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An Overview of the Mass Media Scenario in India & Current Indian demographic

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Current Indian demographic & media landscape | An Overview of the Mass Media Scenario in India | Indian Media Scenario | Mass Media | Adverting Media of India | Present scenario of print media in India | Present scenario of Radio media in India | Present scenario of TV media in India | Present scenario of TV media in India



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An Overview of the Mass Media Scenario in India & Current Indian demographic

  1. 1. INDIA: A Marketing Oriented Perspective
  2. 2. CONTENT FLOW • India Demographics • Media Landscape
  3. 3. DATA SOURSES • IRS 2017 : The Readership Studies Council of India (RSCI) and Media Research Users Council (MRUC) together bring this mammoth survey. The IRS 2017 Report covers a full year sample of 3, 20,000 households - the highest ever in the history of any readership study in the world. The large sample size was backed by a meticulously designed methodology which saw the use of 100 per cent Dual Screen CAPI followed by a tighter scrutiny process via continuous backchecks, accompaniments, use of audio recordings, and third-party field audits. • BARC INDIA : Broadcast Audience Research is a joint effort of three industry associations (AAAofI, IBF, ASCI )to develop a reliable television audience measurement system for India. The reporting is available on a weekly basis. • CENSUS 2011 : Census survey conducted by GoI every 10 years. Spread across 29 states and 7 union territories, the census covers 640 districts, 5,924 sub-districts, 7,935 towns and more than 600,000 villages. • TGI : TGI provides in depth information on consumer demographics, category and brand consumption across 400 product categories and services and 3000 brands, psychographics, lifestyle and media consumption. Sample Size is around 40K. Launched in 2001 in India , this study is now conducted and released twice a year.
  4. 4. INDIA FAST FACTS ADVANTAGE INDIA POPULATION : 1.3 Bn (estimated) NO. OF STATES & UNION TERRITORIES : 29 States & 7 Union Territories FORM OF GOVERNMENT : Federal Parliamentary Republic OFFICIAL LANGUAGES : 23 GDP (PER CAPITA) : $ 2,016 (2018 estimated) RELIGION : Hindu (79.8%), Muslim (14.2%), Christian (2.3%), Sikh (1.7%), Others + unspecified (2%) AREA : 32,87,263 sq. km. LAND : 29,73,193 sq. km. WATER : 3,14,070 sq. km. NATURAL RESOURCES : Coal (4th-largest reserves in the world), iron ore, manganese, natural gas, diamonds, petroleum, limestone, etc. LAND USE : Agriculture – 60.5%, Forest – 23.1%, others – 16.4% URBAN : RURAL SPLIT : 34 : 66 MAJOR URBAN AREAS : New Delhi – 28.5mn, Mumbai – 20mn, Kolkata – 14.7mn, Bengaluru – 11.44mn MEDIAN AGE : 28.1 years LITERACY : 71.2% (Male – 81.3%, Female – 60.6%) INTERNET USERS : 37,43,28,160 (29.5% of population)
  5. 5. TOWNS & VILLAGES OF INDIA Source: Census 2011 Population % Households All India 1210mn 100% 330mn All India Urban 377mn 31% 110mn 8909 Towns Rural 833mn 69% 220mn 638000 Villages URBAN INDIA Population Town Count Population Percentage Above 40 lakhs 8 45,399,183 12% Above 10 lakhs 46 92,259,413 24% Above 5 lakhs 89 113,386,660 30% Above 1 lakh 496 223,803,013 59%
  6. 6. TOWNS & VILLAGES OF INDIA Town Population Wise Town Count % Less than 5K Population 1222 13.72% 5K- 10K 2351 26.39% 10K - 25K 2926 32.84% 25K - 50K 1313 14.74% 50K- 1 lakh 601 6.75% 1 lakh - 5lakhs 407 4.57% 5 lakhs - 10 lakhs 43 0.48% 10lakhs - 40 lakhs 38 0.43% Above 40 lakhs 8 0.09% Total 8909 100% Source: Census 2011
  7. 7. TOWNS & VILLAGES OF INDIA State Urban Rural Total Urban % Rural% NCT OF DELHI 16368899 419042 16787941 98% 2% Chandigarh 1026459 28991 1055450 97% 3% Lakshadweep 50332 14141 64473 78% 22% DAMAN & DIU 182851 60396 243247 75% 25% PUDUCHERRY 852753 395200 1247953 68% 32% GOA 906814 551731 1458545 62% 38% MIZORAM 571771 525435 1097206 52% 48% TAMIL NADU 34917440 37229590 72147030 48% 52% KERALA 15934926 17471135 33406061 48% 52% Dadra & Nagar Haveli 160595 183114 343709 47% 53% MAHARASHTRA 50818259 61556074 112374333 45% 55% GUJARAT 25745083 34694609 60439692 43% 57% Source: Census 2011
  8. 8. TOWNS & VILLAGES OF INDIA State Urban Rural Total Urban % Rural% KARNATAKA 23625962 37469335 61095297 39% 61% ANDAMAN & NICOBAR ISLANDS 143488 237093 380581 38% 62% PUNJAB 10399146 17344192 27743338 37% 63% HARYANA 8842103 16509359 25351462 35% 65% ANDHRA PRADESH 28219075 56361702 84580777 33% 67% WEST BENGAL 29093002 62183113 91276115 32% 68% UTTARAKHAND 3049338 7036954 10086292 30% 70% MANIPUR 834154 2021640 2855794 29% 71% NAGALAND 570966 1407536 1978502 29% 71% MADHYA PRADESH 20069405 52557404 72626809 28% 72% JAMMU & KASHMIR 3433242 9108060 12541302 27% 73% TRIPURA 961453 2712464 3673917 26% 74% Source: Census 2011
