SOFTSCRIPTS

INDIAN TV ADVERTISING
MARKET ANALYSIS
&
FORECAST REPORT 2019

SOURCE: BARC INDIA

1

STNETNOC
FO ELBAT
Introduction

2 Phase 1: The Story of TV.

Growth of TV
Penetration of TV
Growth of TV penetration in India
CRT and LED TV Growth.

3 Phase 2: Increased Advertising in India.

How the Advertising increased in India?
Penetration of Advertising Industry
Growth of AD penetration in India
Indians TV Viewing habits

4 Phase 3: What are the various ways to find TV trends in India?

How does the TV industry look like?
Factors affecting the Growth of TV viewing.
What type of content is king on TV?
Prime Time TV Viewing
Drama Marketing - Favorite ingredients of Indians

5 Phase 4: Major Indian Events to Focus in 2019

ICC WorldCup 2019
Indian Premier League (IPL)

6 Phase 5: Forecast for the TV Industry in India

7 Conclusion

8 Author’s Research Notes

9 References
I NT R ODUCT I ON
 4

NOITCUDORTNI
Welcome, to the Indian TV Advertising Market
Analysis & Forecast Report 2019. This year
there are a lot of important events going to
happen in India. The first major event is the IPL or
Indian Premier League, then the General
Elections and Cricket World Cup.
We have made a report stating how the television
media can use this opportunity to grow in India.
Our group of analysts, surveyors, and researchers
have done a lot of work and background dig, to
deliver you the fresh content and actionable
insights that are helpful for you.
We blend our observation, experience, research,
statistics, examples, information that we gather.
The complete data mentioned in this report is fully
segmented which will make your work easy. There
are some critical sub-topics that we cover under
this data that is IPL, General Elections, and
Cricket World Cup while including all the
territories under it.
What is trending in India? The general election,
IPL, and world cup are knocking the door, the
advertising expenditure this year is expected to
rise 15.8% which will sum up to a considerable
amount that is Rs 72,662 crore. Now that's a lot
of money invested in the advertisement, while the
previous year 2018, money spent in the ads were
Rs 62,699 crore.
It directly indicates that Indian Media and
Advertising is on a high growth path while it
seems that digital marketing and television
advertisement in India this election, will financially
rip all the ideas.
As we are in the starting of the new year 2019,
the General Elections are at the edge. According
to the reports it is being predicted that the Digital
marketing industry in India this election season
will increase to a broad range of 16.4%.
Even it is estimated that the share of ad spending
in India’s GDP till the end of 2019 would be
somewhat around 0.67%. The Government of
India is already giving a lot of support to expand
the advertising and media work throughout the
globe.
The expenditure in the advertising industry is just
going to increase in India, and there is no halt for
it, according to the policy driven by Reserve Bank
of India (RBI) the financial sector is just going to
increase creating a favorable business platform
globally.
Marketers will be happy when they will get to
know that a license has been proposed for new
banks to set up, and the best marketing sentiment
that will help the advertising and the marketing
platform to have a stable place.
Writing this report gave the whole team a great
insight and an exciting experience. However, we
hope we get through these qualities in us,
whenever we make a report for you. If you want to
talk to us regarding more such insights, then do
connect with Softscript Solutions. We would be
glad to hear from you.

However, the advertising industry is growing at a

faster pace, and it has become considerable
businesses in India. It is excellent news for
Indians because the Indian advertising media has
been projected as the second after China as the
fastest growing advertising media.

01
THE STORY
OF TV
 6

TELEVISION GROWTH
VT FO YROTS EHT
Most of the countries other than India already have
taken up the digital platform as their principal place
for entertainment. However, Indians also these
If we walk down the lane for three years, it is
noticeable that digital marketing is picking up the
pace and giving a fierce competition to TV media.

days are opting the digital platform as the main Digital Marketing is showing a quick pick up with
base for entertainment, news, sports, and others. 25% digital media growth from 2015 to 2016,
followed by a 28% growth in the market from 2016-
But the fact cannot be ignored that TV demand has 2017. If we take a look at marketing from 2017-2018,
not decreased and people in India are still in love digital marketing made its position as the Second
with TV. However, Traditional media holds the pace Dominated media in India with 30% advertising
in India. But, we can’t discard the fact that digital space in the market.
marketing is making its way into the market to take
down the traditional platform. If we talk about India,
the advertisers are still now relying on the TV
media for advertising. But the question arises that-
Is Television media sustainable? Or the
Advertiser should rely on Digital Platform?

