BY PROF. INDRANI SEN
SIMC21.7.2O11
Research On Media Consumption
Research on Media Consumption
Cultural and social studies form a large part of the research on media consumption
There are broadly three areas of research done on media consumption Audience research
Cultural studies and reception studies based on content analysis, effect of communication content on audiences and culture
Done by academics By market research and advertising agencies related to only the effect of the
advertising content Professional research
Based on analysis of programming and content Done by media organizations
Commercial research Based on analysis of media habits and other demographics of the audience Done by market research agencies for marketers and media
Audience Research
The process school Concerned with the acts of communication(messages),
with what happens in the process of communicating Assumes that the meaning is fixed, and inherent in the
message, put there by the sender (encoder), and decoded by the receiver (with the possibility of multiple stages along the route, and of feedback from the decoder to the encoder)
Considers that communication can fail as a result of noise (for instance when there is no shared code or too many similar codes in parallel communication)
Uses qualitative / quantitative research methods
Audience Research
The semiotic school Concerned primarily with the works of communication
(texts, spoken or written words) and with how as well as what they mean
Assumes that meaning is constructed in the process of signification, by the interaction of text and reader/ producer within a context, so it is always negotiated and never absolute
Considers that communication always happens, that signification produces meanings, even when the meanings generated are not shared by participants in the communication event
Uses qualitative research methods
Map of Audience Research
Mass audience passively acted upon by media Effect studies Linear communication models
Socially differentiated mass audience using media actively Uses and gratification studies Linear communication models
Individual & social groups engaged in meaning of construction within cultural contexts Cultural/ reception studies Semiotic communication model
Map of Audience Research
Individual readers activating texts within parameters established by the creative artist/ encoder Reader response analysis Semiotic model of communication
Individual readers constructed by the text (narratively or ideologically) or passive consumers Literally criticism, little or no interest in audience Linear model of communication
Professional Research
Follows the similar principles as audience research May not go in depth to research on the cause of the effect of
communication Concerned more with the final outcome or the effect Uses both qualitative as well as quantitative research
methods Audience Research Unit of AIR and Doordarshan has been
engaged in such professional research for many years Large media houses have in-house research department who
carry out such research on regular basis Uses and gratification studies are often carried out to
understand the way the audience is consumed the message and the gratifications they received from the same
Commercial Research: Readership/ Viewership / Listenership
M&E industry is more concerned with commercial research on media consumption
Large scale syndicated survey Media habits of consumers by
Socio economic classifications Demographic criteria Geographic segmentations Lifestyle parameters Psychographic profiles
Media and product linkage Uses quantitative research methods
Commercial Research: Ratings
Ratings Estimating the audience
Media houses compete with each other to head the ratings table They collectively fund the research which produces the ratings
informationFunctions of Ratings
Determines the rate which media houses will charge the advertisers Help advertisers to decide where they should advertise and
estimate the reach and frequency of advertising schedules Programmers decide whether to continue with a particular
programme Network schedulers decide how to schedule different programmes Academic researchers study historical trends
Commercial Research: Ratings
Strengths Reliable sample procedures Demographic data helps in decision making process Raw data can be used to develop academic research
Weakness No method to ensure absolute reliability of data
collected Limited conclusions linked with popularity of
programmes
Syndicated Media Research
Large scale syndicated survey on media consumption conducted on regular basis India Readership Survey TAM RAM
Small scale survey focusing on specific media consumption of specific TG Corporate Decision Makers’ Survey
Commissioned large /small scale survey as per the need of the advertiser/ medium
Syndicated Media Research
Large ScaleIndian Readership Survey
Conducted by Hansa Research for MRUC 2,14,486 individuals distributed over 70 cities, 1178
