A presentation to symbiosis institute of international business

A presentation to Symbiosis Institute of International Business

13th October 2012

Media Research How India measures its media

consumption!

Presentation flow

Research terms

Print research

Television research

Radio Research

How Media Planners use research data

Why do we need media research???

But before we begin….

What is the size of the Advertising investments in India?

Source: Pitch Madison Media Advertising Outlook 2012

Spends in INR crores

8311 9329

10354 11915

20717 18670

25594 28013

12.2 11.0

21.7 22.0

7.6 8.6

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Tracking the last 11 years

US41.0%

Japan12.7%

Germany7.4%

China7.3%

UK6.6%

France

Brazil4.7%

Australia4.0%

Canada3.8%

Italy3.3%

Russia2.9%

India1.4%

Extracted from Warc International Ad Forecast 2011/2012 (November)

5 countries – US, Japan, Germany, China, UK account for 75 % of the market

India is the 12th largest advertising market

Current prices, y/y % change

-2020% change y/y

Extracted from Warc

2011 2012 Russia 19.8 19.9

China 14.1 16.3

Brazil 9.5 11.2

India 7.6 8.6

Canada 5.4 4.3

Australia 3.5 5.2

France 2.6 2.4

Germany 2.5 2.6

US 2.5 4.6

UK 2.1 4.5

Italy -0.7 2.7

Spain -0.7 2.5

Japan -3.2 2.2

Global* 4.4 6.3

India is the 4th fastest growing market

Indian Ad market – 2011 Contribution

Source: Pitch Madison Media Advertising Outlook 2012

TV, 44.8

Press, 42.2

Radio, 3.5

Cinema, 0.5 Outdoor, 5.1 Internet, 3.8

25,594 crores

TV, 45.1

Press, 40.8

Radio, 3.4

Cinema, 0.6

Outdoor, 4.9

Internet, 5.3

TV, 44.8

Press, 42.2

Radio, 3.5

Cinema, 0.5

Outdoor, 5.1

Internet, 3.8

28,013 crores 2012

25,594 crores 2011

Indian Ad market – 2011 & 2012 Contribution

Media Map

Mass Personal

Low Measurability

High Measurability

Newspapers

Magazines

Events

Direct Mailers

Personal Contact

Internet

Loose Inserts

Word-of-mouth

Road Shows

+ Topics to be covered

• Generic Research definitions

• Research definitions for Print

• How Print readership is measured

• Auditing print advertising

• Product ownership and readership

• Using readership data in media – To determine media mix

– The making of a Print plan

– Using TGI for psychographics

Generic research terms

Awareness

Marketing Mix Competition

Environment

Duration of Ad

Other Media No. of Executions

Creative

The media process

Media GRPs

Sales of the Brand

Intent/ Consumer Disposition

Media GRPs Reach/Frequency Awareness Intent Sales

A host of things to manage and measure

Client

Ad-agency

Media Agency

Media GRPs Reach/Frequency Awareness Intent Sales

Scope of this session

Client

Ad-agency

Media Agency

The business of communication is all about

the CONSUMER!

Segmenting Consumers

Studying their disposition

Measuring Media

+ Why do we need to segment consumers?

Segmenting Consumers

Studying their media habits

Measuring Media

+ Why segment?

• All products are not meant for everyone

• All consumers don’t consume a product uniformly

• Different brands appeal to different types of consumers

• Brands have a positioning that they want to register in select consumer mindsets

To focus on those who will give the best yield = > Avoid wastage

+ Research terms

• Household – A person living alone or a group of persons staying together & sharing

food from the same kitchen

• CWE – The member of the family who makes highest contribution to the HH

expenditure

• Housewife – The female or the male member of the HH who is chiefly responsible

for HH tasks and decides what should be purchased for the HH, for products such as soaps/ toothpastes, etc.

• MHI – The sum of income of all members of the family

+ Audience

• ‘Audience’ is usually often referred to as the Target Audience or Target Group for a particular brand

– Definition

• The demographic group that has been identified as the key consumer group for the brand.

• All marketing/advertising activity is concentrated on reaching/appealing to this group.

+ Universe

• Universe

– Definition

• Universe is the actual number of individuals within the defined target audience

– In Practice

• The All India, Males, 25+, SEC BC universe is 5,000,000

+ Media v/s vehicle

– TV . . . . . . Programs

– Print . . . . . Publications (Dailies & Magazines)

– Radio . . . . . Programs

– Outdoor . . . . Sites

– Internet . . . . Portals/ Sites

+ How do we estimate an audience?

• Physical count – Census

• Population Census in India – Done every decade

– www.censusofindia.com

• Covers : – Population of a region

– Gender breakup

– Age of population

– Literacy levels

+ How do we estimate an audience?

• Sampling & extrapolation

• Assuming sample to be homogeneous, extrapolate to the entire population

+ What factors determine the propensity to purchase products?

• MHI?

• Age?

• Presence of children?

• Disposable income?

• Psychographic factors?

• Occupation?

• Education?

• Type of house?

SEC (Socio Economic Classification)

Understanding Basic Research Terms

+ Urban & Rural

• According to the Census of India 1991, the following criteria were adopted for treating a place as urban – All statutory towns, i.e., all places with a municipality,

corporation, cantonment board or notified town area committee, etc.

– All other places which satisfied the following criteria : • A minimum population of 5000

• At least 75% of the male working population engaged in non-agricultural pursuits, and

• A density of population of atleast 400 per sq km

• Apart from these, the outgrowths of cities and towns have also been treated as urban.

• All areas not identified as Urban, are classified as Rural

The classic SEC grid

Education of Chief Wage Earner / Main Income Earner (MIE)

OCCUPATION Illiterate

Lit. no sch/school upto 4 years

Sch 5-9 yrs SSC/HSC

Some College but not Grad.