  9. 9. TOWNS & VILLAGES OF INDIA State Urban Rural Total Urban % Rural% RAJASTHAN 17048085 51500352 68548437 25% 75% SIKKIM 153578 456999 610577 25% 75% JHARKHAND 7933061 25055073 32988134 24% 76% CHHATTISGARH 5937237 19607961 25545198 23% 77% ARUNACHAL PRADESH 317369 1066358 1383727 23% 77% UTTAR PRADESH 44495063 155317278 199812341 22% 78% MEGHALAYA 595450 2371439 2966889 20% 80% ODISHA 7003656 34970562 41974218 17% 83% ASSAM 4398542 26807034 31205576 14% 86% BIHAR 11758016 92341436 104099452 11% 89% HIMACHAL PRADESH 688552 6176050 6864602 10% 90% Source: Census 2011
  10. 10. Population State wise Source: IRS 2017
  11. 11. INDIA HOUSEHOLDS
  12. 12. 29.8 CRORES HOUSEHOLDS IN INDIAN URBAN INDIA 35% RURAL INDIA 65% Urban & Rural India: 2017 2979 1033 1946 0 500 1000 1500 2000 2500 3000 3500 ALL INDIA URBAN INDIA RURAL INDIA HouseHolds in India 2017 Source: IRS 2017 Figs in lakhs
  13. 13. 2/3RD OF HOMES IN RURAL INDIA 48 17 11 7 3 2 4 8 0 10 20 30 40 50 60 Rural < 5K Rural > 5K Urban < 1 Urban 1-5 Urban 5-10 Urban 10-15 Urban 15-50 Urban 50+ Source: IRS 2017 Figs in %
  14. 14. ELECTRIFICATION : MOST STATES >90% (UP BY 9% IN THE LAST 4 YEARS) Source: IRS 2017
  15. 15. HOUSEHOLD OWNERSHIP OF MOBILES CROSSES THE 90% MARK 4% 5% 12% 29% 35% 47% 61% 66% 73% 91% 93% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% AC 4 Wheeler Washing Machine Refrigitor Two Whealer Agriculature Land Color TV Gas Stove Celling Fan Mobile Phone Electricity Durables Ownership Source: IRS 2017
  16. 16. AIR-CONDITIONER PENTERATION Figures in % U+R = Urban & Rural R= Rural U=Urban Source: IRS 2017
  17. 17. Fridge-Refrigerator Figures in % U+R = Urban & Rural R= Rural U=Urban Source: IRS 2017
  18. 18. Washing Machine Source: IRS 2017 Figures in % U+R = Urban & Rural R= Rural U=Urban
  19. 19. Ceiling Fan Source: IRS 2017 Figures in % U+R = Urban & Rural R= Rural U=Urban
  20. 20. Gas Stove Source: IRS 2017 Figures in % U+R = Urban & Rural R= Rural U=Urban
  21. 21. Two Wheeler Source: IRS 2017 Figures in % U+R = Urban & Rural R= Rural U=Urban
  22. 22. Car/Jeep/Van Source: IRS 2017 Figures in % U+R = Urban & Rural R= Rural U=Urban
  23. 23. DVD Player Source: IRS 2017 Figures in % U+R = Urban & Rural R= Rural U=Urban
  24. 24. Microwave Oven Source: IRS 2017 Figures in % U+R = Urban & Rural R= Rural U=Urban
  25. 25. Inverter Source: IRS 2017 Figures in % U+R = Urban & Rural R= Rural U=Urban
  26. 26. POPULATION BREAK-UP : AGE
  27. 27. 57% OF THE TOTAL POPULATION LIES IN THE 20-49 YEARS GROUP Source: IRS 2017
  28. 28. AGE GROUP PATTERN STAYS SIMILAR ACROSS THE COUNTRY Source: IRS 2017
  29. 29. 12-19 YEARS POPULATION INCREASES IN SMALLER TOWNS VS URBAN CENTRES Source: IRS 2017
  30. 30. State Wise Source: IRS 2017
  31. 31. POPULATION BREAK-UP: GENDER
  32. 32. EQUAL SPLIT BETWEEN MALES AND FEMALES Source: IRS 2017
  33. 33. GENDER SPLIT STAYS SKEWED TOWARDS MALES ACROSS, EXCEPT SOUTH Source: IRS 2017
  34. 34. EQUAL SPLIT BETWEEN MALES AND FEMALES Source: IRS 2017
  35. 35. State Wise Source: IRS 2017
  36. 36. POPULATION BREAK-UP: NCCS
  37. 37. UPGRADING FROM SEC TO NCCS (New Consumer Classification System) What is NCCS? NCCS is used to classify households in India. It was co-developed by Market Research Society of India (MRSI) and Media Research Users Council (MRUC) and classifies households on two variables - education of the chief wage earner and the number of consumer durables owned by the household from a predefined list. Why is it used? NCCS is used to discriminate between households and define the entire consumer behavior of a household - what will his family aspire for, gender ratio or life expectancy of a family member. It is used by IRS and New launched TV ratings methodology from BARC. It is similar to SEC but here, the attempt is to understand the behavioral variables of a consumer as well. How different is SEC from NCCS? SEC is an urban-only system while NCCS is national. SEC classifies consumers on two variables - education of the chief wage earner and his occupation and is linked to one individual. It doesn't use household parameters to classify the households, which NCCS does. The classification of occupation was urban-oriented in the case of SEC. When SEC was launched, the interest in the rural consumers was very low. It did not include the conventional rural occupations. So, there were two different classifications. One for the rural system wherein the Rural SEC Grid used education and type of house (pucca, semi-pucca, and katcha) as measures of socio-economic class, and segmented rural India into 4 groups (R1, R2, R3, R4) and the other for urban - SEC A1, SEC A2 and so on. Further Details on the same can reviewed from the below Link http://www.afaqs.com/news/story/42980_A-Dummys-Guide-to-NCCS
  38. 38. INDIA – SOCIAL ECONOMIC CLASSIFICATION
  39. 39. New Consumer Classification System (NCCS) Source: IRS 2017
  40. 40. LIST OF DURABLES The durables (as on date) are Electricity Connection, Ceiling Fan, Gas Stove, Refrigerator, Two Wheeler, Washing Machine, Colour TV, Computer, Four- wheeler, Air Conditioner and Agricultural land (in rural areas). Research showed that it is an adequate classification. This list will be relooked after a certain period of time.
