GRP Benchmarks of dominance across categories

What levels are other categories operating at?

Category FMCG Cars Cellular services

GRPs for
launch/ 1000-1200 800-1000 1000-1600
major campaign

1000-1200 GRPs for a launch

Within the Category

L&T Cement
to
UltraTech
TV & Press given almost equal weightage

Media Oct %
TV 891 52
Press 826 48
Total 1717 100

Spends in lacs
GEC most widely used followed by Hin News
News is 2nd Highest with 19% spends

Genre % Spends
GEC 47
Hin New s 15
Sports 10
South Sat 9
Reg Sat 5
DD 5
Eng New s 4
Hin Mov 3
DD Reg 2
Total 891

% SOE
Spends in lacs
Reach @ 1+ is 88, 5+ is 65
Reach
GRP Avg. Freq. 1+ 2+ 3+ 4+ 5+ 6+
Mumbai 1475 17.3 85 79 72 67 61 56
Calcutta 1715 19.0 90 82 79 73 71 68
Delhi 1375 15.2 91 83 77 73 67 65
Chennai 1616 18.5 87 79 76 71 69 64
Bangalore 1170 12.6 93 84 78 76 70 63
Hyderabad 1242 13.5 92 83 78 70 63 61
AP 1077 11.8 91 84 77 68 62 58
GUJ 1417 15.2 93 88 81 77 74 70
KAR 1171 12.6 93 83 77 75 69 63
KER 1170 14.8 79 71 65 59 54 50
MAH 1382 16.0 87 81 75 69 62 57
MP 1297 14.2 91 85 79 73 70 64
ORI 1354 16.2 83 80 75 73 65 63
PUNJAB 826 10.0 82 70 61 54 50 46
RAJ 868 9.6 90 89 79 70 59 57
TN 1500 17.4 86 81 77 74 71 67
UP 1085 12.7 85 79 72 65 61 57
WB 1591 18.2 88 80 77 71 68 65
Total Market 1288 14.6 88 81 75 70 65 61
Multiple edits used

Dur # Ins % Ins

5 5 0
10 2095 53
15 1 0
25 1 0
30 1224 31
60 554 14
90 98 2
Total 3978 100
 Properties on TV
 Cricket:
- TVS Cup - Ind vs Aus - DD1 & DD Sports
- BCCI Platinum Ju Cup - Ind vs Pak - DD Sports
- Test Series - Ind vs SA - DD Sports

 Big Ticket Properties on GEC:

- Indian Idol on Sony
- Star Screen Awards on Star Plus
Only Dailies; More B&W insertions

% Ins Hue % Ins

Daily 100 B&W 62
Mags 0 Clr 38
Total 100 100
Multiple sized insertions; Ins Pgs used
more

Size % Ins Location % Ins

<50 1 Ins Pg 67
51-100 62 BP 29
151-200 12 Buss Pg 3
201-400 5 FP 1
>400 19 Sports Pg 1
Total 100 Total 100
Mah, TN, Ker & AP are the press concentrated
markets
PubState # Ins % Ins
Maharashtra 136 20
Tamil Nadu 116 17
Kerala 94 14
Andhra Pradesh 87 13
Gujarat 60 9
Karnataka 46 7
Madhya Pradesh 27 4
Orissa 26 4
W.bengal 24 4
Chhattisgarh 21 3
Jharkhand 14 2
Delhi 10 1
Bihar 7 1
Goa 2 0
Punjab/Chandigarh 1 0
Uttar Pradesh 1 0
Total 672 100
 In a Nutshell…
TV vs Press Spends – 52 : 48
 TV:
- GEC had highest spends followed by Hin News
- Hin Edits were widely used (57%)
- Small durations were used more (10secs)
- Cricket was part of plan
- Big Ticket properties like Indian Idol & Star Screen Awards
 Press:
- Only Dailies were used
- B&W vs Clr – 63 : 37
- Small sized insertions (51-100CC)
- 67% of insertions in Ins Pgs
- Mah, TN, Ker & AP main press markets
 Outside the Category

Reliance Communications
to
Reliance ADAG
97% Spends on TV

Media Jun Jul Aug Sep Dec Total %

TV 2250 1205 2 2 213 3672 97
Press 3 113 116 3
Total 2250 1208 2 2 326 3789 100

Main Campaign Sustenance

Campaign

Spends in lacs
GEC most widely used followed by Hin News
News is 2nd Highest with 26% spends
Genre Spends % Spends
GEC 2147 58
Hin New s 644 18
Eng New s 281 8
DD 195 5
Reg Sat 135 4
Hin Mov 90 2
South Sat 83 2
Sports 58 2
Eng Niche 23 1
DD Reg 13 0
Spiritual 3 0
Eng Mov 1 0
Total 3672 100

