WHAT INDIA WATCHED...Cricket may be the dominant sport on TV, but football has its own dedicated fan...

2018

WHATINDIA

WATCHED

Preface | BARC YEARBOOK 2018

different: India seemed to move beyond an

over-reliance on soaps and Hindi language

content. While News and Sports made

great impact on viewers, and will continue

doing so in 2019, regional is where the next

phase of growth will come from.

The BARC India Yearbook 2018 tells you -

via numbers and insights - What India

Watches, and beyond: When they Watch,

How Much they Watch and more.

PREFACEData is critical in every field, as it helps

review the past and plan for the future.

Over the last three-and-a-half years

BARC India has been conducting what is

possibly the world’s largest data tracking

and analytics service.

The independent, joint industry company

was set up with a clear mandate to

measure television viewership,

and provide data and insights that the

media ecosystem can analyse to review

and plan its investments.

In a country as large and diverse as India,

BARC India’s job of providing data and

insights is indeed challenging.

Picture this: BARC India generates the

single currency that powers TV advertising

and content spends worth US$ 5.7 Bn and

impacts 4.5 Mn jobs in M&E industry and

allied sectors. BARC India delivers on that

mandate by sifting through a staggering

7.5 petabytes of data, which is what 311 Mn

minutes of video content across

595 channels clock up to annually!

Every year, the dynamic television sector

throws up fresh trends and 2018 was no

Statistics plays a key rolein what we do. The Yearbook design language is inspired by the BARC India logo.The cube mnemonics used in the Yearbook embodies the dynamic nature of audience measurement. This helpsus reiterate the fact that information is nothing shortof being the building blocks of the media industry.The"eye" graphics used connotes our core theme:“What India Watches”

CONTENTSCEO’s Note

2018in Numbers

Who WhatWhere How Much

Daily Dose of Drama & Soaps

Home Theatre

Game of Sports

News Buzz

No Child’s Play

Hitting the Right Notes

01

02

07

12

20

25

31

37

41

In a Special Zone

India & Bharat

Viewership Pulse

Regional Zoom-In

Adverti-Zing on TV

About Us

Tools of the Trade

Measurement Muscle

Glossary

45

47

49

52

62

71

72

73

74

Contents | BARC YEARBOOK 2018

CEO’s NOTE | BARC YEARBOOK 2018 | 01

For us at BARC, 2018 has been a year of

consolidation. If the first phase of our operations saw

us getting our backend and teams in place,

the second leg saw the rolling out of a wide range of

services and making them more robust. We can say

with pride that for certain genres like General

Entertainment and Sports, we have near-100%

accuracy. This has been thanks to statistical

processes we have deployed,the high degree of

automation in our processes and of course our large

all-India sample.

In 2019, we are looking to raise our “enabler” role to

another level with insights. Our BIO-News product

has already been lapped by news channels, and we

hope to launch several more such offerings that will

help marketers take smarter buying decisions.

At BARC India, we are mere messengers of What

India Watches. We don’t really have a view on what

India should watch and what it shouldn’t. We are

fortunate to have our promoters – the Indian

Broadcasting Foundation (IBF), the Indian Society of

Advertisers (ISA) and the Advertising Agencies

Association of India (AAAI), the BARC India Board and

the Technical Committee who have great faith in us.

I am particularly proud to lead a 500-plus team which

is what makes us what we are today. We of course

owe a special thanks to our subscribers and the

media and entertainment fraternity in general for

embracing our products and services and guiding us

where we could do better.

Through the last year, we have published many

newsletters and reports drawing insights from our

data. This Yearbook compiles key takeaways of What

India Watched in 2018.

CEO’s NOTE

Greetings!

“When performance is measured, performance

improves. When performance is measured and

reported back, the rate of improvement accelerates.”

While Pearson’s Law clearly spells out how

measurement by way of quantification is critical to the

success of an individual business, it is also a fact that

measurement by way of research data and insights –

helps the industry grow.

In the case of television viewership measurement, it

powers businesses for whom television is a key part

of the marketing plan.

At BARC India, it’s extremely satisfying for us to play

the role of a facilitator for the media ecosystem.

Thanks to our data, broadcasters can take key

business (specifically revenue), content and

distribution decisions, advertising agencies can help

advise their clients better and hence do their work

more efficiently and advertisers can channelise their

spends effectively. Others too can get an idea of how

to employ television for outreach. As they say, what

you can measure, you can manage better.

CEO, BARC INDIAPartho Dasgupta

2018IN

NUMBERS

2018 In Numbers | BARC YEARBOOK 2018 | 02

18 STAND-OUTS FROM 2018

It has been an eventful year in BARC’s television universe.

Accounting for 93% of video consumption in India

989 BnMan-Minutes of TV viewingper week

197 MnTV homes

595TV channelsand counting


As many as 193 Mn Indian households

have only one television set at home,

resulting in a very high percentage of

co-viewing. The habit of watching TV

together explains the high viewership of

GEC and News by kids.

of India watchesTV together

82%

Only 21% of Indian television homes

have flat screen (LCD / LED) TV sets.

