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Tag: TAM data

  • TAM Sports IPL 15 report: ad volumes up 11% compared to IPL 14

    TAM Sports IPL 15 report: ad volumes up 11% compared to IPL 14

    Mumbai: According to a TAM Sports report, ad volume in season 15 of the Indian Premier League (IPL15) increased by 11 per cent per channel compared to the previous season. While ad volume increased, viewership dropped 20-25 per cent this season compared to IPL 14.

    According to the research, the indexed ad volume growth in IPL 15’s eliminator was 17 per cent higher than in IPL 14’s, and the indexed growth based on average ad volume in IPL 15’s first and second play-offs was 11 per cent and 8 per cent higher than in IPL 14.

    Meanwhile, ad volumes per channel grew by 9 per cent in the IPL 15 finals compared to the IPL 14 finals. Additionally, this year’s IPL included 74 live matches, compared to only 60 in IPL 14.

    The report also stated that the number of categories, advertisers, and brands in IPL 15 dropped by 21 per cent, 13 per cent and 21 per cent respectively, as compared to IPL 14. IPL 15 included over 70 categories, 110 advertisers and 180 brands.

    Although four of the top five categories were the same in both IPL 15 and IPL 14, four categories were common in both IPL 15 and IPL 14. In IPL 15, Ecom-Gaming came out on top, while in IPL 14, it came in second. In contrast, Ecom-Education, which was first in IPL 14, fell to fourth in IPL 15. The top five categories accounted for 39 per cent of total ad volume during IPL 15, compared to 36 per cent in IPL 14.

    During IPL 15, the top five sponsors contributed 24 percent of ad volume, compared to 20 per cent in IPL 14. Between IPL 15 and IPL 14, Sporta Technologies, Think & Learn, and FX Mart were among the top five advertisers.

    Dream11.com was the top advertised brand during both IPL 15 and IPL 14. In IPL 15, the top five brands accounted for 21 per cent of ad volume, while the top five brands in IPL 14 accounted for 18 per cent. The top five brands were Tata Neu App, Kamla Pasand Silver Coated Elaichi, Cred, and Meesho App

    In comparison to IPL 14, this year’s match featured over 20 new categories, and 40 categories did not appear in IPL 15 compared to IPL 14. Ecom-Auto Rental Services was the most popular of the new categories, followed by Shaving System/Razor.

    The report also mentioned that 10 to 20-sec ads, followed by 21 to 40-sec ads, were preferred the most during commercial breaks.

  • TV ad volumes in January ’22 up 32% compared to January ’20: Report

    TV ad volumes in January ’22 up 32% compared to January ’20: Report

    Mumbai: TV ad volumes in January this year were 32 per cent higher than January 2020, however, it was marginally lower than January 2021 levels. The number of advertisers in January 2022 stood at 2,670 which was lower than 3,020 advertisers who had appeared in January 2020, according to TAM adex data. Similarly, there were fewer brands and categories visible on TV, the data revealed.

    According to the report, there were over 170 growing categories present in January 2022 compared to January 2021 out of which the fastest was the tea category which saw a growth of 61 per cent followed by e-commerce – education at 57 per cent. E-commerce – media/entertainment/social media, chocolates, wafer chips, cement, coaching centre, cars, e-commerce – gaming, e-commerce – wallets were among the top ten fastest-growing categories.

    The top advertisers on TV were Hindustan Unilever Ltd (HUL), Reckitt Benckiser, Brooke Bond Lipton India, Ponds India, Cadburys India, ITC, Godrej Consumer Products, Procter and Gamble, Amazon Online India, and Colgate Palmolive India. The top ten advertisers comprised 38 per cent of total TV ad volumes in January and Amazon Online India was a new entrant in the rankings.  

    Seven of the top 10 brands belonged to HUL (two brands) and Reckitt Benckiser (five brands) along with Tata Play, Ultratech Cement, and Asian Paints Apex Ultima Protek.

    There were more than 1.5K exclusive advertisers and more than 30 exclusive categories in January 2022 i.e., advertisers and categories that were present in January 2022 but not in January 2021. 

    Kia Motors was the top exclusive advertiser followed by Dell Computer. Commercial vehicles topped among the exclusive categories followed by baby food.

  • E-commerce ad volumes on TV growing by 20 per cent YoY since 2019: TAM data

    E-commerce ad volumes on TV growing by 20 per cent YoY since 2019: TAM data

    Mumbai: The e-commerce sector’s ad volume share is growing on television at 20 per cent every year since 2019, as per data by Tam Media Research (TAM). E-commerce ad volumes registered the highest growth in the third quarter of 2021 outshining the festive period.

