Seriously clueless

India, private equity and more ...

Monday, September 18, 2006

NRS 2006 - The Indian Media Pyramid

NRS 2006 survey results came out a few weeks back. This is a survey of over 2.84 lakh individuals that measures media exposure in India. The sheer scale of the sample makes this one of the most comprehensive and insightful studies on the Indian consumer. Here's the 'Indian media pyramid', that mirrors the Indian consumer pyramid:

  1. NRS survey universe (Indians aged 12 & above) - 815 mn
  2. Literate - 580 mn (71% of above)
  3. TV watchers/ Radio listeners/ Press readers - 230/ 230/ 222 mn respectively
  4. FM radio - 119 mn
  5. Magazines - 68 mn
  6. Cinema (once a month) - 39 mn
  7. Mobile VAS users - 22mn (I suspect that this figure is a lot higher now, as the survey mentions that 38% of cellphone owners use VAS implying a # closer to 50 mn)
  8. English dailies - 21 mn
  9. Internet (once a week access) - 9.4 mn
A few observations:
  • Media exposure seems to cap out ~250 mn or ~30% (this # isnt precise, since exact superset of TV/radio/press isnt mentioned). That still leaves 330 mn Indians in the literate-but-dont-read bucket. I wonder if our definition of literacy is rather generous.
  • English daily readership has been stagnant at 21 mn and makes me realize how small the 'People Like Us' segment really is. I also worry about our BPO sector that is estimated to have 1 mn people by 2008. By the time we apply an age-filter and a quality-filter to the English speaking universe (of which English daily readership appears to be an indicative proxy), the math to get to 1 mn seems touch-and-go.
  • The FM and mobile VAS numbers show highest growth (55% and 145% respectively). There's some overlap as a lot of FM listening happens on cellphones (with a base of under 7 mn cars, the 'People Like Us' segment that listens to FM in cars is a fraction of the total listenership).
  • The mobile VAS numbers are misleading from a 'media' viewpoint, since this is about P2P communication (SMS) and personalization (ringtone, ringback tone), as opposed to information/entertainment that traditional media offers. I dont think advertisers should be whipping out their checkbooks on this one just yet.
  • The internet numbers are consistent with my earlier guesstimate, and much lower than the frequently quoted 38 mn. The English daily readership is indicative of how far internet in its current form can go, without significant inroads into vernacular content and reduction in bandwidth/PC costs.

22 Comments:

At 10:58 AM, Blogger kochuthresiamma p .j said...

it would be interesting to make a qualtative research on the nature of English literate viewers and readers. If we go by the content of the English channels and print media, this category seems to be a very superficial one, with an insatiable craving for sensationalism.

 
At 10:12 AM, Anonymous Anonymous said...

Hi Anand,

Pretty insightful coverage of NRS.


Thanks& Rgds

Ravi Udeshi

 
At 4:12 AM, Anonymous Anonymous said...

I would argue that the way to look at this situation is as the potential for smart capital to *train & employ* the super abundant human resources, and create value out of that employment. Dumb capital (as in a lot of foriegn capital that is pouring in) lusts after and overpays for "instant talent".

That is the real Indian story. Trillions will be made over the next few decades by those who realize this. Simply applying western models will not earn a good return.

 
At 11:07 PM, Anonymous Anonymous said...

Small markets? Try selling software in a 6 million person country with one language which does not remotely resemble any other indo-european language, where everyone speaks English with a 100% literacy but you can't sell anything to them in English, Finland.

 
At 9:29 PM, Blogger Jayesh said...

Hi.. Is there a way to research the internet users and VAS users further? As far as internet goes, 9.4 mn seems really low. Total internet accounts are around 5 mn. Plus there are atleast 2 mn cybercafe PCs. Plus there are atleast 5 mn corporate PCs... So thats a gross underestimation. In fact I have been using NRS for 4 yrs and have been skeptical of their internet based questions.

 
At 11:11 AM, Anonymous wow power leveling said...

