Television (Linear TV) remains an important medium of communication in today’s digital age. While on-demand streaming services and online video platforms have been showcased as the next big wave, it is equally important to note that linear TV continues to play a significant role in shaping public opinion, informing viewers about current events, and entertaining audiences of all ages.
One of the key advantages of linear TV is its ability to reach a wide audience simultaneously. This makes it a powerful tool for disseminating important information to the masses, such as news bulletins, weather forecasts, and emergency alerts. Linear TV also offers a range of high-quality programming, from Dramas and Documentaries to Live Sports (like the ongoing IPL 2023) & and Game/Reality shows. Another advantage of linear TV is that, it is easily accessible to viewers. Almost 200 million Indian households still rely on Pay & Free-to-Air TV as their primary source of entertainment and information. Audiences also enjoy the communal experience of watching these programs Live, whether it’s to cheer on their favourite sports team or to discuss the latest political developments during election counting days, with friends and family.
For one of the mega blockbuster tent-pole property in India, as per BARC Viewership numbers, every 1 out of 2.5 Indians watches IPL on TV. If one compares IPL with big 4 Non-fiction shows like Game show, Singing Reality, Action Reality and Drama Reality that reached 134 mn, 154 mn 167 mn and 191 mn audiences respectively, IPL on TV stands way taller than any of the Big 4 non-fiction shows in reaching a whopping 360 mn audiences! Together, they cross 433 mn audiences that Advertisers seeking mass consumer reach just can’t ignore.
Moreover, Linear TV provides a more curated experience, with channels and schedules that provide a sense of structure and familiarity for discovery. This makes it easy for audiences to navigate thru Content. Linear TV also plays an important role in advertising, with companies still investing significant amounts of money in TV advertising. Advertisers recognize the wide reach of linear TV and the potential to connect with a large audience. Data insights from TAM Media Research, the leading data provider on AdEx and Sports monitoring, confirms that 38 categories and 56 Advertisers have been consistently advertising on TV during IPL since last 3 years. The interesting part to note is that 1 of every 3 Advertisers from these categories are spending more than 50% of their total Annual TV Ad budgets on IPL through TV.
Obviously, gauging ROI for these Advertisers is a key aspect that the platform needs to provide. Insights from Kantar World Panel study executed during the IPL TV telecast reinforces the advantage of Advertising consistency during IPL on TV, with results showing continuous gains for the Brands. An Ecom Food/Grocery Category advertiser that consistently advertised in the last 3 years, saw a 3.8x inflection during IPL using TV platform. The report also asserts a superior growth impact of TV advertising on IPL for Household Purchases visible across a leading brand from Wafer/Chips category. The brand advertising during IPL on TV could see a 21% growth in household purchases vs a Non IPL advertising campaign that delivered only 5% growth.
Another case study from the Kantar World Panel study showcases a brand from the Chocolate category experiencing increase in purchase and consumption by existing brand buyers, during their campaign on TV during IPL vis a vis a Non IPL campaign. The brand garnered a 64% growth in consumption during their IPL campaigns on TV vs a 7% growth during non IPL campaigns.
One of the leading brands from Noodle category also experienced positive impact after associating with IPL TV. The brand saw a dis-proportionate consumption growth leading to Market Share gain post advertising on IPL – TV.
In conclusion, while the media landscape has undergone significant changes in recent years, linear TV remains an essential component of our communication infrastructure. It has enabled the leading Sports Event- IPL to capture the hearts of 530 mn audiences to Live viewing and over 200 Advertisers in the last 5 years. Its ability to reach a wide audience, provide high-quality programming that engages audiences and helps advertisers ride on the Content to deliver high growth results in penetration & consumption of brands among consumers makes it a continuing important medium even in the present age.
(This is part of the Think Tank Series that TAM is publishing on present world Media & Audiences, using case studies from multiple research sources. Data Sources: BARC, TAM AdEx, Kantar World Panel)
