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BARC India updates TV Universe; total TV viewership jumps up by 18%

BARC India updates TV Universe; total TV viewership jumps up by 18%

Author | exchange4media News Service | Thursday, Mar 02,2017 1:02 PM

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BARC India updates TV Universe; total TV viewership jumps up by 18%

BARC India, today, released its weekly viewership data based on a revised Universe Estimate (UE), which is based on the results of Broadcast India Survey, the largest-ever research study undertaken to ascertain TV Universe and Television Viewing Habits in India. With this, BARC India has updated and aligned its TV Universe in line with ground-level changes in demographics, TV ownership, and connection type, language preference, changes in NCCS profiles etc.

Fieldwork for the Broadcast India Survey was carried out over November 2015 to February 2016, and covered 3,00,000 homes across 590 Districts comprising about 4300 Towns/Villages. All 1 Lakh+ towns were covered, while towns below 1 Lakh were selected by a Probability Proportional to Size (PPS) method.

With the new UE, Week 8 has seen a significant increase of 18 per cent in Total TV viewership in the country. Total TV impressions have grown from 22.7 billion in week 7 to 26.7 billion impressions in week 8.

“BI 2016 is one of the biggest surveys done in the country so far. The TV universe in India is ever growing and changing and so is the profile and choice of a TV viewer. The last survey done was in 2013 and the last Census was in 2011. The consumer and viewer landscape is changing rapidly, with electrification, prosperity, changing modes of signal and digitization. We wanted to reflect this change in viewership numbers and hence conducted our own Establishment Survey. This will help our subscribers and the ecosystem align their strategies for better targeting. The new reality is TV viewership is rapidly growing and how, ” said Partho Dasgupta, CEO, BARC India.

The study also highlights the fact that TV HHs have grown faster in NCCS B and C, thus increasing the share of the middle class. While NCCS A has dropped from 22 per cent to 21 per cent, NCCS B and C have gone up from 24 per cent to 27 per cent and 31 per cent to 32 per cent respectively. NCCS D/E on the other hand has de-grown from 23 per cent to 20 per cent. These trends are in line with fragmentation of family sizes (leading to lower average family sizes) and rising economic growth and rising prosperity. It also shows that India has more nuclear families without elders than ever before, and it is also the dominant family group among TV owning homes. While composition of joint families in the universe has come down from 26 per cent to 22 per cent, nuclear families with elders has grown from 53 per cent to 58 per cent.

Some key changes have been seen in the BI study like electrification, migration, digitization, rise in smaller and nuclear family culture, increase in middle class, inclusion of rural markets and single TV households, which has an impact on TV viewership behaviour. 

BI-2016, the report based on the survey, contains not just an updated count and composition of TV homes across urban and rural India, but also offers data and insights that would be of immense value to marketers and advertisers. It contains granular data and information on media consumption habits of Indians, as well as select durable ownership and packaged goods purchase profiles. It is an updated database of Indian consumer behaviour.

Every genre has seen a significant growth in viewership, owing to the new Universe Estimate. The Highlights of Week 8 data are:

Week:8 Top 5 Channels - Hindi GEC
Rank Channels Impressions (000s) sum
1 STAR Plus 712076
2 Colors 640525
3 Rishtey 537507
4 Sony Pal 523334
5 Zee TV 508260
HSM (U+R) : NCCS All : 2+ Individuals

 

Week:8 Top 5 Channels - Hindi GEC Urban
Rank Channels Impressions (000s) sum
1 STAR Plus 476677
2 Colors 429120
3 Sony Entertainment Television 324587
4 Zee TV 281062
5 SONY SAB 269453
HSM (Urban) : NCCS All : 2+ Individuals

 

Week:8 Top 5 Channels - Hindi GEC Rural
Rank Channels Impressions (000s) sum
1 Rishtey 409571
2 Zee Anmol 400799
3 Sony Pal 373988
4 STAR Utsav 342382
5 STAR Plus 235398
HSM (Rural) : NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Hindi Movies
Rank Channels Impressions (000s) sum
1 Sony MAX 434571
2 Sony Wah 414650
3 Zee Cinema 364194
HSM (U+R) : NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Hindi Movies Urban
Rank Channels Impressions (000s) sum
1 Sony MAX 255351
2 STAR Gold 217667
3 Zee Cinema 197575
HSM (Urban) : NCCS All : 2+ Individuals
     
Week:8 Top 3 Channels - Hindi Movies Rural
Rank Channels Impressions (000s) sum
1 Sony Wah 314442
2 Zee Anmol Cinema 269749
3 STAR Utsav Movies 227191
HSM (Rural) : NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Hindi News
Rank Channels Impressions (000s) sum
1 AajTak 126940
2 India TV 101439
3 ABP News 93517
HSM (U+R) : NCCS All : 15+ Individuals

 

Week:8 Top 3 Channels - Hindi News Urban
Rank Channels Impressions (000s) sum
1 AajTak 66923
2 India TV 56958
3 Zee News 52611
HSM (Urban) : NCCS All : 15+ Individuals
     
Week:8 Top 3 Channels - Hindi News Rural
Rank Channels Impressions (000s) sum
1 AajTak 60016
2 India TV 44481
3 ABP News 43232
HSM (Rural) : NCCS All : 15+ Individuals