  41. 41. NCCS D & E REDUCING OVER THE PERIOD Source: IRS 2017
  42. 42. NCCS CLASSIFICATION REMAINS SIMILAR EXCEPT EAST Source: IRS 2017
  43. 43. URBAN POCKETS SEES HIGHER %AGE FOR NCCS ABC Source: IRS 2017
  44. 44. URBAN POCKETS SEES HIGHER %AGE FOR NCCS ABC Source: IRS 2017
  45. 45. POPULATION BREAK-UP: LITERACY
  46. 46. RURAL HAS HIGHER ILLITERACY RATE Source: IRS 2017
  47. 47. NORTH AND EAST INDIA HAS HIGHER RATE OF ILLITERACY Source: IRS 2017
  48. 48. RURAL HAS HIGHER RATE OF ILLITERACY Source: IRS 2017
  49. 49. State Wise Source: IRS 2017
  50. 50. POPULATION BREAK-UP: WORKING
  51. 51. Employment pattern remain similar in Urban and Rural India Source: IRS 2017
  52. 52. Employment pattern remain similar in Urban and Rural India Source: IRS 2017
  53. 53. Employment pattern remain similar in Urban and Rural India Source: IRS 2017
  54. 54. State Wise Source: IRS 2017
  55. 55. EMERGING MEDIA LANDSCAPE
  56. 56. TV REMAINS MOST POPULAR MEDIA MOBILE AND INTERNET GROWING OVER THE YEARS AS WELL Source: IRS 2017
  57. 57. MEDIA PENTERATION POP Source: IRS 2017
  58. 58. South India sees higher interaction with all media higher literacy rate in south also reflects in higher preference for print media Source: IRS 2017
  59. 59. MEDIA PENTERATION STATEWISE Source: IRS 2017
  60. 60. MEDIA PENTERATION STATEWISE Source: IRS 2017
  61. 61. MEDIA PENTERATION STATEWISE Source: IRS 2017
  62. 62. USERS CAN NOW COMPARE ALL MEDIA, APPLE TO APPLE % REACH WITHIN 12+ INDIVIDUALS TOTALS URBAN RURAL Universe size (000s), 12+ years 104,60,04 36,26,05 68,34,00 TV in last 1 month (L1M) 75 (+10) 88 (+3) 68 (+14) Newspapers read in L1M 39 (+8) 53 (+6) 31 (+9) Magazines read in L1M 5 (n.a.) 9 (n.a.) 3 (n.a.) Listened to Radio in L1M 19 (+9) 28 (+13) 15 (+7) Accessed Internet in L1M 19 (n.a.) 33 (n.a.) 12 (n.a.) Watched Cinema in L1M 3 (*) 6 (*) 2 (*) Figs in % Source: IRS 2017 n.a. = not available in earlier IRS ; * = insignificant #Does not Include Goa. Figures in brackets indicate growth over IRS 2014
  63. 63. ROLE OF MEDIA
  64. 64. ROLE OF MEDIA – AWARENESS V/S ENGAGEMENT •Build high reach & convey brand message with audio-visual impact of TV. •Preferred media to help boost reach across and ensure coverage at efficient weight levels TELEVISION + ONLINE TV •Build high coverage through utilizing OOH media options like billboards, bus branding, lamp posts, etc. •Help provide awareness and recognition OOH •Influential media to enhance image in affinity categories / titlesPRINT •Frequency builder •Helps build affinity and also supports to leverage interaction with target audience RADIO Awareness Building • Media that will encourage Build awareness, reach and Image Building • Targeted media selection to help get a wider coverage •Interact with our target to educate them about the value of environment and sustainability •Provide targeted reach to our audience DISPLAY •Encourage call for action amongst our targets. •To keep exposure and drive high traffic SEARCH •Encourage interaction and sharing on social networks •Build content with relevant media to educate and share SOCIAL Generate Engagement • Relevant & affinity media to win mass audience • Story telling and education to drive brand preference • Media that helps interaction and engagement opportunities
  65. 65. TV MEDIA • Helps build high media reach amongst targeted audience • Ensures reach across age groups, social strata at effective levelsTV
  66. 66. ADVANTAGES & DISASDVANTAGES TV MEDIA • Largest number of viewers • Highest reach among all media • Appeals across age groups, social strata, literacy status, etc. • Powerful and persuasive medium • Outreach across urban and rural areas • Educative and entertainment media • With technical advancement, digital also comes to the fore on TV • Expensive but effective medium • Besides allowing opportunity through creativity using sight and sound, it helps define the personality of a brand • Expensive media – on air cost, production, competitive brand budgets, etc. • Does not allow for immediate change or stoppage of creatives / ads on air • Large number of channels, making it difficult to reach audiences across genres • Prime time may guarantee higher reach, but it comes at a high price • Appointment viewing on the decrease, audience moving on to digital platforms • Highly cluttered media • Adaptation needed for language / vernacular TV channels