Well, we can say advertisers have taken a step

ahead and understood that digital media is
overlooking traditional media. And people will soon
start converting their path to digital media.

Source: Dentsu Aegis Network, TRAI, Sony, Statista

According to the reports we can say that

In a country like India digital media penetration is huge and will

increase over time. Nevertheless, the TV media will have the same
or increased craze until a certain period.

TV PENETRATION The Total number of homes in India until 2019,

According to the reports conducted by BARC
India, it was found that TV penetration in the year
2017 was 64% which showed a 2% increase and it
was 66% in 2018. However, we can anticipate that
this year with the upcoming IPL season, General
Elections and Cricket World Cup the TV
penetration in every home will increase at least to
10%.
sums up to be 286 million, in this only 197 million
households have Television. This indicates that
100 million Indian homes are still expecting a TV
in their home.
According to Deloitte India Partner Jehil Thakkar

In India, Television has always

been and will always be the biggest
medium of communication, even in
the foreseen future. It will remain
the same until for the next ten
Source: Dentsu Aegis Network, TRAI, Sony, Statista
years.

As stated by BARC India reports, the TV

viewers in India has touched 835 million which
is approximately more than the population of

02
Europe. On the other hand, smartphone
penetration in India is still now 300 million.

Source: BARC And Economic Times
You see the data above which clearly shows the TV
craze in India.
The biggest reason for the growth of
Television media in India is that
TV is very affordable, and you can get
a basic cable package for just Rs 150/-
a month with including some free
channels by the local dish providers
It is an excellent opportunity for the Television
companies to penetrate deep into the Indian homes to
know how to make people buy their TV.
GROWTH OF TV PENETRATION
When we see, how Television is growing in aspects of
penetration, interestingly, the southern region of India such
as Andhra Pradesh, Telangana, Tamil Nadu, Kerala,
Karnataka top this listing and have more than 90% of
penetration.
Source: BARC
On the contrast, the states such as Bihar, Uttar Pradesh,
Rajasthan and some parts of Northeastern states have a
shallow TV penetration. Eventually, there are still a few
areas in India who are yet to buy Television, and it is
expected to touch 34% of the Indian Household who are
about to buy TV.
7
Below you can easily check the time the people of
Southern India spend watching TV.
Source: BARC
This indicates that the state with more number of literate
people are more exposed to TV. On the other hand, the
less literate state is, exposure to TV is lesser because still
now people are unknown to TV and its importance.
CRT AND LED TV GROWTH
Only 14% of the Indian households have a LED TV. On
the contrary, 84% of the homes are still using CRT. In rural
India, people are using CRT television, and it is estimated
to be 92%, and only 8% have a LED TV.
If we consider the Urban region 80% of the people still use
CRT and only 20% of people have a LED TV. We can say
that LED and LCD TV’s will take down the CRT TV slowly.
And soon the CRT TV’s will be replaced by the LED TV in
the upcoming years.
Source: BARC
Most Important thing to note that according to the
Government of India, almost 600,000 villages of India is
electrified that is a 100% electrification in India. The
report clearly shows that, the first thing an Indian buys after
getting electricity is either a Refrigerator or a Television.
The growth of Television is so significant that
Television is the most preferred medium
to engage people and reach the masses
and this behavior is building in the
Indians since a long time, and it's not
going to change suddenly.
INCREASED
ADS IN TV

