The Hindu Business Line : `Media plans need sharper focus for more impact'

WITH the proliferation of specialist channels, the fragmentation of TV viewership and the fast pace at which audiences are evolving, advertisers are having to work harder.

Most media plans end up over-exposing heavy viewers of TV to their commercials, while under-exposing light viewers, according to a recent study by TAM Media Research. Neither is desirable, as over-exposure results in viewer fatigue and over-delivery of heavy viewers - perhaps leading to greater than anticipated demand for a product or service, while under-exposure fails to make an impact and under-delivers light viewers, resulting in low conversions of a desirable target segment.

The solution: a diffused media plan that reduces the amount of over-exposure to heavy viewers, and delivers more light and medium viewers. "With a diffused plan you still cannot deliver equally, but you can correct the tilt somewhat," said Mr Atul Phadnis, Director - S Group, TAM Media Research. By reducing wastage it could also be cheaper.

To design a diffused plan advertisers must study the intensity of viewing of heavy, medium and light viewers, as it determines their choice of channels and behaviour during ad breaks, Mr Phadnis noted. But this is easier said than done, particularly when it comes to light viewers. This segment, typically comprising upscale males over 25 years - and youth - from SEC A/B markets are an elusive breed, who tend to surf a lot, and whose viewing is influenced by work and travel schedules.

Being extremely savvy, their viewing is mostly "appointment viewing" - they choose the time, the channel and programme they want to watch. They also have less affinity for channels than heavy viewers, who tend to stick to a few general entertainment channels. For light viewers the spread of channels is much wider, and they tend to watch more niche channels - news, music, English entertainment, movies and some regional channels, Mr Phadnis said.

Certainly, the demographic profile of light viewers makes them a desired target segment. On BBC World - which is a preferred destination for auto, tourism, upscale durables, telecom and corporate image advertisers - viewers are called "International Business Decision Markets," to denote their clout as influencers and opinion makers. "We reach an educated viewer who is English-speaking, urban-based, widely-travelled and has a high disposable income," said Jane Gorard, Director of Marketing, BBC World.

The specialist channels that top light viewers' lists include Aaj Tak, Star News, Star Gold, Star Movies, SET Max, Sahara TV, Zee News, Animal Planet, HBO, DD1 and Cartoon Network, according to TAM Media Research, which monitors over 600 media brands. So light viewers' dependence on the Top 3 - the general entertainment channels Zee, Sony and Star Plus - is greatly reduced.

Light viewers' choice of viewing during a day is also very diverse, as they watch relatively more television in the morning and late-night time bands. The breakfast (6 a.m.-9 a.m.) and morning (9 a.m.-12 noon) time bands together account for 14.2 per cent of overall Gross Ratings Points (GRP) for light viewers catching up on news and events, as compared to just 0.4 per cent GRPs for heavy viewers. The late-night time band (11.30 p.m. onwards) accounts for 4.1 per cent of GRPs for light viewers and just 1.8 per cent of GRPs for heavy viewers. For heavy viewers, viewing is concentrated in the afternoon (1 p.m.-4 p.m.), which accounts for 15.8 per cent of overall GRPs, and prime time (7 p.m.-11.30 p.m.), which accounts for 80.2 per cent of GRPs.

These numbers are also reflective of a larger trend of increased viewing beyond prime time: "There are more viewers in unexpected time zones - early morning and late night - catching up on news, music, movies and English entertainment," Mr Phadnis said. The shift to specialist viewing is taking place fastest among upscale male viewers, he added.

However, there are exceptions: even light viewers become heavy viewers during big world events, a blockbuster movie, and especially during cricket matches. "Only cricket can completely change viewing patterns in this country," Mr Phadnis said.

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