Grad./ Post-Grad. General

Grad./ Post-Grad. Professional

Unskilled Workers E2 E2 E1 D D D D

Skilled Workers E2 E1 D C C B2 B2

Petty Traders E2 D D C C B2 B2

Shop Owners D D C B2 B1 A2 A2

Businessmen/ Industrialists with no of employees

: None D C B2 B1 A2 A2 A1

1 - 9 C B2 B2 B1 A2 A1 A1

10 + B1 B1 A2 A2 A1 A1 A1

Self employed Professional D D D B2 B1 A2 A1

Clerical / Salesman D D D C B2 B1 B1

Supervisory level D D C C B2 B1 A2

Officers/ Executives Junior C C C B2 B1 A2 A2

Officers/Executives Middle/ Senior B1 B1 B1 B1 A2 A1 A1

Rural SEC

Education of CWE Type of House

Pucca Semi Pucca Kuccha Illiterate R 4 R 4 R 4 Self learning / No School R 3 R 4 R 4 Upto Class 4 R 3 R 3 R 4 Upto Class 4 to 9 R 3 R 3 R 4 SSC/HSC R 2 R 3 R 3 College R 1 R 2 R 3 Graduate / Gen PG R 1 R 2 R 3 Prof Degree R 1 R 2 R 3

The inadequacies of the existing system

+ What SEC does this gentleman belong to?

Courtesy : Sumegha Rao

+ Why advertising is such a wonderful business?

+ Print terms

• Circulation

– The average net paid sales of publications over a period of 6 months

• Readership

– The total number of persons who are exposed to a publication as distinguished from the circulation or the number of copies distributed

• Average Issue Readership (AIR)

– The no. of people who have read any issue of the publication within a specified time interval which is equal to the periodicity of the publication

• Claimed Readership (CR)

– No. of people who claim to have read a publication

• Readers per Copy – Readership/ Circulation`

• CPT (Cost per Thousand) – Cost / Readership in’000

+ How it all began?

• The Audit Bureau of Circulation

• Measured Circulation – not readers

• Reported a six monthly figure

• Did not report in case not approached

• Enter Readership

• The NRS

• The IRS

+ The procedure

• The universe for IRS has been defined as the total resident urban and rural population of India aged 12 years and over

• The survey excludes the off-shore territories such as Lakshadweep and Andaman & Nicobar islands. North Eastern states and J & K (excluding Srinagar) are also excluded from the survey

• The annual sample spread exceeds 2.5 lac respondents with continuous fieldwork spread across 10 months of the year

• All 1 Lakh+ towns are sampled

• All publication towns and districts are sampled in the four rounds Remaining towns and non-publication districts are randomly sampled

• Rural Sampling: Once a district is selected, 2 Talukas from the district are randomly sampled

Within city segment by electoral wards

Divide sample by electoral wards

Random selection of starting point

Follow Right hand rule for determining

further houses

Within HH determine pre-respondent and

respondent using the Kish grid

Administer HH questionnaire to HW

Administer individual questionnaire to

selected respondent

Back check of the HH

Classification and Analysis of the HH

+ How does the Kisch grid work?

Table : Kish grid Number of eligible youth in household 1 2 3 4 5 6 7 8 1 1 1 1 1 1 1 1 1 2 1 2 1 2 1 2 1 2 3 1 2 3 1 2 3 1 2 4 1 2 3 4 1 2 3 4 5 1 2 3 4 5 3 4 5 6 1 2 3 4 5 6 3 6 7 1 2 3 4 5 6 7 4 8 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8

+ Standard Questioning Technique

…….. go through this Booklet with me and tell me, for each Publication, roughly how many issues you have read or looked at…..

+ ….read or looked at

• By ‘read or looked at’, I mean not only careful reading but it could also be glancing through its pages. However, just looking at the cover does not mean ‘looking at’.

• It does not matter where you may have looked at it, for e.g. a train or in a doctor’s clinic or at a hair dresser’s/ barber’s shop, in an office or a library or at a friend’s place or borrowed it

• It does not matter which issue of the publication you have looked at

Masthead Readership

+ Readership Characteristics

• Readership – is an individual phenomenon

– is an anywhere phenomenon

– has a ‘time’ dimension

– does not indicate time spent/ intensity of reading

– does not account for source of copy

What emerges from the data…

+ A word on MAP

Lets make a Print plan

Introducing TGI

• The need for TGI

• The additional data coverage

• The limitations

+ About TGI

• A study established across 36 countries

• From 2001, four rounds completed

• Last round field work March – July 2007

• Sample size – 29,325

• All Ind 15-55 ABC

• Covers: – 200+ categories

– 3000+ brands

– Media consumption (TV channels by daypart, Radio stations, Print titles)

– Over 100 psychographic statements

+ What it covers

• Everything(!) including: – demographics

– product consumption - to brand level

– detailed expenditure information - to individual items

– Media consumption (including Radio, TV, Internet, Press and Outdoors)

– financial services

– hobbies, leisure and interests

– attitudinal statements

– information on holidays, travel

– working status

– ownership information (cars, electronic goods etc)

Sample sizes

City Sample

Ahmedabad 800

Bangalore 1000

Bhubhaneshwar 500

Chennai 1000

Kochi 700

Delhi 1400

Hyderabad 1000

Kolkatta 1000

Luck/Kan 1000

Ludhiana 500

Mumbai 1100

Patna 600

Pune 800

City Sample

RO AP 1550

RO Bihar/ Jhar 750

RO Gujarat 1550

RO Karnataka 1250

RO Kerala 1000

MP/ Chattisgarh 1250

RO Maharashtra 1900

RO Orissa 500

RO Punj/Har 1250

Rajasthan 1400

RO TN 1950

RO UP 2350

RO WB 1200 95

+ Categories covered

After Shave/Sprays/Cologne

Toilet/Bathing Soaps

Bleach

Blushers & Highlighters

Body Creams & Lotions

Body Sprays & Perfumes

Cleansing Creams & Lotions & Wipes

Deodrants- Anti perspirants

Eye Make Up

Face Moisturising Creams

Face Powder (Compacts)

Face Washes & Scrubs

Fairness & Turmeric Creams

Foundation (Make Up)

Hair Colourants (Clours, Hair Dye)

Hair Conditioners

Hair Oil

Hair Sprays (Aerosols)