towns and 2894 villages Ongoing survey with results published twice a year for
round 1 and round 2 Provides information on consumption of all media as
well as demographics and product usage data for households as well as individuals Some IRS findings have been used in the session on
Indian Media Industry
Syndicated Media Research
Large ScaleTAM
“Television Audience Measurement” Based on People meter
aMap TV Ratings based on People Meter
RAM Radio listenership study
Based on dairy methods
Syndicated Media Research
Indian Outdoor Survey By Hansa Research spearheaded by MRUC
An one time survey Outdoor industry has intention for conducting it on
regular basis in metro cities
comScore The global third party Internet Audience
Measurement Conducted on regular basis
Syndicated Media Research
Small Scale Initiated by market research agencies and
then sold to interested parties in the M&E industry Examples
Online Media Survey 2009 Decision Makers Survey 200
Commissioned surveys
BY AC NIELSEN2008
An Online Media Survey
Methodology
The purpose was to do an online survey on multimedia consumption and ownership patterns
In all, 501 respondents, including 409 males and 92 females, from India participated in the survey, and 266 of them were aged below 30 year
The survey was conducted in last quarter of 2008
The Findings
Traditional Media 94% owned TVs, and 84% of them actually use their TVs. Ownership of CDs was at 70%, with usage at 55% Ownership of DVD player was at 65%, with usage at 49% 63% of respondents had personally bought a DVD in the last 6
months, while 59% bought CDsNew Media
82% claimed that they owned personal computers, and only 78% of them used their PCs
9% of the them own a console video game system, while only 7% own handheld video game systems
Mobile 36% of the respondents own video and web-enable mobile
handsets 67% own mobile phones without GPRS or capability to browse
the web
The Findings
Music 85% of them spent some time listening to music on a
PC, portable device or mobile device Almost 75% listened to music on CDs 63% streamed or downloaded content/ music on a PC or
portable deviceGames
Respondents preferred playing games on PC or mobile device as against a game console This is expected as the number of people owning game
consoles is very low 59% spent time playing games on PC, while 29% spent
time on game consoles
The Findings
The increasing penetration of internet had led to an increase in the usage of streaming content from the web including music or audio tracks (66%) music videos(59%) ads or movie trailers (57%) TV shows or TV clippings (46%) full length movies or movie clips (42%) video games (32%)
The findings show a skew towards media consumption in digital format
Pros & Cons of Methodology Used
The method of generating consumer response to a pre designed questionnaire placed in a particular category of media (internet) or in a particular media vehicle does not allow selection of samples according to demographic distribution The self prompted response from consumers of media can
not be used to create a profile of the media vehicleHowever, such research throws insight into the
media consumption pattern which is useful for both the media owners as well as the advertisers and ad agencies
HOW YAHOO USES RESEARCH FINDINGS ON MEDIA CONSUMPTION FOR
MARKETING
OCTOBER 2009
Lets Yahoo!
Internet in India- A growing phenomenon
Over 30 Mn Internet Users in 2007
Percentage of users from emerging towns and urban uptowns higher than
Metros
More than 28 Mn internet users online EVERYDAY
Over 49 Mn Internet Users in 2008
60% of the internet users have been using the net for MORE THAN TWO YEARS
Source: JuxtConsult India Online 2008
Internet in India- A growing phenomenon
Over 30 Mn Internet Users in 2007
Heavy Internet users spend more time on Internet as compared to other media
89% of home internet users access at least once a day
70% of the users accessing internet from home though Broadband connection
The prime time for internet access from home is from 6pm-12 midnight (49% users)
Source: JuxtConsult India Online 2008
Internet Users are heavy on internet than on any other offline media
Internet Vs Offline Medium
Source: Juxt Consult India Online 2008
Yahoo! – A chartbuster!
Category Yahoo! Property Rank in Category
Unique Visitors ('000)
Page Views (Mn)
Portals Yahoo! # 1 26,225 2,921
e-mail Yahoo! Mail # 1 20,548 1,849
Entertainment – Movies Yahoo! Movies # 1 3,274 54
News/Information Yahoo! News # 1 4,169 40
Instant Messengers Yahoo! Messenger # 1 9,714 23
Cricket* Yahoo! India Cricket # 1 2,583 21
Business/Finance- News, Research Yahoo! Finance # 2 1,075 14
Online Gaming Yahoo! Games # 2 796 13
Source: comScore Media Metrix Oct 2009 Categories as classified by comScore*Sports category Cricket sites
If Yahoo! were a country, our 26 MM users would make us bigger than Australia!
*comScore October’ 09
With a reach more than 72% * and user base of over 29 million ^
Yahoo! Truly dominates the online landscape in India.
