FICCI-KPMG-Report-13-FRAMES
FICCI-KPMG-Report-13-FRAMES
FICCI-KPMG-Report-13-FRAMES
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26 The power of a billion: Realizing the Indian dream<br />
Top 10 advertisers on TV<br />
Brand<br />
2012<br />
(%<br />
share)<br />
2011<br />
(%<br />
share)<br />
2010<br />
(%<br />
share)<br />
Hindustan Lever Ltd 8 8 8<br />
Cadburys India Ltd 2 2 2<br />
Reckitt Benckiser (India) Ltd 2 3 3<br />
ITC Ltd 2 2 2<br />
Procter & Gamble 2 2 2<br />
Colgate Palmolive India Ltd 1 1 1<br />
Ponds India 1 1 1<br />
Coca Cola India Ltd 1 1 2<br />
Samsung India Electronics<br />
Ltd<br />
1 -* -*<br />
Marico Ltd 1 -* -*<br />
Total 22 20 21<br />
Source: TAM AdEx, Period: Year 2011 and 2012, Medium: TV, Based on analysis of Ad volumes<br />
in seconds. Copyright reserved with TAM MEDIA RESEARCH PVT. LTD. Any use of TAM data (or<br />
derivative thereof) mentioned herein without express permission of TAM shall be treated as illegal<br />
Note: *Smithkline Beecham, Bharti Airtel Ltd., and L’Oreal India Private Ltd. were amongst the top 10<br />
advertisers in 2011 and 2010 as reported by <strong>FICCI</strong> <strong>KPMG</strong> Indian M&E <strong>Report</strong> 2012 and 2011<br />
Viewership share by genres – all India<br />
Genre<br />
2012<br />
(% share)<br />
English Entertainment 0.14<br />
English News 0.23<br />
English Movies 0.88<br />
Hindi GEC 30.01<br />
Hindi News 3.18<br />
Hindi Movies 11.93<br />
Regional GEC 20.18<br />
Regional News 2.78<br />
Regional Movies 3.65<br />
Kids 6.47<br />
Music 3.09<br />
Infotainment 1.08<br />
Others 16.4%<br />
Source: TAM; Week 1 to 52, 2012, All India CS4+ market. Copyright reserved with TAM MEDIA<br />
RESEARCH PVT. LTD. Any use of TAM data (or derivative thereof) mentioned herein without<br />
express permission of TAM shall be treated as illegal<br />
© 20<strong>13</strong> <strong>KPMG</strong>, an Indian Registered Partnership and a member firm of the <strong>KPMG</strong> network of independent member firms affiliated<br />
with <strong>KPMG</strong> International Cooperative (“<strong>KPMG</strong> International”), a Swiss entity. All rights reserved.<br />
Genres<br />
Hindi and regional General Entertainment Channels<br />
(GECs) continued to account for over 50 percent of the<br />
total viewership. GECs are the key drivers of television<br />
viewership, accounting for 65-75 percent of Hindi and<br />
regional markets.<br />
Hindi GEC and Hindi movie genres consolidated their<br />
position with a viewership share of 30.0 percent and 11.9<br />
percent in 2012, compared to 26.5 percent and 10.6 percent<br />
respectively in 2011. A large part of this growth may be<br />
attributed to TAM’s increased reach in LC1 areas of Hindi<br />
Speaking Markets (HSMs). LC1 markets of UP, MP, PHCHP,<br />
Rajasthan and Gujarat account for 16.2 percent of the total<br />
television viewership. Hindi GEC share of viewership in the<br />
above LC1 markets is significantly higher, at 40-50 percent,<br />
compared to 39 percent in HSMs without LC1. Similarly<br />
Hindi movie share of viewership in the stated LC1 market is<br />
higher at 19-24 percent, compared to 17 percent in HSMs<br />
without LC1. 23<br />
23. Overview of Television Landscape in New LC1 Markets, TAM Media Research Pvt. Ltd.<br />
In areas that were digitised, increased audience<br />
fragmentation was witnessed. Our discussions indicate<br />
that viewing patterns of some niche channels have seen a<br />
positive movement when comparing their pre-digitisation<br />
and post-digitisation share of viewership.<br />
“<br />
Viewership share of English entertainment<br />
channels has increased post DAS and<br />
would continue to further increase as DAS<br />
rolls out further.<br />
“<br />
- Anuj Poddar<br />
Head – Strategy & Business Development,<br />
Viacom 18 Media Private Limited
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