Hair Styling Gels, Mousses & Creams

Hair Creams & Lotions

Henna /Mehendi

Lipstick

Liquid Soaps for washing hands

Nail Polish/Varnish

Razors & Hair Removing Products

Razors/Razor Blades

Santory Napkins/Tampons/Liners

Shampoos

Shaving Cream, Round Foams, Gels

Shower Gels

Talcum Powder

Toothbrush

Toothpaste

Using TGI

Case 1: Insecticides

Profiling the TG

12-14 15-19 20-24 25-34 35-44 45+

Popln Coils Mats LV Aerosols

Coils : 20-44 BCD Mats : 25+ABC LV : 35+ AB Aero : 35+ AB

19 23.3 22.9 22.5

A B C D E

Popln Coils Mats LV Aerosols

Profiling the TG

Age(Gps.) Popln Coils Mats LV Aero

12-14 0.9 0.9 0.5 0.6 0.3

15-19 2.5 2.3 1.4 1.2 1.8

20-24 10.1 10.4 8.4 7.2 7.5

25-34 30.3 31.1 31.8 30.3 26.6

35-44 23.2 23.6 24.6 23.6 25.1

45+ 33.0 31.7 33.3 37.1 38.7

A 12.3 11.3 21.6 30.6 34.0

B 19.0 19.7 24.5 31.8 26.5

C 23.3 25.1 24.4 22.2 18.4

D 22.9 24.1 18.3 11.0 13.2

E 22.5 19.9 11.2 4.4 8.0

+ Looking at their Media consumption

TV C&S Print Radio Cinema Internet

Coils Mats LV Aero

How are the TG’s for Aerosols and LV’s different?

+ The approach we took

• Look at the category user (HW)

• Identify segments within the users of both the products

+ Observations

LV Aerosol

Lesser agreements with statements Larger segments agreeing with the statements

Smaller deviations from Population Larger deviations also

More than 31% LV consumers agree

More than the fair share of agreement

Less than 31% LV consumers agree

High skew towards the demographic

More than 31% Aero consumers agree

More than the fair share of agreement

Less than 31% Aero consumers agree

High skew towards the Aero owner

1. I enjoy spending time with my family 2. I pray and perform Pujas daily 3. I am very happy with my standard of living 4. I really enjoy cooking 5. It’s worth paying extra for high quality

products

1. I do not like to depend on other people 2. If at first you don’t succeed, you must keep

trying 3. Children should be allowed to express

themselves freely 4. You should make use of every opportunity

that comes your way 5. Its important for me to look well dressed

1. My car is there only to get me from point A to B

2. I enjoy foreign food 3. I would love to go abroad 4. I usually buy the best known brands 5. I like to pursue a life of challenge, novelty and

change

1. I enjoy spending time with my family 2. I pray and perform Pujas daily 3. I am very happy with my standard of living 4. I really enjoy cooking 5. It’s worth paying extra for high quality

products

1. I do not like to depend on other people 2. If at first you don’t succeed, you must keep

trying 3. Children should be allowed to express

themselves freely 4. You should make use of every opportunity

that comes your way 5. Its important for me to look well dressed

1. My car is there only to get me from point A to B

2. I enjoy foreign food 3. I would love to go abroad 4. I usually buy the best known brands 5. I like to pursue a life of challenge, novelty and

change

The conservative HW The progressive HW

The aspirational HW

+ Media preferences

TV C&S Dailies Mags Radio Internet

Conservative Progressive Aspirational

+ An example of TGI

Presentation flow

Research terms

Print research

Television research

Radio Research

How Media Planners use research data

• Evolution of TV research

• Auditing TV advertising

• Research terms for TV

• TV planning

• Innovations in TV advertising

• TV planning

+ DART

• Followed by DD initially and other clients on an ad-hoc basis

• Disadvantages: – Memory based

– Incorrect attribution

– Low memory of niche vis-a-vis mass channels

+ Diary panels

• Initiated by IMRB

• Maintained a Diary which was filled by the HW

• Collected on a weekly basis and analysed

• Disadvantages – Memory based

– Incorrect attribution

– Overstating Mass GEC channels

– Inadequate recording of others viewing

+ PeopleMeter systems

• Introduced by ORG-MARG

• Similar system introduced by IMRB

• Different systems used for measuring – Picture matching vs Frequency matching

• Kantar Media formed

• Unified body - TAM

How does the PeopleMeter system work?

Undertake establishment

surveys

Arrive at TV and C&S estimates

Sample sizes decided for each

C&S vs SEC segment

Random sampling among the homes

to arrive at the panel HH’s

Substitution of HH matching on upto 9

criteria

Installation of PeopleMeters

Installation of surrogate HH’s

Analysis of data

Release of data

+ How does the PeopleMeter work?

Set Monitoring Unit

Home Management Interface

Remote Control Handset

Set Monitoring Unit

Detector

Sensors

TV Tuner

Module 1 2

Remote

Metering Technology - ACN 6000 system

Using Peoplemeters

Research Company

Research company determines representative sample

METERS installed

Individual householder details recorded

Householder “pushes button” when watching.

Recorded as a viewer

Data on-line to research company Handset

Measuring the TV rating

+ The Picture Matching technology

+ The challenges ahead…

• TV planning

+ Auditing the TV advertising

• MAP – methodology

• MAP reports

• TV planning

Research terms

+ Reach

• Of A Media – % of People who consume a media a minimum number of times in a stipulated period

• TV – Atleast watched once a week

• Cinema – Atleast seen once a month

• Of A Channel – % of People who have seen a channel for atleast “n” minutes

+ Computing Reach

Total TG = 8

TG which saw the commercial = 4

Hence, Reach = 4/8*100 = 50%

+ Computing Reach

Total TG = 8

TG which saw Bidayi = 4

Hence, Reach = 6/8*100 = 75%

TG which saw Balika Vadhu= 4

+ Effective Reach

Total TG = 8

TG which saw Bidayi = 4

Effective reach @1+ = 8/8 =100% @2+ = 3/8 = 38% @3+ = 1/8 = 13%

TG which saw Balika Vadhu= 4

TG which saw Antara = 4

+ TVR/ TRP’s

A TVR measures the popularity of a programme/ advertisement by comparing the number of people who watched against the total available as a whole

One TVR = 1% of a target audience

If an ad on Balika Vadhu got a TVR of 7, it means 7% of the audience saw the ad

Total man minutes = 8 consumers x 5

mins = 40

Total man minutes consumed =

(4+6+5+4+5) = 24

TVR = Man minutes consumed/ man minutes available*100 = 24/40*100 = 60 133

11.612.2

5.95.3 5.1 5.1

12:15 12:30 12:45 13:00 13:15 13:30 13:45 14:00 14:15 14:30 14:45

12:00-15:00

The TVR is averaged from the start minute of the given time band to the end minute

TVR : 6.4

Time band rating

Programme ratings

22:01 22:04 22:07 22:10 22:13 22:16 22:19 22:22 22:25 22:28

10 10 10 10

12 12 12

Big Boss

The TVR is averaged from the start minute to the end minute of the Programme

TVR : 9.5

The TVR is averaged from the first minute to the last minute of the commercial break

7.46.7

7.9 7.27.2

22:01 22:04 22:07 22:10 22:13 22:16 22:19 22:22 22:25 22:28

Big Boss

TVR : 7.4 Break

Slot/ Break rating

Programme

Rating

The sum of all ratings achieved in a campaign.