SDA VT DESAERCNI
HOW ADVERTISING INCREASED IN
INDIA?
The market size of Advertising is enormous in
India, taking over all the mediums to reach the
people. This includes TV contributing 38% followed
by digital marketing adding 11%. While the rest
others that include print, radio, cinema and free
makeup to 10%.
However, the Indian Market for Advertising is
anticipated to grow a lot more than you can even
expect. By the end of 2020, the Compound
Annual Growth Rate (CAGR) would increase to
33.5% which will make a Rs 31,519 crore.
PENETRATION OF ADVERTISING
INDUSTRY
According to the significant developments, it came
to the knowledge that Pitch Madison and AdEx
has dug down about Indian TV advertising
spendings. This estimation is taking up the
advertising industry in India.
Source: Pitch Madison, ADEX
AdEx has even promised that the advertising
industry in India will grow every year to Rs 61,204
crore. However, maybe this process slowed down
if we compare 2018 and 2019.
While for the countries other than India the digital
platform and most importantly the Over-The-
Top(OTT) Services became very feasible. This
includes countries such as USA, UK, China and
so on that has taken down the young generation or
the millennials, while in India young generation
mostly like a digital platform than the Linear
Television media.
03
9
GROWTH OF AD PENETRATION IN
INDIA.
In Television, marginally growth is more than that of
the Digital platform. People here like Linear
advertising than OTT shows. Because of this sole
reason the advertising media in India is even
concentrating more on the Television than the
Digital platform. However, the advertising industry
in India has shown some, inclination to the digital
platform due to millennials but still, Television
remains as the “King of the Game”. Television
leads with the majority of the advertising share
spent in India and is approximately 41.6%. This
percentage is remarkably higher than that of digital
media or any other channel.
INDIANS TV VIEWING HABITS
The advertising Industry didn’t just stop here, as
earlier discussed the highest number of television
viewers are in the Southern part of India, followed
by Gujarat and Maharashtra. Following the
statistics, advertisers are now targeting the
language based advertisement to gain more
viewership. Similarly, making it more feasible by
breaking the viewers according to there watching
time, channel and interests. Which primarily
includes the great split up between, News, Sports,
GEC, and all others.
Not just this, the advertisers are now segmenting
the viewers, based upon their watching time. For
instance, people in the South Region of India like
to watch television during the festive time more
than any other part of India. On the other hand
people want to watch news channels or weather
reports if there is some extreme weather condition.
This is where the advertisers' task becomes much
harder because people in India watch Television for
various instances and different regions have
different time and occasion to attend. The
advertisers have to grab it and present it.
 10

Source: BARC
TV TRENDS
IN INDIA

SDNERT VT
WHAT ARE THE TRENDS THAT INDIANS
FOLLOW?
For a Television and Advertising agencies
finding out what are the ongoing trends in TV is
very important. To make it easier for the
advertising agencies we dug into finding out what
type trends people are following and what all
things people have a craze to watch on TV.
The primary factor of people growing their interests
in Television is: Electrification, almost all the
places in India are electrified and the first thing an
Indian gets after getting the electricity is a TV or a
Refrigerator.
While we shift our focus to television and the
shows telecasting on TV, but the broadcasters are
always worried about the Television Rating Point
(TRP). A tool which judges the viewership of a
television program.
VIEWERS IN SOUTH INDIA ARE SPENDING MORE TIME ON TV THAT OF HINDI SPEAKING PEOPLE
Source: BARC
04
In this digital media, still now in India people have a lot of craze for TV. On the contrary, the top
viewership is received from the Millennials or the age group between 15-30. It is just increasing, but
there is no going down.
12
HOW DOES THE INDIAN TV WORLD
LOOK LIKE?
If we compare, Rural India and Urban India then
for your surprise Rural India has 17% more
household TVs than Urban India. There are 84
million household televisions in Urban regions and
99 million household televisions in Rural India.
However, even if they have Television but TV
penetration is decidedly less which is only 52% on
the other hand urban households are 84%
penetrated.
For Indian’s, TV is one of the essential things in a
daily household. In India no matter what the
situation may be but TV will always be one of the
integral part of the day to day life.
If we take the Television Viewing region wise, then
South India spends a significant amount of time,
watching TV than any other Hindi speaking
channels. There are a total of 557 million Tune-ins
on Indian TV, in which the majority belongs to the
Southern Region of India with 190 million
watching the regional languages. While the rest,
367 million except regional language watch Hindi.
Not just the viewers, even if we calculate the time,
South Indian people spend more time in watching
TV. An exact time of 04:09:25 Hrs the Southern
Region people are consuming. On the other hand,
rest of the people are spending 03:31:36 Hrs only.

WHICH FACTORS AFFECT THE GROWTH OF
TV VIEWING IN INDIA?
You can see that there are a number of factors that
influence Television viewership. It considers TV viewing
behaviors such as:
Source: BARC
If we dig deep into it, the FTA channels have played a
significant role in making the people glue their eyeballs to
TV. If we take a look at the statistics, then we can see that
the FTA channels are dominating the paid channels.
WHAT TYPE OF CONTENT IS KING IN INDIA?
The regional and the local people will feel pride as this
shows up. Because if we take a look at the table down, then
all the regional languages take the first place, after which
comes Hindi. We can say the local content has seen
tremendous growth.
Source: BARC
13
SPORTS CHANNELS
For all the sports TV channels, if you want to be in India
then embrace Cricket because people here watch a lot of
cricket. Cricket in India is the most loved game and has
been in the top position since an extended period.
Sports Viewership
Source: BARC
But, Kabaddi a local sport has taken the pace and gaining
the fastest share in the sports market in India. Just like IPL
for Cricket, Pro Kabaddi in India had made people go
crazy for this sport. Because of which it gained a drastic
increase with 83% viewership growth in Kabaddi.
SEASONS AND TEMPERATURE
Well, Yes! The TV viewership also depends upon the
Seasons and Temperature at the period. The TV channels
and the advertisers get affected more during the extreme
temperature.
If we consider the Summer season during peak summer
temperature, people viewing TV goes down it comes to
normal or standard viewership only when the heat comes
down. Temperature and Seasonal Change is a significant
factor for the decreased amount of people viewing
television.
Not, just the summers even in the rainy seasons the TV
channels see a lot of decrease in viewership. However, it
has multiple reasons such as bad weather, electrical
blackout and others.
 14