23 world properties in 15 languages
^Yahoo! Internal Data –October 09
The Demographic profile for Y! Properties
Source :Y internal data- Oct 09
Email- the most popular activity on the Internet*
Source: JuxtConsult India Online 2008
91% of internet users access emails *
Yahoo! The most popular website for emailing *
Y! Mail –# 1 for email service!
*Source: ComScore data- Oct‘09
Email ServicesTotal Users (‘000)
Average Daily
Visitors (000)
Total Minutes (MM)
Total PV (MM)
Total Internet : Total Audience 36,170 12,126 25,340 41,768
e-mail 27,310 6,689 3,205 3,847
Yahoo! Mail 20,548 3,670 1,304 1,849
Google Gmail 19,056 3,985 1,567 1,628
Windows Live Hotmail 3,845 574 263 278
DATAONE.IN 582 56 3 5
Indiatimes Mail 406 44 9 12
ANYEMAILS.COM 337 17 0 1
Sify Mail 304 32 1 1
REDIFFMAILPRO.COM 229 38 19 27
AOL Email 223 22 4 4
YOUSENDIT.COM 202 13 4 3
Demographic profile of Yahoo! Mail Users
^Source: Y! internal data- Oct 09
0.9 0.5 3
2
95
19
8
18
69
2
8
2 40.8
2 0.3 1 002
4
6
8
10
12
14
16
18
20
% o
f Yah
oo! M
ail Use
rs
under
13
13-1
7
18-2
0
21-2
4
25-2
9
30-3
4
35-4
4
45-5
4
55-6
4
65 a
nd o
ver
% Male % Female
Yahoo! Homepages- The starting point online!
Yahoo! India Homepages
Total Unique Visitors (000)
% Reach
Average Daily
Visitors (000)
Total Minutes
(MM)
Total Pages
Viewed (MM)
Total Internet : Total Audience 36,170 100.0 12,126 25,340 41,768
Yahoo! India Homepages 19,934 55.1 3,498 200 361
REDIFF.COM 9,846 27.2 1,387 472 997
Indiatimes Homepage 953 2.6 115 6 10
Yahoo! India Homepages reaches 2X the audience on rediff.com
*Source: ComScore data – Oct 2009
Close to 60% of Yahoo! FP users below 18-30 years of age!
^Source: Y! internal data- Oct 09*Source: ComScore data – Oct 2009
Over 70% of IM users use Yahoo! Messenger*
And over 65% of the time spent on IM is on Yahoo! Messenger! *
1 Mn Unique User Logins and over 1.5 Mn Page Views everyday^
*Source: ComScore data- Oct‘09
Instant Messenger Services Total UU (‘000) Average Daily
Users (000)Total Minutes
(MM) Total Internet : Total Audience
36,170 12,126 25,340
Instant Messengers 13,165 2,351 2,353 Yahoo! Messenger 9,719 1,440 1,544 Google Talk (App) 4,613 767 553 Windows Live Messenger 955 200 196 Skype Instant Messenger (App)
362 48 31
Rediff Bol Instant Messenger 329 43 ... Meebo, Inc 325 26 1
AIM.COM/AIM App 154 22 14
SIGHTSPEED.COM 101 20 1
PalTalk 68 9 2
Yahoo! Messenger has more users than Gtalk, Windows live and Rediff Bol put together!
Demographic Split of Y! Messenger users
^Source: Y! internal data- Oct ‘09
Age group of 21 - 29 most active on Y! Messenger*Source: ComScore data – Oct 2009
0.5 0.44
3
127
18
9
16
68
2 6
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65 a
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% Male % Female
BY AC NIELSEN ORG MARG
Decision Makers Survey 4
DMS study is conducted by AC Nielsen ORG-MARGDMS is a syndicated survey which gives a peek into the media habits
and lifestyle of Decision-makers of Corporate India DMS helps understand the target group and also identify ideal
channels for communicating to this very high profile group of peopleDMS also explains
Media Habits Readership TV viewership Radio Listenership Internet Usage
Lifestyle and product ownership
Background
Field Work & Sample
Field Work : August through November 2005 Target Group:
Covered in the survey are Senior Executives (General Managers and above) The top 500 private sector companies Largest 100 public sector companies Leading 100 companies in the financial sector including banks, merchant
bankers, FIIs etc.The ET 500 list was used to select the top 500 private sector
companies in India. Other sources were used to draw the list of public sector co.’s, banks etc.
