TV Viewership trends in India 2014

Table of Contents
Acknowledgement 3
Executive Summary 5
Media & Entertainment Industry 6
Market Size 6
Television Industry 8
Research Methodology 9
Statistical Analysis 10
Limitations 23
Bibliography 24
Annexure 25

Executive Summary

The findings of the research were-
On an average a housewife watches TV for about 2.9 hours on a weekday and 3.3 hours on a weekday. Whereas the whole family watches TV for about 4.2 hours on a weekday and 4.8 hours on a weekend.
More than 3/4th of the respondents mostly watch TV during 6pm and 12am.
Daily soaps and Comedy are the most preferred type of shows by the respondents.
Colors, Sony, Star Plus, Zee Marathi, Sab TV dominate the channel category among which Colors emerged out to be the favourite channel of maximum respondents and Comedy nights with Kapil which is aired on Colors every weekend came out to be the most famous show.

Media & Entertainment Industry

The Indian media and entertainment (M&E) industry is full of potential and has a tremendous impact on the country’s economy. As per a FICCI–KPMG report, India’s M&E industry reaches 161 million TV households; 94,067 newspapers; about 2000 multiplexes; and 214 million internet users, of which 130 million access the Internet on their mobile phones.
The industry is expected to develop at a compound annual growth rate (CAGR) of 15.2% during 2012–17 wherein digital advertising is expected to have the highest CAGR of 27.7%
The industry recorded one of the highest growths in the world in 2010 (11.0%); the growth in 2012 picked up even further to reach 12.6%.
Market Size
India’s M&E industry registered a growth of 11.8% in 2013 and touched Rs 91,800 crore (US$ 15.27 billion). The industry has the potential to grow at 14.2% to more than Rs 1.78 trillion (US$ 29.61 billion) in the next four years, as per a report by FICCI–KPMG.
With an estimated market size of US$ 5 billion, India is the 14th biggest advertising market globally, as per the latest edition of the Gunn Report. Digital advertising is also expected to witness a CAGR of 27.7% by 2018.

In calendar year 2013, the Indian Media & Entertainment (M&E) industry registered a growth of 11.8% over 2012 and touched INR 918 billon. The overall growth rate remained muted, with a slow GDP growth and a weak rupee. Lower GDP meant lower demand from the consumer and this impacted advertising. At the same time, the industry began to see some benefits from the digitisation of media products and services, and growth in regional media. Gaming and digital advertising were the two prominent industry sub-sectors which recorded a strong growth in 2013 compared to the previous year, albeit on a smaller base. For projections till 2018, digital advertising is expected to have the highest CAGR of 27.7% while all other sub-sectors are expected to grow at a CAGR in the range of 9 to 18%. Overall, the industry is expected to register a CAGR of 14.2% to touch INR 1785.8 billion by 2018.

[Size of the major industry segments (2013)]

Television Industry

The total numbers of Private Satellite TV Channels as on 15-09-2014 are 813(http://mib.nic.in).
India has become the third largest TV market with close to 161 million TV households, next to China and the United States. At the same time, the size of the TV industry has witnessed an exponential growth as well.
The television industry in India, which was estimated at Rs 41,720 crore (US$ 6.94 billion) in 2013, is projected to increase at a compound annual growth rate (CAGR) of 16.2% over 2013–18, to reach Rs 88,500 crore (US$ 14.72 billion) by 2018.
The value of the TV industry is valued at Rs 50,140 crore in 2014 from Rs 18,300 crore in 2006.
Television penetration in India is at about 66% and penetration is expected to reach 72% by 2017
The government announced the digitisation of cable television in India in four phases, which would be completed by the end of 2014
The direct-to-home (DTH) subscription is growing rapidly driven by content innovation and product offerings
Aided by digitisation and the consequent increase in Average Revenue Per User (ARPU), the share of subscription revenue to the total industry revenue is expected to increase from 67% in 2013 to 71% in 2018.

Research Methodology

Primary data- The data used is primary. Collected using questionnaire through one to one interaction with respondents.
Sampling technique- The sampling technique of this research was convenience one.
The researcher can arbitrarily or consciously decide which elements to include in the sample. All People were randomly selected, who watch television.
Research method- This survey is conducted through questionnaire.
Data Analysis- Before going through the descriptive research, exploratory research was done with a sample of 10 consumers, just to know whether they found any difficulty in filling the questionnaire. Descriptive statistics is also used, in which pie-chart and bar diagram are used to analyse the data.

Statistical Analysis

3) How many TV’s do you have in your household?

[Figure 1: Number of TVs in a household]

Considering the research conducted on TV viewership, the first & foremost question that came up was that of TV ownership in a household. From the figure above, households with a single TV set has a distinct majority with 70% i.e. 98 households out of 140 surveyed. Only 7% respondents have 3 or more TV sets in their household. Thus, it can be concluded that majority of people have single TV set in their household.

5) On average, how many hours of TV do you usually watch on a weekday?

[Figure 2: Respondent’s TV viewing hours on a weekday]

On a weighted average, a housewife watches TV for about 2.9 hours on a weekday.
From the pie chart depicted above, it is clear that majority of the respondents are busy due to some reason or the other hence find little time to watch television. 37% i.e. 52 out of 140 respondents surveyed watch 1-2 hours of television on weekdays.

6) On average, how many hours of TV does your family usually watch on a weekday?

[Figure 3: Family TV viewing hours on a weekday]

On a weighted average, a family watches TV for about 4.2 hours on a weekday.
From the figure, it is clear that around 50% of the people (family) watch TV for about 2-4 hours on a daily basis. This suggests that families enjoy their TV viewing leisure activities for some time on a daily basis.

