The way we consume media is changing day by day. Due to the nationwide lockdown, people have been engaging with their devices now more than ever before. The time spent on smartphones in the first week of COVID-19 disruption increased by 1.5 hours.
While digital media engagement has gone up, so has TV viewership. Overall TV viewership in India has increased by 7% over the last few weeks (read our latest report here) and it’s a good time to be advertising on TV right now.
However, if you’re solely advertising on TV, your ads still won’t be reaching a major chunk of consumers.
A large part of the TV viewing audience have migrated towards consuming content on digital-only platforms like OTT.
Post TRAI implementation in Feb and March of 2019, this trend has further increased, coupled with the growth of smart TVs. Over 20-30% of the TV viewing audience have cut the cord and have started consuming content only on digital.
Basically, cord cutters are those who have cut the cord and stopped watching TV, and instead consume content on digital. They constitute about 40-50 million users in the smartphone universe.
The image below depicts a significant portion of digital users being unexposed to TV ads.
This means your TV campaigns are losing out on that much more reach. But that can be solved.
How to reach Cord Cutters using Smart Segments
Our unique data can smartly segment and engage India’s massive TV + digital population based on their media consumption behavior.
While there are many data providers who try and define the cord cutter segment using online behaviour proxies, Zapr is the only platform that can truly identify cord cutters. We do this by tracking TV inactiveness of an individual over a long period of time.
The good news is, now you can seamlessly find audiences like cord cutters who are hard to reach and target them on digital platforms!
Our exclusive media consumption based audiences are now available as Smart Segments on Data Management Platforms (DMP).
By targeting the cord cutters segment, you can drive unduplicated reach and build awareness among new audiences who can’t be reached by your TV campaign.