12. all india population 84.29 cr all india literacy rate (68%) media penetration 60% population 57.87 cr rural literates (61%) media penetration 55% urban population 26.41cr urban literates (83%) media penetration 81% all india urban rural source: irs r2 2008 (individuals, 12+ yrs) penetration of media: all india & urban-rural
13. exposure of number of media – aggregated individuals on an average exposed to the various medium type source: irs r2 2008 (individuals, 12+ yrs) exposure & overlap in media
23. television: characteristics clutter high production cost high absolute cost short message life low selectivity favorable image attention getting low cost per exposure high prestige impact of sight, sound & motion high reach advantages disadvantages mass coverage
24. tv ownership tv hh – all india 7.9 cr (40%) 8.7 cr (42%) 9.2 cr (43%) 9.7 cr. ( 44%) 10.3 cr. (46%) source: irs r2 2008 (households) figs in (cr)
25. television channels: growth in numbers & advertising 29% 33% 29% 35% 34% growth in no of spots #channels #spots source: adex data as on 27 th dec 2008 22%
38. leading investors on tv: by advertiser & product category source: tam adex & mudra radar estimates
39. consumption of commercial time: by product category & advertiser figs based on secondages source: tam adex data upto 27 th dec 2008
40. consumption of commercial time: by regional, house promotions & sponsorship tags source: tam adex data upto 27 th dec 2008 figs based on secondages figs based on frequency
42. channel shares: by genres hindi channels gec movie news music business news english channels gec movie news business news regional channels tamil nadu karnataka kerala andhra pradesh maharashtra west bengal other channels devotional lifestyle infotainment kids sports
62. lifestyle source: tam tg: cs 4+ yrs market: 6 metros day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008
63. infotainment source: tam tg: cs 4+ yrs market: 6 metros day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008
64. kids source: tam tg: cs 4+ yrs market: all india day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008
65. sports source: tam tg: cs 4+ yrs market: all india day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008 ind vs aus test series & hero honda cup ind vs eng ind vs aus test series ind/ aus/ sl tri series ind/sl idea cup ind/pak/b’desh kitply cup asia cup
66. devotional source: tam tg: cs 4+ yrs market: all india day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008
68. newspaper: characteristics selective reader exposure poor reproduction quality low attention getting high clutter short life can be used for coupons reader controls exposure timely (current ads) ads can be placed in section of interest short lead time for placing ads low cpt high coverage advantages disadvantages
69. magazine: characteristics lack of flexibility visual only long lead time for ad placement multiple readers longevity high information content quality reproduction segmentation potential advantages disadvantages
70. readership – claimed & average issue all india rural urban air: average issue r’ship cr: claimed r’ship source: irs (individuals, 12+ yrs)
79. radio: characteristics fleeting message low attention getting clutter audio only well-segmented audience low production cost flexible high frequency low cost local coverage advantages disadvantages
80. Performance of Radio: listenership & time spent Source: IRS R2 2008 (Individuals, 12+ yrs)
99. mobile subscription: by telecom circles source- gsm - cellular operator association of india cdma - association of unified telecom service provider of india data till nov’ 08 figs in (cr)
100. vas usage: by information & personalisation source: tgi 2007
101. vas revenue: by contribution type june 2008 source- iamai
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