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7/27/2019 Overview Universe
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TAM Annual Universe Update 2013
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TAM Annual Universe Update-2013
The necessity of Annual Universe Updates
The methodology employed
The top-lines of Universe changes
Implications for users
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The Necessity of Universe Update
The population represented in each market reported by TAM, organically will
change either in size or structure.
Growth in TV owning households
Growth in C&S penetration
Explosion of new ways of accessing TV such as Digital platforms
Difference in rate of growth across markets
Organic change in demographics
Universe estimates are the base of all viewership estimates that an audience
measurement company produces. Hence the need for regular high qualityuniverse estimates to capture the dynamic changes and produce Gold Standard
viewership estimates
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Methodology: For Universe Update 2013
Census growth rates are impending and therefore have not been appliedfor estimation of Total Population, therefore the Total Population
estimates remain the same for 2013
TAM Base line study conducted in Oct- Dec (first week) 2012 to establish latest
demographic proportions and Universe changes
The 7th round Digital Establishment Survey (DES)
DES I: Field work: Jan Feb 2007; Release: April 2007
DES II: Field work: Oct-Nov 2007; utilized for 2008 universe update
DES III: Field work: Nov 2008; utilized for 2009 universe update
DES IV: Field work: Nov-Dec 2009; utilized for 2010 universe update
DES V: Field work: Nov-Dec 2010; utilized for 2011 universe update
DES VI: Field work: July-Nov 2011; utilized for 2012 universe update DES VII: Field work: Oct- Dec (first week) 2012; utilized for 2013 universe update
Sample size of over 65,000 face-to-face interviews.
Conducted across Urban and Rural India
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Methodology: An example
Week 1, 2012
TV Owning universe in Market ABC: 214,839,502 individuals
Week 1, 2013TV Owning universe in Market ABC: 214,839,502 individuals
Step 1: Impending growth rate therefore the estimates remain the same
Step 2: Estimate demographic proportions from Establishment Survey
Therefore, universe estimate for SEC A in market ABC is:
17% x 214,839,502 = 36,197,567 individuals
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Changes in Overall Household Numbers
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The Urban & Rural Divide
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Urban Vs Rural 2013
Digital25 Mn
C&S HHlds66 Mn
TV Owning Households71 Mn
Total Households80 Mn
Digital34 Mn
C&S HHlds74 Mn
TV Owning Households82 Mn
Total Households154 Mn
Urban- 2013
Household figures in Millions
Rural -2013
Household figures in Millions
NCS
5 Mn
NCS
8 Mn
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Changes in TAM Markets(Urban Class I + Maharashtra Less than Class I + Jharkhand 0.5Mn+)
2012 Vs 2013
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Digital11 Mn
C&S HHlds47 Mn
TV Owning Households52 Mn
Total Households
58 Mn
TAM Coverage at a Glance
+ 76%
Growth%
2012All India Household figures in Millions
NCS
5 Mn
Digital19 Mn
C&S HHlds48 Mn
TV Owning Households52 Mn
Total Households
58Mn
2013All India Household figures in Millions
NCS
4 Mn
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Change in TV Universe 2013
TAM Markets Individuals (Mn)
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The migration from NCS & Analog has led to the growth inDigital population
148 Mn
22 Mn
50 Mn
Total TV Population:
233 Mn
161 Mn
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 Period: July to Nov 2011
87 Mn128 Mn
Total TV Population:233 Mn
18 Mn
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -
2012
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd 0.5Mn+ Period: July to Nov 2011
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Digital Population witnessed phenomenal growth
All Figure are Individuals in millions
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -2012
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Changes Across Pop-Strata
TV, C&S and Digital
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DAS mandate led to the growth in Digital footprint in 6Metros with a marginal drop in C&S population
All Figure are Individuals in millions
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -2012
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Growth at State level
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Excluding DAS Metros (Mumbai, Calcutta & Delhi) , PHCHP witnessed asignificant growth in the Digital population
All Figure are Individuals in millions
States highl ighted in green have higher growth rate than Al l India average
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -2012
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How is the growth across individual
markets?
TV/CS/Digital penetration
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TV penetration at All India Level is consistent
The Total Population & TV population Numbers from census 2011 may be released in 2013, which will be used in 2014 Universe update
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C&S Penetration growth rates have been highest for Mah LC1 , RoWB1MN+ , Bihar 1mn+ , Raj 1mn+ & Ahmedabad
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -2012
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Digital Penetration Grid
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Digitally GrownMarkets
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 Period: Oct to Dec 2012
B - 1Mn+ strata
S - 0.1-1Mn strataPercent Point Growth = (Penetration in 2013)- (Penetration in 2012)
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -2012
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Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 Period: Oct to Dec 2012
B - 1Mn+ strata
S - 0.1-1Mn strataPercent Point Growth = Penetration in 2013 - Penetration in 2012
Maturing Markets'Flat' Markets
Digitally GrowingMarkets
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -2012
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C&S Vs Digital Growth
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B - 1Mn+ strata
S - 0.1-1Mn strataPercent Point Growth = (Penetration in 2013)- (Penetration in 2012)
Migration from
Analog to Digital
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 Period: Oct to Dec 2012Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -2012
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C&S Vs Digital Growth excluding the
High Growth Markets
Excluding Mumbai, Delhi, Kolkata & PHCHP
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B - 1Mn+ strata
S - 0.1-1Mn strata
Percent Point Growth = (Penetration in 2013)- (Penetration in 2012)
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 Period: Oct to Dec 2012
'Flat' Markets
Focus Markets
Migration fromNCS to C&S
Source: TAM Baseline Study Market: Urban 1lac+ & Mah LC1 + Jhrkhnd0.5Mn+ Period: Oct to Dec -2012
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Change in Demographic proportions - SECs
Digital
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Metros have witnessed a significant Digital growth at SEC DE level
All Figure are Individuals in millions
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In Sum C&S at All India level is currently 140 million Hhlds ,Digital Hhlds (59 Mn) have
grown @ 40% which is a function of Terrestrial & Analog Hhlds migrating to
Digital platform.
Digital Population grew by 74% in TAM reported markets.
All India Digital penetration is 41% in TAM reported markets.
Growth in Digital has come primarily from DAS Markets (Mumbai, Calcutta &
Delhi) & PHCHP.
Metros have witnessed a significant Digital growth for the Lower SECs
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How is Digital TV consumption measured by TAM?
Click for Video Demo
http://mms//lms.tamindia.com/tvm508http://mms//lms.tamindia.com/tvm5087/27/2019 Overview Universe
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TVM 5: Explained
Picks data packets encoded within digital signals
Non intrusive on TV set
Compatible with DTH
CAS
IPTV Gaming device
Any kind of TV Plasma TV
LCD TV
HDTV
Normal TV set
(Col & B/W)
Set Top Box
TVM 5 Meter
Satellite
AV N 1
AV N 2
Audio Left
AV Out
TV1 TV2 REC 1 REC 2 AV1 AV2
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For Digital estimates of 2007, 2008, 2009, 2011
2012 and 2013 please check Blink I & II
presentations and India Peoplemeter Updates on
www.tamindia.com
http://www.tamindia.com/http://www.tamindia.com/7/27/2019 Overview Universe
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