For Broadcasters (pdf)

Media Xpress by TAM Media Research

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INDEX

OUTPUTS USEFUL FOR BROADCASTERS

1. How have I performed in the past? /Have I been gaining or losing

viewership?(across weeks/ months/quarters)

MODULE USED: Trends by weeks/months/quarter

2. What is my reach across different day parts?

MODULE USED: Cumulative reach by dayparts

3. How has been my performance (viewership) across different dayparts,

across weeks?

MODULE USED: Reach across different dayparts-weeks

4. What’s my Channel share as per day parts and weeks?

MODULE USED: Channel share By Dayparts-Weeks

5. How popular are my programmes? /How have my programmes been

performing?

6. Which programme I need to promote/push?

MODULE USED: Programme performance

7. How much of the universe is my programme reaching?

MODULE USED: PROGRAMME REACH AND FREQUENCY

8. How loyal are my viewers?

9. Which day part/programme has maximum new triers?

MODULE USED: LOYALTY

10. On which days do I gain more viewership? /Which are my strength areas?

MODULE USED: Trends by days

11. Which geographical region am I strong in?

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MODULES USED: TRENDS BY CITY

12. What’s the profile of my viewer?

13. What are the kind of viewers my competitor is attracting?

MODULE USED: Viewer profile

14. To which channel am I losing my viewers?

MODULE USED: Audience tracking

15. Which channels are sharing my viewers? /Which channels are being

watched along with my channel?

MODULE USED: Duplicate Viewing

Some common outputs, as used by

BROADCASTERS:

1. How have I performed in the past? /Have I been gaining or losing

viewership?(across weeks/ months/quarters)

Every broadcaster needs to know how the viewership patterns have been changing for it

over a period of time. Performance over a time period would help him access if the

viewers are sticking to the channel or are they shifting from it. For this kind of

information, a module which will tell the change in viewership over specific time periods

would be required.Hence, the ideal module would be Trends by weeks/months/quarter.

MODULE USED: Trends by weeks/months/quarter

PROCEDURE:

i In the ‘Trends’ tab in analysis window, choose ‘trends by

quarter/month/week’ (as required) module.

ii Make the required selections for rest of the options as explained above.

iii The module will display the output for trends shown by the channel .

iv To make the run for a particular programme, choose the corresponding

day part and the result would show the trend as displayed by a

programme.

v Process the modules.

The output would appear as:

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*The spots used for example are underlined in the figure.

How to use the output:

Ø The output would show how the TVRs have been changing over a period of

time. In the given output, when we look at the TVR column, we see that the

TVR for week 39, time slot, 21:30 to 21:59 is 11.88, whereas for the same

slot in the next week (week 40) it is 11.38.This shows that the total number

of people watching my programme fully or the time on average for which my

programmes are being viewed has fallen.

Ø But we can also look at the absolute figures for viewership that are provided

by the reach column. In this example, when we look at the reach figures for

the aforementioned slot in week 39, they are 2304 whereas reach by week

40 has reached 2338.

Ø Another important parameter that can be looked into is the hare of the

channel. In our example, the share of star plus for the mentioned time slot is

40.11 whereas in week 40 it is 38.79.

These figures would help the broadcaster know, if the amount of viewership

is falling over the required time period.

The figures for “others” and “any channel” display the data for channels

except “Star Plus” and” All” the channels respectively.

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2. What is my reach across different day parts?

A Broadcaster needs to know which part of the day attracts more viewers on his channel.

By gaining this kind of information, he will have knowledge about which time slots of his

channel are liked by viewers. For this information, the most suited module would be

‘Cumulative needs by dayparts’, which gives a broad view of the viewers attracted during

different dayparts.

MODULE USED: Cumulative reach by dayparts

Procedure:

i. In the ‘Trends’ tab in analysis window, choose ‘Cumulative reach

by dayparts’.

ii. In the daypart option, define the dayparts on which you want to

conduct the analysis.

iii. Make the required selections for rest of the options

iv. Process the modules.

Output would look like:


Ø It shows a cumulative figure over the chosen time period for how the

dayparts have been behaving. For e.g., in this example, we know that in

the specified daypart (chosen to be time period upto 12 in the morning)

the reach of Star plus (in terms of %)is 42.63, whereas in case of second

day part (from morning 12 to 3 in the morning) it is 77.80.So, in this

case, we know that Daypart 2 is stronger for Star plus than daypart 1.

Ø Similar information about the competitors can be used to devise

strategies for targeting the right kind of audience.