  67. 67. PRINT MEDIA • Influential media to enhance image in affinity categories / titles • Effective add-on media to TV, especially in a market like IndiaPRINT
  68. 68. ADVANTAGES & DISADVANTAGES • Targeted marketing • Be present in relevant titles • Localise content in vernacular languages • Engaging media • Higher ad recall • Loyal readers • Pass-along readability • Credible and trust worthy media • Longevity – based on frequency of publication • Readership on the decline, given exposure to digital media • “Freshness” of news is an issue • Limited shelf life – especially dailies • Longer planning timelines especially monthly, quarterlies, etc • Cluttered media • Limited readership depending on loyalty
  69. 69. RADIO MEDIA • Fringe media • Frequency builder • Helps build affinity • Supports to leverage interaction with target audienceRADIO
  70. 70. ADVANTAGES & DISADVANTAGES • Fringe, influential media • Frequency Builder • Allows interaction with audience • Permits localization • Cheap in terms of on air and production costs • Reaches rural pockets effectively where TV may not be very effective • Radio is the pulse of the community • Offers promotional / tactical opportunity • Provides call-to action • High fragmentation • Less attentive • Lack of visual appeal • Complex buying process across markets • Need to localise content for relevancy • Lack of loyalty
  71. 71. OOH MEDIA • Build high coverage through utilizing OOH media options like billboards, bus branding, lamp posts, etc. • Help provide awareness • Instant recognitionOOH
  72. 72. ADVANTAGES & DISADVANTAGES • Increases brand recognition • Ideal brand building media • Specific area / location targeting • Digital signboards allow taking TVC on outdoor media • Effective media on high traffic roads • Allows for higher discounts negotiations compared to TV and other media • Permits creative and tactical freedom • May be distracting medium • Unorganised sector compared to TV, radio, print • Measurability is an issue • Risk of vandalism and weather conditions • Limited information and attention time • Stationary media • Limited feedback
  73. 73. DIGITAL MEDIA - DISPLAY • Interact with our target to educate them about the value of environment and sustainability • Provide targeted reach to our audienceDISPLAY
  74. 74. ADVANTAGES & DISADVANTAGES • Allows higher interaction • Allows usage of rich media and imagery • Low cost media • Build brand awareness and relevance • Better target to TG and also retarget and remarket • Lower Click-thru-rate • Low conversion rate • Ad avoidance via ad-blocking tools • Auction-style system allows higher bidder to get space / visibility advantage • Viewing / connectivity problems
  75. 75. DIGITAL MEDIA - SEARCH • Encourage call for action amongst our targets. • To keep exposure and drive high traffic SEARCH
  76. 76. ADVANTAGES & DISADVANTAGES • Unobtrusive • Resistance to ad-block • Focus on intent marketing • Solution for poor organic traffic • Mobile advertising • Helps improve SEO • Immediate results • Budget control • Highly competitive • High cost per click • Highly specialised knowledge • Time consuming
  77. 77. DIGITAL MEDIA - SOCIAL • Encourage interaction and sharing on social networks • Build content with relevant media to educate and shareSOCIAL
  78. 78. ADVANTAGES & DISADVANTAGES • Relatively low cost • Higher reach • Helps wider segmentation • Brand visibility • Higher chance of interaction • Brand recognition • Generate leads • Need for a clear and defined social media strategy • Need of additional resources for maintaining online presence • Social media is immediate and needs daily monitoring • Need of active management to reap benefits • Risk of inappropriate and unwanted behaviour and negative comments
  79. 79. KEY TV MEDIA LANDSCAPE
  80. 80. Growth in TV penetration has been tremendous Source: BARC INDIA
