BARC INDIA

UNIVERSE UPDATE (JULY 2018)

Universe Update base methodology

BI 2015-16

BI 2017-18

FW Agencies

The k

itchen m

oves

to B

AR

C

Sampling Design

Instrument Design

Data Collection & QC (Field Work)

DATA QC

Weighting & Estimation

End-user Analytics & Reporting

Data Collection & QC (Field Work)

Sampling Design

Instrument Design

Data Collection & QC (Field Work)

Data QC

Weighting & Estimation

End-user Analytics & Reporting

BI 2016 BI 2018

Sample size and coverage

TV Universe Estimation

Field work period

for survey

Nov’17-Mar’18

BARC India periodically

conducts a research

study to ascertain TV

universe television

viewing habits in India

Coverage:

3,00,000 homes,

> ~ 4300 towns/villages,

68% urban coverage

Key information areas:

TV ownership,

connection type,

language preferences

and other media

consumption.

Study Design – Stratified Random Sampling

This was conducted as

a 100% CAPI study –

with zero paper and

pen interviews

32 states/ union

territories represented at

State x Pop Strata Level

All 1L+ towns covered

and below 1L selected

randomly by PPS

Electoral Roll sampling

employed to select

households randomly

Computerized Kish grid

methodology utilized to

randomly select a 12+

individual in household,

2 to 12 Kids / Guardian

BI 2018 - Highlights

01

183 Mn 197 Mn

66%64%

286 Mn 298 Mn

BI 2016 BI 2018

7.5%

4.2%

Census 2001 Census 2011 IRS 2013 BI 2016 BI 2018

Tv penetration >2x of 2001 levels

TV penetration increases from 64% to 66%, grows faster than universe

>2xTotal Home

Total TV Home

The NCCS Evolution

NCCS Distribution – All HHs Family Type Distribution – All HHs

38

27

20

14

44

24

19

13

DE

C

B

A

BI 2016 BI 2018

22

17

58

2

22

17

57

2

Joint family Nuclear family withelders

Nuclear family withoutelders

Living alone

BI 2016 BI 2018

NCCS DE shrinks by 13%, Family Structure remains the same

In Mn836

780In Mn

INDIVIDUALS

7.2%In Mn

197

183In Mn

HOUSEHOLDS

7.5%

Estd. 836 Mn 2+ Individuals

living in 197Mn TV homes in India

BI 2016 BI 2018

Average family sizes (2 Years+)

All Urban Rural

All HHs

BI 2016 4.49 4.32 4.58

BI 2018 4.45 4.30 4.53

TV Owning HHs

BI 2016 4.26 4.24 4.28

BI 2018 4.25 4.23 4.27

TV homes increases across all state groups

BI 2016 BI 2018

Small Towns and Rural markets are key drivers of growth

% TV Penetration TV Owning HHs in Mn

64

93 9187

79

52

66

9591

8881

55

All India Megacities 10-75 Lakh 1-10 Lakh < 1 Lakh Rural

BI 2016 BI 2018

183

20 19 22 24

99

197

21 19 23 24

109

All India Megacities 10-75 Lakh 1-10 Lakh < 1 Lakh Rural

BI 2016 BI 2018

Rural India now has grown by 10% TV owning households

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