Tata Sky: Value to the Undervalued
Priti Murthy, Kartik Sharma and Saif ShaikhMaxus
Campaign details
Brand owner: Tata SkyAgency: MaxusBrand: Tata SkyCountry: IndiaIndustry: TV channels, services, programmesMedia budget (USD): $1 - $3 millionChannels used: Television
Executive summary
This research-led case study by Maxus, the media buying group, for Tata Sky, the Indian broadcaster, looks at a methodology to place TV advertising in breaks within often-under-valued genres of programming on Indian television. It compared the cost of delivering gross rating points (GRPs) in different genres of Indian...