Television measurement body, Broadcast Audience Research Council India (BARC India) has released the “TV Universe Estimates 2020” which reveals that TV Viewing Individuals grew across all Urban pop-strat a with the Total TV Owning Households growing by 6.9% to reach 210 million while the No. of TV Viewing Individuals reached 892 million.
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%.
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.”
Adding to this, Dr. Derrick Gray, Chief of Measurement Science & Business Analytics, BARC India said, “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 on 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 TechComm on behalf of all of us for all their support and contributions in formalising the UE 2020.”
