Understanding the TV audience and delivering insights to the brand for better targeting the stakeholders

1. Discover
Discover
y
Discover
Discover
y

2. “Increasingly, mass marketing is
turning into a mass of niches.
Chris Anderson
Author – Long Tail

3. Discovery Portfolio In India

4. Discover
y
Markets

5. Where has it been
discovered?
Source : TAM, CS 4+ All India
All Day TVR’000s wk18-wk30 2011
6 Metros – 40% (NGC -36.4%)
10L + – 20% (NGC – 20.5%)
Less than 10L – 40% (NGC – 43.3%)
*Even though the less than 10L markets
contribute a high %age , their numbers are
too many as compared to the 6 metros

6. Other discoveries?
Source : TAM, CS 4+ All India
All Day TVR’000s wk18-wk30 2011
7.1%
7.1%
3.6%
28.6%
21.4%
3.6%
7.1%
3.6%
7.1%
7.1%
14.3%
7.1%
7.1%
14.3%

7. % contribution
Mumbai 10.7 14.3
Delhi 7.1 7.1
Kolkatta 10.7 7.1 50
Chennai 3.6
Bangalore 7.1 7.1
Hyderabad 3.6 7.1
6 Metros 39.3 42.9 50 100
10 L + 21.4 35.7
Less than 10 L 39.3 28.6
HSM 71.4 78.6 50 100
South 28.6 28.6 50
Source : TAM, CS 4+ All India
All Day TVR’000s wk18-wk30 2011
% contribution NGC Wild Travel XP Fox History &
Traveler
NDTV Good
Times
6 Metros 75.0 40.0 36.4 45.5
10 L + 25.0 40.0 18.2 18.2
Less than 10 L 25.0 20.0 36.4 36.4
HSM 75.0 90.0 81.8 63.6
South 25.0 10.0 18.2 36.4

8. Who’s
Discovere
d it?

9. 62%
38%
19%
25%
19%
12%
12%
13%
25%
25%
19%
31%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
NGC
Sex
Age
SEC
63%
37%
20%
24%
20%
12%
12%
12%
22%
26%
21%
31%
Discovery
Sex
Age
SEC
Source : TAM, 6 Metros
All Day TVR’000s wk18-wk30 2011
TVRs 000s - 41 TVRs 000s - 16

10. 50%50%
16%
16%
17%17%
17%
17%
34%
0%
33%
33%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
NGC Wild
Sex
Age
SEC
59%
41%
19%
18%
18%
18%
18%
9% 25%
34%
16%
25%
Animal Planet
Sex
Age
SEC
Source : TAM, 6 Metros
All Day TVR’000s wk18-wk30 2011
TVRs 000s - 11 TVRs 000s - 3

11. 100%
16%
16%
17%17%
17%
17%
25%
25%25%
25%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
Discovery Turbo
Sex
Age
SEC
50%50%
10%
50%10%
10%
10%
10%
16%
17%
17%
50%
Discovery Science
Sex
Age
SEC
Source : TAM, 6 Metros
All Day TVR’000s wk18-wk30 2011
TVRs 000s - 2 TVRs 000s - 1

12. Are other genre audiences the
same as Discovery audience?

13. 67%
33%
12%
28%
25%
13%
13%
9% 24%
28%21%
27%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
Movies Now
Sex
Age
SEC
64%
36%
14%
29%
21%
14%
11%
11%
30%
23%
20%
27%
Star Movies
Sex
Age
SEC
Source : TAM, 6 Metros
All Day TVR’000s wk18-wk30 2011
TVRs 000s - 28 TVRs 000s - 33
Discovery – M 15-34 All SECs vs Movie
channels

14. 56%
44%
11%
23%
22%
22%
11%
11%
36%
14%
25%
25%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
NDTV 24*7
Sex
Age
SEC
62%
38%
7%
15%
24%
15%
15%
24%
46%
21%
21%
12%
Times Now
Sex
Age
SEC
Source : TAM, 6 Metros
All Day TVR’000s wk18-wk30 2011
TVRs 000s - 12 TVRs 000s - 9
Discovery – M 15-34 All SECs vs English News
channels

15. 60%
40%
6%
27%
27%
6%
7%
27%
55%
15%
15%
15%
Males Females 4-14yrs 15-24 yrs 25-34 yrs 35-44 yrs SEC A SEC B SEC C SEC D/E45-54 yrs 55+ Yrs
Star World
Sex
Age
SEC
62%
38%
12%
25%
25%
12%
13%
13%
25%
25%25%
25%
AXN
Sex
Age
SEC
Source : TAM, 6 Metros
All Day TVR’000s wk18-wk30 2011
TVRs 000s - 8 TVRs 000s - 5
Discovery – M 15-34 All SECs vs English
entertainment

16. Who’s grabbed the share of
attention ?

17. Discovery leads across all niche
channels, its sibling Animal Planet also
grabs eyeballs
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
0.09
9XM
Discovery
MTV
MoviesNow
PIX
StarMovies
ChannelV
CNNIBN
HBO
NationalGeographicChannel
AXN
AnimalPlanet
TimesNow
CNBCTV18
FoxHistory&Traveller
HeadlinesToday
NDTV24x7
NDTVGoodTimes
StarWorld
TLC
WB
ZeeStudio
Avg Wkly TVR
Source : TAM, M 15-34 yrs All SEC ,6 Metros
All Day TVR’% wk18-wk30 2011

