The Broadcast India survey (BI-2018) by the joint industry body BARC India, the country now has 197 million TV homes, up from 183 million in 2016. The survey revealed that there has been a steady growth of 7.6%, total TV penetration is now at 66% against 64% in the last survey.
The survey also notes that the number of individuals with access to television has gone up to 835 million; more than the population of Europe. In contrast, smartphone penetration in the country is still at around 300 million
Andhra Pradesh, Telangana, Kerala, Karnataka, and Tamil Naduhave more than 90% TV penetration. But states like Uttar Pradesh, Bihar, Rajasthan and a few North East Indian states have much lower number of TV sets, pulling down national TV penetration level to 66%. But, it also means that 34% of households in India are yet to buy a TV set.
According to Jehil Thakkar, partner at Deloitte India, television is, and will remain, the biggest medium for the foreseeable future in India. “For at least 10 years, TV and appointment viewing will continue in India. The reason is that TV is extremely affordable — you can get a basic cable for Rs 120 a month or free-to-air channels via FreeDish for free.”
The numbers definitely reflect strong growth in the TV universe.
As per GroupM’s estimate, advertisers are expected to spend INR 31,596 crore on the medium, making it a vehicle of choice in terms of brand building. “TV is a preferred medium of choice to reach masses and advertisers’ behaviour is not going to change suddenly,” Thakkar added.