Media scenario in India 2008

1. the mudra media factbook 2009

4. population trends: national & states figs in cr source: census

5. population: gender profile & urban-rural dispersion % of pop source: census male-female radio urban rural split  - - % - -   - - % - -   - - % - -   - - % - -  male-female radio urban rural split

6. demographic slicing: facts & future trends source: census

7. household dispersion: by states figs in (cr) h h’lds: household source: irs r2 2008 hh

8. literacy levels: all india & urban-rural source: irs r2 2008 (individuals, 12+ yrs) urban rural

9. urban rural source: irs r2 2008 (individuals, 12+ yrs) education level: all india & urban-rural figs in (cr)

10. source: irs r2 2008 hh purchased in last 6 months fmcg consumer durables automobiles product category penetration & growth: all india & urban-rural

11. a media performance overview

12. all india population 84.29 cr all india literacy rate (68%) media penetration 60% population 57.87 cr rural literates (61%) media penetration 55% urban population 26.41cr urban literates (83%) media penetration 81% all india urban rural source: irs r2 2008 (individuals, 12+ yrs) penetration of media: all india & urban-rural

13. exposure of number of media – aggregated individuals on an average exposed to the various medium type source: irs r2 2008 (individuals, 12+ yrs) exposure & overlap in media

14. industry investments on mass media

15. the momentum in media sources: print: registrar of news paper for india tv: tam radio: all india radio

16. industry spends on mass media 2008 figs in (cr) source: tam adex, ficci report & mudra radar estimates

17. top product category: 2008 source: tam adex & mudra radar estimates

18. top advertisers: 2008 source: tam adex & mudra radar estimates

22. television

23. television: characteristics clutter high production cost high absolute cost short message life low selectivity favorable image attention getting low cost per exposure high prestige impact of sight, sound & motion high reach advantages disadvantages mass coverage

24. tv ownership tv hh – all india 7.9 cr (40%) 8.7 cr (42%) 9.2 cr (43%) 9.7 cr. ( 44%) 10.3 cr. (46%) source: irs r2 2008 (households) figs in (cr)

25. television channels: growth in numbers & advertising 29% 33% 29% 35% 34% growth in no of spots #channels #spots source: adex data as on 27 th dec 2008 22%

26. the tv channels bouquet on offer

37. investments on television

38. leading investors on tv: by advertiser & product category source: tam adex & mudra radar estimates

39. consumption of commercial time: by product category & advertiser figs based on secondages source: tam adex data upto 27 th dec 2008

40. consumption of commercial time: by regional, house promotions & sponsorship tags source: tam adex data upto 27 th dec 2008 figs based on secondages figs based on frequency

41. performance of key channels

42. channel shares: by genres hindi channels gec movie news music business news english channels gec movie news business news regional channels tamil nadu karnataka kerala andhra pradesh maharashtra west bengal other channels devotional lifestyle infotainment kids sports

43. hindi

44. hindi gec source: tam tg: cs 4+ yrs market: north west east day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

45. hindi movies source: tam tg: cs 4+ yrs market: north west east day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

46. hindi news source: tam tg: cs 4+ yrs market: north west east day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

47. hindi business news source: tam tg: cs 4+ yrs market: north west east day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

48. hindi music source: tam tg: cs 4+ yrs market: north west east day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

49. english

50. english movies source: tam tg: cs 4+ yrs market: all india day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

51. english news source: tam tg: cs 4+ yrs market: all india day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

52. english business news source: tam tg: cs 4+ yrs market: all india day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

53. english gec source: tam tg: cs 4+ yrs market: all india day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

54. regional

55. tamil nadu source: tam tg: cs 4+ yrs market: tamil nadu day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

56. karnataka source: tam tg: cs 4+ yrs market: karnataka day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

57. kerala source: tam tg: cs 4+ yrs market: kerala day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

58. andhra pradesh source: tam tg: cs 4+ yrs market: andhra pradesh day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

59. west bengal source: tam tg: cs 4+ yrs market: west bengal day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