Delhi, Punjab/Haryana/Chandigarh/

HP/J&K are three top state / markets by

flat screen penetration.

People who watchTV on CRT sets

660 Mn

33,459 dubbed movies were aired across

channels in 2018 (including original

airings and repeat telecasts). These

accounted for 10% of film airings on TV,

but delivered 25% of viewership.

Impressions:Viewershipof DubbedMovies

21 Bn

Popularity of Movies on TV is evident

from the large number of titles aired

across channels. Of these 24,076 movies

shown on TV, 75% were aired in

5 languages alone : Hindi, Tamil, Telugu,

English & Malayalam.

Movies telecaston TV

24,076

Children (2-14 year-olds) account for

a significant share of total TV viewership

due to high co-viewing. 49% of this

viewership comes from GECs,

25% from Movie channels and 12% from

Kids channels.

Share of Kidsin TotalViewership

20%

This statistic is for those who feel women

aren’t interested in news. Women

contribute 46% to news viewership

overall. That number goes up to as much

as 48-49% for Assamese, Telugu, Tamil,

and Malayalam news channels.

Impressions:Women viewership of News channels

1 Bn


The universe of television viewers has

grown from 183 Mn homes in 2017 to

197 Mn in 2018. While the growth is

significant, one in every three Indian

homes still doesn't own a TV set -

indicating the sizeable headroom

for growth.

new TV viewersin 2018

56 Mn

Cricket may be the dominant sport on

TV, but football has its own dedicated fan

base. 111 Mn Indians watched the live

telecast of FIFA 2018 World Cup matches.

The France-Croatia final on 15th July 2018

was watched by 15.8 Mn - fourth highest

number of viewers by countries, globally.

people watchedfootball contenton TV

487 Mn

A massive 73% viewers watch

TV every day, at least once.

The lion’s share of these tune-ins are

from Maharashtra and Goa, followed by

Andhra Pradesh/Telangana,

Tamil Nadu/Pondicherry and

Uttar Pradesh/ Uttarakhand.

The maximum tune-ins (at 76%)

occur at primetime.

Daily TVTune-ins

613 Mn

Kabaddi accounts for 4% of live sports

content by duration but delivers

15% of total sports viewership.

PKL viewership is proof of the growing

connect of the sport. The Tamil Thalaivas

Vs Telugu Titans game delivered as high

as 4 Mn impressions on a single channel

and 12.7 Mn impressions across

eight channels.

Impressionsof KabaddiViewership

3.1 Bn

Number of HD TV channels has been

growing, rising from 56 in 2016 to 92

channels in 2018. HD viewership grew

66% in 2018. While Hindi channels

account for 50% of HD viewership, Telugu

is at 15%, Tamil at 14% and English at

10%. Across genres, GECs account for

61% of HD viewership, followed by

movies at 24% and sports at 9%.

Growth in HDViewership

66%

Popularity of TV in India is also indicated

by the number of channels that keep

getting added to the measurement

universe year on year. The total number

of channels tracked by BARC India

aggregates to 595 across 16 languages,

and this number continues to grow. Of

the 75 channels added in 2018, 17 were

HD and 52 in the regional space.

New Channelsadded this year

75


TV penetration across the five states in

South India stands at 95% - significantly

higher than the national average of 66%.

Bihar/Jharkhand is at the bottom-end of

the spectrum at 26%.

Homes inSouth India whohave a TV

95%

As many as 366 Mn people watched

sports content in regional languages.

Regional television has grown steadily

in viewership with sports content

made available in more than ten

regional languages.

People viewedSports Contentin Regionallanguages

366 Mn

Rahul Gandhi’s hug and wink in

Parliament in the middle of the

No-Confidence motion debate was

viewed on TV by a whopping 14 Mn

people. TV continues to be the preferred

destination for Indians (including the

‘digitally connected’ youth) when they

want to catch up on news that impact

their lives.

People whowatched‘Hug & Wink’on TV

14 Mn

The numbers are staggering: 1.63 Bn

seconds of advertising (accounting for 9%

of total broadcast hours across all

measured channels), 76.7 Mn

advertisements, 18,729 Brands, 11,837

Advertisers across 512 Categories. TV

remains the go-to platform for anyone who

wants to reach the maximum audiences

with accuracy and high ROI.

Seconds ofAdvertisementson TV

1.63 BnSports is a significant viewership magnet

with 29 dedicated channels.

Sports content however is aired across

as many as 292 channels including GEC

and news among other genres.

Cricket dominates with 38% of telecast

duration and soccer follows at a

not-too-distant 24%.