  81. 81. Terrestrial was the only form of distribution till the mid 90s. With the impetus of digitization, this is nearly extinct! Source: BARC INDIA
  82. 82. TV Universe size in rural India is 99 million HHs, which is 17% higher than Urban India, but Rural is only 52% penetrated so far Source: BARC INDIA
  83. 83. ‘Old School’ Viewing still exists in India….be it URBAN or RURAL Source: BARC INDIA
  84. 84. Viewers in South spend higher time on TV than viewers in HSM Source: BARC INDIA
  85. 85. Contrary to popular perception Viewership is highest amongst Youth (15-30 years) even in the digital age Source: BARC INDIA
  86. 86. HINDI CONTENT rules! The associated genres reach more than 500 million people weekly Source: BARC INDIA
  87. 87. TV PENETRATION BI 2018 Source: BARC INDIA
  88. 88. ALL INDIA TV VIEWERSHIP : FAST FACTS Source: BARC INDIA
  89. 89. VIEWERSHIP OF HSM VS. SOUTH: FAST FACTS Source: BARC INDIA
  90. 90. VIEWERSHIP OF HSM VS. SOUTH: FAST FACTS Source: BARC INDIA
  91. 91. VIEWERSHIP BY AGE GROUP Source: BARC INDIA
  92. 92. KEY PRINT MEDIA LANDSCAPE
  93. 93. PRINT PENETRATION Source: IRS 2017
  94. 94. DAILIES ADD 11 CRORE READERS IN THE LAST 3 YEARS Read in Last 1 Month ALL INDIA URBAN RURAL 2014 2017 2014 2017 2014 2017 Dailies 31% 39% 47% 53% 22% 31% Readers in Crores 29.5 40.7@ 15.2 19.3 14.3 21.4 +11 Cr +4 Cr +7 Cr Source: IRS 2017
  95. 95. DAILIES’ READERSHIP BASE EXPANDS ACROSS DEMOGRAPHIC GROUPS Note: respective NCCS or Age group = 100 Figs in % (12+ Years) 12+ YEARS NCCS A NCCS B NCCS C NCCS DE 2014 2017 2014 2017 2014 2017 2014 2017 Dailies (hard copy) Read in Last 1 Month 72% 73% 51% 54% 33% 37% 15% 21% 12+ YEARS 12 – 15 YRS 16 – 19 YRS 20 – 29 YRS 30 – 39 YRS 40 – 49 YRS 50+ YRS 2014 2017 2014 2017 2014 2017 2014 2017 2014 2017 2014 2017 Dailies (hard copy) Read in Last 1 Month 28% 42% 38% 50% 34% 42% 30% 38% 29% 37% 26% 30% Source: IRS 2017
  96. 96. WHILE READERSHIP BASE EXPANDS, “YESTERDAY READER” BASE IS ALMOST FLAT Dailies’ Readership IRS 2014 IRS 2017 % CHANGE VS ‘14 Last 1 month 27.6 38.5 40% Upto 7 days 24.3 30.6 26% Upto 3 days 20.8 24.1 16% Yesterday 17.2 17.3 0.6% Figs in Crores (12+ Years) Source: IRS 2017
  97. 97. DAILIES : GROWTH SEEN ACROSS LANGUAGES LAST 1 MONTH READERSHIP IRS 2014 IRS 2017 % CHANGE VS ‘14 12+ individuals 96.2 104.6 9% Bengali 1.9 2.1 9% English 2.5 2.8 10% Gujarati 1.6 2.3 45% Hindi 12.1 17.6 45% Kannada 1.3 1.8 37% Malayalam 2 2.4 19% Marathi 2.6 3.4 31% Oriya 0.6 1.1 83% Punjabi 0.5 0.7 51% Tamil 2.3 3.4 44% Telugu 1.5 2.5 63% Urdu 0.1 0.2 53% Source: IRS 2017
  98. 98. THE TOP 20 DAILIES : ALL LANGUAGES (EXCLUDING - VARIANT) TR OF PUBLICATIONS (U+R) IRS 2017 TR OF PUBLICATIONS (U+R) IRS 2017 Dainik Jagran 70377 The Times Of India 13047 Hindustan 52397 Ananda Bazar Patrika 12763 Amar Ujala 46094 Punjab Kesari 12232 Dainik Bhaskar 45105 Dinakaran 12083 Daily Thanthi 23149 Mathrubhumi 11848 Lokmat 18066 Gujarat Samachar 11784 Rajasthan Patrika 16326 Dinamalar 11659 Malayala Manorama (Daily) 15999 Daily Sakal 10498 Eenadu 15848 Sandesh 10352 Prabhat Khabar 13492 Patrika 9823 Source: IRS 2017Figs in 000s (12+ Years); Urban+Rural
  99. 99. TOP 10 DAILIES : BY LANGUAGES HINDI IRS 2017 ENGLISH IRS 2017 REGIONAL LANG. IRS 2017 Dainik Jagran 70377 The Times Of India 13047 Daily Thanthi 23149 Hindustan 52397 Hindustan Times 6847 Lokmat 18066 Amar Ujala 46094 The Hindu English 5300 Malayala Manorama (D) 15999 Dainik Bhaskar 45105 The Economic Times 3103 Eenadu 15848 Rajasthan Patrika 16326 Mumbai Mirror 1813 Ananda Bazar Patrika 12763 Prabhat Khabar 13492 The Indian Express 1599 Dinakaran 12083 Punjab Kesari 12232 The Telegraph 1558 Mathrubhumi 11848 Patrika 9823 The New Indian Express 1507 Gujarat Samachar 11784 Navbharat Times 7641 The Tribune 1490 Dinamalar 11659 Nai Dunia 6386 Deccan Chronicle 1389 Daily Sakal 10498 Source: IRS 2017