Spends in lacs
Reach @ 1+ is 88, 5+ is 74
GRP Avg. Freq. 1+ 2+ 3+ 4+ 5+ 6+
Mumbai 4414 49.4 89 88 88 87 84 84
Calcutta 1702 19.5 87 79 71 65 63 59
Delhi 3738 42.6 88 86 82 80 78 76
Chennai 1788 22.7 79 78 73 70 68 66
Bangalore 2262 25.1 90 87 80 76 71 68
Hyderabad 2008 22.9 88 85 81 79 76 71
AP 941 10.5 90 83 79 73 65 57
GUJ 4573 50.7 90 87 87 84 82 82
KAR 2248 24.9 90 88 84 79 74 72
KER 639 9.5 67 56 53 48 42 35
MAH 3854 44.5 87 84 82 81 79 78
MP 4395 46.6 94 92 92 88 87 87
ORI 2535 28.7 88 81 76 68 64 63
PUNJAB 2936 36.0 82 79 76 75 73 72
RAJ 2855 29.8 96 94 86 82 82 78
TN 1631 19.4 84 81 75 72 68 66
UP 2491 27.8 90 88 85 81 76 71
WB 1867 21.4 87 79 72 67 64 60
Total Market 2855 32.6 88 84 80 77 74 71
Multiple edits used

Dur # Ins % Ins

5 74 1
10 1728 31
15 635 12
20 352 6
25 113 2
30 403 7
40 684 12
45 449 8
55 3 0
60 265 5
75 437 8
80 373 7
Total 5516 100
 Properties on TV
 Cricket:
- Digicel Test Series - Ind vs WI - Ten Sports

 Big Ticket Properties on GEC:

- Jhalak Dikhla Jaa on Sony
- Laughter Challenge on Star One
 FMCG Category

Rin Washing Soap

to
Surf Excel
 Rin to Surf Excel Transitions

Mediums Spends in Lac SOE (%)

More concentration on TV 2151 90
TV with 90% of the Print 250 10
total spends Total 2401 100

Channel Genre Spends In lac SOE (%)

DD National 819 38
Hindi GE 506 24
DD & General
South Sat 270 13 entertainment has
DD Reg 235 11
Hindi News 112 5
62% SOE
Reg Sat 92 4
Hindi Movies 83 4
Sports 22 1
Eng News 4 0
Kids 4 0
Music 3 0
Total 2151 100

Period: Mar – June 07

TV plan evals
2771 GRPs with reach of 90 @ 1+ and 74 @ 5+

Markets GRP Avg. Freq. 1 + 2+ 3+ 4+ 5+ 6+

AP 2372 24 98 95 93 87 84 80
GUJ 2575 27 95 92 87 84 79 74
KAR 3226 34 94 91 87 85 83 80
KERAL 295 4 73 47 33 25 19 17
MHA 3619 38 95 92 89 86 85 83
MP 4360 45 97 95 92 90 87 86
ORISSA 3306 34 96 92 89 87 81 79
PUNJAB 2311 26 90 85 81 79 78 74
RAJ 4369 46 95 90 86 83 81 79
TN 215 5 48 33 25 19 15 13
UP 3248 34 96 93 87 84 81 79
WB 2447 26 95 91 87 83 80 78
Total Market 2771 31 90 85 80 77 74 71
 Surf Excel Duration Mix

Duration No.of Spots %

4 1 0
10 2 0
15 1 0
20 9362 61 More utilization of 20sec followed by 30sec
25 3 0
30 3249 21 Product B/W CLR Total
40 2613 17 Surf Excel Det Cake 300 346 646
Total 15231 100
Surf Excel Det Cake 46 54 100

Has a fair balance between B&W and Colour insertions

Hence recommendation
 Reach Comparison:
ADAG : Reach @ 1+ is 88, 5+ is 74; 2855 GRPs
Surf Excel : Reach @ 1+ is 90, 5+ is 74; 2771 GRPs
UT (2004) : Reach @ 1+ is 88, 5+ is 65; 1288 GRPs
UT (Oct-Dec 06) : Reach @ 1+ us 73, 5+ is 56, 1216 GRPs

 Recommendation:
Reach @ 1+ of 85-88, 5+ of 65; 1800 GRPs