    E-commerce category media/entertainment/social media contributed the highest share of total e-commerce ad volumes at 31 per cent. This was followed by e-commerce-education at 16 per cent and e-commerce-online shopping at 14 per cent.

    The top three advertisers in the e-commerce category were Amazon Online India, Think & Learn, and Whitehat Education Technology. Amazon Online India was the only advertiser with double-digit share in overall eCommerce ad volumes at 11 per cent. Amazon Online India was also a new entrant among the top ten advertisers on TV (all sectors/categories) for the year 2021.

    E-commerce advertisers preferred genres such as news, films and general entertainment to feature ads as they accounted for 31 per cent, 21 per cent and 20 per cent ad volumes share, respectively. Feature films and news bulletins were the preferred programmes among advertisers. A time band analysis for e-commerce sector advertising on TV showed that the primetime band saw the highest share of ad volumes at 31 per cent followed by the afternoon time band at 21 per cent. 

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  • Ed-tech category leads ad volumes during IPL 14: TAM data

    Ed-tech category leads ad volumes during IPL 14: TAM data

    Mumbai: The ad volumes during 51 matches of IPL 14 grew by six per cent compared to IPL 13, according to TAM Media Research data. Ed-tech emerged as the top advertising category for this year’s edition, the data revealed.

    The TAM data looked at ad volumes across 24 Star network channels for IPL 14 and 21 channels for IPL 13. Only data for live matches was counted, pre-mid-post programming ads were excluded.

    The tally of advertisers grew by 10 per cent while brand count decreased by two per cent versus the previous season. Parent companies of the brands Dream11 and PhonePe were among the top five advertisers for both seasons of the tournament. The top five advertisers contributed up to 20 per cent share of ad volumes.

    This year ed-tech was the top category advertiser during the tournament with 10 per cent share of ad volumes. Last year, the mobile handset category was the leader in terms of ad volumes with the same share. Gaming (nine per cent), digital wallets (seven per cent), pan masala (five per cent) and aerated soft drinks (five per cent) were the other top advertising categories.

    The top advertisers for the season include Sporta Technologies (Dream11) (six per cent), Think and Learn (four per cent), FX Mart (PhonePe) (four per cent), EPX Uptech (Upstox) (three per cent), KP Pan Foods (three per cent). The top five brands were Dream11, PhonePe, Upstox, JDmart, and Cred and combined contributed up to 18 per cent of ad volumes.

    There were 30 new advertising categories visible during IPL 14 compared to the previous season. The top five new categories were securities/share broking, fans, hair dyes, pipes/PVC fittings, and hospitals/clinics. This year two-wheelers, wires and cables, banking services and products, washing powders/liquids, and namkeen categories did not advertise during the tournament.

  • IPL 11 saw 61% growth in ad volume from season 1

    IPL 11 saw 61% growth in ad volume from season 1

    MUMBAI: The cash-rich Indian Premier League has witnessed tremendous growth over the years from its inception in 2008. The growth is in terms of different aspects like advertising revenue, sponsorship revenue, number of eyeballs and brands attraction etc.

    According to TAM data, commercial ad volumes grew by 61 per cent in IPL 11 compared to IPL 1 i.e. from 31 hours in season 1 to 50 hours in season 11. Total of 151 brands advertised across 64 different categories during the last season.

    To make the data comparable, one channel each of the respective broadcasters is taken into consideration for both the seasons. Sony Max is for IPL 2008 and Star Sports 1 Hindi for 2018 season.

    Recently, the Board of Control for Cricket in India (BCCI) announced that the 12th season of the cash-rich league will commence from 23 March 2019. Franchises, brands, broadcaster and most importantly the fans were left delighted when the board announced that the 2019 edition will be played entirely in India.

    The 11th season of the cash-rich league enjoyed humungous reach both on TV and OTT platform of Star India. Brands have long recognised the power and popularity of cricket in India and IPL with its undisputed reach and combination of cricket and entertainment is a zero risk property for brands.

    On-screen advertising, the digitally embedded elements fed by broadcaster during the live telecast of match saw a good spike in the number of brands and categories. Total 51 brands advertised in IPL 11, which is 38 per cent more than IPL season one’s 37 brands. There was a 67 per cent rise in categories from 18 in IPL 1 to 30 in IPL 11.

