The TV viewership witnessed strong growth in 2019 despite the roll-out of new tariff order (NTO) which had caused a temporary disruption in the market by bringing down the reach of the channels.
As per report, 762 million viewers watched television per week generating 914 billion minutes of viewing. The average time spent per viewer was 3 hours 42 minutes. The report stated that 836 million individuals had access to TV.
BARC India CEO Sunil Lulla said: “Viewership has grown 38% over the last four years, and a total of 48.4 trillion viewing minutes were consumed on television in 2019. He further stated that each household watches 5 hours, 11 minutes of television every day and as many as 222 million individuals tune in to primetime television at any given minute. And with over a 100 million homes in India yet to get a TV set, growth continues to be ahead of us.”
Also, in terms of advertising, the Ad FCT fell by 3.6% to 1.6 billion seconds even as the share of Top 10 advertisers grew by 3.8%. GEC, news and movie genres contribute 3/4th of total advertising volumes.
At present, BARC India now samples from a panel of 185,000 individuals across 44,000 homes and before the year ends it will be in 55,000 homes.
Lulla said: “2019 ushered in change with the New Tariff Order (NTO). Elections, IPL and the ICC Cricket World Cup were some of the year’s mega TV events and there were significant spikes in viewership of News and Movies in southern languages. A highlight of the year was the growth of sports coverage in regional languages.”
The report added that regional markets continue to fuel the TV viewership growth with Assam and the rest of the North East, Andhra Pradesh and Telangana, and Tamil Nadu leading the surge. Viewership in Assam/North East/ Sikkim grew by 119% in the last four years and contributed to 3% of total TV viewership in 2019.
If we look at genres, GEC and movie channels continue to contribute 3/4th of TV viewership. Between 2016-19, sports genres has witnessed the fastest growth at 89% followed by kids (56%), music (53%), niche/others (52%), movies (47%), news (46%), and GEC (28%).