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Viewership for
advertisements on private satellite television channels is higher
for afternoon than prime time programmes. The ad viewership indexed
to programme viewership for afternoon programmes, in fact, is almost
equal for the three main Hindi entertainment channels—Star
Plus, Zee TV and Sony Entertainment Television.
"Afternoon
shows witness less of zapping than prime time," a recent study
by a leading media agency said. "Re-runs of popular programmes
aired in the afternoon slot could be a very efficient media for
brands," the Madison media report suggested.
Niche channels
like National Geographic, Animal Planet and news channels witness
only a 10 per cent drop in ad viewership, though they fail to command
high ratings for their programmes. "It appears that these channels
have a significant advantage in their ability to narrowcast shows,
as they are able to convert the audience interest in their niche
programmes to continue through the ad breaks also," the study
said.
Madison Media
undertook a study to analyse how the audience behave during the
ad breaks. INTAM was used as the primary viewership data. The entire
study was carried out for all adults, 15+, SEC ABC.
Small towns
have higher level of ad viewership. The ad viewership indexed to
programme viewership in Mumbai together with Delhi indicated a figure
of 74 while for Uttar Pradesh with a 5-10 lakh population it was
85. “This trend could be attributed to cable operators in smaller
towns carrying lesser channels than their big city counterparts,”
said the study.
Drop in ad
ratings is lower for non cable and satellite homes. There was a
8-10 per cent average drop for non C&S homes while it was in
excess of 20 per cent for cable and satellite homes. "As non
C&S households are bombarded with lesser messages, they would
require lesser media exposure to register the message," the
study said.
The ad audience
as a percentage of programme audience is higher for top-rated shows.
The high rated shows, for example, kept 87 per cent of the programme
audience through the ad, while a low rated programme kept only 65
per cent.
For a top rated
30-minute programme, the build up of audience takes around three
minutes and then a dip is observed at the commencement of the ad
break. Ratings build up after the programme re-starts. This pattern
is similar across most programmes on any channel. Based on the audience
shift for the different ad breaks, it appears advantageous to place
the ad as the last two in the break.
Feature films
have the longest ad break length as they are popular among the fringe
advertisers.
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