    Top three categories which dominated the top 10 list across the last three years in cricket genre are perfumes/deodorant, cellular phones-smart phones and cellular services. Experts believe that the event by itself is both a massive opportunity for brands and equally a challenge of sorts to stand out in the storm of brands advertising in it. The shorter format further pushes the challenge.

    Some of new brands that associated with the IPL last season were AMFI, Asian Paints, Berger Paints, Blue Star, Ceat Tyres, Crompton, Dollar, Ford, Haier, Luminous, Pedilite, Sleep Well, Vanessa, Vimal Pan Masala and Voltas joined the existing ones like Vivo, Colgate, Amul, Dream11, Elica, Kent, Parle Agro, Polycab to name a few.

    The season witnessed 21 hours of on-screen advertising with action replay, pull-through and push back the top three on-screen branding units during the play.

    Talking about in-stadia advertising, 441 hours of in-stadia advertising was registered during IPL season 11. Top three on-screen branding units during the season were t-shirt, backdrop and perimeter board. Compared to the first season, in-stadia ad volumes increased almost by twofold from 224 hours to 441 hours in IPL 11.

    Instadia advertising saw a growth of 8 per cent in the number of brands i.e., 106 brands in IPL 1 to 114 brands in IPL 11.

    To appreciate the spike in brands and advertisers for IPL, Star India in its first year introduced the Re.imagine Awards to recognise and encourage the creativity and innovation in the use of integrated media in advertising campaigns aired during Vivo IPL on Star Sports and its OTT platform Hotstar.

    Not just cricketers on the pitch but brands, marketers and advertisers have gradually upped their game to keep the viewers engaged during the sporting extravaganza.

    In the upcoming season of IPL, a lot of diversified brands will be seen participating. The important thing is how they weave the story into a much more deeply integrated marketing plan. Now, it is about integrating the storyline through both ATL and BTL campaigns.

  • Meelo Evaru Koteeswarudu (MEK) Season 2 to commence soon

    Meelo Evaru Koteeswarudu (MEK) Season 2 to commence soon

    MUMBAI: Meelo Evaru Koteeswarudu (MEK), the most sought after game show in the history of the Telugu Television screen, is all set to come back soon.

     

    The visual treat to the viewers of the Telugu TV with the big-time film star Nagarjuna as the host has achieved phenomenal reach and success with over 4 Crore Telugu people watching the MEK game show in Season 1.

     

    As per the TAM data, MEK has recorded 17.61 TVR in CS Female AB 25-44 Years category, 14.58 TVR in CS Female ABC 25+ years category, 10.20 TVR in CS Male ABC 15+ Years category, 12.31 TVR in CS ABC 15-44 Years category and 10.15 TVR in CS 4+ Years category, which is a record of sort for a game show in Telugu.

     

    The unprecedented emotional connect and engagement brought by Nagarjuna Akkineni as the host resulted in this kind of large scale family viewing and appointment viewing for 5 days a week in the prime time. To take the MEK game show to the next level, Maa TV has decided to launch the MEK Season 2 soon with Nagarjuna as the host again.  

     

    As the first step towards the launch of MEK Season 2, the registration process to participate in the game show through Call for Entry (CFE) process would commence on 9th October at 7.00 PM and would continue for 10 days till 6.30 PM on 18th October.

     

    As part of the CFE process, one question is flashed every day at 7.00 PM on Maa TV. Those who are interested can respond to the question before 6.30 PM on the next day. Another question is flashed at 7.00 PM on the next day.

     

    The 10-day CFE process with 10 questions provide a big chance to come to the MEK hot seat and win a maximum cash prize of Rs. 1 Crore. Telugu speaking people interested in participating in the game show can register themselves during this 10 day period either through SMS or IVRS.

     

    The details for SMS & IVRS Registrations are as follows.

     

    To Register through SMS:

     

    Send MEK<space> Option <space> Age <space> gender to 57337. Each SMS would cost Rs. 3.

     

    To Register Through IVRS DIAL:

     

    1255573 for BSNL users and 5057337 for all other operators.  Registrations through IVRS would cost up to Rs. 7, depending on the operator.

     

    Detailed terms and conditions can be seen by logon to http://mek.maatv.com 

     

    Successful registrations will be put through a randomization process and followed by auditions. An elaborate selection process under the close supervision of the reputed international audit firm Ernst & Young (EY) will determine who will eventually become eligible to participate in the game show.

