Television

BARC India data shows how Tamil Nadu leads regional TV viewership, content and advertising trends

Almost 94.2 per cent of the people consume TV at least once a week.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/08/08/romil.jpg?itok=mmw2yxJq

MUMBAI: The inaugural edition of Tele-Wise Tamil saw BARC India COO Romil Ramgarhia share some interesting numbers related to TV consumption, viewership, advertisement and average time spent (ATS) in Tamil Nadu (TN). He also gave an understanding of trends and behavioural patterns of different genres in the dominant regional market.

Ramgarhia began his session by explaining how demographically TN is different from other states in India. The state is dominated by 53 per cent of women viewers. 34 per cent of all India population belongs to NCCS AB home but Tamil Nadu has 47 per cent of NCCS AB home. In spite of smaller family size, Tamil Nadu’s TV consumption is high. Ramgarhia informed that NCCS A home consumes more TV in the state.

While total TV consumption in India per week is about 1000 billion viewing minutes, TN itself gets 110 billion viewing minutes.

“Over the last two years, overall TV consumption in India has gone up by 21 per cent largely aided by digitisation that happened in the state a little later compared to others states. Despite NTO coming in, the market was resilient and though it had some dent it bounced back much faster compared to other states that we have witnessed,” said Ramgarhia.

He added, “Generally, the overall consumption of TV in India goes up by 15 per cent in the third quarter but in Tamil Nadu the consumption in that quarter went up to 20 per cent. This year we are hoping to see the same trend compared to 2018-19.”

Around 9 per cent of the population resides in Tamil Nadu and it contributes 12 per cent of total TV viewership. Tamil Nadu is the only state in the South which has a higher viewership from urban areas. The state has 55 per cent viewership from urban areas and 45 per cent from rural. Telangana has 57 per cent of viewership from rural and 23 per cent from urban. Karnataka has 52 per cent of rural and 48 per cent of urban viewership. Kerala has 50 – 50 per cent of rural and urban viewership.

Overall in India, the daily TV consumption is about 3 hours 37 minutes whereas Tamil Nadu sees more than 4 hours a day with 74.8 per cent daily tune-ins. Almost 94.2 per cent of the people consume TV at least once in a week and 75 per cent of them consume every day. “It is one of the largest time-spent markets across India,” said Ramgarhia.

Going further, Ramgarhia explained that viewership in the state also shoots up when there are big events. The state consumed around 8 hours of content on the day of former chief minister Karunanidhi’s demise.

GEC contributes 63 per cent of total TV consumption in the TN market. Speaking on the primetime, Ramgarhia highlighted that there is no prime time. “The top three Tamil channels have 42 original fictions and 15 non-fictional shows which means the state produces 52 original content in a week whereas the top 3 Hindi GECs have an average of 43 original shows. The market sees a lot of focus on producing more and more content which is also consumed in non-prime time as well," he said

The data also revealed that the overall TV penetration was high in South and Tamil Nadu had seen 97.5 per cent TV penetration whereas Karnataka had 96.1 per cent TV penetration, Telangana had recorded 94.3 per cent and Kerala has 92.8 per cent.

TRAI’s new tariff order (NTO) came in force in week 6 of 2019. 43 per cent of TV viewers in TN were consuming all four channels before NTO and now it is down to 35 per cent. There was a drop in reach from 75 per cent to 71 per cent. Pay Tamil GECs went down from 70 to 65. The reach was impacted by five per cent for pay channels post NTO implementation. But ATS went up by 6 per cent from the previous year. “People shift their consumption basket to their choice of channel. Rather than spending time across all the GECs, they just choose a different consumption basket,” said Ramgarhia.

Throwing some light on the advertising trends in Tamil Nadu, Ramgarhia said, “After Hindi GEC, South GEC is the second largest segment for advertisers as it contributes 31 per cent to total TV viewership. If there are 500 categories in India, roughly 12 per cent of all categories are present in TN. From 11,000 advertisers in India, 15 per cent advertise in TN. If there are 19,000 to 20,000 brands in India roughly 13 per cent of the brands advertise in TN."

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/pawan.jpg?itok=WS_S8eFG
Pawan Soni quits National Geographic

NEW DELHI: Pawan Soni, VP, head of programming & marketing has moved on from National Geographic.  At Nat Geo, Soni was responsible for overall P&L and building the network's content and marketing strategy along with overall business affairs. He spearheaded many campaigns involving various...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/nt.jpg?itok=3sjoyVht
Indian news industry to discuss prime trends & concerns at NT Awards 2020

NEW DELHI: The 2020 edition of Indiantelevision.com’s News Television Awards (NTA), co-powered by TVU Networks, a unique property celebrating the best of news television content, marketing, and faces on-screen and off-screen as well, will begin Thursday, 29 October 2020 with a two-day-long summit...

Television TV Shows Awards
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/chrom_0.jpg?itok=oBsvKls7
Chrome DM week 42: Youth genre emerges as top gainer

NEW DELHI: Youth genre is the top gainer for week 42, 2020 of Chrome Data Analytics and Media data, with a strong growth of 4.01 per cent. In this genre, MTV has gained the highest OTS with 89.6 in the HSM excl < 1 market. OTS is the actual census-based percentage connectivity of a channel...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/r.jpg?itok=co2hDAcN
Panorama Studios hires Rajat Goswami to lead new stream films & acquisitions

MUMBAI: Panorama Studios has appointed Rajat Goswami as head of new stream films & acquisitions. Goswami is a renowned name in the film festival circuit and has worked in tandem with numerous reputed production houses. Under Rajat's leadership and the guidance of Panorama Studios Distribution...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/zee.jpg?itok=yTdbisrD
Zee Telugu celebrates 10th Zee Telugu Kutumbam awards amidst glitz and glamour

MUMBAI: After nine successful years of entertaining the audience, Zee Telugu returned with the tenth edition of Kutumbam Awards 2020. It was a glorious evening in Hyderabad where the red carpet was rolled for the Zee Telugu family to felicitate them and celebrate the exceptional talent in the Zee...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/m.jpg?itok=vk4_XMGt
Epic TV launches new season of Regiment Diaries

MUMBAI: Epic TV is back with the second season of its Indian Army docuseries Regiment Diaries. An Epic original, the series is more than a compilation of war stories but a visual tribute to the valiant men and their regiments who continue to honour the dignity of their duty towards the motherland....

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/sudharsahan.jpg?itok=-NSZsnl6
PIL moves Delhi HC to prevent news channels from preaching communal disharmony

NEW DELHI: A PIL has been filed in the Delhi high court in reference to the recent episode aired by Sudarshan TV on its programme Bindas Bol around the subject of the controversial Tanishq ad. The episode was aired on 12 October on the channel and talked about how the jewellery brand’s campaign was...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/tv18-b.jpg?itok=MRoLGpGg
TV18 Broadcast reports Rs 115 crore Q2 net profit

NEW DELHI: TV18 Broadcast Ltd has reported a net profit of Rs 115 crores for the quarter ended 30 September 2020, up from Rs 46 crore in the same quarter in the previous year. The consolidated operating revenue for Q2 21 fell 10 per cent y-o-y and stood at Rs 1,013 crore against Rs 1,127 crore for...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/repl.jpg?itok=OBEe3CJD
No business dealings with Republic TV: Hansa Research

NEW DELHI: In the latest development in the TRP manipulation scam, Hansa Research has denied the charges of making a payment of Rs 32 lakh to Republic TV, levelled against it by the Crime Branch spokesperson. The agency has categorically stated that there have been no business dealings with...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories

* indicates required