2. CONTENT
• Demographic understanding B’lore Vs Hyd
Lifestyle differentiators
A Day in life of TG
Media Touch-points
• Media Analysis
Print Analysis
Radio
TV
Inferences
Category & TG Mapping
4. BANGALORE VS HYDERABAD
107% 109% 112%
93%
80%
0%
20%
40%
60%
80%
100%
120%
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
15-19 20-24 25-34 35-44 45-55
Hyd Dispersion Hyd Affinity
71%
86%
109% 109% 110%
0%
20%
40%
60%
80%
100%
120%
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
15-19 20-24 25-34 35-44 45-55
B'lore Dispersion B'lore Affinity
Hyderabad is skewed towards
Younger TG while in contrast
B’lore has higher affinity towards
middle aged females
5. DEMOGRAPHICS
TGI 2014
elements Bangalore Hyderabad
Full time (30 hours a week or more) vert% 15.2% 8.04%
Part time (8 - 29 hours a week) vert% 0.34% 2.39%
Part time (less than 8 hours a week) vert% 0.00% 0.00%
Retired /Invalid / Long term illness vert% 0.48% 0.00%
Full time home maker/Housewife vert% 82.9% 89.6%
Full time student/In full time education vert% 0.00% 0.00%
Unemployed vert% 0.00% 0.00%
Bangalore has higher
percentage of females who
are working(Married) full time
as compared to Hyderabad
elements Hyderabad Bangalore
Not yet married Vertical % 2.2 4.0
Married Vertical % 97.4 93.2
Widowed Vertical % 0.4 0.8
Divorced / Separated Vertical % 0.0 0.7
Not Stated Vertical % 0.0 1.3
Yes Vertical % 86.0 69.6
No Vertical % 11.8 25.1
Not Applicable [+07/07] Vertical % 2.2 5.3
Have Kids or Not?
Marital Status
Hyderabad has higher
percentage of married &
females with kids
6. LIFESTYLE DIFFERENTIATORS
TGI 2014
• Modern,Working(Career Oriented)
• Higher disposable income
• Wears more of western outfit and are beauty
conscious(Visit beauty clinics & parlour
regularly-Affinity 119)
• Stressful lifestyle(Affinity:108)
• Prefers healthy food options for family &
self(Affinity:124)
• Traditional, Religious, Works part-time
• Low income
• Not much considerate about looks and clothing but
often wear valuable jewellery(Affinity:127)
• Fun-loving & easy going
• Enjoys foreign food but prefers non-vegetarian
options(Affinity-121)
Hyderaba
d
7. Considering the fact that broadly our target
segment can be divided into two parts-Working
& Non-Working(Married)
We tried to attempt their regular day in life
basis consumer research & media softwares
8. A DAY IN A LIFE OF WORKING
WOMEN(B’LORE+HYDERABAD)
Morning
Afternoo
n
Evening
Night
Glance through Newspaper
with their early cup of
Coffee
Gets ready and leave for
office-Mostly relies on
public transport(Affinity:
>200%)
Eats lunch(Mostly Cooked
by maid or office cafeteria)
Deals with stressful office
hours
Returns from office in peak
traffic hours-Spends on an
average 1hour on road
Prepares for Dinner with
family
Leisure time to catch up on
social networking & making
weekend plans and
watching TV
9. MEDIA TOUCH-POINTS(APART FROM
MAINSTREAM MEDIA)
Radio Cabs
Malls/Restaurants
Smartphones
Corporate
Hub/IT
Parks
Multiplexes
Bus
Shelters/Bus
Wraps
Salon/Spa
(Average TS:
3-4hrs/Month)
10. A DAY IN A LIFE OF NON-WORKING
WOMEN(B’LORE+HYDERABAD)
Morning
Afternoo
n
Evening
Night
Glance through Newspaper
with their early cup of
Coffee
Prepares breakfast for kids
& husband and get kids
ready for school
Lunch while watching
