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75% of top-of-the-funnel consumers are cord-cutters: Harshdeep Chhabra of Mindshare Fulcrum

Speaking at a summit titled ‘Addressable TV and Beyond’ held by GroupM Finecast, Chhabra, SVP, Mindshare Fulcrum, said that linear TV continues to be dominant in the middle and bottom of the pyramid. Currently, only the top of the pyramid consumers are adopting connected TV

According to the latest report by GroupM Finecast and Kantar titled ‘The Changing Landscape of Indian Television,’ currently, there are 20-22 million addressable TV homes in India and this will increase to 40 million addressable TV homes in India by 2025.

This is why it is more important now than ever that advertisers understand the importance of investing in connected TV advertising and solutions. Speaking about the importance of Connected TV among advertisers, Harshdeep Chhabra, SVP, Mindshare Fulcrum said that the audiences now have shifted to mediums that are addressable.

According to Chhabra, the top-of-the-funnel consumer is the one that is evolving the most. He said that these consumers will be important to advertisers.

“The top-of-the-pyramid consumer will be consuming as much in 2025 as the whole of India is consuming in 2022. These are also the cord-cutters and shavers. 75% of people are cord-cutters and shavers in NCCS A. Either they are not consuming linear TV at all or are very light consumers of linear TV,” he said.

He further said that the audience on linear TV is getting older. “The consumers of linear TV are actually getting older. 10-15 years ago, the broadcaster would put up a lot of shows that would help bring in a slightly older audience. Today we are seeing that it is the older woman who is spending much more time with TV.”

However, Chhabra said that doesn’t mean that everyone is shifting to CTV. Linear TV continues to be dominant in the middle and bottom of the pyramid. Currently, only the top of the pyramid consumer is adopting connected TV.

“In NCCS BC, TV has 82% penetration. The next medium has a penetration of 47% and that is where linear TV continues to be important. It's not that the whole world has moved to connected TV, but CTV and other forms of digital communication are taking up the top-of-the-pyramid space,” he explained.

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