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INDIAN TV ADVERTISING
MARKET ANALYSIS
&
FORECAST REPORT 2019
STNETNOC
FO ELBAT
Introduction
7 Conclusion
9 References
I NT R ODUCT I ON
4
NOITCUDORTNI
Welcome, to the Indian TV Advertising Market
Analysis & Forecast Report 2019. This year
there are a lot of important events going to
happen in India. The first major event is the IPL or
As we are in the starting of the new year 2019,
the General Elections are at the edge. According
to the reports it is being predicted that the Digital
marketing industry in India this election season
Indian Premier League, then the General will increase to a broad range of 16.4%.
Elections and Cricket World Cup.
Even it is estimated that the share of ad spending
We have made a report stating how the television in India’s GDP till the end of 2019 would be
media can use this opportunity to grow in India. somewhat around 0.67%. The Government of
Our group of analysts, surveyors, and researchers India is already giving a lot of support to expand
have done a lot of work and background dig, to the advertising and media work throughout the
deliver you the fresh content and actionable globe.
insights that are helpful for you.
The expenditure in the advertising industry is just
We blend our observation, experience, research, going to increase in India, and there is no halt for
statistics, examples, information that we gather. it, according to the policy driven by Reserve Bank
of India (RBI) the financial sector is just going to
The complete data mentioned in this report is fully increase creating a favorable business platform
segmented which will make your work easy. There globally.
are some critical sub-topics that we cover under
this data that is IPL, General Elections, and Marketers will be happy when they will get to
Cricket World Cup while including all the know that a license has been proposed for new
territories under it. banks to set up, and the best marketing sentiment
that will help the advertising and the marketing
What is trending in India? The general election, platform to have a stable place.
IPL, and world cup are knocking the door, the
advertising expenditure this year is expected to Writing this report gave the whole team a great
rise 15.8% which will sum up to a considerable insight and an exciting experience. However, we
amount that is Rs 72,662 crore. Now that's a lot hope we get through these qualities in us,
of money invested in the advertisement, while the whenever we make a report for you. If you want to
previous year 2018, money spent in the ads were talk to us regarding more such insights, then do
Rs 62,699 crore. connect with Softscript Solutions. We would be
glad to hear from you.
It directly indicates that Indian Media and
Advertising is on a high growth path while it
seems that digital marketing and television
advertisement in India this election, will financially
rip all the ideas.
01
THE STORY
OF TV
6
TELEVISION GROWTH
VT FO YROTS EHT
Most of the countries other than India already have
taken up the digital platform as their principal place
for entertainment. However, Indians also these
If we walk down the lane for three years, it is
noticeable that digital marketing is picking up the
pace and giving a fierce competition to TV media.
days are opting the digital platform as the main Digital Marketing is showing a quick pick up with
base for entertainment, news, sports, and others. 25% digital media growth from 2015 to 2016,
followed by a 28% growth in the market from 2016-
But the fact cannot be ignored that TV demand has 2017. If we take a look at marketing from 2017-2018,
not decreased and people in India are still in love digital marketing made its position as the Second
with TV. However, Traditional media holds the pace Dominated media in India with 30% advertising
in India. But, we can’t discard the fact that digital space in the market.
marketing is making its way into the market to take
down the traditional platform. If we talk about India,
the advertisers are still now relying on the TV
media for advertising. But the question arises that-
Is Television media sustainable? Or the
Advertiser should rely on Digital Platform?
02
Europe. On the other hand, smartphone
penetration in India is still now 300 million.
7
Source: BARC
GROWTH OF TV PENETRATION
When we see, how Television is growing in aspects of
penetration, interestingly, the southern region of India such
as Andhra Pradesh, Telangana, Tamil Nadu, Kerala,
Karnataka top this listing and have more than 90% of
penetration.
Source: BARC
SDA VT DESAERCNI
HOW ADVERTISING INCREASED IN
INDIA?
The market size of Advertising is enormous in
India, taking over all the mediums to reach the
GROWTH OF AD PENETRATION IN
INDIA.
In Television, marginally growth is more than that of
the Digital platform. People here like Linear
people. This includes TV contributing 38% followed advertising than OTT shows. Because of this sole
by digital marketing adding 11%. While the rest reason the advertising media in India is even
others that include print, radio, cinema and free concentrating more on the Television than the
makeup to 10%. Digital platform. However, the advertising industry
in India has shown some, inclination to the digital
However, the Indian Market for Advertising is platform due to millennials but still, Television
anticipated to grow a lot more than you can even remains as the “King of the Game”. Television
expect. By the end of 2020, the Compound leads with the majority of the advertising share
Annual Growth Rate (CAGR) would increase to spent in India and is approximately 41.6%. This
33.5% which will make a Rs 31,519 crore. percentage is remarkably higher than that of digital
media or any other channel.
