Total TV Owning Households grow 6.9% to reach 210mn

15 Apr,2021

 

By Our Staff

Television measurement body Broadcast Audience Research Council India (BARC India), has released its TV Universe Estimates 2021 (TV UE).

According to BARC India’s TV UEs 2020, 210 mn Indian households now own a TV set, an increase of 6.9% from 197 Mn in 2018. Simultaneously, TV viewing individuals also witnessed an increase of 6.7%, reaching 892 Mn from 836 Mn in 2018, an increase of 57 million individuals in 2020. TV Owning female population grew by 7%, while male population grew by 6%. In terms of age-groups, the highest growth was witnessed in the “kids” category (age 2 to 14) at 9%.

Meanwhile, TV households in Urban markets grew by 4% from 87.8 Mn in 2018 to 91 Mn while Rural markets have grown by 9%, up from 108.9 Mn to 119.2 Mn in 2020. While TV households across India grew by 6.9%, HSM grew by 8% outpacing All India as well as the South states which grew by 5%.

 

NCCS

As the Indian population continues to move up the socio-economic pyramid, changes are also observed in the NCCS profile of TV households. As per the TV UE-2020, the proportion of NCCS A and B has increased to 27% and 31% respectively while NCCS DE has further contracted to 9% of TV households in the country.

 

Sunil Lulla

On presenting the updated TV Universe Estimates for broadcasters, advertisers, agencies and other industry stakeholders, Sunil Lulla, Chief Executive Officer, BARC India, said, “As a body that is deeply rooted in data science, BARC India is committed to providing its stakeholders with a true representation of the television universe. We are happy we have been able to ascertain that television continues to be the screen of choice for Indians. With an additional 13 Mn TV households and an opportunity for another 90 Mn households that are yet to own a TV set, India’s broadcast ecosystem continues to have a significant potential for growth in the years to come.”

 

Dr Derrick Gray

Added Dr Derrick Gray, Chief of Measurement Science & Business Analytics, BARC India: “At BARC India, we are deeply invested in providing data that is statistically accurate by factoring in changes in the various “control and weighting variables” that are shown to be highly associated with television viewing. The updated Universe Estimates, UE 2020 aptly sums up India’s linear TV ecosystem and highlights that TV owning households continue to grow. Given the global pandemic scenario, the updated estimate is robust and is developed with the help of data and findings based from various previously validated field studies. We are certain that these estimates will help the industry to a great extent. We will continue to provide the industry with a currency that is reliable and of global standards. I would like to thank the TechComm on behalf of all of us for all their support and contributions in formalising the UE 2020.”

 

TV UE 2020 has been developed by computingthe Linear growth of TV Households and TV Individuals from Broadcast India (BI) Studies conducted in 2016 and 2018at geographic and demographic levels. The distribution of the TV population by NCCS was taken from the most recent Indian Readership Survey (IRS). BARC India will implement the findings from the TV Universe Estimates 2020 for its data starting Week 14, 2021, which will release on April 16, 2021 (that’s tomorrow). While an establishment survey as a part of Broadcast India (BI) 2021 is also currently underway, the updated estimates will reflect for BARC India subscribers in the YUMI Analytics platform with immediate effect.

 

For more: BARC India TV Universe Estimates 2020

 

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