FESTIVITIES
Festive Holidays are a feast for the TV
channels, advertisers and TV companies
majorly in Southern Part of India. On the
contrary, the Hindi Channels remain
stagnant there is no increase or decrease,
except the purchase of the TV.

The TV channels viewers in South

increases by 16% while in Hindi it remains
the same or just increased by 1% during
the Dussehra season. Not only one festival
every festival in India tells the same story.
FESTIVE HOLIDAYS: SOUTH INDIA VS HINDI SPEAKING MARKET Source: BARC

In the other part, if we see that this is the time when people get a bit of free time from their busy schedule and plan to buy
new things. To make your TV popular in the market this is the time when you can increase your sales by making people
buy more..

PUBLIC HOLIDAYS
Despite, the case is not the same when
we talk about the Public Holidays, other
than festivals in India. On Republic Day,
both in the South India and rest of India
saw a 19% increase in the TV viewing.
Not just the Independence Day it goes
the same with Republic Day and Gandhi
Jayanti.

If you are smart enough then, believe me,

these are best days to target the whole
India for TV viewing.

PUBLIC HOLIDAYS TV VIEWING IN SOUTH INDIA & HINDI MARKET

Source: BARC

START FOCUSING ON WOMEN

Not just all these factors, the surveys even says that women are a significant contributor to viewership. Women in India
are prime contributors to all the news channels with 44% viewership. If we consider the recent election period, the
viewership of Women has increased a lot with a comparison to men.

If we concentrate on the GEC genre, then women are on the top with 52% viewership and men with 48% viewership. On
the other side, if we consider the movie genre, then women are in 46% viewership and men’s leading with 54%.

Source: BARC
 15

PRIME TIME TV VIEWING

Prime Time is the critical time of the day when TV channels engage a lot of viewers. Evening time is the Prime Time,
where 30% of the viewership is for Hindi, English and Regional chains.

But, the morning time is occupied by the regional news channels of Andhra Pradesh and Tamil Nadu. With AP having
44% news channel viewership and Tamil Nadu with 39% viewership.

Source: BARC

However, the Hindi News and English News have 43% and 40% TV viewership respectively during the evening prime time
hours.

WHAT DO INDIANS LIKE TO WATCH?- DRAMA MARKETING

If you take into account whole India and the Indian Viewers, then Hindi Content is King! It is followed by rest other genres
making up to 500 million weekly viewers in a total.

Entertainment-related content is dominating in both Rural and Urban India. And DRAMA is a critical player in India to make
the people stick to TV.

Indians require DRAMA in every genre; it may be Daily Soaps, News and Sports, Drama is mandatory in India to gain
viewers for your channels.

It may be a lavish wedding, a jail trail or twists and turns in daily soaps. All these things attract people and increase
viewership by 15%.

Not just the daily soaps even the News Channels bound to show the drama to increase their watchers. While the same
goes with sports if your favorite star scores the viewer's increases if the same star losses the viewers decrease at a high
rate.

DRAMA is an essential ingredient if you want your viewers to stick their eyes to the TV. In total Viewers and their interests
are crucial so that a TV channel, Advertisers and a TV selling companies can run their business.

DRAMA is a critical player in India to make the people stick to TV.

