Tag: Hemant Mehta

Delhi, Mumbai largest markets for OTT audio streaming

MUMBAI: There is a strong interplay between radio and OTT audio streaming resulting in what can be called a “Battle for the Ear”, according a study.

The OTT Audience Measurement Insights – a first-of-its-kind, passive, continuous audience measurement service – has been launched by Kantar and VTION and it will bring the streaming audio medium on par with radio, TV, print and digital platforms.

In the inaugural release, the study has picked up certain unique regarding content consumption patterns as OTT audio streaming players seem to have built unique core audiences.

There is a clear pattern of consumption of songs that go beyond ‘trending’ time-frame giving them a longer lifespan. The study also shows that the OTT platforms are also effectively competing with TV in the weekday morning slots.

The study reports multiple variables by gender, time of the day, age group, genre, OTT platforms, NCCS, and cities for the content being consumed.

Hemant Mehta, Managing Director, Insights Division & Chief Strategy Officer, Kantar South Asia, said: “The year 2020 will be ‘The Battle for the ear’ as OTT Audio platforms are shaking up the music market, especially by creating an intense competition between Radio and OTT Audio platforms. Today the listeners are spoilt for choice as far as content consumption is concerned and move across the platforms to fulfill their entertainment needs. The OTT Audience measurement is redefining the audience measurement space as it provides rich insights ranging from listening habits across devices, age groups, peak times, and genres and so on and addresses a need for a robust solution to track the OTT space. Our joint initiative withVTION has provided the industry with the much-needed metrics that will ultimately help the marketers understand the consumer profiles, their content and platform preferences required for effective communication planning and implementation.’’

Manoj Dawane, Founder & CEO of VTION, added: "Audio as a medium of entertainment and engagement, comprising of OTT platforms, broadcast radio and podcasting, is a fast-growing media segment in India. We believe that a well-defined and unbiased independent measurement system will catalyse growth even more as marketers, platform owners and content owners will be able to drive relevance, programme meaningfully and target audiences effectively. Our partnership with Kantar combines their deep consumer behaviour understanding with our patent-pending technology to serve the industry better and grow the market.”

Key Findings

 13 Million adults listened to any OTT streaming App in the last 30 days over nine cities.
 OTT Audio streaming peaks between 9 PM- 9.30 over weekends, almost making it the new prime time. Weekend listenership trumps weekdays.
 The medium is fast catching on across audience groups providing “personal, me time”
 Delhi and Mumbai at 25% each are the largest OTT audio streaming markets, followed by Kolkata and Bangalore standing at 11% and 10%, respectively.
 Mumbai is deeply entrenched in terms of OTT Audio streaming, capturing 44% of the pie followed by Delhi at 25%.
 Clear interplay between Radio and OTT Audio streaming – Battle for the ear
 Strong correlation between radio and streaming audio; OTT streaming seems to be thriving in markets where radio listenership habit is not strong.
 Among the top 10 songs
o 2 Singles amongst 10 songs
o 3 Remix / version / Recreation
o Longevity of Music beyond the theatrical: Kabir Singh

The OTT Audience Measurement offering brings together Kantar’s expertise in media measurement and consumer insights with VTION’s proprietary audience measurement technology and data management framework to provide a unique, comprehensive understanding of audience behaviour, insights for communication planning as well assessment of ROI for media investments across OTT video platforms, OTT audio streaming & podcasting and broadcast radio FM platforms.

The study is based on a robust sample size of 9000+ stretching across top nine cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad & Lucknow/Kanpur) among the male and female of age group of 18+ and across SEC A, B & CDE.

February 24, 2020
Kantar and Frrole announce the launch of ‘TGISocial+’

MUMBAI: Kantar, the world’s leading data, insights and consulting company, has partnered with Frrole toroll outTGI Social+, a comprehensive offerwhich will bring together rich consumer profiles from TGI embeddedwith social media analyticsto provide a comprehensive understanding of online consumers.

In today’s customer-centric marketing, brands need to decode their consumers from both an online and offline perspectiveto create relevant and meaningful messaging and conversations that effectively engage their consumers.TGI Social+enables marketers to get a holistic understanding of their online target groupandconnect with them in their own language when they are most engaged. TGI Social+ offers:

• Marketers to seamlessly understand the social speak among various target groups (as defined by TGI)

• Augmented dataset that can be used for deeper consumer understanding and targeting

• Dataset by category users, durable ownership, and by media interest and intensity

• Marketers can assess both the offline as well as the online personality, likes and interests of their target groups in real time

Commenting on the new offer, Hemant Mehta, Managing Director, Insights Division,Kantar said “We know that consumers express themselves more openly and candidly when they are online. Social media analytics gives marketers a unique opportunity to comprehensively understand their consumers, gather their feedback, their likes and dislikes, their issues and interests effectively. This 360-degree understanding of their consumerscan help them tailor their messages sharply and make them more relevant and reach the right audience. TGI Social+is our unique, first of its kind offerthat helps brands to engage and talk to their consumers in their language using relevant themes, at relevant times and on relevant online channels.”

Commenting on the partnership, Amarpreet Kalkat, CEO, Frrole said, "We are delighted to partner with a global leader like Kantar to bring together online and offline insights in one place, creating a first of its kind offering that has been missing from the arsenal of marketing teams. It allows both of our customers on the agency as well as brand side to develop a holistic picture of their consumer and the market. It also allows them to answer previously unanswered question during planning and measurement, without having to bother about the hitherto isolated nature of data sources. That will now be a thing of the past for those who use TGI Social+."

TGI Social+helps marketers to segment their consumers based ondemographics, geography, category consumption behaviour, lifestyle and psychographic profilers and media touchpoints through TGI. While Frrole’scontribution brings to the fold, a thorough understanding of the online personality, behaviour, social activity time, interests and hobbies across the spectrum.