Hours of Sports Content

2,34,976

BARC’s pioneering Out-Of-Home

measurement tool across 900+ pubs/

lounges/ restaurants in the three metros

of Delhi, Mumbai and Bengaluru

uncovered an OOH viewership of 44 Mn

people in the 15+ age-group (Apr'18

-May'18). The IPL-11 TV viewership went

north by 8% thanks to this additional

viewership capture. The live telecast of

58 FIFA World Cup matches got 41%

incremental viewership from OOH.

OOH viewersin Delhi, Mumbai,Bengaluru

44 Mn

2018 in Numbers | BARC YEARBOOK 2018 | 06

Hindi language channels hold pole position in the Indian TV

landscape - be it by number of channels in that space, or by the

sheer volume of viewership.

While English may not be among the most preferred languages

of Indians, English language channels occupy the second spot

after Hindi, in terms of number of channels measured by

BARC India. Interestingly, there are more English Sports

channels than Hindi.

Share of Viewership of English language channels are more

in line with percentage of Indians who are ‘first language

speakers’ of English.

Kids and special interest channels are available with multiple

language feeds, catering to large segment of viewers.

Analysis of viewing habits of TV viewers show that language

feeds work well for Kids as well as Sports channels.

GEC, Movies and News are the three genres that pull in maximum

viewership across all languages. However, it is Sports that cuts

across both Hindi and English language viewers.

Advertiser interest is in line with number of channels

and viewership that various genres fetch.

Hindi language channels account for the lion’s share of

Advertising (by duration of ad spots), followed by Tamil,

Telugu and English.

Hindi News and Movie channels are the preferred genres for

advertisers when the need is to create maximum recall value.

WHO WHATWHERE

HOW MUCH

, , ,

Who, What, Where, How Much | BARC YEARBOOK 2018 | 07

Number of Channels by Language & Genre

* Genre splits for Languages with channels below a certain threshold are not indicated above due to space constraints.

Individual genres accounting for less than 1% share have been grouped as "Others".

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GEC

Movies

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News

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Infotainment

Others

GEC

Movies

Music

News

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GEC

Movies

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GEC


Viewership by Language & Genre

* Genre splits for Languages with viewership below a certain threshold are not indicated above due to space constraints.


GEC

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GEC

Movies

Music

New

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Sports

Others

GEC

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Others

GEC

Movies

Others

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Engl

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Hindi

Kann

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Multiple

OdiaPunjabi

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Volume of Advertising by Language & Genre

* Genre splits for Languages with ad duration below a certain threshold are not indicated above due to space constraints.


GEC

Othe

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News

Others

Movies

News

GEC

Movies

Music

New

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Others

GECNe

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Other

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GEC

Others

GEC

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Kids

Others

GEC

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Movies

Music

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GEC

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English

Gujarati

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Coming SoonBARC India continues to develop products aimed at providing actionable insights to industry. These products are developed basis market/client requirements and feedback,

and also offer custom solutions for specific needs. In the coming year, BARC India will be rolling out additions to its BIO suite of products covering GEC and Music. It is also

expanding the footprint of its OOH measurement service, and working to release products that offer Brand Insights & Life Cycle Management.

BIO Sports

The volume of content available to viewers is increasing every day.

In such an environment, grabbing attention span of people is

progressively getting more challenging for Brands.

BIO Sports is an upcoming product which will detect brands/ads

within content, their screen time, position on screen and attribute

weighted viewership to them. It will allow advertisers to evaluate

their spends on in-stadia inventory and team sponsorships,

broadcasters to monetize their content libraries, and sports bodies

to value their inventory.

Built upon a robust Machine Learning (ML) and Artificial Intelligence

(AI) framework, BIO Sports will provide insights to end user through

a portal that is user-friendly tool has a smart and interactive UI.

BIO GEC

BIO GEC has been built to provide intelligent insights to

Broadcasters, Production Houses and Content Creators. BIO GEC

will offer granular video metadata, fused with BARC India’s TV

viewership.

BIO GEC will provide content level insights and enable qualitative

study for the GEC genre.

BIO Music

BIO Music is a tool aimed at Music Broadcasters and Music Labels.

It will give daily metadata of songs playing on TV Music channels,

along with in-depth analysis of content mapped with TV viewership.

BIO Music will allow easy song performance analysis and efficient

tracking of competition.

Brand Integration Track (BIT)

The BIT tool will offer Monitoring and Certification of brand

integrations in broadcast content, with detailed metadata such as

Product/Brand/Advertiser, Category, Spot Type, Duration,

Language, Start time/End time etc.

Self Service Portal (SSP)

SSP will provide custom viewership reports to those who are not

regular subscribers of BARC India data. These ready-to-use

reports would offer quick insights on TV viewership, and would be

generated via online requests.


Across all markets and languages, General Entertainment

Category (GEC) remains the most preferred genre of TV viewers

in India. In 2018, GEC channels accounted for more than half of

all TV viewership.

