BARC PrimaVU to measure premium homes viewership

01 Jul,2019

By A Correspondent

 

Joint industry-led television audience measurement service BARC India today announced the launch of ‘PrimaVU which is aimed at measuring viewership from premium homes.  Notes a communique: ‘Through ‘PrimaVU’, BARC India also introduces the industry first concept of ‘Viewing Minutes’ which is basically sum of all individuals watching an Event basis the time spent by them.” PrimaVU is a separate product and not part of the currency panel measurement.

 

The PrimaVU universe consists of the top 3% of the socio-economic strata in the six megacities of the country. A household is defined as a premium home when it meets the following criteria set by the industry: they need to qualify as a NCCS A1 home, they must own a home with minimum three rooms as well as a kitchen, the home needs to have centralised or AC in two rooms, the household must own a laptop/desktop or smartphone/tablet, they must have a private car or own a four-wheeler worth 10 lakhs or more and finally, they must have travelled to a premium holiday destinations.

 

Data insights and dashboard will be provisioned for PrimaVU subscribers who will have access to in-depth demographic & program level data as well as critical insights for the viewership trends of the economically affluent population of the country. The panel will currently measure TV viewership habits and will gradually move to capture viewership habits across devices. Agencies subscribing to PrimaVU will also be able to plan using a module in BMW.

 

Said BARC India CEO Partho Dasgupta: “We are extremely pleased to be a thought leader once again with a product like PrimaVU. This product will not only help observe if the viewership patterns of premium homes are different from that of other homes but also provide in-depth insights into this unexplored world. The industry has been very patient and valuable with their suggestions for this product. It will allow the industry to qualify the untapped upmarket audience segment better and get a stronger fix on affluent viewers.”

 

 

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