November 01, 2006
An Inclusive Picture of Hindi Speaking Markets
Television Viewership Trends of Bihar and Jharkhand
Bihar and Jharkhand (10 lac plus towns) with more than 3 million individuals in television owning homes is an integral part of Hindi Speaking Markets. aMap through its use of latest GSM technology for data collection has successfully installed a television viewership panel to cover these hitherto unreported markets.
This has enabled us to provide complete, representative and inclusive reporting of television viewing behaviour of audiences in the Hindi Heartland of the country.
This issue of Oxygen provides its readers with the first glimpses of the viewing reality of Bihar and Jharkhand.
Television Viewership Profile of Bihar & Jharkhand (10L plus towns)
An Analysis of October 2006
On an average a household in the market watches television for 5.6 hours everyday with cable homes spending 11% more time in front of the tube. Weekend (Friday – Sunday) consumption of television in cable homes goes down by 12 mins.
vis-a-vis. weekday (Monday to Thursday) consumption.
Mass Channels, Hindi Movies and Hindi News Channels lead in terms of market shares (figure 1) and in terms of time spent per viewers (figure 2); viewers spent the maximum time on Hindi Mass Channels followed by Hindi Movies and Hindi News channels. The viewers are voracious consumers of Hindi News Channels.
Viewers spend equal amount of time on Spiritual and Music channels, though Music channels have a slightly higher market share than the Spiritual channels. Video enjoys a relatively low market share of 1.2% but ranks third in terms of usage per viewer. Figure 1 shows Market Share of Key Genres in October 2006.
Figure
2:
Usage Per Viewer in mins.
(24 hr average, Bihar Jharkhand 10L+ October 2006, aMap)
Television Day in Bihar and Jharkhand
Television viewership (Total Usage) starts picking up early in the morning at 8:00 AM and reaches its peak in the 1:15 PM daypart. Evening prime time begins at 8:00 PM and starts to drop after 11:00 PM at night. TV viewing is at its highest in the 9:45 PM daypart and 50% of the homes watch television whereas the maximum reach of television in the afternoons is slightly over 30%.
Figure 3 : TV Day in Bihar Jharkhand 10 L+ towns
(Total Usage, October 2006, CS HH's, 15 mins. time slice, aMap)
A comparison between all individuals residing in Cable homes and Housewives clearly brings out the appetite of Housewives for their favourite companion viz. the Television set. It comes out that both in evening and afternoon prime time their consumption levels are about 4 percentage points higher than C&S 4+ Figure 4.
After the break
December issue of Oxygen will continue to provide insights from our National Panel, including data from markets that have never been reported on.
Please feel free to send your comments on feedback@audiencemap.com and we can assure you that we will try and respond to all your information requirements through this periodical.
Periodicity
This periodical is mailed to its subscribers on the first working day of every month. If you have received this as a forward, write to oxygen@audiencemap.com for your own copy.
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