Financial Daily from THE HINDU group of publications
Wednesday, Apr 19, 2006
Financial Daily from THE HINDU group of publications Wednesday, Apr 19, 2006 |
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Marketing
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Marketing Research Variety - Entertainment & Leisure Industry & Economy - Radio/TV Mumbai outdoes Delhi in out-of-home viewing Our Bureau
Mumbai , April 18 That bulk of the TV viewers watch television in the comforts of their homes may be an accepted fact, but what could be surprising is that almost 18 per cent of TV viewers in Mumbai and Delhi do so `out of their own homes' or what is called out-of-own-home (OOOH) viewing.
Mumbai cHIPS IN the most
A recent study conducted by Madison and IMRB, says Mumbai contributes 75 per cent of the total OOOH viewing with Delhi contributing the balance. The study reveals that while the lower SEC contributes to the bulk of OOOH viewing in Mumbai, in Delhi it is the upper SEC.
Cricket leads pack
While at the genre level, it is cricket that leads the pack; breaking news stories also generate a lot of OOOH viewing. The study says at the channel level, depending on the content, OOOH viewing can increase reach by as much as 21 per cent to as low as 1.4 per cent over and above at-home viewing. Sports channels, as per the study, garner the highest reach with gains of 21 per cent, followed by news channels at 12 per cent.
Mostly at homes
The study also reveals that contrary to popular belief that most OOOH viewing happens at offices and pubs, it actually happens at other people's homes - perhaps during a gathering of friends or occasions where there is a common interest to view a particular programme. The study also reveals that the profitability of an ad watched by a consumer in the OOOH environment is 48 per cent stronger than when the same consumer is watching it at home. Some of the reasons that could trigger this is that the consumer is so eager to watch the content that he/she doesn't want to zap or since he/she hardly has any control over the remote, and hence the compulsion to watch the ad.
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