TV Analytics - Manoj Gokhale

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28/09/2022

Though the festive season ahead market seems to be confused on the advertising spends. No doubt it is going to be HAPPY DIWALI for all in terms of sales but advertisers are stretching the spends threshold. Trying to save spends and yield more. Most probably everyone will run for media after evaluating the practical situation. 12th October onwards. This would put channels in awkward position to optimise the consumption vis a vis client satisfaction and relation. My media planning advice is to buy premium to get visible. No other option.

07/09/2022

This Diwali is going to be tough as far TV medium planning is considered. After 2 Diwali seasons, followed by covid lockdowns, every brand will be going loud in media. If you consider TV some simplest tricks are going to work based on common sense than the numbers. Ultimately it is a share of voice for the brand and the time to test your common sense. Numbers will deceive you.

26/07/2022

PICKING UP THE RIGHT ADVERTISING CATALYST, IT MAY BE THE AGENCY OR THE MEDIUM, IS JUST LIKE PICKING UP THE HOLY GRAIL. THE CHOICE IS ALWAYS WITH THE ADVERTISER.

02/07/2022

FUNNY SITUATION FOR REGIONAL NEWS CHANNEL.

Channels selling FCT

Editorial not taking breaks

Advertisers are beating their heads as the spots are not serviced

11/03/2022

Marathi News Genre needs one news channel like WION. One can not lead the Genre with just Me Too approach. Risk of revenue loss is there but initally.The premium will prevail over it later on.

30/12/2021

Program per say(Indian Idol) 70+odd GRP Channel rating 1+ vs Chote Ustad(Star Pravah) 450 GRP channel rating 5+. Do anyone realise value. I am sure every one would rush for... Cheaper is the best for the sake of self convenience. That's why retail market is not developed. If you go and tell, you will be in mess.

10/12/2021

Race for Music Shows Competition in channels, irritating for Music Lovers. Playing the socio-economic emotional trump card than commenting on music.

23/11/2021

While analysing the first episode of Indian Idol Marathi on Sony Marathi, it is evident that considering the BARC rating skew towards semi urban and rural viewership the importance is given to select the contestants moreover from remote and wide spread locations of Maharashtra. Though the rightful opportunity is given to the hidden talent it is interesting to see the balance in taste and the ratings.

09/10/2021

You buy what channel sell.
We buy what channels don't sell.

Difference is not grammer, difference is value of your money.

06/10/2021

The modern advertising concept revolves around 3 things.

1. Convince customer you are getting the brand at lesser price than it is. GOOD VALUE FOR MONEY (Abundant finance options are available to throttle your need to buy it even if you don't need it )

2. There are people using this brand and be one of them. ASPIRATION ( Only one category can not make you one of them. Receiver does not understand it at the time of buying. )

3. You are missing out something big if you fail or forgot to opt this brand. FOMO. ( Social syndrome especially happens to be with fresh earners )

Television fits best for all of this. Crafted emotions.

30/09/2021

Monotonous Comedy has become a routine for viewers. Obviously it is not a fault of artists. There are examples of wear out of comedy shows like Chala Hawa Yeu de. And now joins Hasyajatra on Sony Marathi. Streching too much now a days. Earlier it used to be a relaxation Tadka to your fatigue but please don't make viewers eat, sleep, drink it. It is evident from the dropped ratings. Be careful advertisers about selection of programs.

18/09/2021

It's high time to book inventories on TV channels, if at all any advertiser wants value for money.

Channels will start dictating rates closer to Diwali Season.

05/09/2021

TV advertising without selection of channels is a blunder. Activating visibility on TV does not demand to be present on all channels but there where you need to be.

Today I can witness a few brands, especially 1 oil and 1 clothing which are present everywhere on regional news channels but in turn creating a blind spot for them on TV.

There is a concept of pulsing and flighting frequency. All channel presence is required in flighting frequency which normally is done for a very limited period in peak season. If you do it all time along how season campaign is to be lifted. And there is a spill over damage too as you are advertising more than a receiver's appetite.

TV advertising is like finding and selecting a holly grail.

Choose it wisely.