PENETRATION OF ADVERTISING
INDIANS TV VIEWING HABITS
INDUSTRY
The advertising Industry didn’t just stop here, as
According to the significant developments, it came earlier discussed the highest number of television
to the knowledge that Pitch Madison and AdEx viewers are in the Southern part of India, followed
has dug down about Indian TV advertising by Gujarat and Maharashtra. Following the
spendings. This estimation is taking up the statistics, advertisers are now targeting the
advertising industry in India. language based advertisement to gain more
viewership. Similarly, making it more feasible by
breaking the viewers according to there watching
time, channel and interests. Which primarily
includes the great split up between, News, Sports,
GEC, and all others.
03
10
Source: BARC
TV TRENDS
IN INDIA
12
SDNERT VT
WHAT ARE THE TRENDS THAT INDIANS
FOLLOW?
For a Television and Advertising agencies
finding out what are the ongoing trends in TV is
HOW DOES THE INDIAN TV WORLD
LOOK LIKE?
If we compare, Rural India and Urban India then
for your surprise Rural India has 17% more
very important. To make it easier for the household TVs than Urban India. There are 84
advertising agencies we dug into finding out what million household televisions in Urban regions and
type trends people are following and what all 99 million household televisions in Rural India.
things people have a craze to watch on TV. However, even if they have Television but TV
penetration is decidedly less which is only 52% on
The primary factor of people growing their interests the other hand urban households are 84%
in Television is: Electrification, almost all the penetrated.
places in India are electrified and the first thing an
Indian gets after getting the electricity is a TV or a For Indian’s, TV is one of the essential things in a
Refrigerator. daily household. In India no matter what the
situation may be but TV will always be one of the
While we shift our focus to television and the integral part of the day to day life.
shows telecasting on TV, but the broadcasters are
always worried about the Television Rating Point If we take the Television Viewing region wise, then
(TRP). A tool which judges the viewership of a South India spends a significant amount of time,
television program. watching TV than any other Hindi speaking
channels. There are a total of 557 million Tune-ins
on Indian TV, in which the majority belongs to the
Southern Region of India with 190 million
watching the regional languages. While the rest,
367 million except regional language watch Hindi.
VIEWERS IN SOUTH INDIA ARE SPENDING MORE TIME ON TV THAT OF HINDI SPEAKING PEOPLE
Source: BARC
04
In this digital media, still now in India people have a lot of craze for TV. On the contrary, the top
viewership is received from the Millennials or the age group between 15-30. It is just increasing, but
there is no going down.
13
Sports Viewership
Source: BARC
Source: BARC
But, Kabaddi a local sport has taken the pace and gaining
If we dig deep into it, the FTA channels have played a the fastest share in the sports market in India. Just like IPL
significant role in making the people glue their eyeballs to for Cricket, Pro Kabaddi in India had made people go
TV. If we take a look at the statistics, then we can see that crazy for this sport. Because of which it gained a drastic
the FTA channels are dominating the paid channels. increase with 83% viewership growth in Kabaddi.
Source: BARC
14
FESTIVITIES
Festive Holidays are a feast for the TV
channels, advertisers and TV companies
majorly in Southern Part of India. On the
contrary, the Hindi Channels remain
stagnant there is no increase or decrease,
except the purchase of the TV.
In the other part, if we see that this is the time when people get a bit of free time from their busy schedule and plan to buy
new things. To make your TV popular in the market this is the time when you can increase your sales by making people
buy more..
PUBLIC HOLIDAYS
Despite, the case is not the same when
we talk about the Public Holidays, other
than festivals in India. On Republic Day,
both in the South India and rest of India
saw a 19% increase in the TV viewing.
Not just the Independence Day it goes
the same with Republic Day and Gandhi
Jayanti.
If we concentrate on the GEC genre, then women are on the top with 52% viewership and men with 48% viewership. On
the other side, if we consider the movie genre, then women are in 46% viewership and men’s leading with 54%.
Source: BARC
15
But, the morning time is occupied by the regional news channels of Andhra Pradesh and Tamil Nadu. With AP having
44% news channel viewership and Tamil Nadu with 39% viewership.
Source: BARC
However, the Hindi News and English News have 43% and 40% TV viewership respectively during the evening prime time
hours.
Entertainment-related content is dominating in both Rural and Urban India. And DRAMA is a critical player in India to make
the people stick to TV.
Indians require DRAMA in every genre; it may be Daily Soaps, News and Sports, Drama is mandatory in India to gain
viewers for your channels.