     

    MEK has taken a shape with the visionary thinking of Maa TV Chairman Nimmagadda Prasad, who emphasized on making a social impact through this game show on Maa TV. The game show took the Telugu TV entertainment space to the next level with a good meaning and purpose with several heart touching life stories coming into light as a source of inspiration for common men.

     

    Seen as a Life Changer for people, the most successful international format game show will be produced by Big Synergy.

  • E24 retains #1 position in terms of time spent in the Bollywood news genre

    E24 retains #1 position in terms of time spent in the Bollywood news genre

    MUMBAI: E24 is the No 1 channel among all Bollywood news channel in terms of time spent by viewers and the TAM data for Week 31 indicates that it topped with 19.6 minutes TSPV as compared to 14.5 minutes, recorded for Zoom. The higher numbers indicate that after switching to the channel, viewers have preferred to continuously watch the channel rather than frequently switching to other channels.

     
    The viewership of E 24 channel is rising rapidly because of Bollywood Reporter, E Special, Bollywood 20:20, U, Me & TV. The channel has recently introduced E24 News which has further broad-based entertainment news for all its viewers to include Hollywood news, TV news, fashion news & music news. E24 is updated five times a day. Sundays on E24 have three fresh weekly programmes between the peak band of 12 pm-2 pm:  Rising Stars, Sound of  Bollywood  & TV ke Peechey Kya Hai.

     

  • Hindi GECs make a comeback; Star plus continues to lead

    Hindi GECs make a comeback; Star plus continues to lead

    MUMBAI: The Hindi general entertainment channels (GECs) have roared back in week 18 (28 April-4 May 2013) of the Tam ratings roster. Last week, Max had taken them to the cleaners by registering a 32 gross rating points lead over leader Star Plus. But in week 18 Max shed some points and Star Plus gained nine points to come level with it with 224 GRPs.

    As per TAM data (HSM including 5 new LC1 markets, C&S, 4+) sourced from a channel, the new Star Plus talent hunt-cum-reality
    show India‘s Dancing Superstar notched up a 2.6 TVR even as fiction shows such as Ek Hazaaron Mein Meri Behna Hai and Diya Aur Baati Hum showed improvements in their ratings from 1.2 to 1.4 and from 3.7 to 4 TVR respectively.

    Despite shaving 16 GRPs, Zee TV continued to occupy the second spot on the Hindi GEC charts with 175 GRPs. Zee TV‘s top performer was the fiction series Sapne Suhane Ladakpan Ke (it scored a TVR of 3) which also occupies the No 2 spot amongst all Hindi fiction shows. Its reality talent hunt India‘s Best Dramebaaz showed a growth in viewers on Sunday from 1.4 to 2.4 TVR even as it delivered lower ratings of 1.9 on 4 May Saturday (2.4 last week). Most of the other Zee TV shows had ratings being nibbled off them.

    Colors added a couple of GRPs to close the week with 166 GRPs (last week 164). It aired a special event Sitaare Zameen Par which notched up a 1.2 TVR even as fiction show Sasural Simar Ka went up by marginally.

    Sony too gained four GRPs at 154 on the back of a good showing of its non-fiction shows such as CID Chote Heroes and CID Mahaepisode (1.8 TVR), CID (2.2 vs 2.0), Crime Patrol (2.0 vs 1.8) and Comedy Circus (1.5 vs 1.2). Its fiction shows either stagnated or dipped marginally during the week.

    Sab gained six GRPs as it ended the week at 131 GRPs. Its leading fiction show Taarak Mehta Ka Ooltah Chashmah inched up marginally (2.9 vs 2.8) and Chidiya Ghar gained (1.5 vs 1.4).

    Meanwhile, Star India‘s second rung Hindi GEC Life OK closed the week with 102 GRPs (last week 101).

    Sahara One with 15 GRPs (last week 20) remained at the bottom of the GEC heap.

    Hindi movies seemed to have become a hit with viewers last week as viewers sought entertainment other than cricket and drama series, with channels such as Zee Cinema (110 vs 105) and Movies OK (60 vs 52) showing healthy gains.

  • Nach Baliye grand finale scores 4.1 TVR, Star Plus stays at top

    MUMBAI: Star Plus retained its position as the top Hindi general entertainment channel (GEC) in a week that saw the grand finale episode of its dancing reality show Nach Baliye delivering strong performance.

    The channel gained 18 GRPs to end Week 12 of 2013 at 291 GRPs, according to TAM data provided by a Hindi GEC.