  100. 100. TOP PUBLICATIONS - REGIONAL LANGUAGES ASSAMESE IRS 2017 BENGALI IRS 2017 GUJARATI IRS 2017 Asomiya Pratidin 2162 Ananda Bazar Patrika 12763 Gujarat Samachar 11784 Asomiya Khabar 814 Bartaman 9674 Sandesh 10352 Niyamiya Barta 782 Sangbad Pratidin 3270 Divya Bhaskar 7841 Dainik Assam 628 Ei Samay 2646 Kutch Mitra 695 Amar Asom 583 Uttar Banga Sambad 2007 Saurashtra Samachar 647 KANNADA IRS 2017 MALAYALAM IRS 2017 MARATHI IRS 2017 Vijay Karnataka 6925 Malayala Manorama 15999 Lokmat 18066 Vijayavani 6482 Mathrubhumi 11848 Daily Sakal 10498 Prajavani 6435 Deshabhimani 5406 Punya Nagari 9520 Udayavani 3098 Madhyamam 2214 Pudhari 7273 Kannada Prabha 2263 Kerala Kaumudi 1293 Loksatta 3794 Source: IRS 2017Figs in 000s (12+ Years); Urban+Rural
  101. 101. TOP PUBLICATIONS - REGIONAL LANGUAGES (CONTD..) ORIYA IRS 2017 PUNJABI IRS 2017 TAMIL IRS 2017 Sambad 6594 Jag Bani 4149 Daily Thanthi 23149 Samaja 5630 Ajit 4013 Dinakaran 12083 The Prameya 3695 Punjabi Tribune 793 Dinamalar 11659 Dharitri 3542 Punjabi Jagran 628 Maalai Malar 3074 The Samaya 1097 Sach Kahoon 293 The Hindu 2890 TELUGU IRS 2017 URDU IRS 2017 Eenadu 15848 Inquilab 778 Sakshi 9341 Roznama Rashtriya Sahara 307 Andhra Jyothi 6354 Akbar-e-Mashriq 284 Namasthe Telangana 3196 The Munsif 228 Vaartha 672 Siasat 221 Source: IRS 2017Figs in 000s (12+ Years); Urban+Rural
  102. 102. THE TOP 20 - MAGAZINES MAGAZINES IRS 2017 MAGAZINES IRS 2017 India Today (English) 7992 Sarita (Hindi) 2958 India Today (Hindi) 7159 The Sportstar (Eng) 2937 Samanya Gyan Darpan (Hindi) 6882 Cricket Samrat (Hindi) 2920 Vanitha (Malayalam) 6126 Diamond Cricket Today (Hindi) 2809 Pratiyogita Darpan (Hindi) 5924 Grih Shobha (Hindi) 2759 Meri Saheli (Hindi) 4623 Ananda Vikatan (Tamil) 2708 Saras Salil (Hindi) 4318 Diamond Cricket Today (English) 2549 Bal Bhaskar (Hindi) 3598 Grehlakshmi (Hindi) 2469 General Knowledge Today (Eng) 3493 Jagran Josh Plus 2423 Champak (Hindi) 3336 Filmfare (Fortnightly) 2333 Source: IRS 2017Figs in 000s (12+ Years); Urban+Rural
  103. 103. TOP 10 MAGAZINES : BY LANGUAGES HINDI (in 000) Periodicity IRS 2017 India Today (Hindi) Weekly 7159 SamanyaGyan Darpan Monthly 6882 Pratiyogita Darpan (Hindi) Monthly 5924 Meri Saheli Monthly 4623 Saras Salil Hindi Fnly 4318 Bal Bhaskar Fnly 3598 Champak (Hindi) Fnly 3336 Sarita Fnly 2958 Cricket Samrat Monthly 2920 Diamond Cricket Today (Hindi) Monthly 2809 Source: IRS 2017Figs in 000s (12+ Years); Urban+Rural
  104. 104. TOP 10 MAGAZINES : BY LANGUAGES HINDI (in 000) Periodicity IRS 2017 ENGLISH (in 000) Periodicity IRS 2017 India Today (Hindi) Weekly 7159 India Today (English) Weekly 7992 SamanyaGyan Darpan Monthly 6882 General Knowledge Today Monthly 3493 Pratiyogita Darpan (Hindi) Monthly 5924 The Sportstar Weekly 2937 Meri Saheli Monthly 4623 Diamond Cricket Today (English) Monthly 2549 Saras Salil Hindi Fnly 4318 Filmfare (Fortnightly) Fnly 2333 Bal Bhaskar Fnly 3598 Pratiyogita Darpan (English) Monthly 1820 Champak (Hindi) Fnly 3336 Outlook English Weekly 1517 Sarita Fnly 2958 Competition Success Review Monthly 1477 Cricket Samrat Monthly 2920 Readers Digest Monthly 1354 Diamond Cricket Today (Hindi) Monthly 2809 Business Today Fnly 1315 Source: IRS 2017Figs in 000s (12+ Years); Urban+Rural
  105. 105. TOP 10 MAGAZINES : BY LANGUAGES HINDI Periodicity IRS 2017 ENGLISH Periodicity IRS 2017 REGIONAL Periodicity IRS 2017 India Today (Hindi) Weekly 7159 India Today (English) Weekly 7992 Vanitha (Malayalam) Malayalam Fnly 6126 SamanyaGyan Darpan Monthly 6882 General Knowledge Today Monthly 3493 Ananda Vikatan Tamil Weekly 2708 Pratiyogita Darpan (Hindi) Monthly 5924 The Sportstar Weekly 2937 Mathrubhumi Arogya Masika Malayalam Monthly 2269 Meri Saheli Monthly 4623 Diamond Cricket Today (English) Monthly 2549 Kumudam Tamil Weekly 2269 Saras Salil Hindi Fnly 4318 Filmfare (Fortnightly) Fnly 2333 Mathrubhumi Thozhilvartha Malayalam Weekly 2235 Bal Bhaskar Fnly 3598 Pratiyogita Darpan (English) Monthly 1820 Kungumam Tamil Weekly 2172 Champak (Hindi) Fnly 3336 Outlook English Weekly 1517 Grihalakshmi Malayalam Fnly 2116 Sarita Fnly 2958 Competition Success Review Monthly 1477 Balarama Malayalam Weekly 1973 Cricket Samrat Monthly 2920 Readers Digest Monthly 1354 Manorama Thozil Veedhi Malayalam Weekly 1844 Diamond Cricket Today (Hindi) Monthly 2809 Business Today Fnly 1315 Karmasangsthaan Bengali Weekly 1702 Source: IRS 2017Figs in 000s (12+ Years); Urban+Rural
