     

    For further information contact:

    Ashvini Khandekar
    Manager – Communications
    TAM Media Research Pvt. Ltd
    9th Floor, Hincon House (Tower B)
    247 Park, LBS Marg,
    Vikhroli (West)
    Mumbai – 400 083
    India
    Tel: +91 22 66531213
    E-mail: ashvini.khandekar@tamindia.com
    Website: www.tamindia.com

     

     

  • Content marketing most tightly integrated with Search Engine Optimisation: Study

    Content marketing most tightly integrated with Search Engine Optimisation: Study

    NEW DELHI: The year 2013 was marked by updates that have altered search marketing irreversibly.

     

    Post-hummingbird, marketers are forced to think of organic search in a whole new light – with practice such as link-building taking a back-seat and SEO becoming more content-centric than ever before. Social signals are being taken seriously by brands.

     

    According to a study by Regalix, 56 per cent marketers integrate content marketing with search engine optimisation while 61 per cent marketers use responsive web design as a part of their mobile SEO.

     

    A total of 76 per cent marketers use social media to support and boost SEO, and 71 per cent marketers use broad-based information keywords to capture leads at the top of the purchase funnel. Around 47 per cent of B2B marketers believe that growth of mobile ads and mobile content is not significant to them.

     

    Interestingly, 96 per cent marketers use search engine marketing to provide informational/educational content and 68 per cent marketers use paid search to accelerate lead generation.

     

    Regalix senior vice president Nimish Vohra said, “Search is a foundational channel within the marketing mix and it plays a crucial role in making purchase decisions. For any marketer, it is obviously profitable to adopt a cost-effective marketing strategy.” He added, “Marketers today are forced to re-think and re-invent strategies for paid search, with the increased usage of mobile devices and hence mobile ad formats.”

     

    Detailed findings of the report include an analysis of marketers’ goals for using organic and paid search and various tactics used to effectively attain those goals.

     

    The survey found that paid search marketing is being used at the top of the purchase funnel, majorly for enhancing lead generation. Around 68 per cent marketers use paid search to accelerate lead generation; while 63 per cent marketers use it to sell products and services online.

     

     Marketers use a variety of tactics for lead generation as a part of paid search marketing. The majority, around 71 per cent marketers, use broad-based information keywords to capture prospects at the top of the funnel.

     

    A total of 61 per cent of marketers reported using “exact match” and “negative keywords” to avoid appropriate/irrelevant clicks.

     

    The survey found that the top three goals for search engine marketing are providing educational/informative content (96 per cent), getting established as thought leaders (86 per cent), and enhancing brand reputation and awareness reported by 83 per cent marketers surveyed. As many as 95 per cent marketers were found using search engine marketing for promoting satisfaction and inducing loyalty among their existing customers.

     

    It was demonstrated in the survey that Search Engine Optimisation is used by marketers to advance prospects and buyers through the purchase cycle and is not directed to any one stage in the purchase funnel. However, different keywords are used to target prospects/buyers at different stages.

     

    The survey found that 76 per cent marketers use generic informational keywords to enhance awareness around brands, products and services and direct prospects to their site.

     

    A total of 52 per cent marketers use keywords directing prospects to comparison pages on site to help prospects compare their solution with their competitors, and 43 per cent marketers also use keywords illustrating specific features such as cost, benefits etc.

     

    Only 15 per cent marketers use special offers or discounts to provide them with the necessary push to make a purchasing decision, while 46 per cent marketers use the same keywords directing prospects to comparison sites.

     

    The survey demonstrated that 50 per cent of marketers use keywords indicating discounts or special offers to induce purchase.

     

     It was found that only 9 per cent marketers make use of keywords that direct prospects to blog posts easing the consumption process.

     

    A total of 19 per cent marketers surveyed use keywords that direct buyers to blog posts that create a positive impression in the minds of their customers, hence leaving them content and satisfied with their purchase.

     

    Around 53 per cent marketers use keywords that direct to blogs where buyers can engage with the brand directly.