While Hindi GEC continues to occupy pole position among

languages, growth of Regional GEC has been the defining trend

of 2018. In fact, the 4 south language markets between

themselves match up to Hindi GEC viewership in absolute size.

GEC content in other markets like Bangla, Marathi, Odia, Bhojpuri

and Punjabi also posted strong growth in the year – fuelled by

increasing TV penetration and availability of content

in local languages.

DAILY DOSEOF DRAMA& SOAPS

GEC Viewership: Split by Language

52%GECChannels

48%OtherGenres

Share of GEC inTotal TV viewership

Share of Avg Weekly Impressions, India 2+


43%

Hindi

15%

Tamil15%

Telugu 9%

Kannada 5%

Bangla 5%

Malayalam 4%

Marathi 2%

Odia1%

Bhojpuri1%

Punjabi

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Daily Dose of Drama & Soaps | BARC YEARBOOK 2018 | 12

Although ‘Dramas and Soaps’ continue to be the staple diet for

TV consumption across length and breadth of India, the amount

of time viewers spend watching GEC content varies for

different languages.

Viewers in the 4 south language markets have the highest

engagement with GEC content, upwards of 2½ hours a day.

Incidentally, Time Spent watching TV (across all genres) in the

5 south states is also on the upper end of the scale, significantly

higher than the national average.

Time spent watching GEC - by language

00:43:12 01:12:00 01:40:48 02:09:36 02:38:24 03:07:12

ATS (V), HSM for Hindi, All India for English, Respective Markets for Regional Languages, 2+

Tamil

Telugu

Kannada

Malayalam

Odia

Bangla

Hindi

Marathi

Assamese

Punjabi

Gujarati

Bhojpuri

English


Share of GEC viewership in Total TV viewership also varies widely

across states. On one end of the spectrum is Tamil Nadu /

Pondicherry, where GEC accounts for 2/3rd of TV viewership, and on

the other is Assam / NE / Sikkim where GEC contributes to a little

over 1/3rd of viewership.

There are 6 state groups where share of GEC in total viewership

falls higher than the national average of 52%. All south states fall

in this bucket, further highlighting the affinity of viewers there for

content shown on GEC channels.

The share of GEC viewership however doesn’t show a direct

correlation with the number of channels in each language / market.

The GEC Story across State Groups

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Share of GEC in Total Viewership

Average Weekly Impressions in Mn

Share of Avg Weekly Impressions, Respective Markets, 2+

Hindi

Tamil

Telugu

English

Kannada

Malayalam

Bangla

31

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Marathi

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Assamese

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LANGUAGE#GEC

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When it comes to Advertising on GEC channels,3 languages corner 49% of total Ad Volumes in

the genre, with Hindi GEC accounting forthe single largest share

0

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Ad Duration (Mn Sec)

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A Closer look at Hindi GECHindi GEC genre attracts viewers from all across the country,

with bulk of the viewership coming from Hindi Speaking Markets

(HSM). However, within HSM, states with strong regional sector

balance their preference for Hindi GEC with local language

content. Maharashtra / Goa is one such market – while it is the

top contributor to Hindi GEC at 18%, the genre accounts for less

than one-third of the state’s total viewership.

Showstoppers on Hindi GEC ChannelsFiction and reality shows come together to fuel viewership

of General Entertainment Category channels.

In a highly competitive arena like Hindi GEC, channels are

always looking to tweak the formula to boost stickiness.

‘Mahasangams’ and ‘Mahaepisodes’ are examples of such

innovations that seem to connect with viewers. 2018 was the year

when some channels ran special ‘Mahaepisodes’ running up

to four hours!

Within the fiction space, supernatural and fantasy shows

hold their own. In fact the launch week of various supernatural/

fantasy shows see a spike in viewership by over 100% in the

time band.

ROI of reality shows make it a go-to genre for broadcasters. For

instance, Bigg Boss on Colors generated an average of 7.8 Mn

impressions per episode, at par with or even marginally more

than popular fiction shows on the channel.

On Sony Entertainment Television, Kaun Banega Crorepati

delivered an average of 7.1 Mn impressions, which was higher

than fiction shows in the same time band. Ditto with Star Plus,

where Dance Plus 4 garnered 7 Mn average impressions.

Where does Hindi GECviewershipcome from

Share ofHindi GEC instate/ regionviewership

max min



GEC Overview: Programming Report Card

AssameseBangla

BhojpuriEnglishGujarati

HindiKannada

MalayalamMarathi

OdiaPunjabi

TamilTelugu

49% | 51%65% | 35%35% | 65%64% | 36%42% | 58%69% | 31%54% | 46%55% | 45%71% | 29%50% | 50%5% | 95%34% | 66%46% | 54%

Fiction

Non - Fiction

Programming Mix on GECs

AssameseBanglaBhojpuriEnglishGujaratiHindiKannadaMalayalamMarathiOdiaPunjabiTamilTelugu