Gross Rating Points (GRP’s)

5 TVR 4 TVR

6 TVR 7 TVR Agle Janam

Yeh Rishta

Balika Vadhu

Is desh

Programme Rating

Agle Janam 5

Yeh Rishta 7

Is Desh 4

Balika Vadhu 6

Total 22 GRP’s

The number of times, on an average, the audience reached sees the commercial during a given period.

Average OTS

Ad A B C D E F G H GRP’s

88 3 3 0 1 2 2 1 5

AOTS 2.4

Ad A B C D E F G H

3 3 0 1 2 2 1 5

AOTS = Number of views/ Number of people

=17/7 = 2.4

So what is the relation between GRP, Reach and AOTS

GRP = Reach x AOTS

Putting the theory to test…

Ad A B C D E F G H GRP’s

88 3 3 0 1 2 2 1 5

GRP’s = 87.5 x 2.4 = 212

Examples – tell me the GRP, reach and AOTS

Ad A B C D E F

Examples – tell me the GRP, reach and AOTS

Ad A B C D E F

Channel Share : channel viewing as a percentage of total TV viewing at the specified time

Program Share : program viewing as a percentage of total TV viewing at the specified program time

40% 60%

TV viewing

Channel viewing

Program viewing

Channel/ Programme share

TV on = 6 homes TV tuned to STAR Plus = 4homes

Homes tuned into a program / channel as a % of homes in which the TV was on.

Channel Share = 67%

Total HH’s = 12 HHs TV tuned to STAR Plus = 4HH’s

Homes tuned into a program / channel as a % of homes in which the TV was on

Total TV audience 1000

No of people watching TV (8 - 10 PM) 900

No of people watching Sanjivani 600

No of people watching STAR Plus 800

Sanjivani' share of audience (600/900*100)

STAR Plus share of audience (800/900*100)

Looking at the TAM software

+ TAM Module – Screen Shots

+ Trends – By Months/ Week/Quarter

+ Output

1 [CS 15+ YRS]

Channel Date From Date To Month Time From Time To 000s TVR Reach Reach % Share Time Spent(Univ) in MM.SS

Market : *Mumbai

Universe 11031

Sample 1418

Zee Marathi 01/01/2008 31/01/2008 JAN 2:00 2:29 1 0.01 101 0.92 1.51 0.05

Zee Marathi 01/01/2008 31/01/2008 JAN 2:30 2:59 1 0 15 0.14 1.7 0.03

Zee Marathi 01/01/2008 31/01/2008 JAN 3:00 3:29 0 0 0 0 0 0

Zee Marathi 01/01/2008 31/01/2008 JAN 3:30 3:59 0 0 0 0 0 0

Zee Marathi 01/01/2008 31/01/2008 JAN 4:00 4:29 0 0 0 0 0 0

Zee Marathi 01/01/2008 31/01/2008 JAN 4:30 4:59 0 0 0 0 0 0

Zee Marathi 01/01/2008 31/01/2008 JAN 5:00 5:29 0 0 0 0 0 0

Zee Marathi 01/01/2008 31/01/2008 JAN 5:30 5:59 0 0 30 0.28 0.22 0

Zee Marathi 01/01/2008 31/01/2008 JAN 6:00 6:29 1 0.01 84 0.76 0.95 0.03

Zee Marathi 01/01/2008 31/01/2008 JAN 6:30 6:59 1 0.01 211 1.92 0.79 0.05

Zee Marathi 01/01/2008 31/01/2008 JAN 7:00 7:29 13 0.12 403 3.65 4.62 1.05

Zee Marathi 01/01/2008 31/01/2008 JAN 7:30 7:59 30 0.27 711 6.45 5.82 2.3

Zee Marathi 01/01/2008 31/01/2008 JAN 8:00 8:29 64 0.58 1157 10.48 8.53 5.22

Zee Marathi 01/01/2008 31/01/2008 JAN 8:30 8:59 113 1.02 1634 14.82 12.06 9.29

Zee Marathi 01/01/2008 31/01/2008 JAN 9:00 9:29 67 0.61 1597 14.47 6.91 5.38

Zee Marathi 01/01/2008 31/01/2008 JAN 9:30 9:59 36 0.32 1664 15.09 3.66 3.01

Zee Marathi 01/01/2008 31/01/2008 JAN 10:00 10:29 46 0.42 1714 15.54 4.6 3.52

Zee Marathi 01/01/2008 31/01/2008 JAN 10:30 10:59 52 0.47 1696 15.38 5.21 4.22

Zee Marathi 01/01/2008 31/01/2008 JAN 11:00 11:29 31 0.28 1616 14.65 3.12 2.34

Zee Marathi 01/01/2008 31/01/2008 JAN 11:30 11:59 20 0.19 1119 10.14 1.93 1.44

+ Trends – By Cities

+ Output

*Mumbai *Chennai

Channel Date From Date To Start Time End Time 000s TVR Reach Reach % Share Time Spent(Univ) in MM.SS000s TVR Reach Reach % Share

