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Subscription TV penetration continues to grow and now reaches 85% of urban India. The most recent estimates of subscription TV penetration are 95 million connections, 68% of all TV homes. The Indian TV industry has an outlook that the rest of the region can only marvel at. In the DTH space, over 2.5 million subscribers are being added every quarter, reaching into 15 million homes by the end of 2009.
India
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Actual
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%
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|
Population
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1,167,062,590
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|
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Total Homes
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218,927,241
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|
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Household Size
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5.3
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|
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TV Homes
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140,130,681
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64
|
|
Multichannel Homes
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95,004,147
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68
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Internet Users
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81,000,000
|
7
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Source: CASBAA, SNL Kagan, TAM India, Internet World Statistics (as of September 2009)
TV sustained a 40% share of advertising spend in 2008 and ad volume grew by 23% in the first half of 2009 compared with the same period last year. Forecast growth in TV ad spend for 2009 is around 7%. Advertisers seem divided on how they will utilize the media mix but subscription TV and digital will continue to erode print’s position as the number one medium.
According to TAM’s Adex service, in the past 10 years, there has been an 89% rise in the number of advertisers using television, with Hindustan Lever maintaining the number one spot. In an increasingly fragmented environment, the top ten advertising sectors contribute 45% of overall revenues compared with 76% in 1999. State broadcaster Doordashan’s share of viewing in households is falling and, although the subscription landscape is dominated by Hindi General Entertainment, viewing of pan-regional international channels across all India remains robust at around 10%.
Audience measurement is dominated by TAM Media Research with a people meter panel of 8,000 homes, making India one of the biggest TV audience panels in the world. A new baseline study is in the pipeline, covering TV, radio, Internet and mobile media, and is expected to be ready towards the end of 2009.
For overview of India advertising regulations please go to: http://www.casbaa.com/india.aspx
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