 MAJOR
INDIAN
EVENTS IN
2019

MAJOR INDIAN EVENTS TO FOCUS IN
STNEVE ROJAM
2019
In India, as already said, people like DRAMA, and
one more important thing that people in India
Worship that is Cricket. Cricket is one of the
major sports that India loves. Anything related to
Cricket makes people stick to the TV and Online
Live Telecast.
While, this is the period when most of the TV
companies see their Sales to Skyrocket, in this
the sales of the HD TV always be on the top. For
TV marketers and advertisers, this is the year for
you, because once in a blue moon you get the IPL
and Cricket World Cup, consecutively at the
same time. IPL every year is a huge sport
celebrated in India. So as the Cricket World Cup.
If you want to make it big, then these two are the
best time to get started.
05 Source: Company Releases, CEMA and Forrester Estimates
17
ICC WORLD CUP
The last ICC Cricket World Cup took place in
2015, that had a breaking viewership, which is 635
million Indian people watched the cricket world
cup until the Semi-Finals. This made the most
viewed event in the history of India.
The semi-final match was between Australia and
India, a whopping amount of 309 million Indian
people turned on, to watch the game.
According to TAM, the game has recorded:
A total of 15 TVR is being rated across the Star
Network channel and DD. 12.7 TVR in Star
Network and 2.3 TVR in DD
However, 77% of the viewership came from Hindi
and regional channels that included broadcasting
in Hindi, Tamil, Kannada, and Malayalam.
ICC World Cup set new records in the year 2015,
by having a viewership over 600 million people, as
the most talked over marketing campaigns.
Social media sites got flooded with 750,000 unique
authors and drove 3.6 million conversations and
reached over 44 billion unique impressions.
This whole was the analysis of the 2015 World
Cup. However, this year it is expected to boost a
lot, and the viewership will increase like anything
and may touch the 1 billion mark in India. That too
with an increased social media presence.
Not just that even the LED and LCD sales goes up
during the Cricket World Cup, which shows a steep
increase in the sales.
 18

IPL (INDIAN PREMIER LEAGUE)

IPL is one of the biggest sporting events in India. People in
India are crazy for cricket and here it is a religion. Every
year we see that there is a huge increase in the viewership
of IPL matches in India.

In the year 2018, the viewership of IPL skyrocketed and it

increased to 41% if compared with 2016. While, if we
compare 2018 and 2017 there was only 17% increase.

Not just the viewership even the average time spent

watching only IPL has increased a lot, in the year 2016 the
average time period was 28 minutes which showed an Source: BARC

upward trend to 34 minutes in the year 2018. This clearly

indicates that IPL viewership and watching time, see a IPL started with telecasting in SET Max, a Movie Genre
growth every year. channel, but due to the popularity of IPL among the
people, the telecast gradually shifted to Sports channel,
which clearly shows the growth of viewership in IPL.

Not, just the sports channel even the TV companies have

benefited a lot from IPL, it is clearly seen that during the
IPL season the sales of HD TVs have skyrocketed. In the
year 2016, the HD viewership was just 1% while it tripled
in 2018 and became 3%, it is expected to become 6% in
the year 2019.

This is because, IPL is most viable on the HD channels, so

people opt for higher uptake of HD channels. This clearly
Source: BARC
shows the interest of people in a sport such as IPL in
India.
The important thing that according to BARC Report, was
found that

Female viewers are increasing every year. It is clearly

seen that people of every age group have increased,
kids or age group <15 have seen a 52% growth, the
people between 15-21 have seen a 50% increase, while
22- 30 years have seen a 20% growth. We can clearly
see the changing patterns in the viewership
percentage of people.

Source: BARC

IPL is one of the major sport that is being hugely watched

in India. In the year 2016 IPL contributed 22% to the
Sports viewership, which gradually doubled in the year
2018 and became 43% of Sports viewership.
 19

Being a game in home ground the highest viewership goes We can see that Hindi is dominating when comes to
to Chennai Super Kings (CSK) and Mumbai Indians (MI), language, then it is followed by Regional Languages and
on the other hand, Rajasthan Royals (RR) has generated then comes English. This shows that people are more
the least viewership interested in native language viewing than English.

Take a look at the below infographic:

Source: BARC

As TV ownership is penetrating deep inside the Rural

areas, it is expected that in the coming years, regional
languages IPL viewing will increase, and will show a
skyrocketing trend in TV viewing.

This is a great time for TV companies to increase their

sales because there are still 100 million which need TV.

Source: BARC
 20

TOP INDIAN ADVERTISERS AND BRANDS

This is not the end, we even present you with the list of the TV advertisers who are leading in India, and take this major
events in account and make their advertisements accordingly. Take a look the below table.

Source: BARC, AdAge

Source: BARC, AdAge

These are the list of top Advertisers and Brands of 2017 & 2018, it is quite informative and show how advertisers
make themselves to be on the top.
FORECAST
FOR TV
INDUSTRY
 22

PROGRAMMATIC ADVERTISEMENTS
VT FO TSACEROF
As we all know how Digital Marketing is slowly picking up and giving a fierce competition to TV media.
The simple reason behind this is Digital Marketing is quite cheaper than Traditional Marketing.