     

    A total of 25 per cent marketers use keywords with special discounts and offers to existing customers to make them purchase more and keep returning to the brand.

     

    Content marketing was found to be most tightly integrated with search engine optimisation. With SEO becoming more content-centric, it was found that 42 per cent marketers apportion 20 to 40 per cent of their budgets towards content marketing. Less than 20 per cent of budgets are apportioned towards display, paid and organic search.

     

    The survey also found that organic search marketing will see increased investment this year, while at the same time paid search will see reduced investment. Thus, 48 per cent marketers reported that they will increase investment in search engine marketing by 10 to 30 per cent in 2014 while 80 per cent marketers indicated a reduction in paid spends by 10 per cent. 

     

    The survey found that the top three metrics for gauging PPC campaigns’ performance are directly related to conversion rates. A total of 84 per cent marketers were found using conversion rates to measure the success of PPC campaigns, 72 per cent were using the number of leads and 50 per cent marketers cost per click metrics to determine the return on PPC investments.

     

    When it comes to organic search marketing, 92 per cent marketers were found using site traffic metrics to determine the success or failure of Search Engine Optimisation efforts. Since SEO is used to target prospects/buyers during each stage of the buying cycle, marketers also use conversion metrics to determine its performance.

     

    The survey was conducted by Regalix and respondents included CMOs and mid-level marketing professionals from leading B2B companies. The State of Search Marketing 2014 was compiled using the survey results and covers the latest search marketing trends, tactics, metrics and challenges faced by B2B marketers in today’s dynamic market environment.

     

    Regalix is an award-winning Global Innovation company that leverages technology and marketing to help companies grow.

  • Synopsis of Soft Drink Advertising on TV during Jan – Dec 2013

    Synopsis of Soft Drink Advertising on TV during Jan – Dec 2013

    Highlights:

    • Soft Drink Advertising accounted for 18% growth during Jan – Dec 2013 in comparison with Jan – Dec 2012

    • February to May was the peak season for Soft Drink Advertising during Jan – Dec 2013

    Note:
    • The analysis is based on Ad Volume in Seconds

    • Soft Drink Category includes Soft Drink Aerated, Soft Drink Non-Aerated and Soft Drink range

    • Soft Drink Advertising on TV accounted for 18% growth during Jan – Dec 2013 in comparison with Jan – Dec 2012

    • Soft Drink advertising on TV was high in ad volumes during Feb – May 2013

    • April 2013 accounted for 20% share of overall Soft Drink Advertising during Jan – Dec 2013

    • Soft Drink Aerated contributed for 68% share of Soft Drink TV Ad Volume during Jan – Dec 2013

    • Coca Cola India was number one advertiser whereas Pepsi Co was at number 2 in terms of Soft Drink Ad volume during Jan – Dec 2013

     

    For further information contact:

    Ashvini Khandekar

    Manager – Communications

    TAM Media Research Pvt. Ltd

    9th Floor, Hincon House (Tower B)

    247 Park, LBS Marg,

    Vikhroli (West)

    Mumbai – 400 083

    India

    Tel: +91 22 66531213

    E-mail: ashvini.khandekar@tamindia.com

    Website: www.tamindia.com

  • Majority of American viewers still prefer TV to other mediums: Study

    Majority of American viewers still prefer TV to other mediums: Study

    NEW DELHI: Television remains the “key” viewer for video in American homes, but video is increasingly coming from the internet which is taking some toll on traditional distribution.

     

    That is one of the conclusions of a new market research analysis by the Consumer Electronics Association.

     

    According to a report given out by the National Association of Broadcasters in the United States, 45 per cent of TV households reported getting some programming on their TVs via internet (from Netflix or Hulu, for example), up a whopping 17 percentage points from 2013’s 28 per cent.

     

    Nearly half of TV households (46 per cent) also watched video on a portable computer (laptop, notebook or netbook), up from 38 per cent in 2013, or on a smartphone (43 per cent, up from 33 per cent in 2013), or on either a tablet (35 per cent, up from 26 per cent in 2013) or a desktop computer (34 per cent, up from 30 per cent in 2013).