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3 How has been my performance (viewership) across different dayparts,

across weeks?

A broadcaster would need to know if the viewership of his channel is changing across

different dayparts over a period of time.

MODULE USED: Reach across different dayparts-weeks

Procedure:

i. In the ‘Trends’ tab in analysis window, choose ‘Reach across different

dayparts-weeks’.

ii. In the daypart option, define the required dayparts.

iii. Make the required selections for rest of the options.


A part of the output would be as:


Ø This output helps in analyzing both the trends across dayparts and the

behavior of these dayparts across week also.So; this tells how the

performance of the dayparts fluctuated with weeks. In the given output,

if we look at the reach (%) figures for Star plus, we see that while the

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reach of star plus in the first daypart if fluctuating (42.63 to 45.73 to

41.26) over the three specified weeks, in case of the second day part

(which is incidentally the second half of the day in this case-12pm to

3am), the reach is continuously rising (80.17 to 80.08 to 85.94).

Ø Another point of view of looking at this information would be to observe

the change in audience with a change in programmes or their schedules.

For e.g., in this case we have seen that the second half of Star plus is

gaining the reach along the weeks.So, in case there has been a change

in schedule in the second daypart, it is evidently being liked by the

viewers and hence the reach is rising.



1. What’s my Channel share as per day parts and weeks?

In today’s competitive scenario it is very important for a broadcaster to know his position

as compared to other channels. The TVRs across and share of channel are required too

judge a broadcaster’s position as compared to rest of the market. This information can

be given to the broadcaster using ‘Channel share by dayparts-weeks’ module.

MODULE USED: Channel share By Dayparts-Weeks

Procedure:

i.In the ‘Trends’ tab in analysis window, choose ‘Channel share By Dayparts-

Weeks’.

ii.Choose the required dayparts in the ‘Daypart’ option, for which the analysis is

required.

iii.Make the required selections for rest of the options

iv.Process the modules.


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Ø This would help the broadcaster observe which day parts are gaining or

losing or in observing which day parts form the strength or weakness of

the channel.

For e.g., in the given case, when we look at Star plus’s figures for

dayparts across weeks, we observe that it has very less viewership share

in daypart 1(around 5) and also we see that this figure has increased in

the Week 42.Whereas, viewership in daypart 2 has remained same

across the weeks (around 28%).This tells us that while the viewership

share for Star is much higher in the daypart 2,it is increasing slowly in

daypart 1 also.

Ø Similar results can be obtained for competition and hence a competition

analysis can be done. For e.g., this information about Star plus can be

used by other channels to schedule their dayparts, etc.

2. How popular are my programmes? /How have my programmes been

performing?

Every broadcaster needs a feedback on how well the programmes being telecast have

been received by the viewers. In this case, he would need all the parameters that speak

about the programme’s performance. A very comprehensive module for the same is

‘Programme performance’.

3. Which programme I need to promote/push?

A broadcaster would want to know the reach and frequency of its programme to know

how its performing. This information is required by the channel to know which

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programme is not being viewed much by viewers and hence needs to be promoted or

rescheduled.

MODULE USED: Programme performance

Procedure:

i.Open the analysis window and in the ‘Planning’ tab choose the analysis

‘Programme performance’. Make the required selections in rest of the options.

ii.From the pop-up window that appears, choose the programme for the analysis,

by choosing genre, language, keyword or either of these in combination with

appropriate day part.

iii.Make the required selections for rest of the options.



Ø The reach and frequency as displayed in the output would tell the broadcaster how the

programme is performing. Now, in the given output, the details have been displayed for

the programme ‘Jassi Jaisi Koi Nahi’. From the available figures, we can study the

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programme for various parameters. For e.g., we see that the TVRs and reach figures

peak for the Prime time telecast of Jassi.

Ø Also, from the output, we know how much share of viewership the programme is

attracting by studying the channel share.So,for this case, we see that Jassi has been able

to attract channel share from 14 to around 22,which means that the programme has

been able to attract viewers substantially and hence is good for the channel.

4. How much of the universe is my programme reaching?

From a broadcaster’s point of view, it’s very important how much viewership a

programme is attracting. This information is used by the broadcasters gain advertising

revenues. The module which explicitly gives this information as required by the

broadcaster is Programme reach and frequency.