31/08/2021

As far as the Regional GEC channels are concerned serials like Aai Kuthe Kaay Karte(STAR Pravah), Swami Samartha(COLOURS Marathi) and Ajunhi Barsat Ahe(SONY Marathi) seem to be promising serials for perception based advertising. ZEE Marathi joins it with Tujhi Majhi Reshimgath featuring Shreyas Talpade. This serial reminds the old essense of ZEE Marathi serials and sounds a perfect choice for perception based advertisers with city centric universe.

28/08/2021

Every Marathi Regional Channel is struggling for the share. A few of them are gaining and a stalwart channel is loosing the numbers. In all this scenario just a question arises, which channel is trying to preserve Marathi nature and Marathi culture.

The biggest question is should advertiser go with numbers or perception.

06/08/2021

Every General Entertainment channel in Marathi is struggling to acquire the space in their TV UNIVERSE. Star Pravah has succeeded these days as like Zee Marathi in past. Maharashtra is a very peculiar market where you go for numbers as per BARC then you disturb the equilibrium of Retail classy advertisers as many of the retails brands buy on the city centric contents of the channels. Whereas BARC WEIGHTAGE for semi-urban and rural together is more in the system. It is thus the channels are bought by retail advertisers.

13/07/2021

TV planning should be need based than impulsive or self-choice based.

With the political happenings increase in Maharashtra, the viewership for TV is about to skew towards news channels.

Media planning is a dynamic function. Be on it’s front always. Anticipation is the key.

07/07/2021

TV advertising is to reach maximum audiences geographically simultaneously. No other medium even the upcoming digital plarforms have this exposure capability at a single instance. The TV planning is completely based on the ground reality, watching habbits in the selected universe combined with the numeric BARC data available. It is also based on the channel/program suitability to your product profile. So sometimes numbers don’t work on specific products and there comes the qualitative planning to achieve our campaign objective. I will discuss it in later posts with product case studies.

01/07/2021

The biggest mistakes in TV Advertising carried by the advertisers are

1. Information load
2. Missing single attribute communication
3. Lack of optimum budget
4. Immediate result expectancy
5. Inconsistency

As explained earlier, TV medium is in time dimension hence proper attention of a viewer may not be there while watching ads. Neither viewer gets a chance to relook at it. It thus needs simple formation of ad with single point/attribute communication. EASY SIMPLE VISUAL MESSAGE. NO HOME WORK OR TEST for a viewer.

28/06/2021

NATURE OF TV MEDIA

Before using TV medium it becomes significant to learn its form. TV medium exists in time where as traditional medium like news paper is in space dimension. The advertisers who begin are little sceptical due to TV medium’s nature in time. It is just like handling physical currency and digital currency. Remember how may people still prefer physical currency saying digital currency, a risky affair.

Of-course there are advantages of every medium and one should look advantages and overcome the disadvantages.

So well defined application of tool sets better results. Combination of available media is the key word in today’s competition. Don’t overlook any medium.

26/06/2021

The TV medium

Still as on date, the idea of TV advertising emerges in a marketing plan with the glamour related to the medium than its utility. Either we see a competing brand on TV and get attracted or as an impulse we try to be present on the medium with out understanding it.

Logic behind using TV medium is much different than using any other medium. And many a times the company never sets an objective. Though sales revenue is the first and the foremost objective in any marketing plan, there are steps in TV advertising to achieve it. It is not the overnight process except the visibility we can attain through TV. It is too much risky going on this medium with the half knowledge as the stakes in TV advertising are very high. In my coming communications I am going to discuss the reasons, ways and the analysis of the TV medium especially for the regional advertisers who often fail to understand TV and never turn up again.

All this is going to be extract of my 22 years experience handling number of brands on TV. In fact I would be commenting on the current advertising scenario, TV trends and the few tips on the channels mix as well. If you feel this is useful please do share this page on your timeline. That would be our contribution to the industry for creating the right awareness.

25/06/2021

THERE ARE MANY OF US WHO SAY THEY DONT WATCH TV. TELL ME DONT YOU TURN UP WATCHING IT SOME OR THE OTHER TIME.

25/06/2021

THE BEST WAY TO LEARN TV IS TO UNDERSTAND IT!

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