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Should
Advertisers Worry About Audience Fragmentation?
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similar programmes hitting different channels, how does an advertiser
decide where to put the brand? |
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Manish
Porwal
(MD (India, West & South), Starcom)
Today, the focus on GRPs (a metric of exposure) has changed
to focus on relevant reach. In fact, the lesser GRPs consumed
(therefore, lesser money as input) to get higher reach, better
the plan. What it meant in the real world was that we were
taking far more channels
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and programmes than in old times. Because the ability to give
incremental reach did not just rest with the top channels.
Tardiis (Target Audience Reach Delivery Inventory Investment
System), the world's smartest television suite, allowed Starcom
to dispel the myth that each channel has a role to either
build reach or to build frequency. It allows us to build a
plan scientifically, where each spot taken has a role to build
reach at the required levels.
What came out of this was not necessarily intuitive. Many
smaller channels or programmes, hitherto assumed ineffective
in building reach, were actually contributing and at a far
lesser cost. So no longer is one constrained by mindsets.
One is driven by reality.
Consumers are already divided and watch far more number of
channels and programmes and therefore, the modern day Starcom
plans are accordingly suited to minimise the effect of audience
attention deficit and channel proliferation.
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Premjeet
Sodhi
(EVP, Initiative, Lintas Media Group)
Media fragmentation - a widely-used word - is the process
that this media has to go through to morph from being a
�mass media� to becoming a �personal media�. We all are
familiar with the �long-tail� concept and with these new
channel initiatives, the tail will become more and more
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significant.
Advertisers who use only the CPRP as the metric for audience
selection really have a lot to worry about. For the more prudent
advertisers, this fragmentation of audiences is an opportunity
instead of a worry of having to spend more to reach the same
number of people. As channels segment viewers; the result will
be an opportunity to reach the desired target viewers with a
lower spillover in a more meaningful manner. Nobody can deny
the strength of TV as a medium but it is the nature of usage
of the medium that is questionable and that needs to change.
This change will be aided by these new channels.
The pricing of these channels will depend solely on the content
that they deliver and the audience sets that they are able to
create. As the market dominance of a few leading channels gets
diluted, it will impact the whole market in terms of packaging,
pricing and distribution. I look forward to this change. |
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Monica
Tata
(VP, Ad Sales, Turner International India)
This is boom time for the advertisers and consumers as with
the increased players they have more variety, choice and
the option of looking beyond ratings. For broadcasters �more
players means fragmentation of revenues� is a reality and
yet it also means pushing the
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envelope
of creativity and lateral thinking when it comes to offering
solutions to clients.
The challenge lies in not dropping rates as, at end of the day,
it needs to make business sense. Clients have to be offered
innovative and inspired solutions ensuring more bang for their
buck. In a parity market the clutter-breakers will be the environment
that broadcasters offer clients for their brands to exist in.
Recently, when Reebok wanted to increase its target audience
to include children, Cartoon Network provided the perfect platform
to reach kids and helped devise an interesting media plan comprising
an exciting contest asking kids to �paint your T-shirt�.
Plus, this helped in incremental footfalls at Reebok stores
as well as involved children constructively with the brand Reebok.
We also created the commercial for this concept. In return,
Cartoon Network won its first business opportunity in the �sports
footwear & accessories� category. |
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Madhumita
Dutta
(Head, Marketing, World Gold Council)
It is a booming market scenario with brands across product
categories fighting the same space and attracting similar
eyeballs. Advertisers across the business have the budget
to spend but the spread of this spend has gone beyond traditional
media norms of print and
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outdoor.
Today, advertisers are also looking at a programme-specific
angle rather than just the channel�s performance. Dance Shows
such as Nach Baliye, Jhalak Dikhlsa Ja and music shows such
as Indian Idol, STAR Voice of India besides others create a
huge hype amongst the audiences.
Moreover, these programmes have interactivity elements like
SMS and on-ground activities attached to them, which is something
different from daily soaps that follow similar storylines and
run for years. There is a proliferation of new channels across
genres - GEC, sports or news.
The new channels fighting within the same space will definitely
give an advantage to the advertisers for more options to exist
in the market scenario and creating a healthy competition level
over a period of time. All these factors will surely have an
impact on the rate to make it even more appealing for the advertiser.
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