84% | 16%86% | 14%54% | 46%53% | 47%66% | 34%88% | 12%78% | 22%78% | 22%82% | 18%79% | 21%

4% | 96%73% | 27%78% | 22%

Fiction

Non - Fiction

Programming Performance on GECs

HSM for Hindi, All India for English, Respective Markets for All Others, 2+

GEC Overview: Facts About Fiction

Assamese

Bangla

Bhojpuri

EEC

Gujarati

Hindi

Kannada

Malayalam

Marathi

Odia

Punjabi

Tamil

Telugu

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Fiction Programming Mix on GECs (Share of Duration)

Action/ Thriller Children’s Program Comedies Drama/Soap Feature films Horror Mythological/Costume dramas

Assamese

Bangla

Bhojpuri

English

Gujarati

Hindi

Kannada

Malayalam

Marathi

Odia

Punjabi

Tamil

Telugu

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Fiction Programming Performance on GECs (Share of Viewership)

100%



GEC Overview: The Reality of Non-Fiction

Assamese

Bangla

Bhojpuri

EEC

Gujarati

Hindi

Kannada

Malayalam

Marathi

Odia

Punjabi

Tamil

Telugu

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Non- Fiction Programming Mix on GECs (Share of Duration)

Film based Game/Talk/Quiz Lifestyle Miscellaneous Music Nature/Tourism News/Business Sports

Assamese

Bangla

Bhojpuri

EEC+B

Gujarati

Hindi

Kannada

Malayalam

Marathi

Odia

Punjabi

Tamil

Telugu

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Non-Fiction Programming Performance on GECs (Share of Viewership)

100%


HOME THEATRE

India’s love affair with the silver screen plays out very strongly on

the small screen as well.

Movies are a staple diet of daily TV consumption for Indians

across all languages, which reflects in viewership of the genre.

Movie channels contribute to a quarter of TV viewership, and is

the second largest viewed genre.

Within the genre, Hindi language channels account for the largest

share of viewership.

The strong affinity for movies often makes it a preferred content

for channels outside the movies genre as well. GEC, Kids, Youth

and Music channels also air movies as crowd pullers.

Share of Movies inTotal TV viewership


76%OtherGenres

24%MovieChannels

Movies Viewership: Split by Language

69%Hindi

11%

Telugu 6%

Tamil 4%

Kannada 3%

Bhojpuri 2%

Marathi 2%

Malayalam2%

Bangla1%

English

0.3%Punjabi

Figu

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n to

sca

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Home Theatre | BARC YEARBOOK 2018 | 20

Avg Impressions, Respective markets, 2+


Movies on Non-Movie Genre Channels

TAMIL KANNADAMALAYALAM

PUNJABI TELUGU BHOJPURI

BANGLA MARATHI HINDI

Another indicator of the popularity of films is the number of

movie channels beaming into Indian homes: of the 595 measured

TV channels, 90 are from movies genre. Most languages offer a

bouquet of movie channels. On top of that, in several regions,

GEC, Music, Youth and even News channels run film and

film-based content. English is a unique case, where almost all

films aired are telecast exclusively on Movie channels.

Share of movies aired on non-movie channel varies widely

across different languages / markets – from more than

50% in Malayalam, to well below 10% for Hindi channels.

At the same time, barring Hindi, movies aired on non-movie

channels tend to exhibit positive ROI at an aggregate level.

Share of ViewershipShare of Duration

46%

56%

45% 48%

31%

49%

29%34%

13% 14%7% 4%

43%

54%

16%

26%

53%58%

Number of Movie channels

High time spent on movies and the resulting viewership also

generates significant advertiser interest in the genre.

Hindi movie channels, with the highest time spent also account

for the largest share of ads (by duration)

BANGLA00 : 34 : 14

BHOJPURI00 : 22 : 30

ENGLISH00 : 21 : 17

HINDI01 : 21 : 42

KANNADA00 : 44 : 22

MALAYALAM00 : 45 : 20

MARATHI00 : 38 : 09

PUNJABI00 : 18 : 06

TAMIL00 : 46 : 06

TELUGU01 : 03 : 05

Average Time Spent per Viewer

ATS (V) HH:MM:SS, Movie Channels. All India 2+

Ad Duration on Movie Channels

Ad Duration (Mn Sec), Movie Channels

HINDI132

ENGLISH45

BANGLA18

BHOJPURI17

KANNADA10

TELUGU37

TAMIL26

MALAYALAM12

MARATHI8

PUNJABI4

HINDI ENGLISH TAMIL TELUGU BANGLA KANNADA MARATHI MALAYALAM PUNJABI

33 19 10 9 5

BHOJPURI

24 3 3 2



18%

32% 33%

17%22%

35%30%

13%20%

34% 31%

14%

YOUTH (15-30 YRS) MATURE (31-50 YRS) SENIORS (51+ YRS)KIDS (2-14 YRS)

16%

27%

57%

13%

25%

62%

17%

27%

56%

NCCS - A NCCS - B NCCS - CDE

MALE FEMALE

53% 47% 51% 49% 54% 46%

URBAN RURAL

54%46% 61%39% 52%48%

Movies: Look Who's Watching

All IndiaAll Movie Channels South India Hindi Language

Going one layer below total Movies viewership throws up some interesting insights. South markets and HSM behave differently

when viewership numbers are seen for Gender, Town Class, NCCS and Age Cuts.