It may be a lavish wedding, a jail trail or twists and turns in daily soaps. All these things attract people and increase
viewership by 15%.
Not just the daily soaps even the News Channels bound to show the drama to increase their watchers. While the same
goes with sports if your favorite star scores the viewer's increases if the same star losses the viewers decrease at a high
rate.
DRAMA is an essential ingredient if you want your viewers to stick their eyes to the TV. In total Viewers and their interests
are crucial so that a TV channel, Advertisers and a TV selling companies can run their business.
Not just that even the LED and LCD sales goes up
during the Cricket World Cup, which shows a steep
increase in the sales.
Source: BARC
Being a game in home ground the highest viewership goes We can see that Hindi is dominating when comes to
to Chennai Super Kings (CSK) and Mumbai Indians (MI), language, then it is followed by Regional Languages and
on the other hand, Rajasthan Royals (RR) has generated then comes English. This shows that people are more
the least viewership interested in native language viewing than English.
Source: BARC
Source: BARC
20
These are the list of top Advertisers and Brands of 2017 & 2018, it is quite informative and show how advertisers
make themselves to be on the top.
FORECAST
FOR TV
INDUSTRY
22
PROGRAMMATIC ADVERTISEMENTS
VT FO TSACEROF
As we all know how Digital Marketing is slowly picking up and giving a fierce competition to TV media.
The simple reason behind this is Digital Marketing is quite cheaper than Traditional Marketing.
You can see from the below table about the comparison between Digital media and Traditional Media. It is
clear that which one is more efficient.
There is a graph below indicating Digital Marketing Vs. TV Marketing for 3 years, which shows how the
TV media is leading the digital media. While TV media will continue to drive for some more years in India
that doesn’t mean digital platform will downgrade. Both Digital and TV will simultaneously grow, and maybe
after 10 years, we can expect digital media is taking over the traditional media.
If we consider the previous year 2018, films have already started adopting OTT. This shows a
supplementary increase in the growth of the online platform. Even Netflix came to India at a lowered price
of $8-$12 while in the USA it was $40-$80 a month.
06
23
India is still in the era where the TV subscriptions cost around $2-$5, and now the TV viewership is being challenged by the
Online platforms. In total there are 35 different applications available in India that are related to Entertainment, Media, and
Telecom.
Source: Ebiquity
Still, we can’t deny the fact that TV is a significant medium in India. We can say that in India TV doesn’t have competition
because it is the most trusted video platform, has highest verified reach, has 100% human activity, it has 100% screen
coverage, 100% viewability, it has emotional ties and so on. All these things connect the people in India with TV. While
the TV companies should also take about their penetration in the houses.
For a while, we can say that in India still now TV is the winner, but the TV companies should now ignore the digital presence
which is slowly penetrating Indian Viewers. This point is something the TV companies should take seriously and start
implementing Programmatic TVs.
In the whole world of advertising, Television advertising is still the King. Programmatic Ads are the ultimate future of
Television advertising. We can say the Programmatic Ads has automated technology and all the data-driven methods of
buying and selling the ads against the TV content.
Usually, the Programmatic TV skeptic, are more focused on the present day capabilities, that all are lacking. In India, 4% of
the ADs will be Programmatic. We can even say that Programmatic Ads are the future of Television Ads.
24
EVOLUTION OF TV ADVERTISING
VOD or Video on Demand: TV or the TV channels that are not live such as Netflix, Amazon Prime. It refers to the
content that you watch on the smart TV using an app on a tablet, smartphone or TV.
Online Video: Online Video means YouTube, and it is an obvious guide in this category. After seeing the success of
YouTube, Facebook and Instagram also rolled out this feature. So, people have not just stuck to YouTube, people are
taking up other social media platforms.
But, still YouTube is the King and the TV content is started to get blur in other countries. While in India it will take some
more years for the VOD and complete Online Video viewing to penetrate. Until then Linear TV is something that people
will rely upon.
The fifth type of inventory may be the future of the Programmatic TV:
Terrestrial Linear: As soon as all the traditional broadcasters will turn towards the technological area. While there may
even a time can come when the costliest and prestigious media inventory will be available openly for exchange, and this
can be through the Programmatic platform.
THE PROGRAMMATIC ADS HAVE A LOT OF POTENTIAL FOR A BRAND ADVERTISER THAT
WILL INCLUDE:
AUTOMATED BUYING:
The Automated TV buying process has gone to another level:
However, the buyers have planned for a siloed or isolated system
that will be dedicated to the TV ads and insertion orders are then
travel back and forth between the buyers and the sellers. After all
these things the reports are being generated, just after the completion
of the campaign when the optimization is to be done.