  106. 106. TOP MAGAZINES : REGIONAL LANGUAGES ASSAMESE Periodicity IRS 2017 BENGALI Periodicity IRS 2017 GUJRATI Periodicity IRS 2017 Bismoi Monthly 516 Karmasangsthaan Weekly 1702 Abhiyaan Weekly 284 Nandini Monthly 513 Karmakshetra Weekly 1319 Chitralekha (Gujarati) Weekly 272 Priyo Sakhi Monthly 410 Sananda Fnly 1287 Grih Shobha (Gujarati) Monthly 236 Prantik Fnly 334 Saptahik Bartaman Weekly 937 Maari Saheli Monthly 134 Sadin Weekly 236 Anandalok Fnly 890 KANNADA Periodicity IRS 2017 MALAYALAM Periodicity IRS 2017 ORIYA Periodicity IRS 2017 Sudha Weekly 1307 Vanitha (Malayalam) Fnly 6126 Nijukti Khabar Weekly 576 Taranga Weekly 1077 Mathrubhumi Arogya Masika Monthly 2269 Grih Shobha (Kan) Monthly 441 Mathrubhumi Thozhilvartha Weekly 2235 Mayura Monthly 374 Grihalakshmi Fnly 2116 Roopatara Monthly 305 Balarama Weekly 1973 Figs in 000s (12+ Years); Urban+Rural
  107. 107. TOP MAGAZINES : REGIONAL LANGUAGES MARATHI Periodicit y IRS 2017 TAMIL Periodicity IRS 2017 Grihashobhik a Monthly 572 Ananda Vikatan Weekly 2708 Noukari Sandarbha Weekly 538 Kumudam Weekly 2269 Saptahik Sakal Weekly 505 Kungumam Weekly 2172 Chitralekha Weekly 369 Puthiya Thalaimurai Weekly 1623 Tanishka Monthly 319 Aval Vikatan Fnly 1104 TELUGU Periodicity IRS 2017 Swati Sapari Vara Patrika Weekly 1098 Swati Monthly 939 Annadata Monthly 507 Navya Weekly 384 Bala Bharatham Monthly 288 Source: IRS 2017Figs in 000s (12+ Years); Urban+Rural
  108. 108. KEY CINEMA MEDIA LANDSCAPE
  109. 109. CINEMA PENETRATION Source: IRS 2017
  110. 110. Types Of Cinema Advertising On - Screen Off - Screen • Static / mute slide • Audio slide • Ad film • Arch gate • Signage at entrance, ticket counter • Seat branding • Cut-outs • Standees • Ticket jackets • Flyers and pamphlets • Branding in elevators, washrooms, snack counters • Kiosk activation / product display / product sampling to give the patrons a chance to see, feel and experience the brand • Façade hoarding • Backlits • Parking
  111. 111. Cinema Chain
  112. 112. Screen Type Single Screen 6300 Multiple Screen 3700 Total 10000
  113. 113. Cinema Chain PVR • 644 Carnival • 392 Inox • 491 Cinepolis • 337 Others • 8100
  114. 114. Zone Wise Cinema Screen All India • 10000 South • 4700 North • 1850 West • 2200 East • 1250
  115. 115. CINEMA : TOP 10 CITIES Southern markets’ love for cinema continues Cinema Cities IRS 2017 NCCS A NCCS B NCCS C NCCS D E Mumbai UA 10% 18% 7% 4% Chennai UA 17% 21% 15% 13% Bangalore UA 14% 19% 13% 10% Hyderabad UA 16% 22% 16% 11% 10% Delhi UA 7% 11% 3% Kolkata UA 4% 9% 4% 2% Surat UA 10% 25% 7% Ahmedabad UA 7% 12% 6% Pune UA 9% 14% 6% 5% Visakhapatnam (GVMC) 24% 33% 26% 18%
  116. 116. KEY RADIO MEDIA LANDSCAPE
  117. 117. RADIO PENETRATION Source: IRS 2017
  118. 118. RADIO : THE TOP 10 Cities : M/F & NCCS At a city level it is even higher level of listenership Radio City Males Females NCCS A NCCS B NCCS C NCCS D/E Delhi UA 45% 53% 36% 55% 38% 33% 32% Mumbai UA 35% 41% 28% 44% 33% 28% 22% Kolkata UA 37% 41% 32% 50% 41% 32% 27% Bangalore UA 44% 47% 40% 51% 46% 37% 32% Chennai UA 43% 48% 39% 50% 42% 33% 36% Pune UA 45% 50% 40% 53% 42% 39% 39% Hyderabad UA 27% 32% 21% 34% 27% 20% 22% Ahmedabad UA 31% 35% 25% 39% 27% 26% 24% Lucknow UA 57% 68% 45% 66% 57% 49% 42% Kanpur UA 53% 61% 44% 58% 48% 54% 49% Source: IRS 2017
  119. 119. RADIO : THE TOP 10 CITIES : LOWER AGE GROUPS SHOW A HIGHER INDEX Radio City 12 to 15 16 to 19 20 to 29 30 to 39 40 to 49 50+ Delhi UA 45% 51% 57% 49% 44% 44% 30% Mumbai UA 35% 45% 42% 38% 36% 31% 25% Kolkata UA 37% 49% 52% 44% 36% 33% 25% Bangalore UA 44% 47% 49% 47% 46% 42% 35% Chennai UA 43% 51% 59% 51% 43% 40% 30% Pune UA 45% 57% 55% 49% 47% 41% 33% Hyderabad UA 27% 32% 40% 31% 27% 21% 17% Ahmedabad UA 31% 40% 40% 34% 31% 31% 19% Lucknow UA 57% 67% 76% 63% 58% 47% 41% Kanpur UA 53% 65% 76% 61% 52% 50% 30% Source: IRS 2017
  120. 120. TOP 10 FM STATION IN INDIA Big F.M 92.7 Red F.M 93.5 Radio Mirchi 98.3 Radio One 94.3 Fever 104 Oye F.M104.8 Radio City 91.1 Suryan F.M 93.5 Friends F.M 91.9 Vividh Bharti
  121. 121. OOH MEDIA LANDSCAPE