You can see from the below table about the comparison between Digital media and Traditional Media. It is
clear that which one is more efficient.

There is a graph below indicating Digital Marketing Vs. TV Marketing for 3 years, which shows how the
TV media is leading the digital media. While TV media will continue to drive for some more years in India
that doesn’t mean digital platform will downgrade. Both Digital and TV will simultaneously grow, and maybe
after 10 years, we can expect digital media is taking over the traditional media.

Source: IBF India, FICCI, KPMG M&E Report

If we consider the previous year 2018, films have already started adopting OTT. This shows a
supplementary increase in the growth of the online platform. Even Netflix came to India at a lowered price
of $8-$12 while in the USA it was $40-$80 a month.

06
 23

India is still in the era where the TV subscriptions cost around $2-$5, and now the TV viewership is being challenged by the
Online platforms. In total there are 35 different applications available in India that are related to Entertainment, Media, and
Telecom.

Source: Ebiquity

Still, we can’t deny the fact that TV is a significant medium in India. We can say that in India TV doesn’t have competition
because it is the most trusted video platform, has highest verified reach, has 100% human activity, it has 100% screen
coverage, 100% viewability, it has emotional ties and so on. All these things connect the people in India with TV. While
the TV companies should also take about their penetration in the houses.

Source: KPMG, Statista

For a while, we can say that in India still now TV is the winner, but the TV companies should now ignore the digital presence
which is slowly penetrating Indian Viewers. This point is something the TV companies should take seriously and start
implementing Programmatic TVs.

In the whole world of advertising, Television advertising is still the King. Programmatic Ads are the ultimate future of
Television advertising. We can say the Programmatic Ads has automated technology and all the data-driven methods of
buying and selling the ads against the TV content.

Usually, the Programmatic TV skeptic, are more focused on the present day capabilities, that all are lacking. In India, 4% of
the ADs will be Programmatic. We can even say that Programmatic Ads are the future of Television Ads.
 24

EVOLUTION OF TV ADVERTISING

History and Evolution of Television

Source: Edward C. Malthouse, Ewa Maslowska & Judy U. Franks

Next big evolution in TV advertising will be: TV migrating to Cloud.

WHAT ARE THE DIFFERENT PROGRAMMATIC TVS?

Digital Linear TV: In 2015, the season of sling TV started where you can watch live streaming events and shows via the
internet, after this every other TV, TV channels and Ad agencies started adopting it.

VOD or Video on Demand: TV or the TV channels that are not live such as Netflix, Amazon Prime. It refers to the
content that you watch on the smart TV using an app on a tablet, smartphone or TV.

Online Video: Online Video means YouTube, and it is an obvious guide in this category. After seeing the success of
YouTube, Facebook and Instagram also rolled out this feature. So, people have not just stuck to YouTube, people are
taking up other social media platforms.

But, still YouTube is the King and the TV content is started to get blur in other countries. While in India it will take some
more years for the VOD and complete Online Video viewing to penetrate. Until then Linear TV is something that people
will rely upon.

The fifth type of inventory may be the future of the Programmatic TV:

Terrestrial Linear: As soon as all the traditional broadcasters will turn towards the technological area. While there may
even a time can come when the costliest and prestigious media inventory will be available openly for exchange, and this
can be through the Programmatic platform.

Source: KPMG, Statista

 25

THE PROGRAMMATIC ADS HAVE A LOT OF POTENTIAL FOR A BRAND ADVERTISER THAT
WILL INCLUDE:

AUTOMATED BUYING:
The Automated TV buying process has gone to another level:
However, the buyers have planned for a siloed or isolated system
that will be dedicated to the TV ads and insertion orders are then
travel back and forth between the buyers and the sellers. After all
these things the reports are being generated, just after the completion
of the campaign when the optimization is to be done.

If you have a Programmatic TV then Planning, Execution,

Measurement can happen with a conjunction that has a holistic
display for all the advertising, whose primary focus is the objectives of
business and targeting the audience. Automated buying is very
helpful, it helps in speeding up the process and cut down the manual
background works.

DATA-DRIVEN TARGET:
Data is one of the crucial things for the Programmatic Ads, and it is
essential for both Television and digital platform. Programmatic Ads
gets the data, and promises to get the equivalence and then move
forward beyond the Age, Gender, Reach and Frequency
components of the target based on the Gross Rating Points (GRP).

It is not just that, even the first, second and the third parties to the
Data and Audience Segmentation minutely, these people also help
all the advertisers and the programmers to fine-tune the delivery of
the more customized and relevant content to the users. Later, even if
the users switch between different screens.

