MRUC disputes NRS 2005 TV homes figures

MUMBAI: Media Research Users Council (MRUC) has raised questions over the recent findings brought out in the NRS 2005 survey, setting the ground for a divide in the industry on issues relating to the size of the television and cable and satellite (C&S) homes.



NRS '05 has pegged the total C&S homes at 61 million, indicating an increase of 16.3 million homes during the last two years. "This is nearly the same as new total TV homes and seems very inexplicable," MRUC says in a note to its clients. Interestingly, the total TV homes, according to NRS data, went up by 16.7 million homes during this period. NRS officials were not available for comment at the time of filing the report.

IRS, conducted by MRUC, estimates the total number of C&S homes to hover around 46-50 million by the end of 2005. "Surprisingly, the NRS '05 estimate is a million more than the overall installed TV base in India four years ago as compared to Census 2001," MRUC points out.



The C&S estimations have been impacted in NRS '05 as a result of an exaggeration in the size of households and TV households in some of the States, MRUC says.

NRS '05 has put the TV installed base at 108 million homes, indicating a 51 per cent penetration on a base of 213 million total estimated homes. MRUC and its research partner Hansa Research Group find this "a very large number to deal with" as it means 82 per cent more TV homes got added in the last four years (2001-2005).



The IRS '05 figures are much lower, putting the TV homes at 83 million (as of June 2004) and a penetration of 41 per cent. Growth in the last three years (2001-2004) was at 39 per cent. "Our figures represent a growth of about nine per cent in penetration over Census 2001," MRUC clarifies to its members. According to Census 2001 estimates, the TV households touched 59.4 million with a 32 per cent penetration.

Though NRS is yet to release recent figures, it estimates the total TV homes to reach 90-94 million by the end of 2005. NRS '05 has overestimated TV homes by 14-15 million, asserts MRUC.

MRUC points out Andhra Pradesh, Assam, Gujarat, Haryana, Karnataka, Kerala, Maharashtra, Punjab, Himachal Pradesh, Chandigarh, Tamil Nadu and Uttranchal as states where projections are higher than expected in NRS '05. These account for 61 per cent of the total TV households base in NRS '05.

Latest Reads
Culture Machine & Quaker Oats aim to feed kids

As the festive mood gathers spirit in the country, Culture Machine’s digital channel Being Indian, in collaboration with Quaker Oats, have released a new campaign. Titled "Ek Muthi Sonu ke Naam", the video urges people to pause and spare a thought to the millions of children who go hungry.

MAM Media and Advertising Ad Campaigns
BTVi unveils new brand positioning

BTVi has unveiled its new positioning, #OpinionsThatCount, aimed at impacting the opinions of the influencers. With this, BTVi will be the voice and choice of the influential. An integrated campaign will be launched primarily catering to influencers, key decision makers and opinion makers.

MAM Media and Advertising People
Cornitos unveils 'Crispy' mascot

Cornitos, the flagship brand of Greendots Health food Ltd, rolled out its new brand campaign announcing the launch of its mascot. With its inception in 2009, it is for the first time that the brand has given a face to its much-loved Nachos category.

MAM Media and Advertising Ad Campaigns
Barbie's 'Power Of Play': Mattel, BBDO remind parents

MUMBAI: Mattel Asia has launched a new video for its Barbie® brand as part of its broader initiative to empower girls. Mattel Asia, takes on the widely held belief in Asia that imaginative play is not important to a child’s development, with the release of, “The Power of Play with Barbie,” a part...

MAM Media and Advertising Ad Campaigns
Zee Mundo hires Steinbranding

MUMBAI: Steinbranding, the international design agency with headquarters in Buenos Aires, responsible for the image of more than 50 channels worldwide, was chosen by the major Indian media group, Zee Entertainment Enterprises to create the brand, naming and on-air & off-air branding for Zee...

MAM Marketing Brands
Exquisite partners with Warner Bros. consumer products

Exquisite, an innovative and experienced player in the EMEA market, has teamed up with Warner Bros. Consumer Products EMEA (WBCP EMEA), on behalf of DC Entertainment, to create the first retail loyalty programmes featuring DC Super Heroes.

MAM Marketing Brands
Cadbury Bournvita Biscuits introduces new tiffin pack

Mondelez India Foods is set to launch a new tiffin pack of its highly successful Cadbury Bournvita Biscuits with an aim to encourage consumers to make it a habit in the morning to have the biscuit.

MAM Marketing Brands
FCB Ulka wins advertising duties for AVT Premium

MUMBAI: A.V. Thomas & Company has appointed FCB Ulka Bangalore to handle the advertising duties for their flagship brand, AVT Premium. The win adds to FCB Ulka Bangalore’s portfolio which includes marquee clients like ITC Biscuits & Confectionery and Wipro Consumer Care & Lighting. AVT...

MAM Media and Advertising Account
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories