BARC India CEO ParthoDasgupta , “With BI 2018 we have been able to showcase the changing face of India. However, what hasn’t changed is the fact that TV remains the most effective platform for both content creators and advertisers to reach their audiences. This years’ Survey is also special to us since we have been able to bring it in-house. We have been investing heavily on technology and talent and moving this almost entirely in-house is a proof of our capabilities. As for the trends, BARC India has maintained that India is a country which is driven by family viewing and this shows in the increase in the number of TV households. With a penetration of just 66%, there is still a huge scope of growth in the space.”
As per report, TV homes in Urban and Rural India grew by 4% and 10% to 88 million and 109 million respectively.The total TV homes in India stands at 298 million compared to 286 million in the Broadcast India Survey 2016. This means that the broadcasting sector has a potential of adding 100 million more homes to the TV universe.
The TV penetration has spiked up to 66% of the universe compared to 64% in 2016. There has been a 7.2% growth in individuals to 836 million compared to 780 million.
The survey findings, which were released today, is based on a sample study of 3 lakh homes in the country.
This time, unlike the previous survey, the Broadcast India 2018 survey was conducted in-house by BARC India.
The viewership increase in week 29 vs Previous 4 weeks is 12%. Viewership uptake in Urban India is 10%, while that in Rural India is 13%.
The Average Time Spent by TV viewing individuals too has seen a 3% growth and currently stands at 3 hours 44 minutes. This is driven by Urban which has seen an increase of 5% in ATS (4 hours 06 min), ATS in Rural India has grown by 2% and stands at 3 hours 27 minutes.
The report adds that the Male-Female split of TV-owning individuals as per BI 2018 is 429 million-407 million. Male viewers grew by 6.9%, while female viewers saw a growth of 7.5% over BI 2016.