CROSS-SCREEN MEASUREMENT
All those advertisers of the brand have the ability to measure the
effectiveness of the campaign holistically around all the channels,
this could be the near future of the television industry in India.

The TV optimization KPI may be unified and improve the GPRS

across the TV and other digital media. You can even have the other
metrics such as the impressions that are watchable, videos,
conversions, and brands or sales lifting.
 26

UNIFIED CAMPAIGN MANAGEMENT

Out of 100 people watching TV, 77% watch, TV on their mobile, tablet
and laptop all those things that is available close to their hand and
this is the main reason for the decrease in the television sets.

A unified buying and campaign managing platform give all the brand
advertisers a very simple and seamless through which you can plan,
buy, measure and manage all the advertising campaigns
simultaneously. And check whether the target audience are watching
the ads in set-up box or online.

REAL-TIME OPTIMIZING
If you have the Programmatic Ads, you can meet the metric faster
and know your performance. It kills the in-between time, that is the
waiting time for days, weeks or months after the completion of the
campaign.

You can easily improve your performance of the campaign with this
automated algorithms in real time.

HOW DOES ADVERTISING WORK ON PROGRAMMATIC TV?

The Programmatic technology is the core of the automated ad
placements in the Programmatic TV. When you buy the TV it
enables as a single platform for all the TV channels available all over
the world.

Programmatic TV has a data-driven technology that easily allows the

TV advertisers to bid based on real-time TV impressions. If you bid
higher than the possibility of your ad shown on TV increases.

Programmatic Ads should include some of the fundamental aspects

of the target audience such as lifestyle, personal preferences,
financial status, mostly viewed channels, mediums of watching the
shows. All other significant information that will help in concentrating
more on the target audience.

If you are looking forward to a Programmatic TV advertising, then

there will be no requirement of the manual program shifting with the
help of possible appropriate shows. The audience can see the
desired Programmatic Ads once the Ad matches the needs of the
target audience.

Check the below image this how you will get the Programmatic Ads
on your TV screen. Once the viewers click on the Ad they can watch
the Ad or else leave it, it will disappear automatically.
 27

PROGRAMMATIC ADS: SETTING NEW BENCHMARKS

Demand of Advertisers: The TV demand is very high, but the

supply of TV is very low. If we adopt the Programmatic TV, it will not
at all change the economics of the Supply and Demand. The Quality
TV ads spots reach the right TV viewers to command the best rates,
even if the transactions are streamlined inside a programmatic
workflow.

Addressable Inventory: The two things which are always

undervalued and undersold are Niche Linear and Cross-screen TV
inventory because it becomes tough for an advertiser to buy this
inventory.

Impression bidding and improved audience targeting across all the

linear and digital TV, in future if India will implement the
Programmatic TV then the marketplace will become more simplified
and efficient for the inventory.

As a result, we can see an increased budget and yield all the TV

inventories for the advertisers and broadcasters. It has become a
reality today because of which the digital marketing TV inventories
have grown popular and using technologies such as Dynamic Ad
Insertion.

Wastage: Programmatic TV is considered to be best because it can

empower the programmers and the broadcasters to sell the
impression rather than showing it. The industry is very much
accustomed to sell the business based upon the GRP.

It directly means that any impression that doesn’t fit in and drives the
Waste
target audience, then it will be monetized as a discount, ultimately as
the waste for the seller. If selling is based on the audience instead of
the points, then it will omit the cut and wastage.

Price of Inventories: Some of the professionals in TV inventories believe that

moving into a Programmatic environment means “downgrading the technical
aspects” because they combine the Programmatic associate with the open
auctions and no floor price.

However, we can say that these were the cons which Programmatic
environment had earlier with the display banner. But, it is not the same, the
present day especially for the TV and Video platform.

Programmatic data provides - Data-driven targeting, automated workflows,

Cross-screen measurement, and real-time optimization all these things will
help the advertisers get more advertising than that of TV. As the price will
increase, the value will increase, so as a price that the buyers pay to media
 28

Segmentation: The present-day advertising is plagued with different

technological solutions so that it will be easy to manage various
aspects of advertising on different cross channel platform to know the
audience and their data sets.

Programmatic platform buying will provide a unified solution for all of

the ad buying. For the Programmers and advertisers who usually go
with the integrated ad sales stack ensure that Internet TV is sold
directly and are delivered on time. However, these are the awarding
ad slots in the programmatic transaction, where the yield can be
improved.

