TV homes up by 7.5%, total TV viewership up by 12%

NCCS B & C accounts for 63 per cent of TV homes in India.

MUMBAI: The Broadcast Audience Research Council of India (BARC) has released the findings of its Broadcast India (BI) 2018 Survey, based on a sample study of 3 lakh homes in the country. As per the latest findings, TV homes in the country has seen a 7.5 per cent jump, outpacing the growth of homes in India which grew at 4.5 per cent.

India currently boasts of 298 million homes, of which 197 million have a TV set, having an opportunity of almost 100 million more TV homes in the country. 

Two big takeaways from BI 2018 survey is the rise of the middle class and the increase in the number of flat TV screens. As per the survey, with 123 million TV homes belonging to the middle class, NCCS B & C accounts for 63 per cent of TV homes in India.

Together NCCS ABC or the affluent TV owning homes form 84 per cent of TV homes in the country. The fact that homes falling under the low-socio economic class (NCCS D/E) have seen a 13 per cent drop, highlights the improving disposable income of an Indian home and is in line with the rising economic growth and prosperity.

BARC India CEO Partho Dasgupta said, “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.”

Some interesting trends that have emerged with BI 2018 Survey are:

·   Number of TV viewing individuals grew by 7.2 per cent to 836 million from the previous 780 million. However, viewership increase in week 29 vs Previous 4 weeks is 12 per cent.

·   TV homes in urban and rural India grew by 4 per cent and 10 per cent respectively. Viewership uptake in urban India is 10 per cent, while that in rural India is 13 per cent. 

·   The average time spent (ATS) by TV viewing individuals too has seen a 3 per cent growth and currently stands at 3 hours 44 minutes. This is driven by urban which has seen an increase of 5 per cent in ATS (4 hours 06 min), ATS in rural India has grown by 2 per cent and stands at 3 hours 27 minutes.

·   Both HSM and South markets have seen a spike in viewership. HSM saw an increase of 12 per cent, while South grew by 10 per cent in week 29. 

·   The male-female split of TV owning individuals as per BI 2018 is: 429 million-407 million. Male viewers grew by 6.9 per cent, while female viewers saw a growth of 7.5 per cent over BI 2016. 

·   In terms of viewership, in week 29, male viewership has seen a 11 per cent growth, while female viewership has increased by 12 per cent.

·   Viewership contribution of the affluent class (NCCS AB) grew by 15 per cent.

·   The daily TV tune-ins in week 29 saw a healthy growth of 8 per cent and currently stands at 614 million viewers. The previous 4-week average was 569 million viewers. 

“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 per cent, there is still a huge scope of growth in the space,” Dasgupta added. 

Latest Reads
News18 Tamil Nadu announces the third edition of Magudam Awards

News18 Tamil Nadu is once again proud to present the 3rd edition of our flagship initiative the 'Magudam Awards 2019’. Magudam meaning “crown” in Tamil is an Awards platform for celebrating glory of achievement and excellence.

Television TV Channels News Broadcasting
News Broadcasters Federation meets today in Mumbai

Top executives of India’s news Industry, part of News Broadcasters Federation - the largest ever federation of news channels will meet today in Mumbai in what will be the biggest meeting of regional and national broadcasters at one platform.  In their first meeting since the announcement, the top...

Television TV Channels News Broadcasting
Republic Media Network, EbixCash partner for world’s first brand-integrated news studio

MUMBAI: Republic Media Network, and EbixCash, India’s largest financial exchange disruptor, announced the world’s first brand-integrated news studio – the EbixCash Studio. With this unique tie-up, EbixCash has partnered with the largest studio in the country with 6,000 square feet of space - a...

Television TV Channels News Broadcasting
ZEEL's Kartik Mahadev on Zee Cafe strategy, BBC First block, post-NTO campaigns

English entertainment channels was feared to face the most challenging time in the NTO phase. ZEEL English Cluster Business Head Kartik Mahadev informs that initially there were some flux at ground level between consumers and distributors but increasing awareness of the MRP regime through campaigns...

Television TV Channels English Entertainment
BARC week 41: Amazon, Flipkart’s festive season sales make them top two brands

MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 5 October 2019 and 11 October 2019. The data reflects top 10 advertiser and brands across genre on Indian television, including OOH screen, (U+R): 2+, Individuals...

Television TV Channels Viewership
Sony MAX celebrates 20th anniversary

MUMBAI: Sony MAX, India’s leading premium Hindi movie channel from Sony Pictures Networks India (SPN) is celebrating 20 years of its glorious broadcasting journey in India this October.  Having pioneered the trend to showcase the best of Indian cinema, Sony MAX, over the years, has continued to...

Television TV Channels Movie Channels
Most-watched regional news channels

BENGALURU: Regional news is has more per capita consumption in respective languages than Hindi or English news . Further, the consumption of all regional news channels is larger than Hindi news.

Television TV Channels Viewership
HBO and HBO HD to premiere ‘Aquaman’ on October 20

MUMBAI:  HBO has added more sparkle to Diwali fun, the channel will air Aquaman on Sunday, 20th October, 2019 at 1pm, 5 pm and 9pm.. It also gives viewers an opportunity to bring the rush of Aquaman’s adventures home! Fans can participate in many interesting contests on HBO’s social media pages to...

Television TV Channels English Entertainment
Travelxp 4K HDR forays into Mexico on Totalplay

MUMBAI: Commencing its presence in Latin America, world’s first 4K HDR channel Travelxp announces its latest launch in Mexico on Totalplay. Its premium travel and lifestyle shows are available to viewers on channel number 385 from October 1st, 2019. Broadening its global reach, Travelxp also...

Television TV Channels English Entertainment

Sign up for our Newsletter

subscribe for latest stories