18. All 5 of Discovery’s channels are placed in the
top 7. The network also enjoys very high
retention.
0
10
20
30
40
50
60
70
Discovery
NationalGeographicChannel
AnimalPlanet
TLC
FoxHistory&Traveller
DiscoveryScience
DiscoveryTurbo
TravelXP
NationalGeographicWild
NatGeoAdventure
NatGeoMusic
Rch %
Source : TAM, M 15-34 yrs All SEC ,6 Metros
Rch’% wk18-wk30 2011
41%
33%
30%
25% 22%
24% 21%
23%
30%
#’s % Retention
Weekly Reach Cum Reach

19. Discovery Vs. Movies and Musi

20. Discovery leads even amongst Movies and
Music..
Both in reach and TS making it a clear winner
0
20
40
60
80
100
120
0
10
20
30
40
50
60
70
Discovery
MTV
StarMovies
MoviesNow
ChannelV
PIX
NationalGeographicChannel
9XM
HBO
AnimalPlanet
NDTVGoodTimes
TLC
FoxHistory&Traveller
ZeeStudio
WB
DiscoveryScience
DiscoveryTurbo
TravelXP
NationalGeographicWild
MGM
LumiereMovies
NatGeoAdventure
NatGeoMusic
Rch %
Source : TAM, M 15-34 yrs All SEC ,6 Metros
wk18-wk30 2011
TS Univ

21. TG - M 15-34 SEC
ABDE
Discovery Movies Now Star Movies
Avg TVR 0.08 0.08 0.06
Cum Rch % 65.6 51.3 56.9
TS Univ 105 102 85
Discovery leads even in the core audience of
the movie channels
Source : TAM, M 15-34 yrs SEC ABDE ,6 Metros
wk18-wk30 2011

22. Discovery Vs. News

23. Discovery is almost 4 times more viewed as compared
to Times now and almost 3 times more as compared to
NGC
0
20
40
60
80
100
120
0
10
20
30
40
50
60
70
Discovery
TimesNow
NationalGeographicChannel
NDTV24x7
CNNIBN
HeadlinesToday
CNBCTV18
AnimalPlanet
NDTVProfit
TLC
FoxHistory&Traveller
BloombergUTV
DiscoveryScience
DiscoveryTurbo
BBCWorldNews
TravelXP
NationalGeographicWild
CNN
NatGeoAdventure
NatGeoMusic
Rch %
Source : TAM, M 15-34 yrs All SEC ,6 Metros
wk18-wk30 2011
TS Univ

24. Times Now TG - M 25-34
& 55+ yrs, SEC A
Discovery Times Now NDTV 24*7
Avg TVR 0.05 0.07 0.03
Cum Rch % 63.4 57.7 59.1
TS Univ 70 95 43
Discovery leads in the core audience of the
news channels – leads on reach in Times now
TG
Source : TAM, M 15-34 yrs SEC ABDE ,6 Metros
wk18-wk30 2011
NDTV 24*7 TG - M 15-44,
SEC ACDE
Discovery Times Now NDTV 24*7
Avg TVR 0.07 0.02 0.02
Cum Rch % 64.5 49.1 48.1
TS Univ 94 25 21

25. Discovery
Vs. English
Entertainme
nt

26. Discovery is almost 5 times more viewed as compared
to AXN
0
20
40
60
80
100
120
0
10
20
30
40
50
60
70
Discovery
NationalGeographicChannel
AXN
StarWorld
AnimalPlanet
TLC
FoxHistory&Traveller
ZeeCafé
DiscoveryScience
DiscoveryTurbo
TravelXP
NationalGeographicWild
FoxCrime
FX
NatGeoAdventure
NatGeoMusic
Rch %
Source : TAM, M 15-34 yrs All SEC ,6 Metros
wk18-wk30 2011
TS Univ

27. Star World TG - M 15-34
& 55+ yrs, SEC A
Discovery AXN Star World
Avg TVR 0.07 0.02 0.03
Cum Rch % 62.0 44.2 40.9
TS Univ 93 28 37
Discovery leads in the core audience of the
Entertainment as well
Source : TAM, M 15-34 yrs SEC ABDE ,6 Metros
wk18-wk30 2011

28. “ No matter
whom we are
talking about,
from movies to
chiropractors
to books to
financial
planners, the
consumer
hankers after
specialization

29. Share of pie
Discovery NGC
No of
advertisers
153 115
Common
advertisers
82 82
Total FCT 276 Hrs 227 Hrs
Exclusive
advertisers
71 33
Source : MAP
FCT - wk18-wk30 2011

30. NGC’s exclusive
brands
contribute 28%
of their FCT,
these 8 alone
contribute 18%.
Brands to
focus on-
Source : MAP
FCT - wk18-wk30 2011

31. LOG
Discovery is the largest network in the niche genre today
 Each of its channels enjoys the highest reach and TS as compared to
its main competitor
Even compared to other niche players of the English movies, Music,
News and entertainment , Discovery channel is by far a better performer
making it a channel of choice in planning
Since its retention and reach is both high, it can actually work as both
a reach and frequency builder for this audience. It even performs on the
core TG of the other genres making its presence important.
Advertisers have seen the benefits of being on Discovery and
therefore it has a bigger basket of advertisers on it, but there is still
much to gain from NGC

32. “Increasingly, search is our mechanism
for how we understand ourselves, our
world and our place within itJohn Battelle
Founder-Federated Media Publish