DATA-DRIVEN TARGET:
Data is one of the crucial things for the Programmatic Ads, and it is
essential for both Television and digital platform. Programmatic Ads
gets the data, and promises to get the equivalence and then move
forward beyond the Age, Gender, Reach and Frequency
components of the target based on the Gross Rating Points (GRP).
It is not just that, even the first, second and the third parties to the
Data and Audience Segmentation minutely, these people also help
all the advertisers and the programmers to fine-tune the delivery of
the more customized and relevant content to the users. Later, even if
the users switch between different screens.
CROSS-SCREEN MEASUREMENT
All those advertisers of the brand have the ability to measure the
effectiveness of the campaign holistically around all the channels,
this could be the near future of the television industry in India.
A unified buying and campaign managing platform give all the brand
advertisers a very simple and seamless through which you can plan,
buy, measure and manage all the advertising campaigns
simultaneously. And check whether the target audience are watching
the ads in set-up box or online.
REAL-TIME OPTIMIZING
If you have the Programmatic Ads, you can meet the metric faster
and know your performance. It kills the in-between time, that is the
waiting time for days, weeks or months after the completion of the
campaign.
You can easily improve your performance of the campaign with this
automated algorithms in real time.
Check the below image this how you will get the Programmatic Ads
on your TV screen. Once the viewers click on the Ad they can watch
the Ad or else leave it, it will disappear automatically.
27
It directly means that any impression that doesn’t fit in and drives the
Waste
target audience, then it will be monetized as a discount, ultimately as
the waste for the seller. If selling is based on the audience instead of
the points, then it will omit the cut and wastage.
However, we can say that these were the cons which Programmatic
environment had earlier with the display banner. But, it is not the same, the
present day especially for the TV and Video platform.
This thing powers dynamic ad insertion so that each viewer will get
more relevant ads, and this help will unsold the inventories that will
ultimately increase monetization. In the future, we can say that the
programmers and advertisers can sell the Linear TV inventories
along with the digital catalogs.
Clearly, it shows that the future of TV which is: OTT, VOD, and Programmatic TV.
Enhancing TV experience with time has become essential. A country as India where there
447 Million Broadband connections an average Indian spend 50 minutes a day watching
videos online, that is lower than the TV viewing average that is 3 hours 45 minutes.
29
NOISULCNOC
CONCLUSION
With more and more consumption of Digital Media, usually marketers think that people are hugely
converting to Digital Media than going for Television Media. In India where the smartphone users are
increasing, digital marketing has lots of scope.
If we take a deeper insight into TV media in India, then it can be seen that TV is leading digital marketing.
According to our reports what we got is “Until next ten years TV would be dominating the Indian
media and it will take some time for the digital platform to overcome digital marketing.”
It is a big relief for all the people who are still relying on the Television media for advertising, and all the
Television companies. But, this is not it, maybe digital marketing will take time to penetrate deep in India,
but slowly it is grabbing the youngsters or the people between the age group 15-30.
It is high time that the TV companies should realize the situation and start adopting new techniques
accordingly to make the people stick to TV. Programmatic TV is a beautiful way which can make people
get their interest back on the TV. Not the TV marketers even the advertisers should take good care of it.
As TV remains the central aspect of advertising, concentrating on their requirements and their viewership
will help a lot. Going forward, we can say that the TV industry will see a lot of changes shortly, that will
heat the things and make a fierce competition with the digital media.
07
30
Our strength is our deep en-rooted trust with our client and our aim is to deliver our brands the best result
by harnessing the data and powerful analysis.
We already know that brands always rely on surveys and data analytics. We always find that what people
do and why they do. Understanding people and their needs are our basic traits.
Softscripts does a stellar research and build commendable strategies to meet all your needs. Being an
Innovative agency we help you to establish in the market.
Softscripts is a Creative Platform that amplifies the best strategies for the engaging the brands and the
performance over all the mediums. This report involves our talented specialists on board working
regarding the surveys and data analysis.
The Indian Data is sourced from BARC ( Broadcast Audience Research Council ) and Statista. We have
even used our own analysis and media information in this report.
We take care of our clients so there is no personal or client related information will be reflecting in this
report.
Being one of the best innovative agency we made an analysis and forecast about the TV and advertising
media in India.
Some of the trends that we mentioned in our reported are based on our estimation and prediction for the
future. Please keep in consideration that this a report that is taking a predictive peek in the future of TV
advertising. This research can’t be relied for any business investment decision.
If you need to know more about our market analysis report and apply the insights to your business.
Get in touch with us. We look forward to hearing from you.
E: info@softscripts.net
Ph: +918912501202, +918912738589,
Softscript Solutions Pvt Ltd,
Visakhapatnam, AP,
08
India - 530003
31
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09