The product leverages capabilities of both TGI and Frrole. Launched in 2001, TGI covers 3000 brands,400 categories,300 lifestyle statementsand Traditional and Digital media habits. Frrole; on the other hand, brings consumer intelligence through Artificial Intelligence comprising social listening, audience intelligence and influencer intelligence.

The first wave of TGI Social+ is now available and will be updated monthly.

October 9, 2019
‘Budget’ on mobile: Engagement highest among 20-24-yr olds, says Kantar IMRB & MMA study

MUMBAI: Kantar IMRB, along with Mobile Marketing Association (MMA India), jointly studied the impact of Budget 2017 on mobile platforms. Kantar IMRB’s Mobi Track smartphone usage panel was used to analyse consumption of budget related content in the weeks leading upto and during the Budget 2017 presentation.

Coming in the wake of demonetisation, the 2017 Budget was an eagerly anticipated event. As a result, News platforms saw a surge in traction driven in large part by the budget related narratives. A steady diet of budget forecasts contributed to an increase in overall time-spent in the days leading up to the Budget presentation. This was followed by a massive spike in engagement on 1 February, the day of the Budget announcement.

A second spike in traction was witnessed over the weekend following the budget, as readers caught up on in-depth analyses and the long term implications of the budget announcements. News aggregators drew the lion’s share of engagement among smartphone users — the top two aggregators accounted for almost 60 per cent of total time-spent on news related content.

TOI was the most popular of the standalone platforms with twice the traction of its nearest competitor Zee News. Platforms such as Dainik Jagran, Inshorts, and Aaj Tak saw the highest gains in traffic during this time.

“Looking at the data from Kantar IMRB’s Mobi Trak smartphone usage panel—the surge in budget-related news consumption confirms people’s attention and interest in the event. Engagement levels were expectedly highest among the digital generation i.e. 20-24 year olds — they accounted for the highest Reach and Time Spent across all demographics. The desire for multiple points-of view was evident in the strong preference for news aggregators, a stark contrast to the behaviour of offline-readers who tend to limit their reading to a handful of print publications”, said Kantar IMRB MD – media | digital & chief strategy officer Hemant Mehta.

“News consumption is undergoing two fundamental shifts across the globe including India. One is the rise in the news audience accessing news via their mobile devices, the other is the increase in people who read or watch news through social platforms. The multiple spikes during 2017 budget showcases how fast Indians have adopted reading news not just in English but also in multiple languages (15+). It is important to note the second spike post budget day – the time spend is actually higher during the weekend and indicates that apart from short news Indians also reached out to various mobile news sources for longer in-depth analysis post the budget day. With rapid changes in the mobile landscape it is important to keep a continuous pulse on the way consumers interact and these passive probes and insights on mobile usage in India by MMA and Kantar IMRB are of critical importance to the modern day marketers as they acknowledge Mobile as the 3rd largest advertising medium in India, after TV and Print. Mobile Ad spends estimated to be Rs.4200 crore in 2016 are expected to grow to Rs.10,000 crore in 2018 [Source: Mobile Ecosystem and Ad-Sizing Report India 2016]”, said MMA India manager Preeti Desai.

February 22, 2017
Bengali film viewing has dropped: CII & IMRB report

KOLKATA: Majority of Bengali film viewers in Kolkata have not been in theatres in the last one year to watch a Bengali film, despite proliferation of multiplexes. However, it is interesting to note that in the districts, around two thirds have visited movie theaters to catch a Bengali film, but the frequency of visits are quite low, not even three films in a year, reveals a report ‘Bengal Bioscope: A Big Picture Outlook for Sustainable Growth’ launched jointly by the Confederation of Indian Industry (CII) and IMRB.

The report further reveals that around 30 per cent of Bengali cinema viewers do not contemplate watching a Bengali film in a hall in near future and an additional 10 per cent have stopped watching Bengali films on big screens in the last one year.

This is further corroborated by IMRB’s primary survey of 35 single screen theatres across Kolkata and West Bengal revealing 30 per cent occupancy on weekends and around 20 per cent on weekdays.

The tastes and preference of viewers in Kolkata and rest of Bengal are quite different which is echoed by only handful of releases successfully straddling both geographies.
While original engaging content, a larger pool of good actors and directors and better in hall experience can drive Bengalis back to cinema halls.

The report was launched at CII Big Picture Summit – Vision Bengal, 2014 on 12 December. The CII has partnered with IMRB International to conduct a study on Bengali film industry that focuses on understanding the emerging business models, importance of internet and innovative viewer engagement methods that are vital for the growth of the industry.

As a part of this project, IMRB conducted a first of its kind consumer survey across eight districts in urban West Bengal to learn the changing nature of film viewership and the general perception of Bengali films among its target audience. In addition to the consumer survey, a series of interviews were conducted to understand the trade insights of the film industry through in depth interactions with producers, actors, directors, distributors, exhibitors and broadcasters of Bengali cinema, it is further learnt.

“With the increasing investment in infrastructure and production as well as growing consumer interest in regional cinema, we see a very bright future for Bengali film industry which has always been a flag bearer of creative excellence. The study encompasses the key constituents of the industry – producers, creative artists, distributors- as well the opinions of consumers who decide the fate of the creative products,” said IMRB International SVP media & retail Hemant Mehta.

CII director General Chandrajit Banerjee said, “CII’s vision is to take the Indian Media and Entertainment sector towards achieving $100 billion by the year 2020. We expect that this growth will also come from regional media and entertainment markets across India.”

“Regional is the new national and it fits well for the media and entertainment sector. Bengali Cinema has an enviable past and it continues to be one of the most vibrant regional film industries in the country,” Banerjee concluded.

December 13, 2014