favourite movie or daily
soaps
Vegetable & grocery
shopping from nearby
shops or markets(Affinity-
110)
Spends time with kids/Tea
time-Reads Magazines
Prepares for Dinner for
family
Watches favourite TV
shows and plans for next
morning
11. MEDIA PREFERENCES OF MARRIED WOMEN
Medium Hyderabad B'lore Hyderabad B'lore
Satellite TV - freq. at least once a week or more 87.2 73.9 107% 91%
Any Press - AIR 58.9 43.3 106% 78%
Press - newspapers - AIR 57.5 41.5 107% 78%
Press - magazines - AIR 11.6 5.7 116% 57%
Any Radio - freq. at least once a week or more 25.2 28.1 161% 180%
Internet - last accessed . last 1 week [+06/05] 3.4 9.0 67% 177%
Cinema - frequency at least once a month or more 13.2 10.8 167% 136%
Outdoor - seen in last one week 43.5 47.0 63% 68%
Media Reach Affinity
While Hyderabad women has more affinity towards traditional media & Cinema
Internet is more skewed towards B’lore market
Hence to reach out to Married population of both the markets we need to
advertise on mainline media. However media monies can be distributed
differently for Internet & Cinema
14. TOP PUBLICATIONS
IRS 2012
Individual
Publication Readership Affinity
Vijay Karnataka 80 92%
Prajavani 75 105%
The Times Of India 41 63%
Deccan Herald 34 158%
Bangalore Mirror 21 135%
Udayavani 16 122%
Sudha 16 149%
Kannada Prabha 15 80%
Taranga 14 195%
Grih Shobha (Kan) 12 143%
The Week 11 230%
Mangala 11 115%
The New Indian Express 9 215%
Sanjavani 9 61%
The Economic Times 8 297%
Publication Readership Affinity
Eenadu 77 114%
Deccan Chronicle 60 132%
Sakshi 59 102%
The Times Of India 12 147%
Andhra Jyothi 11 174%
Swati Sapari Vara Patrika 11 174%
Namaste Telangana 8 110%
Swati 8 122%
The Hindu 7 85%
Woman'S Era 6 366%
Sitara 6 256%
The Economic Times 5 305%
The Week 5 237%
The Munsif 5 51%
India Today (Eng) 4 171%
Magazines(Weekly or
Monthly)
• Regional publication is the preferred choice for both the markets
• However English publication like Deccan Herald & Deccan chronicle also has high affinity & reach both
• Hyderabad TG prefers more of Magazine format
15. AREAS OF INTEREST
TGI 2014 Statements selected on Higher affinity
Hyderabad Blore
Foreign/International News [-03/10] Political Current Events [-03/10]
Political Current Events [-03/10] Sports [-03/10]
Sports [-03/10] Medical/Health/Fitness [-03/10]
Women's pages [-03/10] Expert Advice on personal issues [-03/10]
Baby & Child care [-03/10] Cars & Motoring [-03/10]
Hyderabad Blore
Clothes & Fashion Home decoration/Gardening
Beauty & Hair Baby & Child care
Celebrity news and Gossip [+06/05] Food & Drink / Cooking
Women's pages Travel & Holiday
Home decoration/Gardening Science/Technology
Computers /IT
Horoscopes/Tarot Cards
Topics of Interest in Newspaper
Topics of Interest in Magazines
16. RADIO LISTENERSHIP
TGI
2014
Hyderabad Bangalore
Through my mobile [+03/10] 13.3% 12.4%
Through my radio transistor [+03/10] 13.3% 3.2%
Through my pocket transistor [+03/10] 3.8% 2.3%
Through my 2-in-1 player [+03/10] 1.8% 3.1%
Through my music system [+03/10] 1.9% 1.8%
Through my computer’s external speakers [+03/10] 1.3% 0.8%
In my car [+03/10] 3.8% 3.3%
In my Radio - MP3 Player [+03/10] 1.3% 3.0%
Through DTH in TV [+03/10] 0.0% 3.7%
Language Hyderabad Bangalore
English 3.2% 3.8%