24,076 Unique Movie Titles were Telecast across allLanguages in 2018

Blockbusters on TV: Top 5 World Television Premeires

MOVIE LANGUAGES

Tamil

Hindi

Telugu

English

Malayalam

Dubbed Hindi

Kannada

Bangla

Marathi

Bhojpuri

Odia

Punjabi

Assamese

Others

UNIQUE TITLES

3785

3594

3459

2839

2320

2044

1852

1589

728

637

436

282

143

368

TOP VIEWED MOVIE BY LANGUAGE

Tamil

Hindi

Telugu

English

Malayalam

Dubbed Hindi

Kannada

Bangla

Marathi

Bhojpuri

Odia

Punjabi

Assamese

Singam 3

Dhadak

Rangasthalam

Thor Rangnarok

Aadu 2

Surya The Soldier

Anjaniputhraa

Fidaa

Gulabjaam

Mehandi Laga Ke Rakhna 2

Sundergarh Ra Salman Khan

Golak Bugni Bank Te Batua

Mitha Mitha Laganat

TITLE LANGUAGE CHANNEL IMPRESSIONS (MN)

Dhadak

Rangasthalam

Golmaal Again

Geetha Govindam

Tiger Zinda Hai

Hindi

Telugu

Hindi

Telugu

Hindi

Zee Cinema

STAR Maa

STAR Gold

Zee Telugu

Sony MAX

19

17

17

16

15

All India 2+

Respective Markets, 2+ Movies channels considered for English. Other Languages - All Channels


GAME OFSPORTS

In terms of Impressions, Hindi-only channels clock up a

viewership that is a notch higher than English channels.

However, volume of advertising on English channels is much

higher than on Hindi.

Ad Secondage

Viewership: Split by Language

Hindi

English

Muliple

Tamil

43%

42%

11%

4%

22%

English55%

Hindi

Multiple18%

Telugu5%

3%Sports Channels

Share of Sports in TotalTV Viewership



97%OtherGenres

Sports is a potent force on Indian TV. And 2018 saw sports

viewership scale new highs on the back of two defining trends.

First is the ‘coming of age’ on TV of sports other cricket. Kabaddi,

Wrestling, Football, Hockey, Badminton, marquee events like

FIFA World Cup and Asian Games – they all boosted sports

viewership with their own peaks. Availability of sports broadcast

in regional languages is another factor that helped expand

appeal of the genre deeper into India.

Sports is the single largest genre for English language

consumption. Also, in Sports, there are more channels in English

than in other languages.

Figu

re n

ot d

raw

n to

sca

le.

Game of Sports | BARC YEARBOOK 2018 | 25


0 200 400 600 800 1000 1200

1

Weeks

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

Impressions (Mn), India 2+

Kabaddi is fast creating a distinct space for itself, with fans identifying with their teams. It is clearly the second most watched sport on TV & dominates sports viewership when Pro Kabaddi League comes on TV.(Weeks 41-52)

During FIFA 2018, there was a bilateral cricket series on, and yet fans of the “beautiful game” flocked to TV to catch all the action and registered strong viewership, even for matches that played post midnight.(Weeks 24-29)

Cricket remained the big driver of Sports viewership across the year. The highest peaks appeared during the IPL, which retains its strong appeal. Nothing pulls in viewers like a high-octane, high-scoring IPL match. (Weeks 15-22)

Indian sportspersons are making a mark on the global stage in multi-sport events. And the growing interest is clearly reflected in the viewership of Asian Games.(Weeks 34-36)

However, even during the IPL-11 period, viewership for Commonwealth Games 2018 made its presence felt. (Weeks 14-16)

Sports Viewership through the YearCricket Soccer Kabbadi Wrestling Others

Share of Viewership

Sports Viewership (all channels)Cricket Soccer Kabbadi Wrestling Others

Even as we see green-shoots of regional

language sports channels, broadcasters have

been putting out sports content in regional

language channels of other genres like GEC

and Movies. These broadcasts deliver a fifth

of sports viewership.

38%

44%

9%

9%

0 2 4 6 8 10 12 14

Live

None-live

Live on sports channels Non-live on sports channels Live sports on other genre Non-live sports on other genre

Live broadcasts deliver a

much higher ‘viewership

per minute’ than non-live,

by a factor of 4.

10.4

2.5

2.7Total TelecastDur. (Mn Min)

12.9Total Impressions (Bn)

2.5

0.2

TelecastDuration(Mn Min)

Impressions(Bn)

Non-Live content delivers large

share of viewership, and

accounts for larger share of

duration of telecast.