Market : Report

TG : 1 [CS 15+ YRS] Universe 11031 5172

Sample 1418 801

Star Plus 01/01/2008 31/01/2008 2:00 2:29 1 0.01 142 1.29 1.53 0.06 0 0 0 0 0

Star Plus 01/01/2008 31/01/2008 2:30 2:59 0 0 26 0.23 0.2 0 0 0 0 0 0

Star Plus 01/01/2008 31/01/2008 3:00 3:29 0 0 25 0.23 0.46 0 0 0 0 0 0

Star Plus 01/01/2008 31/01/2008 3:30 3:59 0 0 0 0 0 0 0 0 0 0 0

Star Plus 01/01/2008 31/01/2008 4:00 4:29 0 0 60 0.54 1.83 0.01 0 0 0 0 0

Star Plus 01/01/2008 31/01/2008 4:30 4:59 0 0 26 0.23 2.86 0.02 0 0 0 0 0

Star Plus 01/01/2008 31/01/2008 5:00 5:29 0 0 39 0.35 0.87 0.01 0 0 0 0 0

Star Plus 01/01/2008 31/01/2008 5:30 5:59 0 0 36 0.32 0.85 0.01 0 0 0 0 0

Star Plus 01/01/2008 31/01/2008 6:00 6:29 4 0.04 69 0.63 5.43 0.2 0 0 4 0.07 0.01

Star Plus 01/01/2008 31/01/2008 6:30 6:59 0 0 43 0.39 0.13 0.01 0 0 10 0.19 0.06

Star Plus 01/01/2008 31/01/2008 7:00 7:29 3 0.02 150 1.36 0.92 0.13 0 0 0 0 0

Star Plus 01/01/2008 31/01/2008 7:30 7:59 5 0.04 527 4.78 0.89 0.23 0 0 24 0.46 0.06

Star Plus 01/01/2008 31/01/2008 8:00 8:29 12 0.11 587 5.32 1.58 0.59 0 0 17 0.33 0.03

Star Plus 01/01/2008 31/01/2008 8:30 8:59 6 0.05 740 6.71 0.61 0.29 0 0 6 0.12 0

Star Plus 01/01/2008 31/01/2008 9:00 9:29 23 0.21 1322 11.98 2.39 1.57 0 0 21 0.4 0.01

Star Plus 01/01/2008 31/01/2008 9:30 9:59 15 0.14 1296 11.75 1.53 1.16 0 0 20 0.39 0.01

Star Plus 01/01/2008 31/01/2008 10:00 10:29 18 0.16 1416 12.83 1.79 1.3 0 0 17 0.33 0.02

Star Plus 01/01/2008 31/01/2008 10:30 10:59 21 0.19 1357 12.3 2.07 1.44 0 0 17 0.33 0

Star Plus 01/01/2008 31/01/2008 11:00 11:29 20 0.18 1558 14.13 2 1.39 1 0.01 26 0.51 0.09

Star Plus 01/01/2008 31/01/2008 11:30 11:59 33 0.3 1660 15.05 3.14 2.49 0 0 17 0.33 0.02

Star Plus 01/01/2008 31/01/2008 12:00 12:29 53 0.48 2333 21.15 4.48 4.28 0 0.01 17 0.33 0.04

Star Plus 01/01/2008 31/01/2008 12:30 12:59 94 0.85 3002 27.22 6.82 7.55 1 0.01 21 0.4 0.05

Star Plus 01/01/2008 31/01/2008 13:00 13:29 250 2.27 3305 29.96 15.33 21.05 0 0.01 34 0.65 0.03

Star Plus 01/01/2008 31/01/2008 13:30 13:59 229 2.07 3193 28.95 13.23 19.17 0 0 4 0.07 0

+ Channel Shares By Daypart - Weeks

+ Output

DP 1 [ DP 1 ]

Channel 000s TVR Share

Market : *Mumbai

TG : 1 [CS 15+ YRS]11031

24 Ghanta TV 0 0 0

3ABN 0 0 0

4M 0 0 0

7 Star Care 0 0 0.01

9X 11 0.1 0.97

9X M 16 0.15 1.43

Aaj Tak 19 0.17 1.66

Aakaash (Bangla) 0 0 0.02

Aasirvatham 0 0 0

Aastha 2 0.02 0.17

Aastha International0 0 0.01

Action TV 0 0 0

Adventure One 0 0 0

Ahimsa 0 0 0

Amrita TV 0 0 0

Angel TV 0 0 0

Animal Planet 1 0.01 0.12

Animax 0 0 0.03

Anjum Urdu GEC 0 0 0

Aradhana 0 0 0

Arirang English Movies0 0 0

ARY Digital 0 0 0

Asianet 3 0.02 0.23

Asianet News 0 0 0

Asianet Plus 0 0 0.01

Asianet Tele Interactive0 0 0

+ Profile

+ Output 1 [CS 15+ YRS]

Programme Genre Language 000s TVR Viewer % Channel Share

Universe 11031

Sample 1422

AVGHACHI SANSAARSerials Marathi 28 0.26 100 9.99

YAA SUKHANO YAASerials Marathi 16 0.15 100 9.14

KALAT NAKALATSerials Marathi 0 0 0 0

ADHURI EK KAHANISerials Marathi 0 0 0 0

VAIDH BHAVISHYACHAReligious/DevotionalMarathi 0 0 0 0

BANDHAN Serials Marathi 0 0 0 0

CHITRASANGEETFilm Songs Marathi 0 0 0 0

AALAP Music Shows/SongsMarathi 0 0 0 0

CHITRASANGEETFilm Songs Marathi 0 0 0 0

LIFE IN THE WORDReligious/DevotionalMarathi 0 0 0 0

SWAR TAAL Music Shows/SongsMarathi 5 0.04 100 2.14

GOOD MORNING MAHARASHTRADifferent Magazine/Multi GenreMarathi 63 0.57 100 7.71

EKA PEKSHYA EKTalent Search/FeatsMarathi 107 0.97 100 9.51

AAMHI SARE KHAVAYEWomen Programme/CookeryMarathi 53 0.48 100 4.94

AVANTIKA Serials Marathi 20 0.18 100 1.69

ADHURI EK KAHANISerials Marathi 38 0.35 100 2.92

KALAT NAKALATSerials Marathi 111 1.01 100 7.69

ASAMBHAV Serials Marathi 54 0.49 100 3.3

AAMHI SARE KHAVAYEWomen Programme/CookeryMarathi 120 1.09 100 6.88

HOME MINISTERTalk Shows/Chat ShowsMarathi 111 1.01 100 5.86

+ Loyalty

+ Output

1 [CS 15+ YRS]