     

    Consumers who said they receive internet-based programming are also doing so on other devices, including gaming consoles (50 per cent), Blu-ray players (40 per cent) and services such as Apple TV or Roku (33 per cent).

     

    But internet-only viewers are still a small fraction at 5 per cent, about the same as 2013.

     

    That number could be growing. CEA says that according to figures as of January 2014, 24 per cent of all households had an internet-enabled TV, with 16.1 million app-enabled TVs projected to ship this year.

     

    The vast majority of U.S. households (93 per cent) have used TVs to access video in the past 12 months. Traditional TV programming is primarily accessed through a pay-TV service, with cable claiming half (52 per cent) of that subscriber base with 60 million subs, down from 63 million in 2013.

     

    Satellite services boast 36 million households (31 per cent), up from 35 million in 2013. Fiber to the home video services account for 14 per cent or 16 million subs, up 33 per cent from 12 million in 2013.

     

    17 per cent of TV households receive television programming through an antenna, with only 6 per cent relying exclusively on an antenna for their TV, in line with 2013 findings.

     

    CEA says there has been a seven percentage point decline in the number of homes using traditional pay-TV platforms since 2010, when 88 per cent of households said they subscribed to cable, satellite or fiber to the home. And since 2005, says CEA, cable service subs have declined from 61 per cent to 52 per cent in 2014. Even with the increases over that time for fiber and satellite, total paid subs are still down.

     

    “The decline in traditional pay TV service may be partially attributed to increasingly accessible internet sourced television programming on TVs as well as the adoption and use of alternative video-capable CE devices in homes,” said the report. “Inexpensive streaming options, such as Netflix and Hulu Plus, are also contributing to the overall decline.”

     

    The numbers appear to bear that out. Over the past 12 months, in homes not subscribing to pay TV, “non-subscriber use of notebook, laptop or netbook computers to view video content increased from a quarter (25 per cent) in 2013 to over half (53 per cent) in 2014. Use of smartphones for in-home video consumption increased among non-subscribers from 27 per cent in 2013 to 46 per cent this year, and 27 per cent of non-subscribers now view video content on tablets compared to just 13 per cent in 2013.”

     

    The CEA report found that 10 per cent of pay TV households currently subscribing to cable, satellite or fiber video services said they were “likely” to cut that cord in the next 12 months. Of those, 23 per cent said they were going the all-internet route, with 20 per cent saying they would be getting an antenna and 17 per cent said they were swearing off video entirely.

     

    The report is based on findings of a telephone survey of 1,006 adults, 504 men and 502 women 18 and older, living in the continental United States. The survey was conducted between 24 and 27 April, with 606 landline interviews and 400 by cell phone. The margin of error at 95 per cent confidence is +/- 3.1 per cent. 

  • Synopsis of Laundry Products Advertising on TV during Jan – Dec 2013

    Synopsis of Laundry Products Advertising on TV during Jan – Dec 2013

    Highlights:

     

    •Laundry Product Advertising on TV witnessed growth of 22% in Jan – Dec 2013 in comparison with Jan – Dec 2012

     

    •Hindustan Unilever Ltd and Proctor & Gamble Home Products were top 2 advertisers with in Laundry Product Advertising during Jan – Dec 2013

     

    Note:

    •The analysis is based on Ad Volume in Seconds

     

    •Laundry Product Advertising contributed to 3% of overall advertising during Jan – Dec 2013

     

    •Laundry Product Advertising on TV witnessed growth of 22% in Jan – Dec 2013 in comparison with Jan – Dec 2012

     

    •Washing Powders & Liquids are the maximum advertised products from Laundry Product category with 79% share during Jan – Dec 2013

     

    •Hindustan Unilever Ltd and Proctor & Gamble Home Products were top 2 advertisers with in Laundry Product Advertising during Jan – Dec 2013

     

    For further information contact:

    Ashvini Khandekar

    Manager – Communications

    TAM Media Research Pvt. Ltd

    9th Floor, Hincon House (Tower B)