  122. 122. Most Preferred Outdoor Advertising Media formats in India
  123. 123. Most Preferred Outdoor Advertising Media formats in India
  124. 124. LIT/ NON LIT FRONT LIT NON LIT BACK LIT
  125. 125. Facts & Figures Mumbai 26% Bangalore 11% Delhi 22% Chennai 6% Hyderabad 9% Kolkata 7% others 19% Cities that contribute the most to OOH Advertising Source : Group M KPMG Analysis
  126. 126. Facts & Figures CurrentScenario Billboards 50% Street Furniture 29% Transit Media 19% Alternate Media 2% OOH Segment Share %
  127. 127. Role/Advantages of OOH Media Task of OOH - Awareness, Hype, Noise, Re-assure, Direct, Noise, Big Brand, Impact 38 54 55 4 43 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Mumbai Bangalore Contribution to awareness Outdoor TV GRP Print GRP Study on Impact of Media on Awareness (30 brands) • ROLE • To announce product launch or anything new about product / services • To remind people of the brand’s existence • To create quick awareness • To create impact • To help / facilitate sale • Advantages • Helps build reach & frequency over time • 24 x 7 • Larger than life imagery • Non Intrusive • Localised content / language / message • Non – skipable • High impact when used in sync with other media • Can be cost effective if planned well OOH has the 2nd highest Impact on Awareness after TV
  128. 128. Media Reach TV OOH PrintRadio Internet Media Reach TV OOH PrintRadio Internet Media reach 86% 76% 68%18% 17% 88% 80% 74%17% 13% OOH is the 2nd most seen medium after TV. OOH is the 2nd most seen medium after TV. Source – TGI 18-29yrs, AB, M/F 30-44yrs, AB, M/F
  129. 129. Educational institutes/ residential areas Malls Multiplex Shopping areas Junctions / major arterial roads / traffic signals Transit points like Airport, railway, metro, auto, bus stand Corporate office hubs / residential areas Malls Multiplex Shopping areas Junctions / major arterial roads / traffic signals Media reach Source – TGI 18-29yrs, AB, M/F 30-44yrs, AB, M/F Transit points like Airport,railway, metro, auto, bus stand
  130. 130. Source – TGI 18-29yrs, AB, M/F 30-44yrs, AB, M/F 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0% 5% 10% 15% 20% 25% 30% 35% 40% Various OOH - Media reach
  131. 131. Most frequented hotspots Source – TGI 18-29yrs, AB, M/F 30-44yrs, AB, M/F SHOPPING MALLS 45% CINEMA HALLS/MUTIPLEX 42% ICE CREAM PARLOURS 41% EATING OUT IN RESTAURANTS 41% FAST FOOD RESTAURANTS 37% PIZZA JOINTS 23% COFFEE SHOPS 19% SHOPPING MALLS 43% EATING OUT IN RESTAURANTS 40% ICE CREAM PARLOURS 40% CINEMA HALLS/MUTIPLEX 39% FAST FOOD RESTAURANTS 35% PIZZA JOINTS 19% COFFEE SHOPS 17%
  132. 132. DIGITAL MEDIA LANDSCAPE
  133. 133. Internet Stats : India
  134. 134. Internet Penetration by country
  135. 135. Countries with Fastest internet
  136. 136. Mobile Internet Speed Across India
  137. 137. Urban India : Internet Usages
  138. 138. Rural India : Internet Usages
  139. 139. Platform – Wise Users : India
  140. 140. Most Engaging Social Media Content
  141. 141. Smartphone Usage in India
  142. 142. Growth in smartphone Adoption: India
  143. 143. Smartphone Market Share: Global
  144. 144. Smartphone Market Share: India
  145. 145. Feature Phone Market Share: India
  146. 146. Facebook Demographics : India
  147. 147. Facebook Demographics : India
  148. 148. Linkedin Demographics : India
  149. 149. Linkedin Demographics : India
  150. 150. Instagram Demographics : India
  151. 151. Instagram Demographics : India
  152. 152. Top 10 – Alexa: India
  153. 153. Top 10 – Alexa: Global
  154. 154. Website Categories
  155. 155. Number of online shoppers: India
  156. 156. E- commerce key Trends: India
  157. 157. Top Categories for online Purchasers in India
  158. 158. Key Players
  159. 159. App Usage Stats Worldwide
  160. 160. App Usage Stats: India
  161. 161. Android Stats: Global
  162. 162. Android Stats: India
  163. 163. IOS stats: USA
  164. 164. IOS stats: India
  165. 165. Top Music Streaming Apps In India
  166. 166. Top Video Streaming Apps in India
  167. 167. Sources Source: Ethinos for Digital
  168. 168. THANK YOU!

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