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Wednesday, Oct 20, 2021
Outlook.com

What Do The Rich Watch?

A survey on how the elite surf TV throws up some interesting facts

What Do The Rich Watch?
What Do The Rich Watch?
outlookindia.com
-0001-11-30T00:00:00+05:53
What does the "elite" three per cent of India watch when they switch on their TVs? In a first-ever survey of its kind, Television Advertising Meter (TAM), a viewership monitoring agency, has thrown up programme and channel preferences among upper-crust viewers. This data, say media planners, could well influence the focus of ad-spend in the days to come. At present Rs 800 crore of advertising on TV is targeted at the creamy layer. That's 12 per cent of the total ad outlay on the small screen.

The TAM survey in Delhi and Mumbai drew its sample from families who lived in three-bedroom houses, travelled abroad on work or holiday, owned more than one car, had air-conditioners and personal computers. The survey answers some questions that media planners have been asking for long: do the rich spend less time on television as compared to ordinary folk; are their viewership preferences different from the rest; do they watch general entertainment programmes; what are their favourite sports events; is the elite viewership fragmented?

Yes,...
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