This thing powers dynamic ad insertion so that each viewer will get
more relevant ads, and this help will unsold the inventories that will
ultimately increase monetization. In the future, we can say that the
programmers and advertisers can sell the Linear TV inventories
along with the digital catalogs.

PROGRAMMATIC TV: TAKING OVER THE CHALLENGES IN IMPLEMENTATION

FUTURE Phase 1: Present day situation: All buyers and
distributors are using the Programmatic technology to
In the Television world, Programmatic TV and ads will
transact the exclusive digital video, we saw a growth in
start in the same way as they did with the digital media
impression for the Programmatically transacted
and similarly take over the whole Television. That means
videos.
there is no open exchange on the real-time bidding.

Phase 2: The buyers and the sellers have started to

We can say that TV inventory is very scarce and
place ad streaming and video-on-demand TV content
premium, this makes them and the programmers run
on all the connected devices. This phase is still in the
behind the TV and want to take the high possible control
process of implementation while some major Online
over the transactions. As a result of this, we will be able
media channels such as Netflix, Amazon Prime have
to see the mixture of Programmatic ads, preferred
already started in major countries. People in India have
deals, and privately exchanged deals.
started opting for the Video On Demand(VOD).
However, only millennials or the people between the
All these things will be coupled up with the Premium TV
age group of 18-30 are concentrating on VOD. It will
and Video Marketing which will eventually emerge, to
take some time to penetrate deep into Indian
help in transaction for the buyers and sellers of TV ads.
Household.

Phase 3: Future: This will have the best integration of

Digital Marketing Platform legacy which will be
massive support to Linear TV and data vendors across
the TV ecosystem.

Clearly, it shows that the future of TV which is: OTT, VOD, and Programmatic TV.
Enhancing TV experience with time has become essential. A country as India where there
447 Million Broadband connections an average Indian spend 50 minutes a day watching
videos online, that is lower than the TV viewing average that is 3 hours 45 minutes.
 29

NOISULCNOC
CONCLUSION
With more and more consumption of Digital Media, usually marketers think that people are hugely
converting to Digital Media than going for Television Media. In India where the smartphone users are
increasing, digital marketing has lots of scope.

If we take a deeper insight into TV media in India, then it can be seen that TV is leading digital marketing.
According to our reports what we got is “Until next ten years TV would be dominating the Indian
media and it will take some time for the digital platform to overcome digital marketing.”

It is a big relief for all the people who are still relying on the Television media for advertising, and all the
Television companies. But, this is not it, maybe digital marketing will take time to penetrate deep in India,
but slowly it is grabbing the youngsters or the people between the age group 15-30.

It is high time that the TV companies should realize the situation and start adopting new techniques
accordingly to make the people stick to TV. Programmatic TV is a beautiful way which can make people
get their interest back on the TV. Not the TV marketers even the advertisers should take good care of it.

As TV remains the central aspect of advertising, concentrating on their requirements and their viewership
will help a lot. Going forward, we can say that the TV industry will see a lot of changes shortly, that will
heat the things and make a fierce competition with the digital media.

07
 30

AUTHOR’S RESEARCH NOTES

SETON S'ROHTUA
We are one of the top creative marketing agency who transform your business to brand.

Our strength is our deep en-rooted trust with our client and our aim is to deliver our brands the best result
by harnessing the data and powerful analysis.

We already know that brands always rely on surveys and data analytics. We always find that what people
do and why they do. Understanding people and their needs are our basic traits.

Softscripts does a stellar research and build commendable strategies to meet all your needs. Being an
Innovative agency we help you to establish in the market.

Softscripts is a Creative Platform that amplifies the best strategies for the engaging the brands and the
performance over all the mediums. This report involves our talented specialists on board working
regarding the surveys and data analysis.

The Indian Data is sourced from BARC ( Broadcast Audience Research Council ) and Statista. We have
even used our own analysis and media information in this report.

We take care of our clients so there is no personal or client related information will be reflecting in this
report.

Being one of the best innovative agency we made an analysis and forecast about the TV and advertising
media in India.

Some of the trends that we mentioned in our reported are based on our estimation and prediction for the
future. Please keep in consideration that this a report that is taking a predictive peek in the future of TV
advertising. This research can’t be relied for any business investment decision.

Sri Siva Varshita

srinivas@softscripts.net sai@softscripts.net varshita@softscripts.net

If you need to know more about our market analysis report and apply the insights to your business.
Get in touch with us. We look forward to hearing from you.

E: info@softscripts.net
Ph: +918912501202, +918912738589,
Softscript Solutions Pvt Ltd,
Visakhapatnam, AP,

08
India - 530003
 31

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