7) On average, how many hours of TV do you usually watch on a weekend? [Figure 4: Respondent’s TV viewing hours on a weekend]

On a weighted average, a housewife watches TV for about 3.3 hours on a weekend.
It is evident from the figure that TV viewership increases during weekends. From 1-2 hours on weekdays, there is a slight increase as 31% of the respondents watch TV for 2-3 hours during weekends. However, there are only few respondents who watch TV for more than 6 hours.

8) On average, how many hours of TV does your family usually watch on a weekend?

[Figure 5: Family TV viewing hours on a weekend]

On a weighted average, a family watches TV for about 4.8 hours on a weekend.
As with the case of individuals, families also spend more time watching & enjoying television during the weekends. Hence, majority of the families watch television for more than 2 hours during weekends.

9) What time period do you watch the most TV in?

[Figure 6: Preferred TV viewing hours]

More than 3/4th of the respondents mostly watch TV during 6pm and 12am which can be a very vital point for many brands to appropriately spend and allocate funds for advertising in their marketing budget.
One of the most important questions in the survey was to understand the slots for people watching television. From the above figure, it is clear that majority of the respondents watch television from 6pm to 12am which also includes the prime time slot (7pm to 11pm). A huge 76% i.e. 106 people out of 140 watch television during this period.

10) What type of show do you like to watch the most?

[Figure 7: Type of show preferred]

Another interesting part of the research was to understand the consumer preferences. Daily sops (31%) are the most watched programs followed by Comedy shows (21%). Travel, Sports, Crime are the least preferred options together comprising of just 2% of the sample surveyed.

11) On which channels do you usually watch these shows?

[Figure 8: Preferred Channels]

The data shows the channels which are famous among the viewers.
Colors, Sony, Star Plus, Zee Marathi, Sab TV dominate the channel category.
This information can be very vital for many brands to appropriately choose the channels on which they should advertise so that they can reach to maximum number of viewers. And also spend and allocate funds for advertising in their marketing budget.
Within the sample of respondents covered, as far as the channels are concerned, Colors is the most watched channel with 27% of respondents followed by Sony(16%) and Star Plus(13%). These are the channels airing popular daily soaps.

12) On which channel you watch the maximum shows?

[Figure 9: Channel on which respondent watches maximum shows]

This data is similar to the previous one. It shows the channels on which respondents watch the maximum shows.
Evidently 1 among every 4 viewer watches most of the shows on Colors.
During the research it was seen that every Marathi speaking respondent watches maximum shows on Zee Marathi. So it clearly dominates the Marathi channels category.
This information can be very vital for many brands to appropriately choose the channels on which they should advertise so that they can reach to maximum number of viewers. And also spend and allocate funds for advertising in their marketing budget.

13) Which is your Favourite Show?

[Figure 10: Favourite show of the respondents]

This data is about the favourite shows of the respondents.
Comedy nights with Kapil which is aired on Colors every weekend came out to be the most famous show.

14) Type of show preferred by Spouse, Son(s), Daughter(s)?

From the above three pie-charts we can conclude that, among the surveyed households the type of show preferred - by husbands are news & sports by son(s) are sports & movies by daughter(s) are daily soaps & music

15) If you miss a show on a particular day, where do you catch it up?

[Figure 14: Where do the respondents catch a missed show]

So majority of the people watch repeat telecasts if they miss a particular show. This means they don’t want to miss shows they prefer to watch, which is backed by the fact that only 26% of the respondents said they don’t watch the missed shows.
Respondents watching the missed shows online are comparatively low.

Limitations

The respondents may, at times have given frivolous answers due to lack of interest and adequate knowledge, though adequate measures have been taken by checking through counter-questioning.
The survey was limited to New Panvel region only.

Bibliography

http://www.ficci.com/spdocument/20372/FICCI-Frames-2014-KPMG-Report-Summary.pdf

http://www.ibef.org/industry/media-entertainment-india.aspx

http://mib.nic.in

Annexure

1] Name:

2] Occupation:

3] How many TV’s do you have in your household?  1  2  3  More than 3
4] Number of members in your family?

5] On average, how many hours of TV do you usually watch on a weekday?
 0-1  1-2  2-3
 3-4  4-5  5-6
 6-7 7-8  8+

6] On average, how many hours of TV does your family usually watch on a weekday? (including you)
 0-1  1-2  2-3
 3-4  4-5  5-6
 6-7 7-8  8+

7] On average, how many hours of TV do you usually watch on a weekend?
 0-1  1-2  2-3
 3-4  4-5  5-6
 6-7 7-8  8+

8] On average, how many hours of TV does your family usually watch on a weekend? (including you)
 0-1  1-2  2-3
 3-4  4-5  5-6
 6-7 7-8  8+

9] What time period do you watch the most TV in? (can select multiple)
 7am-9am  9am-12noon  12noon-3pm
 3pm-6pm  6pm-9pm  9pm-12am

10] What type of show do you like to watch the most?
[drama, soap opera, comedy, sports, reality shows, music, animated, cartoon, travel shows, informative, news, cookery, films, regional shows, spiritual]
11] On which channels do you usually watch these shows?

12] On which channel you watch the maximum shows?

13] Your Favourite Show:

14] Type of show preferred by your - Spouse - Son(s) - Daughter(s)

15] If you miss a show on a particular day, where do you catch it up? (internet, repeat telecast, TV recorder, any other)