 

Week:8 Top 3 Channels - English Business News
Rank Channels Impressions (000s) sum
1 CNBC TV 18 530
2 ET Now 255
3 NDTV Profit and NDTV Prime 73
All India (U+R) : NCCS AB : Males 22+ Individuals
     
Week:8 Top 3 Channels - Eng News
Rank Channels Impressions (000s) sum
1 Times Now 798
2 India Today Television 498
3 CNN News18 404
All India (U+R) : NCCS AB : Males 22+ Individuals
     
Week:8 Top 3 Channels - English Entertainment
Rank Channels Impressions (000s) sum
1 Zee Café 275
2 STAR World 232
3 Comedy Central 230
6 Mega Cities : NCCS AB : 2+ Individuals
     
Week:8 Top 3 Channels - English Movies
Rank Channels Impressions (000s) sum
1 STAR Movies 2639
2 Movies Now 2636
3 Sony PIX 1883
6 Mega Cities : NCCS AB : 2+ Individuals
     
Week:8 Top 2 Channels - Hindi Business News
Rank Channels Impressions (000s) sum
1 CNBC Awaaz 1787
2 Zee Business 1204
HSM (U+R) : NCCS AB : Males 22+ Individuals

 

Week:8 Top 3 Channels - Infotainment
Rank Channels Impressions (000s) sum
1 History TV 18 5567
2 Discovery Channel 4897
3 Animal Planet 3082
6 Mega Cities : NCCS AB : 2+ Individuals

 

Week:8 Top 3 Channels - Kids
Rank Channels Impressions (000s) sum
1 NICK 105172
2 Cartoon Network 79562
3 Pogo TV 73350
All India (U+R) : NCCS All : 2 - 14 years Individuals

 

Week:8 Top 3 Channels - Music
Rank Channels Impressions (000s) sum
1 Mastiii 179053
2 B4U Music 116500
3 9XM 106247
All India (U+R) : NCCS All : 2+ Individuals
     
Week:8 Top 3 Channels - Sports
Rank Channels Impressions (000s) sum
1 STAR Sports 3 113412
2 STAR Sports 1 90453
3 Ten 1 75244
All India (U+R) : NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Youth
Rank Channels Impressions (000s) sum
1 Zing 14374
2 MTV 9992
3 Bindass 7791
All India (U+R) : NCCS All : 15 - 21 years Individuals

 

Week:8 Top 3 Channels - Lifestyle
Rank Channels Impressions (000s) sum
1 Living Foodz 1383
2 Fox Life 946
3 FYI TV18 796
6 Mega Cities : NCCS AB : 2+ Individuals

 

Week:8 Top 3 Channels - Kannada
Rank Channels Impressions (000s) sum
1 Colors Kannada 375996
2 Zee Kannada 295263
3 Star Suvarna 253946
Karnataka (U+R) : NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Malayalam
Rank Channels Impressions (000s) sum
1 Asianet 277807
2 MazhavilManorama 99324
3 Surya TV 76831
Kerala (U+R) : NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Marathi
Rank Channels Impressions (000s) sum
1 Zee Marathi 272174
2 Colors Marathi 75169
3 Zee Talkies 71598
Mah/ Goa (U+R) : NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Tamil
Rank Channels Impressions (000s) sum
1 Sun TV 1010396
2 KTV 294777
3 Zee Tamil 225022
Tamil Nadu/ Puducherry (U+R) : NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Telugu
Rank Channels Impressions (000s) sum
1 Gemini TV 551814
2 Zee Telugu 467322
3 STAR Maa 446110
AP/ Telangana (U+R) : NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Bhojpuri
Rank Channels Impressions (000s) sum
1 Big Ganga 35992
2 Bhojpuri Cinema 21223
3 Dangal TV 12955
Bihar/Jharkhand (U+R) : NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Bangla
Rank Channels Impressions (000s) sum
1 STAR Jalsha 363445
2 Zee Bangla 198257
3 Jalsha Movies 76437
WB (U+R): NCCS All : 2+ Individuals

 

Week:8 Top 3 Channels - Oriya
Rank Channels Impressions (000s) sum
1 Sarthak TV 89468
2 Tarang TV 66156
3 Odisha TV 32140
Odisha (U+R) : NCCS All : 2+ Individuals
     
Week:8 Top 3 Channels - Punjabi
Rank Channels Impressions (000s) sum
1 DD Punjabi 53222
2 PTC Punjabi 47270
3 Chardikla Time TV 37129
Pun / Har / Cha / HP / J&K (U+R): NCCS All:  2+ Individuals
     
Week:8 Top 3 Channels - Gujarati
Rank Channels Impressions (000s) sum
1 Colors Gujarati 13127
2 ABP Asmita 7913
3 TV9 Gujarati 7469
Guj / D&D / DNH (U+R): NCCS All: 2+ Individuals
     
Week:8 Top 3 Channels - Assamese
Rank Channels Impressions (000s) sum
1 Rang 15930
2 News Live 24x7 15561
3 DY 365 9156
Assam / North East / Sikkim(U+R): NCCS All: 2+ Individuals

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