Why was there no follow on bankruptcy then? The bailout of AIG FP went to (wow power leveling) hedge funds that bound credit swaps on Lehman failing or others betting on rating (wow power leveling) declines. AIG has drained over 100 billion from the government. Which had to go to (wow power leveling) those who bet on failures and downgrades. Many of whom (power leveling)were hedge funds. I-banks that had offsetting swaps needed the money from the AIG bailout or they would have been caught. Its an (wow powerleveling) insiders game and it takes just a little bit too much time for most people to think (wow gold) through where the AIG 100 billion bailout money went to, hedge funds and players, many of whom hire from the top ranks of DOJ, Fed, Treasury, etc. ZHANG XIAO CHEN

 
At 6:04 PM, Blogger Michal said...

This comment has been removed by the author.

 
At 2:41 PM, Anonymous Anonymous said...

wow gold
wow power leveling
cheap wow gold
wow powerleveling
buy wow gold
wow power level
World of Warcraft Gold
wow powerlevel
wow gold cheap
power leveling
wow gold buy
powerleveling
gold wow
powerleveling wow
wowgold
wowleveling
world of warcraft Powerlevel
world of warcraft Power level
cheap world of warcraft Powerleveling
cheap world of warcraft Power leveling
buy world of warcraft Powerleveling
buy world of warcraft Power leveling
buy wow power leveling
buy wow powerleveling

 
At 5:15 PM, Anonymous CLICK HERE said...

VERY NICE RESEARCH.

 
At 1:03 PM, Blogger sandrabullock said...

Hd Wallpapers for free,sorted by categories.Easy to search hd wallpapers for your desktop background.Customize your background with cool hd wallpapers.hd wallpapers

 
At 1:34 PM, Blogger sandrabullock said...

Hd Wallpapers for free,sorted by categories.Easy to search hd wallpapers for your desktop background.Customize your background with cool hd wallpapers. Jennifer Raine

 
At 10:36 AM, Blogger sanjeev said...

who was on first-name terms with Prahalad, was sure about was that the renowned corporate strategy thinker would come up with something novel for the group. Code-named 'Wildfire', the concept of the project was to provide a comfortable stay for guests at an affordable cost. The culmination of the idea was budget hotel Ginger, priced below Rs 1,000 for a double room, launched in Bangalore in 2004.

Regards,
Free Mcx Silver Tips || Free Mcx Copper Tips

 
At 2:50 PM, Anonymous Web Design Companies said...

agreed with your thought great imagination

 
At 2:22 AM, Anonymous buy viagra said...

I would like to check these results, because I think not everything is clear, and there are some doubts and weird details I really would like to analyze.

 
At 3:00 AM, Anonymous retail clothing franchise said...

A very nice informational blog.Keep on making such important blog post.Your work is really being appreciated by some one.

 
At 12:55 PM, Blogger Stacey said...

This comment has been removed by the author.

 
At 2:51 PM, Anonymous commodity tips said...

This is one of the awesome posts. I like your blog details.
Thanks
Regards
Share Market tips

 
At 12:46 PM, Anonymous stock tips said...

Indian rupee depreciated by 54 paise or 1 percent on the second consecutive session against the DOLLAR at 55.48. However banking stocks supported the market today as banking major ICICIBANK ended with 1.65 percent gain while Metal stocks and Auto sector put the pressure over the gains.
Stock Tips

 
At 3:30 PM, Blogger Lokashree sam said...

It was a great information and Its really worth reading it. The author did an mind blowing work by describing each and every concept in detail. Thanks for such an informative post. Please keep up your good work.
Engineering Colleges In Chennai, Nautical Science Colleges In Chennai

 
At 3:22 PM, Blogger Prasanth said...

A very well-written post. I read and liked the post and have also bookmarked you. All the best for future endeavors. Getting some solution regarding.
UI Design Company Bangalore, Web Application Development Services in Bangalore

 
At 2:13 PM, Blogger Peehu Sharma said...

• Shares of sugar companies rose up to 15% on Friday on expectations the UP government will announce measures to boost the sector.
• HDFC Bank reduces staff count by 7% in March quarter
CapitalStars

 
At 8:41 PM, Blogger عبده العمراوى said...

شركة قمة الدقة للخدمات المنزلية
شركة تنظيف بالجبيل
شركة كشف تسربات المياه بالقطيف

 

Post a Comment

<< Home