Programme Genre Language Reach New Trier Fst Repeater Sub Repeater % New Trier % Repeater Cumm Trier Cumm Repeater Loyalty Index

Universe 11031

Sample 1418

AVGHACHI SANSAARSerials Marathi 0.89 0.89 0 0 100 0 0.89 0 0

YAA SUKHANO YAASerials Marathi 0.14 0 0.14 0 0 100 0.89 0.14 15.26

KALAT NAKALATSerials Marathi 0 0 0 0 0 0 0.89 0.14 15.26

ADHURI EK KAHANISerials Marathi 0 0 0 0 0 0 0.89 0.14 15.26

VAIDH BHAVISHYACHAReligious/Devotional Marathi 0 0 0 0 0 0 0.89 0.14 15.26

BANDHAN Serials Marathi 0 0 0 0 0 0 0.89 0.14 15.26

CHITRASANGEETFilm Songs Marathi 0 0 0 0 0 0 0.89 0.14 15.26

AALAP Music Shows/Songs Marathi 0 0 0 0 0 0 0.89 0.14 15.26

CHITRASANGEETFilm Songs Marathi 0 0 0 0 0 0 0.89 0.14 15.26

LIFE IN THE WORDReligious/Devotional Marathi 0 0 0 0 0 0 0.89 0.14 15.26

SWAR TAAL Music Shows/Songs Marathi 0.3 0.3 0 0 100 0 1.19 0.14 11.39

GOOD MORNING MAHARASHTRADifferent Magazine/Multi Genre Marathi 3.92 3.92 0 0 100 0 5.1 0.14 2.65

EKA PEKSHYA EKTalent Search/Feats Marathi 1.6 1.12 0.48 0 69.82 30.18 6.22 0.62 9.95

AAMHI SARE KHAVAYEWomen Programme/Cookery Marathi 0.96 0.08 0.87 0 8.82 91.18 6.31 1.49 23.65

AVANTIKA Serials Marathi 0.51 0.06 0.29 0.16 11.52 88.48 6.37 1.78 27.93

ADHURI EK KAHANISerials Marathi 0.77 0.1 0.29 0.38 12.85 87.15 6.46 2.06 31.93

KALAT NAKALATSerials Marathi 1.42 0.6 0.17 0.66 41.8 58.2 7.06 2.24 31.67

ASAMBHAV Serials Marathi 0.97 0.19 0.63 0.15 19.85 80.15 7.25 2.86 39.48

AAMHI SARE KHAVAYEWomen Programme/Cookery Marathi 1.95 1.41 0.16 0.37 72.49 27.51 8.66 3.03 34.95

HOME MINISTERTalk Shows/Chat Shows Marathi 2.42 0.74 1.2 0.48 30.44 69.56 9.4 4.23 44.99

AVGHACHI SANSAARSerials Marathi 1.49 0.3 0.32 0.87 19.91 80.09 9.7 4.55 46.92

VAHINI SAHEBSerials Marathi 1.53 0.07 0.29 1.17 4.39 95.61 9.76 4.84 49.6

SAREGAMAPATalent Search/Feats Marathi 1.72 0.28 0.38 1.06 16.03 83.97 10.04 5.22 52.03

YAA SUKHANO YAASerials Marathi 1.85 0.24 0.36 1.26 12.84 87.16 10.28 5.58 54.29

AVANTIKA Serials Marathi 0.54 0.1 0 0.44 18.01 81.99 10.37 5.58 53.78

SAREGAMAPA PADGHAM MAHA ANTIMTalent Search/Feats Marathi 0.27 0 0 0.27 0 100 10.37 5.58 53.78

+ Duplicate Viewing

+ Output

DP 1 [DayPart 1]DP 1 [DayPart 1]DP 1 [DayPart 1]

Daypart Channel Star Plus Zee TV Sahara One

Market : *Mumbai Read Across

Universe 11031

Sample 1418

DP 1 [DayPart 1]Star Plus 8156 7113 6265

DP 1 [DayPart 1]Zee TV 7113 7618 6065

DP 1 [DayPart 1]Sahara One 6265 6065 6718

+ Audience tracking

+ Output

Star Plus Gained From Lost To

Date Time Total Retained First Time Zee TV Sahara OneOther Zee TV Sahara OneOther

Market : *Mumbai

TG :1 [CS 15+ YRS]11031

01/01/2008 2:00 0.32 0 0.32 0 0 0 0 0 0

01/01/2008 2:01 0.53 0.32 0 0 0 0.21 0 0 0

01/01/2008 2:02 0.53 0.53 0 0 0 0 0 0 0

01/01/2008 2:03 0.34 0.34 0 0 0 0 0 0 0.19

01/01/2008 2:04 0.21 0.21 0 0 0 0 0 0 0.12

01/01/2008 2:05 0.21 0.21 0 0 0 0 0 0 0

01/01/2008 2:06 0.21 0.21 0 0 0 0 0 0 0

01/01/2008 2:07 0 0 0 0 0 0 0 0.21 0

01/01/2008 2:08 0.42 0 0 0 0 0.42 0 0 0

01/01/2008 2:09 0.42 0.42 0 0 0 0 0 0 0

01/01/2008 2:10 0.42 0.42 0 0 0 0 0 0 0

01/01/2008 2:11 0.42 0.42 0 0 0 0 0 0 0

01/01/2008 2:12 0.42 0.42 0 0 0 0 0 0 0

01/01/2008 2:13 0.42 0.42 0 0 0 0 0 0 0

01/01/2008 2:14 0 0 0 0 0 0 0 0 0.42

01/01/2008 2:15 0 0 0 0 0 0 0 0 0

01/01/2008 2:16 0 0 0 0 0 0 0 0 0

01/01/2008 2:17 0 0 0 0 0 0 0 0 0

01/01/2008 2:18 0 0 0 0 0 0 0 0 0

01/01/2008 2:19 0 0 0 0 0 0 0 0 0

01/01/2008 2:20 0 0 0 0 0 0 0 0 0

+ Programme Reach & Frequency

+ Output

Programme Genre Language 000s TVR RCH 000s RCH Grs RCH 000s Grs RCH Avg. Freq. Cumm Cost Cost/Reach