12.3

2.4

14.7Total Impressions (Bn)

11.4Total TelecastDur. (Mn Min)

10.6

0.8

Impressions(Bn)

TelecastDuration (Mn Min)

Impressions (Bn), India 2+



Home grown leagues are gaining popularity in the country, but it is the Indian Premier League (IPL) which has been able to successfully keep

audiences glued to TV for the last 11 years. The months of April and May have become synonymous with IPL. It is that time of the year when

Indians stay glued to TV, rooting for and following the fortunes of their teams.

Every edition of the League so far has come with its own highs and the 11th season of IPL had its own: A new broadcaster, return of Chennai

Super Kings & Rajasthan Royals and the regional push to the sport.

The interest in the sport runs deep and this can be seen in not just packed stadiums, but also television viewership which has been growing

year on year. The 2018 edition of IPL which was aired on Star Sports Network was watched by 448 million unique viewers.

IPL flag flies high!

2018 was a year when IPL saw a huge regional push. Aired on

6 regional language channels and 2 language feeds, meant

cricket fans could now watch this T20 extravaganza in their own

language. The League this year saw 23% of viewership coming

from regional language viewing.

The regional connect

Chennai Super Kings (CSK) led by MS Dhoni made a comeback in

IPL after a two-year hiatus. Tamil Nadu, which for two years had

no home team to cheer for, came out in full support when the

‘Lions’ returned to the field.

Chennai Super Kings emerge as a clear leader if one looks at

growth in viewership of “home-city / state” for matches featuring

CSK versus those featuring other teams. The strong connect

between Dhoni’s team and Chennai / Tamil Nadu / Pondicherry

can also be seen from the fact that viewership from Chennai

market grew 119% when CSK played.

Return of ‘Whistle Podu’

IPL Season 11 was watched by 33 Mn viewers outside the

confines of home across three cities, Mumbai, Delhi, Bengaluru.

At 23.7 Mn Impressions, the event also saw an 8% incremental

viewership from OOH viewing over the TV currency panel.

BARC India captures OOH viewing

448 MnUnique viewers

17Channels

1.4 BnImpressions

60Matches

Hindi55%

OtherRegional

23%English22%

The popularity of IPL can be seen in the continued advertiser

interest that the property garners year on year. 247 brands

(123 advertisers) advertised on IPL 2018. A close look at the

spread of advertisers across channels that broadcast IPL shows

that a good 42% opted to be present across 10+ channels, while

about 28% chose to advertise on a mix of 6-9 channels. The

remaining advertisers were present on 5 or less channels.

Advertiser interest

Share of Impressions, India 2+

FIFA WC 2018: Scoring with Indian viewers

FIFA WC 18Top 5 matches by viewership

FIFA World Cup was one of the biggest sporting extravaganzas Indian TV viewers witnessed in 2018. The otherwise cricket crazy nation got

hooked to football during June-July to cheer for their favourite teams, and the beautiful game.

111 Mnunique viewers

10channels

231 MnImpressions

64matches

64

1

2

3

4

5

6

7

9

10

11

1213

1415

1617

18

19 2021

2223

24 25

26

27

29 30

31

32

33

3435 3637

38

39

40

41

42

43

4445

4647

4849

50

51

52

53

54

55

56

575859

60

6162

63

8

7.0GER Vs MEX

9.5FRA Vs ARG

7.5URU Vs FRA

15.9CRO Vs FRA

9.1BRA Vs MEX




Impact of FIFA WC on Total TV viewership

Pre FIFA-weeks: Week 18 to Week 23; FIFA weeks: Week 24 to Week 29

ATS(V) hh:mm:ss

While FIFA World Cup 2018 helped boost viewership for Sports

genre, it also lifted Total TV viewership, which grew 2%, compared

to previous 6 weeks.

Channels that aired FIFA WC 18 expanded their viewership more

than 4 times as compared to pre-FIFA week (19:30 - 26:00 time

band, when matches were telecast live).

The HD viewer spent more time on TV viewing FIFA WC 2018 (than

“all viewers”) – this was true across all matches, and particularly

for the Final.

Regional contribution

Growth - Total TV Growth - Channels thattelecast FIFA 2018

In terms of TV owning population, both Assam / NE / Sikkim and

Kerala are in the smaller universe bracket, yet when football

viewership is mapped, they prominently feature amongst the top

contributors.

Kerala, Assam / NE / Sikkim and West Bengal together contributed to

81% of total viewership for FIFA WC 18. Kerala with 28% was the

highest contributor followed by Assam / NE / Sikkim at 27% and

West Bengal at 25%.

