TV VIEWERSHIP BEHAVIOUR ACROSS DELHI, KOLKATA & MUMBAI

The TV viewership share of the three metros – Delhi, Kolkata and Mumbai combined
contribute heavily towards Television advertising pie. Therefore, it is important to
understand how these metros behave in terms of their Viewership patterns. We at
TAM Media Research tried to do examine as to how Mumbai, Kolkata and Delhi
behave when it comes to watching television. The analysis below has been done for
the last 26 weeks – 6 months approx.

VIEWERSHIP SHARE OF THREE HINDI SPEAKING METROS:

The three Hindi Speaking Metro’s combined together account for almost one fourth of
all India Viewership and around 41% of all Viewership in Hindi Speaking Markets thus
it obviously becomes important to study the same in much greater detail.

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AVERAGE TIME SPENT WATCHING TELEVISION:

Firstly, let’s see how much time each metro spends on an average watching
television in a week. The chart below indicates average time spend by an individual
in the given markets watching television. The data stated as under is a weekly
average of last 26 weeks (almost six months)

TAM: Measuring the Pulse of Indian TV Audience

R est O f Hind 1
 910 (15hr
Mumbai tops the chart with 15 hrs and 12min per week as compared to Kolkata
which spends around 14 hrs and 48 min, and Delhi hangs in the middle with 14 hrs
and 54 min.

VIEWERSHIP PATTERN ACROSS ANY AVERAGE DAY:

Now having known the time spent on television, it’s now important to know the
Viewership spread across the day. The chart below indicates how a viewer watches
television on any average day.
pent watching television in min

35

30

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The above chart clearly indicates that different dayparts are ruled by different
metros. While Delhi gains in the mornings, Mumbai gains in the prime time and late
nights and Kolkata rules most of the afternoon and evening dayparts.

Looking at the Viewership shares across dayparts the above inferences become even
starker.

35

MU
30
Now, having identified the dayparts and the leading metros in those dayparts, let’s
try and find out what is watched and when…

GENRE PREFERENCES ACROSS DIFFERENT DAYPARTS

The charts below are a comparison of shares of different genres in the morning
daypart.

25
are %

TAM: Measuring the Pulse of Indian TV Audience

20
3 Regio
 Mumb

UC
Source: TAM peoplemeter System
TG: CS 4+
2%
Time period: 29/02/2004 to 28/08/2004

Hindi News is Big Hit in Delhi, infact it is the largest watched genre in mornings

Similarly let’s look at the afternoon daypart… a comparison of Delhi, Mumbai and
Kolkata during afternoons

Regional
20%

Regional
Mumb
3%

Source: TAM peoplemeter System

TG: CS 4+
Time period: 29/02/2004 to 28/08/2004
Regional
Others
13% 4
TAM: Measuring the Pulse of Indian TV Audience

14%
The above chart clearly shows that Kolkata in afternoons gets high Viewership in both
Regional and Hindi General Entertainment segment (55% of all TV viewing comes
from this segment). It’s also worth mentioning that Delhi has the biggest
consumption of Hindi General Entertainment but the regional channels take a
beating.

And finally, a look at the late night daypart… a comparison of Delhi, Mumbai and
Kolkata Late nights

Mumb
Othe
14%
R

Music Channe
Source: TAM peoplemeter System
TG: CS 4+
Time period: 29/02/2004 to 28/08/2004

Others
1%
Cable and Hindi movies drive the Viewership share of Mumbai, another noticeable
point is that the share of English movies and English Entertainment is the highest in
this daypart.
12%
TAM: Measuring the Pulse of Indian TV Audience 5
TIME SPENT WATCHING TELEVISION BY DIFFERENT TG’s:

Having looked at what is being watched it’s now also interesting to know who is
watching… A look at how much time is being spent by different SEC’s, Age Groups
and Genders per week watching television in different metros.

MUMBAI

1200

MUMBA
1000 912
946
869
1000
Spent in Min

900
800 822
657
800
1200
600
Min

700
TAM: Measuring the Pulse of Indian TV Audience 6
SEC A Spends maximum time in Delhi and least in Mumbai, conversely SEC D/E
Spends maximum time in Mumbai and least in Kolkata. Also Kids (Age 4 - 14) Spend
maximum time watching television in Mumbai, infact Mumbai is the only city where
kids spent more time than their parents (Age 35+), in other two markets it’s the
parents who outnumber their kids. Another peculiar feature of Mumbai is that males
spend more time on television than in any other city.

PREFERENCES OF MOVIES AND SERIALS:

A look at the Top Movies in the three markets

Rank Mumbai
1 Hff Khakee
2 Hff Deewaa
Kolkata has a huge Regional Presence, Mumbai also has a small regional presence
whereas Delhi has no regional Presence. Another point to be noted is that three of
top 10 movies are Hindi Dubbed English Movies

3 HffMumbai
Sholay
Similarly a look at the top serials in Mumbai Delhi and Kolkata.

Rank
41 HffKyunki
Hum AaS
52 HffKahaani
Nayak
Kolkata again has regional programming in its list. Delhi and Mumbai look
homogeneous but Jassi Scores in Mumbai but doesn’t feature in the top ten in Delhi

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For further information, please contact:

Siddhartha Mukherjee
Head – Corporate Communications
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Kaho NZ
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TAM Media Research
Voltas House - A

TAM: Measuring the Pulse of Indian TV Audience 7

Dr Babasaheb Ambedkar Road
Chinchpokli (E)
Mumbai - 400 033
India

Tel: +91 22 23718103/8352/8912

Mobile: +91 98200 82516
Fax: +91 22 23718086
E-mail: siddhartha@tamindia.com
www.tamindia.com

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