MODULE USED: PROGRAMME REACH AND FREQUENCY

PROCEDURE:

i.In the ‘Planning’ tab in analysis window, click on ‘Programme reach and

frequency’ to choose it as the selected module.

ii.From the pop-up window that appears, choose the programme for the analysis,

by choosing genre, language, keyword or either of these in combination with

appropriate day part.



The output would be displayed as:


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Ø The reach and frequency as displayed in the output would tell the broadcaster the reach

and frequency of a programme. Now, in the given output for Jassi, we see that the reach

figures peak for the Prime time telecast of Jassi (around 600 for prime time and 300 for

afternoon timings).

Ø Now, if we look at the RCH column in the output, we would observe that the % Reach

for Jassi episode’s is fluctuating between 10 to 15 in the prime time. This information is

also very important from the point of selling the space to the advertiser for earning

revenues, because the buyer would want to know the reach of audience, a programme

attracts, before buying out the space.

Ø We also know from the given output, how many viewers at specific frequencies has the

programme been able to attract.Now,in this case, when we look at the second row, we

know that viewers(in %) that have watched the programme more than once is 18 and

those who have done it more than twice is 3.

8. How loyal are my viewers?

Every broadcaster would want to know if the viewers of his channel continue to watch

his programmes or are they shifting to other channels. This kind of information that tells

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about the loyalty of the viewers can be captured in the module in the ‘Advanced’ mode

called ’loyalty’.

9. Which day part/programme has maximum new triers?

A broadcaster would need to know if he is receiving new viewers for his channel or the

same old viewers continue to watch it. This will tell him how many people are trying out

his channel. An appropriate module for this kind of information is ‘Loyalty’.

MODULE USED: LOYALTY

This Module can be used in two ways:

Ø Daypart: This can be used to extract the above mentioned information for

specified daypart options.

Ø Programme: In this part, the loyalty of the viewers is known programme wise. In

this case, the specifications for the programme will have to be provided in the

window that opens for ‘Genre/language/keyword’ details.

PROCEDURE:

i.In the ‘advanced’ tab in analysis window, choose ‘loyalty’.

ii.Choose whether you want to conduct the analysis by day part or programme.



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The output would look like:


This module will give measure loyalty in form of

NEW TRIER: This figure tells the % of people who are watching or trying the

programme for the first time.

FRS: This figure tells us the viewers who have revisited the programme for the first

time or those that are first time repeaters.

SUB: This tells the viewers who are not revisiting the programme first time and have

visited it before, more than once.

%NEW: This tells that out of the total viewers what the percentage of new triers is.

%REPEATERS: This tells that out of the total viewers what the percentage of triers

who are not watching the programme for the first time.

LOYALTY INDEX:

Ø In the given example, in the highlighted row, we see that the total viewers

as reached by the specified daypart are 6.88.Now, looking at the next

column, we see that the viewers who watched during that duration for the

first time or are first time viewers are 0.29%.The next column specifies that

the viewers who are repeating for the first time are 4.03 and those repeating

for the second time are 2.56.

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Ø Columns for ‘%New’ and ’%Repeater’ show the percentage figures for new

and repeat viewers.So, in this case we see that while the new viewers are

only around 4-5 %, the repeat viewers are more than 95%.Now,from this

kind of information the broadcaster would know there needs to be an

increase in marketing efforts so that the number of viewers who try out the

specified dayparts increase.

10. Which geographical region am I strong in?

Every broadcaster would want to know, which geographical region is he strong in. This

will give him an idea of the kind of audience he is appealing to and also the one’s on

whom is he missing out. This kind of information can be gained from the ‘Trends by City’

module.

MODULES USED: TRENDS BY CITY

PROCEDURE:

i.In the ‘Trends’ tab in analysis window, choose ‘Trends by cities’.

ii.Make the required selections for rest of the options

iii.The module will display the output for trends shown by the cities.



Ø By observing the reach of a programme as shown by various cities the popularity

of the programme in different regions or different kinds of culture can be

observed. For e.g., in the given output, if we compare the share figures of the

Sony for the given daypart across the two chosen cities, we see that while the

channel share of Sony in Mumbai is 14.11,it is 10.44 in Delhi, we can say that it

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is more popular in Mumbai as compared to Delhi. We also see that the time

spent and the TVRs figures are also less for Delhi as compared to Mumbai.

Ø To counter the competition, the same analysis can be used to discover the areas

in the competitor’s kitty.

11. What’s the profile of my viewer?

Every broadcaster would want to know what kind of viewers watch which daypart or

programme of his channel, so that he can decide which genre of programmes to be

telecast for which audience .A module that tells which kind of programmes appeal to

which viewers is ’Profile’.