The data that is reported is the representative of the constructed universe of the corporate elite in the country
Sample Composition
(170)
Chennai10%
Mumbai43%
Delhi14%
Kolkata7%
Other Cities26%
(291)
(65)
(44) (95)
Sample Composition
20+ Lakh26%
11-20 Lakhs24%
<5 Lakh20%
5-10 Lakh30%
(162) (124)
(145)
(184)
Sample Composition
MD/ED/Presi17%
Ch'man/CEO8%
Dir.23%
VP / GM52%(342)
(52)
(116)
(155)
Sample Findings: General Interest Dailies
The Times Of India emerges as a clear leader amongst CDMs with 77% readership
Hindu (18%)and Hindustan Times (16%) take 2nd & 3rd spot resp
77
18 16 14 127 6 5 4 4 4 3
TOI HIN HT IE MD AA NIE TEL AFT DH DC STAT
Base: All Respondents – 665
Figures % to base
Key Findings - Lifestyle
Corporate Decision Maker ProfileThe avg. age is 46 yrs old, suggesting that the senior
leadership is today younger. (The CDM was older by 3 yrs i.e. 49 yrs when we reported in DMS-3)
Average salary Rs. 17 lakhs, earning more than what we reported in DMS-3
Two thirds of the crème de la crème are based in the four major metropolitan cities in India, Mumbai is the home to little under than half the sample (43%)
Credit Card Ownership
59
3431
20 1614 13
10 84
Citibank Stan Chart ICICI HSBC Amer. Exp HDFC SBI Diners ABN Amro BOI
Base : Credit Cards (617) Figs in % to Base
On an avg. a CDM owns two Credit Cards Every third CDM has a Standard Chartered Bank (SCB) card Citibank is the most popular credit card issuing bank – every 2nd CDM
has a Citibank card
Banking
3
4
7
8
10
18
25
Canara Bank
SCB
SBI
HSBC
Citibank
HDFC
ICICI
Base : Having personal preferred banks (647) Figs in % to Base
ICICI is the most preferred bank followed by HDFC Citibank which headed as the preferred credit card has a
much lower share as the preferred bank
Most Used Cars
41
1411
7 6 5 4 32 1 1
Maruti Hyundai Honda Mitsubishi Ford Fiat Opel Tata Toyota Mercedes Skoda
Base : All Car Owners (643) Figs in % to Base
Maruti Udyog with its wide portfolio of Cars stand way ahead of all cars that are owned by CDMs
Hyundai Motors and Honda Cars take the 2nd and 3rd position
Commissioned Media Research
Large ScaleIndian Youth Survey
Conducted by NCAER for National Book Trust in 2009 In the age group of 13-35 years, a sample of over 3,11,431 literate
youth (1,02,021 rural and 2,09,410 urban) covering 432 villages in 207 districts as rural and 753 urban blocks in 199 towns as urban
One time survey for working out long term strategy of NBT to make all youths in 15-25 years active readers
The findings are available in the netSmall Scale
There are many examples of commissioned small scale studies using quantitative as well as qualitative techniques Focus Group Discussions and individual depth interviews are often used
for understanding media consumption pattern of a selected group of media vehicles
Use of Commercial Research Data
Commercial Research data is used in the advertiser market by the advertisers and their agencies for taking media investment decisions
Such information is also used by media for Marketing their space/ time to the advertisers Improving their content in order to attract more
audience in the competitive market
Based On Media Consumption Pattern
CHOICE OF MEDIA
Understanding media consumption across markets
REACH / FRAGMENTATION ANALYSIS
The Methodology...
Client : PeerlessTG Male BCD Adults Analysis only in urban ( 1L+ ) marketsRegular press reach >= 75% : High reachRegular press reach < 75% : Low reach
The Methodology...
Index of fragmentation = Unduplicated reach of top 2 publications
Unduplicated reach >= 70% of regular press reach : low fragmentation market
Unduplicated reach < 70% of regular press reach : high fragmentation market
A look at some markets...