60. maharashtra source: tam tg: cs 4+ yrs market: maharashtra day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

61. others

62. lifestyle source: tam tg: cs 4+ yrs market: 6 metros day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

63. infotainment source: tam tg: cs 4+ yrs market: 6 metros day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

64. kids source: tam tg: cs 4+ yrs market: all india day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

65. sports source: tam tg: cs 4+ yrs market: all india day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008 ind vs aus test series & hero honda cup ind vs eng ind vs aus test series ind/ aus/ sl tri series ind/sl idea cup ind/pak/b’desh kitply cup asia cup

66. devotional source: tam tg: cs 4+ yrs market: all india day part: all days 0200 hrs to 25:59 hrs data available till 27 th dec 2008

67. print

68. newspaper: characteristics selective reader exposure poor reproduction quality low attention getting high clutter short life can be used for coupons reader controls exposure timely (current ads) ads can be placed in section of interest short lead time for placing ads low cpt high coverage advantages disadvantages

69. magazine: characteristics lack of flexibility visual only long lead time for ad placement multiple readers longevity high information content quality reproduction segmentation potential advantages disadvantages

70. readership – claimed & average issue all india rural urban air: average issue r’ship cr: claimed r’ship source: irs (individuals, 12+ yrs)

71. investments on print

72. leading investors on print: by advertiser & product category source: tam adex& mudra radar estimates

73. performance of key publications

74. leading publications: among dailies & magazines figs in (000) source: irs r2 2008 & 2007 (individuals, 12+ yrs)

75. leading dailies: by language figs in (000) source: irs r2 2008 (individuals, 12+ yrs)

76. figs in (000) leading dailies: by language source: irs r2 2008 (individuals, 12+ yrs)

77. leading magazines: by language figs in (000) source: irs r2 2008 (individuals, 12+ yrs)

78. radio

79. radio: characteristics fleeting message low attention getting clutter audio only well-segmented audience low production cost flexible high frequency low cost local coverage advantages disadvantages

80. Performance of Radio: listenership & time spent Source: IRS R2 2008 (Individuals, 12+ yrs)

81. investments on radio

82. leading investors on radio: by advertiser & product category source: tam adex & mudra radar estimates

83. fm stations and their ranking across markets

86. cinema

87. cinema viewing: by absolute & pop strata source: irs r2 2008 (individuals, 12+ yrs)

88. cinema viewing: by frequency & time spent source irs & mudra radar estimates < - - - col % - - - >

89. cinema viewing: by age group source: irs r2 2008 (individuals, 12+ yrs)

90. overview of cinema source: dimples cine advertising

91. digital

92. internet: awareness and usage urban source: irs r2 2008 (individuals, 12+ yrs) all india rural

93. internet reach: penetration by town class 46 mn base : used internet ever source: iamai 5 mn 9 mn 12 mn 16 mn 32 mn

94. profile of internet users: by life stage & sec base : active users (32 mn) base :ever used (46 mn) source: iamai

95. internet usage: by place of access & primary use base : active user (32 mn) source: iamai base : active user (32 mn)

96. internet: penetration by markets source: irs r2 2008 (individuals, 12+ yrs)

97. leading websites: by traffic source: alexa google.co.in google.co.in yahoo.com google.com orkut.co.in rediff.com google.co.in youtube.com blogger.com live.com msn.com facebook.com 1 2 3 4 5 6 7 8 9 10 as on jan 25 th 2009 alexa report

98. mobile

99. mobile subscription: by telecom circles source- gsm - cellular operator association of india cdma - association of unified telecom service provider of india data till nov’ 08 figs in (cr)

100. vas usage: by information & personalisation source: tgi 2007

101. vas revenue: by contribution type june 2008 source- iamai

102. digital media glossary

106. media glossary

112. 126, mathuradas mills premises n m joshi marg lower parel mumbai 400013 india t +912230277100/101 fax +912230401973 www.mudraradar.com mudra max logo