MODULE USED: Profile




Ø Programme: In this part, the profile of the viewers is known programme wise. In

this case, the specifications for the programme will have to be provided in the


PROCEDURE:

i In the ‘Advanced’ tab in analysis window, choose ‘Profiles’.

ii Choose whether you want to conduct the analysis by day part or by

programme. Make the required selections for rest of the options

iii The audience function is the most important part of running this

analysis. In case of this option, choose the various profile of audience

that you want to make the choice among.

iv Process the modules.

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Ø The profile of audience would give output in the form of TVR, viewership % and

also channel share. In addition, the net index figure in the output would show

the kind of audience that watch the programme. An index of more than 100

would show the suitability of the daypart with the profile and opposite is the case

for less than 100 index. For e.g., In this case, we know that the chosen

daypart/programme was popular more with CS35+ than CS 15-35,because,the

index for later is 130 while for the former its only 80.This information can be

used by the broadcasters to know what kind of viewers like what programme.

Ø This information about the competitor can be used to know which are the kind of

audience that competitor is attracting in which time slot and hence in deciding

what should be strategy of the broadcaster.

Ø By observing the index figures over different time periods, we can also know, if

the profiles of viewers for a specific daypart / programme changing.

12. To which channel am I losing my viewers?

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The viewers for any channel keep shifting from one channel to the other. Its very important

for the broadcaster to know, which channel attracts its viewers during different time

periods/programmes.This kind of information can be revealed by ‘Audience tracking’ module.

MODULE USED: Audience tracking

PROCEDURE:

i. In the advanced tab in analysis window, choose ‘Audience tracking’.

ii. Choose the channels that require to be compared.

iii. Make the required selections for rest of the options.


How to use the outputs:

Apart from the particulars like timing, date, etc. the other variables as displayed in

the output would be:

Total and retained customers for the channel: This gives a minute by minute

detail of how many viewers are on the channel and how many are retained in the

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next time unit. For e.g., in the given case, in the highlighted time period,2.02 is the

total viewers(%) of Sony, out of which 1.07 are those retained from the last minute.

Gained from

Also, along with that it also shows the comparison against the other chosen

channels, in terms of the number of audience that have been gained from or lost to

the other chosen channels in percentage terms. This part has three columns, which

show in percentage terms, the new viewers, those gained from another chosen

channel (in this case star plus) and a third column that shows viewers gained from

others. In this example, the increase in viewers of Sony (2.02 from 1.07)is from

Star(0.95) as shown in the ‘Gained from’ column.

Lost to

This again contains three columns that tell the people who have stopped watching,

those that are gained from another specified channel (Star plus in this case) and

thirdly, the viewers lost to ‘others’.

Ø This information can be used to analyze, what is the trend of migration of

channel viewers and how do they need to work upon that. Since it gives the

details of channel viewing minute by minute, it can help analyzing the exact

details of where and why it lost out to the competitors. For e.g., in this case

we know that in the second minute Sony snatched 0.95% viewers from Star.

Ø Also, this kind of information can be used for tracking the channels to which

major viewership share is being lost. For e.g., in this case, we know that in

3rd minute Sony lost 1.41 % viewers to some channel other than star. This

channel can be found out by similar analysis of Sony against other channels

and reasons for losing the viewer can be found out.

13. Which channels are sharing my viewers? /Which channels are being watched

along with my channel?

Viewers often watch more than one channel simultaneously (shifting from one channel to

another).A broadcaster would be interested in knowing such information because such

channels form a potential threat to his viewers.

MODULE USED: Duplicate Viewing


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Ø Programme: In this part, the behavior of the viewers is known programme wise.

In this case, the specifications for the programme will have to be provided in the


Procedure:

i.In the advanced tab in analysis window, choose ‘Duplicate viewing’.

ii.Choose whether you want to conduct the analysis by day part or programme.

iii.Make the required selections for rest of the options


The output would be as:


Ø The out put would be in the form of a matrix for the specified channels. It

will tell, how many percentage of audience of one channel were also

watching the other channels (in breaks).For e.g., in the above output, 89%

of Sony’s viewers were watching Star in the specified day part. Similarly,

83% of Star’s viewers were watching Sony during the specified day part. So,

we see that Sony and Star shared a major chunk of similar viewers in the

specified time band.

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For Broadcasters (pdf)

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Transcript of For Broadcasters (pdf)