BARC India seeks to expand meter homes to 44 thousand by this fiscal year

At present BARC has 33,000 sample TV homes in their measurement universe and this number is expected to rise to 55,000 in the near future

The Broadcast Audience and Research Council India seeks to expand its meter homes to 44,000 this year, according to media reports.

At present BARC has 33,000 sample TV homes in their measurement universe and this number is expected to rise to 55,000 in the near future.

Speaking about the plans, BARC India CEO Partho Dasgupta said, "When we first started measuring TV viewership habits, 30 per cent of our sample TV homes were in rural India. This went up to 33 per cent when we expanded our meters to 33,000. This will further go up to 38 per cent, when we expand the meter homes to 44,000 by end of this financial year".

According to reports, the average time spent per person watching television is 3 hours and 44 minutes, while the daily number of tune-ins on television is 557 million. Total television viewership has increased by 39 percent, from 20.4 billion impressions to 28.8 billion impressions.

After BARC began its data measurement in 2015, a few interesting trends have been noted, particularly that, despite the tremendous growth of digital media, television viewership was highest among the age group of 15-30 years.

Since 2015, main Hindi genres such as Hindi GEC, Hindi movies and Hindi News have also risen by 6 per cent, 87 per cent and 13 per cent respectively. Viewership of English channels has also grown by 6 per cent, from 115 million impressions to 122 million impressions.

BARC has also recently began measuring OOH television consumption, and plans to measure all forms of content consumption as it prepares to launch its digital data measurement service EKAM.

This year, BARC India intends to evolve from being a data measuring company to an insights driven company with the launch of new products and services for subscribers. For more updates, subscribe to exchange4media's WhatsApp Channel- https://bit.ly/2QUdLCK

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