    247 Park, LBS Marg,

    Vikhroli (West)

    Mumbai – 400 083

    India

    Tel: +91 22 66531213

    E-mail: ashvini.khandekar@tamindia.com

    Website: www.tamindia.com

  • Esha Media Research to go the TAM way

    Esha Media Research to go the TAM way

    KOLKATA: Esha Media Research, a media monitoring and research company, which currently monitors 140 channels, across the nation in all languages is looking at expanding its services. The company has plans to foray into giving out television rating points (TRP) data soon, like Television Audience Measurement (TAM).

     

    The company, for accurate data, is looking at installing around one lakh peoplemeters, which will be attached to the TV sets in different geographical and demographic sectors.

     

    Also, a venture capitalist (VC) may infuse around Rs 10 crore into Esha Media as it aims at increasing its reach.

     

    “We are working on the TRP project from last six months. We are waiting for the new government to settle,” Esha Media Research managing director RS Iyer told indiantelevision.com.

     

    TRP gives an index of the choice of the people and also the popularity of a particular channel and show. The device, peoplemeter, records the time and the programme that a viewer watches on a particular day. Then, the average is taken for a 30 day period which gives the viewership status for a particular channel.

     

    Iyer talking about the current TV programmes rating system said that at present for the calculation purpose, many states, especially the north eastern region is not covered. “We will install the device in tier III and IV cities as well,” he added.

     

    As earlier reported by indiantelevision.com, Esha Media, which currently monitors News channels is also looking at foraying into entertainment genre channels and other new verticals. “We will use the fund pumped by VCs,” informed Iyer.

     

    The company also has plans to take its channel monitoring number to 200, from the current 140 channels, in the next two months.

     

    At present the monitoring of channels is done using state of- the-art equipment that allows the agency to record, retrieve, transcribe, translate and deliver reports in formats ranging from CD and DVD to immediate uploads via FTP or a customised web page. “This enables the client to log in and access news of their interest, anytime and anywhere,” he concluded.

  • Esha Media Research sees upsurge in demand for political content clips

    Esha Media Research sees upsurge in demand for political content clips

    KOLKATA: With the 2014 Lok Sabha elections likely to become a case study for the whole country, Esha Media Research, a media monitoring and research company, has registered an increase in inquiries seeking clips of political content of top political leaders.

     

    If sources are to be believed, Trinamool Congress’s advertising agency, after the party’s performance in the 16th Lok Sabha polls, has approached Esha Media to conduct a media perception study on the elections as whole.

     

    According to Esha Media Research managing director RS Iyer, of the 1200 hours of business content they track, 700 hours comes from channels that have negligible proportion of political content. “However, during the election season, we have monitored and tracked political content of 45 hours per month resulting in 2,000 clips every month for the past three months,” informs Iyer.

     

    “Apart from political parties and leaders soliciting these clips, we are also receiving inquiries from media agencies and business houses tracking the economic content of certain political leaders,” he adds.

     

    Without revealing the names of the clients and agencies, Iyer informs that some forums are interested in getting the speeches of Prime Minister elect Narendra Modi.

     

    He also emphasised that the demand for content clips is higher in politics than in business news. “For instance, 100 clips are derived from every 12 hours of business content while in the political content the same number of clips is derived in 2 hours 15 minutes. This indicates that more number of people are chasing the same portion of content in the political segment,” Iyer explains.

     

    So what is it that is getting viewers attracted to the political content? Answers Iyer, “The oratory skills of the political leaders have attracted the attention of TV channels to go live and reach out to the drawing rooms of the citizens across the country.”

  • Esha Media Research aims to monitor 200 channels in next 2 months

    Esha Media Research aims to monitor 200 channels in next 2 months

    KOLKATA: Esha Media Research, a media monitoring and research company, has plans of increasing its reach. The media monitoring company, which currently monitors 140 channels, across the nation in all languages, now plans to take this number to 200 channels in the next two months. 