    Star Plus aired the grand finale of Nach Baliye on 23 March from 8 pm to 11.30 pmwhich got 4.1 TVR. The show averaged 3.5 TVR.

    Zee TV stood second in the pecking order with 207 GRPs (last week 202) while Colors took the third spot with 192 GRPS (187). Sony Entertainment Television followed with 155 GRPS (163). Comedy channel Sab gained seven rating points to collect 142 GRPs for the week ended 23 March. Life OK lost seven GRPs and finished the 12th week at 128 GRPs.

    Star Plus‘ daily soap Diya Aur Bati Hum was the top rated show on TV with average TVR of 5.2 (5.3). Pyar ka Dard was the second highest rated show with average TVR of 3.7 (3.6) followed by Yeh Rishta Kya Kehlata Hai at 3.6 TVR (3.7).

    Qubool Hai continued to be Zee‘s top rated fiction show at 3.1 TVR (3.0) while Balika Vadhu scored the highest for Colors with 3.5 TVR (3.6). CID was Sony‘s top rated show with 2.4 TVR (2.5) followed by Crime Patrol at 2.3 TVR (2.5).

    The week saw the launch of two new shows on Hindi GECs – Badalte Rishton Ki Dastan on Zee (which replaced Mrs. Kaushik ki Panch Bahuen) and Bani-Ishq Da Kalma on Colors (which replaced Parvarish). Both the shows raked in average ratings of 1.6 TVR.

  • Sports least affected by TAM data suspension, say experts

    MUMBAI: The suspension of TAM data for nine weeks till 8 December will not have much bearing on the way advertisement deals are done, at least as far as sports broadcasters are concerned, according to industry officials.

    The reason why sports broadcasters would go unscathed is due to the fact that ratings for cricket properties are less static with the exception of big ticket events where ratings can change dramatically like ICC Cricket World Cup or an India-Pakistan match. The unavailability of viewership ratings data will not change the decision-making process of advertisers as they also have historical data at their disposal.

    Cricket has a strong pull particularly among males and youth which forms a bulk of the viewership and is a critical target audience for most advertisers.

    TAM had decided to stop reporting weekly viewership data for a nine-week period beginning 7 October till 8 December following an agreement between Indian Broadcasting Foundation (IBF), Advertisers Agencies Association of India (AAAI) and Indian Society of Advertisers (ISA) in order to avoid discrepancies in viewership data which would have arisen due to transition from analogue to digital cable.

    According to a top executive from a leading media buying agency, the decision to suspend viewership data for an interim period will not impact cricket.

    ESPN Software India executive vice president-sales Sanjay Kailash said, “Cricket ratings according to me have been static and there is not much room for error. For advertisers, cricket offers a very involved audience. They also look at engagement, impact and reach.”

    The only big ticket cricket property that falls during the period viewership data will not be available is the first three test matches of the India-England series comprising four Tests, five ODIs and two T20 matches.

    “The suspension of TAM data shouldn’t affect cricket as we have past data to look up to and make decisions. Ratings for cricket don’t change dramatically unless it is an India versus Pakistan series or a ICC Cricket World Cup. It also depends on who wants it more. Whether it’s the broadcaster or the advertisers will depend on the demand and supply issue,” the media buying executive who did not wanted to be named said.

    The executive also explained that cricket buying is not just about ratings and there are other parameters that they look into while buying cricketing properties.

    Very few clients advertise on cricket based only on ratings. In fact, many advertisers invest in cricket without ratings. While ratings is one of the factors, advertisers also look at other things like brand affinity, cumulative reach and impact. Cricket is a high-impact programme.

    Zeel chief sales officer Ashish Sehgal said, “I don’t think sports will be impacted much because unlike GECs where deals are done on the basis of CPRP (Cost per rating programme) cricket is not just sold on the basis of CPRP. The unavailability of data will impact planning process. It is a function of demand, supply and ratings.”

    Adds ESPN’s Kailash, “As far as we are concerned, we have not been impacted (due to suspension of data). We will not re-work any deals.”

    Though ad sales for sports properties particularly cricket will not be affected, advertisers are not too happy with the situation as their planning has got affected with the suspension of viewership ratings. The decision to suspend viewership ratings was that of the broadcasters.

    The advertising fraternity supported the “unilateral” move after a lot of heated discussions. “We supported this because we felt there was a genuine need since the four metros are moving towards digitisation. But this decision has come at a time when the festive season is around,” the media agency executive said.