Top Story


Home >> International >> Article

Penetration of elitist brands high and increasing in rural India: IRS Survey

Font Size   16
Penetration of elitist brands high and increasing in rural India: IRS Survey

The recent inference drawn by Indian Readership Survey (IRS) interprets certain unexplored trends in consumption patterns and television viewer habits of the small town consumers, providing a rethink on the media-buying decisions for the planners of the advertising fraternity.

ORG-MARG has published statistical findings of the Indian Readership Survey with coverage of 49 towns and a sample size of 4,405. The sample has been drawn based on a voluntary stratified sampling.

The survey enumerates that television has highest penetration in comparison to the press and radio. Around 78 per cent of the demography in the 12 plus age group from the large metros watch television while the press and radio settle for 65 per cent and 15 per cent. This is an indication that television is now establishing ground in the Indian media environment.

The survey reveals that about 55 per cent of the homes in Chennai are regular cable and satellite viewing homes, and general entertainment is their preferred genre, while 47 per cent of the small town audience subscribe to the daily dose of general entertainment beamed through the satellite on the tube. The only area where the differences between the large and small towns are moderately substantial are in the audience segment who watch English language programmes. Around 34 per cent of the audience from large metropolis view English language programmes, while the percentage of audience from the smaller township is 17 per cent.

Yet another interesting pointer to the emerging potential of the small town market is the relative potential of the small town market is the relative similarity in the monthly household income. Though the sample has been largely south centric, it is believed that the same analogies apply almost in parallel even to the northern belt.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...