AVGHACHI SANSAARSerials Marathi 28 0.26 156 1.42 156 1.42 1 0 0

YAA SUKHANO YAASerials Marathi 16 0.15 18 0.16 174 1.58 1.11 0 0

KALAT NAKALATSerials Marathi 0 0 4 0.04 178 1.62 1.14 0 0

ADHURI EK KAHANISerials Marathi 0 0 1 0.01 180 1.63 1.15 0 0

VAIDH BHAVISHYACHAReligious/Devotional Marathi 0 0 0 0 180 1.63 1.15 0 0

BANDHANSerials Marathi 0 0 0 0 180 1.63 1.15 0 0

CHITRASANGEETFilm Songs Marathi 0 0 0 0 180 1.63 1.15 0 0

AALAP Music Shows/Songs Marathi 0 0 0 0 180 1.63 1.15 0 0

CHITRASANGEETFilm Songs Marathi 0 0 0 0 180 1.63 1.15 0 0

LIFE IN THE WORDReligious/Devotional Marathi 0 0 0 0 180 1.63 1.15 0 0

SWAR TAALMusic Shows/Songs Marathi 5 0.04 34 0.31 214 1.94 1.16 0 0

GOOD MORNING MAHARASHTRADifferent Magazine/Multi Genre Marathi 63 0.57 518 4.69 732 6.63 1.03 0 0

EKA PEKSHYA EKTalent Search/Feats Marathi 107 0.97 247 2.24 978 8.87 1.13 0 0

AAMHI SARE KHAVAYEWomen Programme/Cookery Marathi 53 0.48 158 1.43 1137 10.3 1.31 0 0

AVANTIKASerials Marathi 20 0.18 77 0.7 1213 11 1.4 0 0

ADHURI EK KAHANISerials Marathi 38 0.35 160 1.45 1374 12.45 1.54 0 0

KALAT NAKALATSerials Marathi 111 1.01 212 1.92 1586 14.37 1.65 0 0

ASAMBHAVSerials Marathi 54 0.49 172 1.56 1758 15.94 1.78 0 0

AAMHI SARE KHAVAYEWomen Programme/Cookery Marathi 120 1.09 280 2.54 2038 18.47 1.73 0 0

HOME MINISTERTalk Shows/Chat Shows Marathi 111 1.01 388 3.52 2426 21.99 1.92 0 0

AVGHACHI SANSAARSerials Marathi 67 0.6 218 1.97 2644 23.96 2.05 0 0

VAHINI SAHEBSerials Marathi 123 1.12 213 1.93 2857 25.9 2.22 0 0

SAREGAMAPATalent Search/Feats Marathi 46 0.42 289 2.62 3146 28.52 2.4 0 0

YAA SUKHANO YAASerials Marathi 67 0.61 255 2.31 3401 30.83 2.56 0 0

AVANTIKASerials Marathi 37 0.33 72 0.65 3473 31.48 2.59 0 0

+ Brand Spot Listing

+ Output

*Mumbai *Calcutta

Channel Product Brand Variant Advertiser Cost 000s TVR CPRP CPT Norm. TVR000s

Market :

TG : Universe 11031 7731

Sample 1419 943

24 Ghanta TVTOILET SOAPSMOULI GLYCERINECP-LADY USES PRODUCT/VOICE OVECLASSIC CHEMICALS500 0 0 0 0 0 19

24 Ghanta TVTOILET SOAPSCHASME GLYCERINEDIPTI BHATNAGAR/BOY WITH FLOWECHASME GLYCERINE500 0 0 0 0 0 12

24 Ghanta TVTOILET SOAPSSONALI GLYCERINEPRODUCT SHOT/LADY TAKES BATHSONALI SOAP & CHEMICALS1000 0 0 0 0 0 0

+ Break Performance

+ Output

1 [CS 15+ YRS]

Channel Reg City Date Day Start Time Programme Genre Language PA TA Dur (Sec.) Commercial Product 000s TVR CPRP CPT

Market : *Mumbai

Zee TV NetWork 01/01/2008 Tue 2:05 TEEN BAHURAANIYAANSerials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 2:22 TEEN BAHURAANIYAANSerials Hindi 0 0 164 ---- End of Break 1 ---- 5 0.04 0 0

Zee TV NetWork 01/01/2008 Tue 2:28 TEEN BAHURAANIYAANSerials Hindi 0 0 167 ---- End of Break 2 ---- 7 0.06 0 0

Zee TV NetWork 01/01/2008 Tue 2:32 HAR GHAR KUCH KEHTA HAISerials Hindi 0 0 15 -- End of PreBreak 1 -- 14 0.12 0 0

Zee TV NetWork 01/01/2008 Tue 2:43 HAR GHAR KUCH KEHTA HAISerials Hindi 0 0 293 ---- End of Break 1 ---- 2 0.02 0 0

Zee TV NetWork 01/01/2008 Tue 2:53 HAR GHAR KUCH KEHTA HAISerials Hindi 0 0 319 ---- End of Break 2 ---- 10 0.09 0 0

Zee TV NetWork 01/01/2008 Tue 3:03 KASAMH SESerials Hindi 0 0 15 -- End of PreBreak 1 -- 14 0.12 0 0

Zee TV NetWork 01/01/2008 Tue 3:15 KASAMH SESerials Hindi 0 0 202 ---- End of Break 1 ---- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 3:25 KASAMH SESerials Hindi 0 0 144 ---- End of Break 2 ---- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 3:31 SAATH PHERESerials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 3:46 SAATH PHERESerials Hindi 0 0 298 ---- End of Break 1 ---- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 3:55 SAATH PHERESerials Hindi 0 0 232 ---- End of Break 2 ---- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 4:03 ARDHANGINISerials Hindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 4:15 ARDHANGINISerials Hindi 0 0 221 ---- End of Break 1 ---- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 4:26 ARDHANGINISerials Hindi 0 0 104 ---- End of Break 2 ---- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 4:30 URJA Interviews/Portraits/DiscussionsHindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 4:36 URJA Interviews/Portraits/DiscussionsHindi 0 0 164 ---- End of Break 1 ---- 0 0 0 0

Zee TV NetWork 01/01/2008 Tue 4:59 SEVA GANGAReligious/DevotionalHindi 0 0 15 -- End of PreBreak 1 -- 0 0 0 0

