BARC survey

NEW DELHI: Okay it’s out and the data does reflect that television is thriving in India and growing. According to the latest BARC India figures, the all-India TV universe has increased to 183 million from the earlier collated figure of 154 million with the growth in rural audience showing a quantum jump signifying that upswing is coming from non-urban areas.

The data highlights that while the total urban TV universe stood at 84,414 (in ‘000) in 2017, the comparative rural figure is 98,639 (in ‘000), signifying that the rural segment has grown at a faster rate, which opens up whole new marketing options for broadcasters and advertisers. The comparative old figures as per BARC estimates in 2015 were 77544,000 (urban) vs. 75967,000 (rural).

These data, part of the latest BARC India’s Broadcast India Survey 2017, shows that while the urban-rural audience mix was almost equal earlier, the rural segment has outpaced the urban as per latest figures in rate of growth.

The new TV universe figures will be implemented from Week 8, 2017 by BARC India, though the latest audience data released by the measurement organisation pertaining to Week 6 adheres to the old figures of the total TV universe in India being 154 million.

The data reiterates BARC’s recent reiterations that that since it started surveying rural audience, a whole new world has opened up for subscribers of the data, which, incidentally, also include government organisations apart from the traditional TV channels and advertising agencies.

What are the few highlights of the latest BARCC India findings, which were surveyed over a four-month period from November 2015 to February 2016?

First, the total TV universe has grown. Second, there has been a sizeable increase in audience in B and C category, signifying an upswing in general prosperity and purchasing power. Third, the rate of growth of rural and small towns is higher than their urban counterparts.

With respect to the NCCS classification of a household (or BARC’s version of earlier classifications known as SEC), it is based on two main variables: education of the household’s chief wage earner, defined as the person who contributes the most to payment of household expenses and household ownership of 11 specific durable goods, which clearly catch the household’s worth. The 11 durables collectively owned by household members and considered in the NCCS classification of households in India are electricity connection, ceiling fan, LPG stove, two-wheeler, colour TV, refrigerator, washing machine, personal computer/laptop, car/jeep/van, aircon and agricultural land.

As digital viewing proliferates, BARC India is readying itself to measure the digital world too and the data is expected to flow in sometime late 2017 or early 2018.