Hindi 2.4% 5.0%
Other Regional language 22.8% 19.1%
While Hyderabad enjoys more of
Regional music Bangalore has
higher listenership for Hindi as
compared to Hyderabad
18. PREFERRED RADIO STATIONS
B'lore Hyd
Radio Stations Col% Radio Stations Col%
Radio City (91.1) 16.2 Radio Mirchi (98.3) 12.9
Radio Mirchi (98.3) 15.6 Big FM(92.7) 12
Big FM(92.7) 14.2 Red FM(93.5) 9.2
Red FM(93.5) 10 Radio City (91.1) 8.6
AIR FMRainbow 5.4
RADIO ONE (94.3) 5.8
22. TV –DAY-PART VIEWERSHIP
Day-part %age Affinity
Morning 6.00 am – 8.15 am 12.9 97%
Morning 8.15 am – 10 am 19.9 106%
Lunch Afternoon 10 am – 1.30 pm 18.6 108%
Lunch Afternoon 1.30 pm – 4.00 pm 17.7 119%
Early Evening 4.00 pm – 6.00 pm 15.0 93%
Evening 6.00 pm – 8.00 pm 44.0 100%
Evening 8.00 pm – 10.00 pm 64.3 106%
Late night 10.00 pm – 12.00 midnight 17.8 92%
Late night 12.00 midnight – 6.00 am 1.0 270%
F,25-44,SEC-AB
Bangalore
Day-part %age Affinity
Morning 6.00 am – 8.15 am 21.9 136%
Morning 8.15 am – 10 am 26.8 120%
Lunch Afternoon 10 am – 1.30 pm 39.4 112%
Lunch Afternoon 1.30 pm – 4.00 pm 41.5 118%
Early Evening 4.00 pm – 6.00 pm 41.7 109%
Evening 6.00 pm – 8.00 pm 59.8 97%
Evening 8.00 pm – 10.00 pm 52.9 88%
Late night 10.00 pm – 12.00 midnight 9.8 128%
Late night 12.00 midnight – 6.00 am 0.2 33%
F,25-44,SEC-AB
Hyderabad
23. TV SLOT ANALYSIS- ENTIRE DAY
Bangalore
Hyderabad
Source: TAM India; TG: F,25-44 AB Week- 43-46, 2014, TB: Mon-Sun 0600-2359
0
2
4
6
8
10
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Shares
Hours
Reg Karnataka GEC Reg Karnataka Movies Hindi Mass
0
2
4
6
8
10
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Shares
Hours
Hindi Mass Reg GEC AP Reg Movies AP
High viewership in
morning time-band
24. MEDIA RATIONALE
Mainline Media(TV+Print+Radio)
Mainline media will
help in increasing our
reach base-Hence
communicating our
message to masses –
Important for Launch
Campaign
Higher Affinity Media choice
Media options with high
affinity in respective
market will help us to
attract TG at right
environment & try
innovation in limited
investments
Brand Relevance
Various media touch-
points can be explored
which are brand
relevant and gives TG
a sense of
experiencing the
product in a better way
Time SpentHigh Low
EngagementDaily Weekly/Monthly
25. INFERENCES
*Text in red has high affinity as well
Bangalore
• Top 3
• Publications: Vijay Karnataka, Prajavani,
TOI
• TV Channels: Sun TV, ETV Kannada &
Suvarna
• Radio stations:Radio City, Radio Mirchi ,
Big FM
• Key Considerations:-
• Print: Smart use of English & regional
dailies supplements
• TV: Prime-time led planning in higher
affinity channels
• Radio: High weightage in morning &
evening time-band in top radio stations
Hyderabad
• Top 3
• Publication: Eanadu,Deccan Chronicle,
Sakshi
• TV Channels: ETV, Gemini,Z telugu
• Radio stations:Radio Mirchi, Big FM, Red
FM
• Key Considerations:-
• Print: Higher weightage can be given on
magazines
• TV: Considering limited budgets we can
schedule higher spots in morning &
afternoon time-bands & also plan in Movie
channel
• Radio: Spots scheduled evenly across
time-bands
26. LEARNINGS
TG seeks a lot
of information
before
changing the
brand
Seeks experts
Advice
If likes a brand
would probably
stick to it &
recommend it
to her friends