+ Spot summary

+ Output

Zee TV

Advertiser Product Brand Count Dur GRP OOOSGRP Spends

Market : *Mumbai

Universe 11031

Sample 1419

AGRO TECH FOODS LTD EDIBLE OIL SUNDROP HEART 23 460 2836 25.71 881000

AIG INC INDIA LIASON OFFICE PROMO TAG TP AIG 8 28 206 1.87 0

ANKUR BUSINESS PVT LTD BRANDED SALTS ANKUR SALT 55 910 3356 30.42 1033900

ANKUR CHEM-FOODS PVT LTD PROMO TAG TP ANKUR SALT 21 84 691 6.26 0

AVIVA LIFE INSURANC CO INDIA INSURANCE-LIFE AVIVA RETIREMENT PLANS 8 265 3014 27.32 2046300

BAJAJ AUTO LTD PROMO TAG TP BAJAJ KRISTAL DTS-I 34 87 1276 11.57 0

BAJAJ AUTO LTD TWO WHEELERS BAJAJ AVENGER DTS-I 9 405 1978 17.93 1522500

BAJAJ CONSUMER CARE LTD HAIR OILS BAJAJ ALMOND DROPS 90 2190 7977 72.32 2889300

BAJAJ CONSUMER CARE LTD HAIR OILS BAJAJ BRAHMI AMLA 70 1190 6830 61.91 2131900

BALSARA HYGIENE AIR FRESHENERS ODONIL ROOM FRESHNER 4 160 631 5.72 612000

BENNETT COLEMAN & CO LTD EVENTS LEAD INDIA EVENTS 6 160 3280 29.73 0

BERGER PAINTS PAINTS LEWIS BERGER WEATHERCOAT ALLGU 23 660 1156 10.48 1072600

BHARTI AIRTEL LTD CELLULAR PHONE SERVICE AIRTEL CELLULAR PHONE SERVICE 12 720 1905 17.27 2532000

BHARTI AIRTEL LTD PROMO TAG TP AIRTEL 55 213 3456 31.33 0

BRITANNIA INDUSTRIES LTD PROMO TAG TP BRIT GOOD DAY 6 17 1138 10.31 0

BROOKE BOND LIPTON INDIA LTD COFFEE BROOKE BOND BRU CAPPACHINO 33 660 3157 28.62 2630000

BROOKE BOND LIPTON INDIA LTD SAUCE/KETCHUP KISSAN CHATAK DAAR 21 340 3048 27.63 1880300

BROOKE BOND LIPTON INDIA LTD TEA BROOKE BOND RED LABEL NAT CARE 23 640 1686 15.29 3008500

BROOKE BOND LIPTON INDIA LTD TEA BROOKE BOND TAAZA 21 630 4293 38.92 2953500

CADBURYS INDIA LTD CHOCOLATES CADBURYS DAIRY MILK CHOCOLATE 10 360 1602 14.53 755400

CADBURYS INDIA LTD MILK BEVERAGES CADBURYS BOURNVITA 7 315 877 7.95 416500

CADILA HEALTH CARE ARTIFICIAL SWEETNERS SUGAR FREE NATURA 3 60 190 1.72 30000

CAPITAL FOODS LTD PROMO TAG TP CHINGS FOOD PRODUCTS RANGE 12 34 609 5.52 0

CAVIN KARE LIMITED MOISTURISING LOTION/CREAMS NYLE RED APPLE BODY LOTION 29 465 1943 17.61 610300

CAVIN KARE LIMITED PROMO TAG TP CHIK SHAMPOO 42 134 2604 23.61 0

COCA COLA INDIA LTD PROMO TAG TP COCA COLA INDIA 64 167 3162 28.66 0

+ Spot reach & frequency

+ Output

TNrest 1 Mn.+TN .1 to 1 Mn.*Chennai TN-07

TG :1 [CS 15+ YRS]

Universe 1874 4478 5172 11524

Sample 386 743 700 1829

GRP 000s 17885 49728 65671 133285

GRP 954.55 1110.58 1269.64 1156.6

Avg. Freq. 11.14 13.33 14.93 13.69

Cumm Cost 0 0 0 0

Spot CPRP 0 0 0 0

Cumm CPRP 0 0 0 0

Reach 000s 1606 3731 4398 9736

1 + 86 83 85 84

2 + 80 78 77 78

3 + 71 72 73 72

4 + 64 66 67 66

5 + 58 60 62 61

6 + 52 52 57 54

7 + 47 49 52 50

8 + 42 44 49 46

9 + 38 42 45 43

+ Reach & frequency -Post

+ Output

KAR .1 to 1 Mn.Kerala 1 Mn.+Kerala .1 to 1 Mn.MAHrest 1 Mn.+MAH .1 to 1 Mn.TNrest 1 Mn.+TN .1 to 1 Mn.WBrest 1 Mn.+WB .1 to 1 Mn.

TG :1 [F 25+ABC CS]

Universe 834 210 514 780 739 507 837 124 515

Sample 168 77 92 150 141 116 197 90 80

GRP 000s 14259 3702 7957 8216 8106 4352 11374 1531 7568

GRP 1708.89 1760.06 1549.29 1052.65 1097.19 857.63 1358.99 1230.53 1469.15

Avg. Freq. 19.07 21.17 18.23 14.14 14.45 10.39 16.13 14.94 16

Cumm Cost40047400 40047400 40047400 40047400 40047400 40047400 40047400 40047400 40047400

Spot CPRP42575.65 1667.89 1231.22 18610.46 1605.98 2027.2 26990.47 7234.63 35964.99

Cumm CPRP23434.81 22753.44 25848.86 38044.48 36500.11 46695.3 29468.59 32544.88 27258.81

Reach 000s 748 175 437 581 561 419 705 102 473

1 + 90 83 85 74 76 83 84 82 92

2 + 84 80 84 62 59 77 79 67 79

3 + 81 77 79 56 52 69 73 60 71

4 + 79 76 74 52 50 58 67 56 67

5 + 75 72 72 48 46 57 56 50 63

6 + 72 69 70 45 42 52 49 47 58

7 + 70 68 60 41 37 45 47 47 53

8 + 66 64 58 34 34 42 45 43 52

9 + 65 62 55 29 32 36 40 40 49

A presentation to symbiosis institute of international business

Education

Transcript of A presentation to symbiosis institute of international business

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