City accounts for 75% of home TV viewing

Madison Media, in a study on out of own home (OOOH) viewing patterns in the country, finds that Mumbai contributes 75 per cent of the total OOOH audience, with Delhi accounting for the balance 25 per cent. Only 18 per cent of total television viewers watch TV in an OOOH situation.

While 35 per cent of women in Mumbai watch television in OOOH situations in Mumbai, only 3 per cent do so in Delhi. The study was carried out by IMRB.

Across the two cities the lower social economic classification (SEC) contributes to the bulk of OOOH viewing in Mumbai, while in Delhi it is the upper SEC.

Unlike conventional belief, OOOH viewing in the workplace is dominated by the private sector, which contributes 80 per cent of the total.

At the genre level, sports, led by cricket, leads the pack With 21 per cent share, followed by news channels attracting 12 per cent of the audience. Channels dedicated to movies and songs follow.

The study also finds that the consumer is more interested in national news items rather than local or international happenings.

Unlike popular belief that OOOH viewing predominantly happens at the workplace or at pubs, most of OOOH viewing actually happens at someone else's home. This could be due to a gathering of friends or occasions where there is a common interest to view a programme.

Depending on the day, OOOH viewers can add an average incremental reach of over 25 per cent on weekdays to about 8-13 per cent on weekends.

The study finds that advertisements on OOOH also seem to reach a larger audience. The probability of a consumer watching an ad in the OOOH environment is 48 per cent more than when the same consumer is watching the programme at home.

IMRB conducted the research amongst 720 individuals over 15 years of age residing in cable and satellite homes in Mumbai and Delhi and belonging to SEC ABC.

Given the prevailing belief that only cricket drives out of home viewing, care was taken to conduct this research during a India cricket series so as to capture and validate the influence of cricket on out-of-home viewing behaviour.