Optimum advertising strategy for marketers in television media

Abstract

Television still remains the largest mass media reaching every nook and corner of India. TV has been the key medium to reach the customers to marketers ranging from multinationals to locals. With the emergence of number of TV channels targeting different audience groups based on language, age groups, and interest groups, the choice for the TV viewers has increased. This resulted in the unpredictability of TV viewership. This posed program developers and marketing companies a challenge to predict the viewership of programs. Our work focuses on the understanding of the TV viewing patterns and the parameters which significantly influence this in Indian context.