     

    Not only this, the company, which for the past 15 years has been monitoring news channels, is now planning to foray into the entertainment genre as well. Esha Media through this will look at recording, retrieving, transcribing and translating entertainment related content, do celebrity management and movie management.

     

    “Esha Media is a broadcast news monitoring agency and tracks close to 140 channels beamed into India. In next two months, we aim to increase the monitoring to 200 channels,” Esha Media Research managing director RS Iyer told indiantelevision.com.

     

    “News is our bread and butter now but sooner we will monitor entertainment related developments frame by frame,” he added.

     

    The monitoring of channels is done using state of- the-art equipment that allows the agency to record, retrieve, transcribe, translate and deliver reports in formats ranging from CD and DVD to immediate uploads via FTP or a customized web page. “This enables the client to log in and access news of their interest, anytime and anywhere,” he said.

     

    Esha Media tracks Star Jhalsa, ETV Bangla, 24 Ghanta, ABP Anando and Doordarshan Bangla among others in the Kolkata News television market.

     

    The agency had recently conducted a research monitoring television for the banking sector during the period of 1 April-30 April. The research showed that CNBC TV 18 had garnered lion’s share of programme sponsorship by banks followed by ET Now, a distant second. The study revealed that while CNBC TV18 got 39.58 per cent, ET NOW commanded 20.66 per cent.

     

    The ‘Television Monitoring Intelligence Report’ further revealed that private sector banks occupy more television media space than public sector banks.

     

    “Private sector banks enjoy a higher multiple in terms of price to book value over their public sector cousins and thereby a better valuation on the stock market. Our monthly report for April also endorses that the private sector banks have been able to occupy more TV media space than public sector banks, deriving better perception points,” he added.

     

    The research report further found that Reserve Bank of India (RBI) occupies 22 per cent space of the total news in the banking sector on TV. And RBI’s credit policy governs the news coverage. “Reserve Bank of India governor Raghuram Rajan occupies more space than the vocal deputy governor K C Chakrabarty,” the research further added.

     

    RBI’s share of space in the total news coverage was around 22.16 per cent.  CNBC TV18 has 6.85 per cent, while CNBC Awaaz and ET NOW has 3.08 per cent and 3.87 per cent respectively.

     

    On the other hand, the share for NDTV Profit, Bloomberg TV and Zee Business are 3.73 per cent, 3.45 per cent and 1.18 per cent respectively.

     

    Total coverage of private banks far exceeded the public banks with ICICI Bank garnering 880 clips, HDFC Bank 831 clips and Axis Bank 638 clips. State Bank of India (SBI) commanded 634 clips.

  • Synopsis of Services Sector Advertising on TV during Jan – Dec 2013

    Synopsis of Services Sector Advertising on TV during Jan – Dec 2013

    Highlights:

    ° Services Sector Advertising accounted for 26% growth during Jan – Dec 2013 in comparison with Jan – Dec 2012

     

    °  Top 5 Product Group within Services Sector contributed to 47% of the Services Sector Advertising 

     

    Note:

     

    ° The analysis is based on Ad Volume in Seconds

     

     

    °  Services Sector Advertising accounted for 26% growth during Jan – Dec 2013 in comparison with Jan – Dec 2012

     

     

    °  Internet Services B2C & Online Shopping is the maximum advertised product group within Services Sector during Jan – Dec 2013 with 13% share followed by Properties / Real Estate advertising with 10% share

     

    °  Top 5 Product Group within Services Sector contributed to 47% of the Services Sector Advertising  

     

     

    °  Dominos Pizza India ltd and Napptol.com are the top 2 advertisers of the Services Sector advertising on TV

     

    For further information contact:

    Ashvini Khandekar

    Manager – Communications

    TAM Media Research Pvt. Ltd

    9th Floor, Hincon House (Tower B)

    247 Park, LBS Marg,

    Vikhroli (West)

    Mumbai – 400 083

    India

    Tel: +91 22 66531213

    E-mail: ashvini.khandekar@tamindia.com

    Website: www.tamindia.com