Branding in the battlefield of willow war: A Maxus study

By the time this article appears, most of you would have got a feel of the new phenomenon called IPL. But perhaps the question on the lips of media planners and advertisers would be, “How much viewership did/will it take away from other channels?” Stratagem Media brings an in-depth analysis based on TAM data to crystal-gaze at what is likely to happen on the cricket field and bring in the greens for broadcasters.

This paper by MRUC presents a case for Household Potential Index (HPI), which takes a leap from the current system of consumer classification - the SEC. The paper argues that Socio Economic Classification (SEC) is often said to be lacking in discriminating the truly potential households and audience. Also, the draw back of using Monthly Household Income (MHI) lies in the difficulty of capturing the correct data, as the respondents are hesitant to disclose the correct MHI. The various assumed variables as a topping to SEC (like durable ownership, frequency of travel by air, intensity of consuming various products and services, recency of purchase etc.) comes with the negative aspect of “judgment” of the individuals concerned. HPI, says MRUC and Hansa Research Group, is a better 'scientific method' to segregate and target the “consuming” class.

A Synovate research study on spending and consumption patterns in Delhi and Mumbai finds that Mumbaikars are frugal spenders; they spend more on TVs and business travel. In contrast, Delhi spends more on personal grooming, high-end cars, personal travel; Delhiites love to splurge.