0102030405060708090
100
Kolkata Mumbai Chennai Lucknow
Press Reach
Top 2 Publ. Reach
LR / HF HR / HF
HR / LF LR / LF
%
Some strategic implications
Low reach markets with high occasional readership
More insertions in low reach markets to build up reach
Less insertions for high reach markets
Reach/ Fragmentation Matrix
Fragmentation
Reach H L
L
H
Less publicationsLess Insertions
Less Outdoor
More publicationsLess Insertions
Less outdoor
Less publications
More Insertions
More Outdoor
More publicationsMore insertionsMore outdoor
Low reach / high fragmentation
Strategy More publications More Insertions Higher Outdoor Support
Markets Kolkata Rest of West Bengal Rest of Maharashtra Punjab, Haryana & Chandigarh Bangalore Rest of Karnataka
High reach / high fragmentation
StrategyMore publications Less Insertions Lower Outdoor Support
MarketsMumbaiAssam
High reach / low fragmentation
StrategyLess publications Less Insertions Lower Outdoor Support
MarketsKeralaChennai
Low reach / low fragmentation
Strategy Less publications More Insertions Higher Outdoor Support
Markets Lucknow Rest of UP Rest of Tamil Nadu Hyderabad Rest of Andhra Pradesh Ahmedabad Rest of Gujarat
Can magazines be used to support newspapers?
A look at some markets
0
10
20
30
40
50
60
70
Kolkata Lucknow Mumbai Chennai Bangalore
DailiesMagazines
Lucknow & Chennai strong magazine markets
A lokk at some more markets
0102030405060708090
100
Assam Ahm. Hyd. Kerala P/H/Ch.
DailiesMagazines
Kerala & Assam strong magazine market
Strong magazine markets
Markets with 40%+ exposure to magazines Lucknow Kerala Chennai Rest of Tamil Nadu Rest of Karnataka Hyderabad Assam
The case of Assam A Strong magazine market
Magazines with 57% reach as against 76% dailies reach among WNC TG
Sadin ( a weekly ) with higher readership than any other publication
Bismoi ( a monthly ) comes a close second followed by Asomiya Pratidin, the leading daily
Greater role for magazines
Magazines not just an OTS builder in strong magazine markets
Magazines can help in building up reach along with dailies
A lesser emphasis in dailies in such markets
The Vernacular Factor
Kolkata : A strong Bengali market
0
10
20
30
40
50
60
70
80
SEC A SEC B SEC C SEC D
Any EnglishPublicationAny BengaliPublication
English dominates upper SEC in Mumbai
0
10
20
30
40
50
60
70
80
SEC A SEC B SEC C SEC D
Any EnglishpublicationAny MarathiPublication
English also strong in Bangalore upper SECs
0102030405060708090
100
SEC A SEC B SEC C SEC D
Any EnglishpublicationAny Kannadapublication
Vernacular strong across SECs in Kerala
0102030405060708090
100
SEC A SEC B SEC C SEC D
Any EnglishpublicationAny Malayalampublication
Other markets where vernacular is ahead across all SECs
Rest of West BengalLucknowRest of UPRest of MaharashtraPunjab, Haryana, ChandigarhRest of Tamil NaduRest of KarnatakaRest of APAhmedabadRest of Gujarat
Other markets where English is strong
Chennai English with same readership as Tamil in SEC A
Rest of Karnataka English ahead of Kannada in SEC A
Hyderabad English much ahead in SEC A Also ahead in SEC B
Setting Reach / Frequency Objectives
Low reach / high fragmentation
Mktg. Objective Target Media Deliveries
Maintenance 50% to 60% 1+ reach
Reinforce / Enhance 40% to 50% 3+ reach
Launch / Pack change 30% to 40% 4+ reach
High reach / high fragmentation
Mktg. Objective Target Media Deliveries
Maintenance 75% to 80% 1+ reach
Reinforce / Enhance 55% to 60% 3+ reach
Launch / Pack change 45% to 50% 4+ reach
High reach / low fragmentation
Mktg. Objective Target Media Deliveries
Maintenance 80% to 90% 1+ reach
Reinforce / Enhance 60% to 70% 3+ reach
Launch / Pack change 50% to 60% 5+ reach
Low reach / Low fragmentation
Mktg. Objective Target Media Deliveries
Maintenance 40% 1+ reach
Reinforce / Enhance 35% 2+ reach
Launch / Pack change 30% 3+ reach
Thank You