FIFA WC 18 ALL MATCHES FINAL

All Channels 00:24:07 00:31:36

HD Channels 00:29:25 00:41:18

2% 271%

max min

Concentrationof TV viewers

WhereFIFA WC 18viewershipcame from

NEWSBUZZ

Indians love drama, and this spills over to the News genre as

well, and it is evident from the way news is produced and

consumed on TV. The genre corners 7% of total TV viewership

with a wide spectrum of programming that ranges from live news,

interviews, chats, discussions and debates to entertainment,

sports, crime and astrology shows – all aimed at dishing out

content that caters to different needs of viewers.

News viewership is largely event-driven and 2018 was no

different. The year saw its share of attention grabbing events

which were covered with high-decibel broadcasts. A series of

high-stakes elections, death of popular Bollywood and political

figures, natural calamities like Kerala Floods and Cyclone Titli

(Odisha), Sports events like FIFA World Cup and Asian Games,

celebrity weddings - the year saw it all. Stories like these

captivated viewers, accounted for a substantial part of airtime on

news channels, and led to higher and higher ‘viewership peaks’.

Share of News inTotal TV viewership

93%OtherGenres

7%News


News Channels: Split by Language

43%

Hindi

Telugu

Kannada

Tamil 6%

Marathi Assamese Odia

Gujarati

5%

Malayalam Bangla

8%13%

10%4%

4%

3%

2%

Figu

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The News Buzz | BARC YEARBOOK 2018 | 31


Advertising on News Channels

Although it accounts for 7% of Total TV viewership, News attracts huge interest from advertisers. In fact with 515 Mn ad seconds aired across

all news channels in 2018, the genre clocked more advertising (by duration) than GEC and Movies. Hindi, Bangla and Telugu News channels get

more than 50% of advertising in news genre.

Advertiser interest in news is understandable as the genre not only attracts male audiences (considered its core TG), but also female viewers

who contribute 49% of viewership.

News viewership is also driven by Youth (15-30 year olds), who clearly turn to TV to catch up on updates when news breaks. With 29% viewership

share, youth are also the highest contributor to the genre.

0

20

40

60

80

100

120

140

160

180

200

Hin

di

Ban

gla

Telu

gu

Kan

nada

Tam

il

Engl

ish

Assa

mes

e

Mar

athi

Mal

ayal

am

Guj

arat

i

Odi

a

Punj

abi

Bho

jpur

i

Urd

u

13

3

8886813

1310

1019

66

No. of Channels

Ad Duration (Mn sec)

Viewers spend a little over 30 minutes daily watching News, across all languages.Within each language time spent on news varies widely from state to state.

AVG WEEKLY IMPRESSIONS (Mn)

98

61

245

65

121

215

108

126

71

65

159

151

107

1931

249

SHARE OF NEWS IN STATE GROUP VIEWERSHIP

15%

8%

7%

4%

8%

9%

11%

7%

7%

8%

9%

5%

8%

7%

8%

STATE GROUP

Assam / NE / Sikkim

Bihar / Jharkhand

AP / Telangana

Gujarat / D&D / DNH

Pun / Har / Cha / HP / J&K

Karnataka

Kerala

Maharashtra / Goa

MP / Chhattisgarh

Rajasthan

Odisha

Tamil Nadu / Pondicherry

UP / Uttarakhand

West Bengal

India

HINDI NEWS

00:35:34

00:30:17

00:24:30

00:35:52

00:34:56

00:26:57

00:05:41

00:37:00

00:31:11

00:27:55

00:18:20

00:30:25

00:29:03

00:34:31

00:36:37

ALL NEWS

00:50:09

00:23:31

00:32:39

00:30:17

00:25:43

00:35:32

00:40:38

00:30:31

00:29:30

00:25:29

00:33:07

00:27:43

00:24:20

00:26:37

00:30:30

REGIONAL NEWS

01:07:39

00:14:32

00:34:50

00:35:30

00:20:01

00:42:25

00:44:19

00:34:40

00:14:38

00:17:53

00:38:15

00:29:32

00:09:42

00:31:31

00:30:52

STATE GROUP

Assam / NE / Sikkim

Bihar / Jharkhand

AP / Telangana

Gujarat / D&D / DNH


Karnataka

Kerala

Maharashtra / Goa

MP / Chhattisgarh

Rajasthan

Odisha

Tamil Nadu / Pondicherry

UP / Uttarakhand

West Bengal

India

Respective Markets, 15+

Respective Markets, 15+


5 STATE POLL RESULTS (DEC 2018)

SRIDEVI PASSES AWAY

DIWALICELEBRATIONS

UNIONBUDGET

2018

TIRANGA YATRA

KARNATAKA ASSEMBLYELECTIONS

TERROR ATTACK ONSUNJWAN CAMP

ISRAELI PM'S INDIA VISIT

INDEPENDENCE DAY

ATAL BIHARIVAJPAYEE'S DEMISE

KARNATAKA GOVT FORMATION

APPLE EXECUTIVESHOT DEAD

VHP CONVENTIONON RAM MANDIR

PNB SCAM

SALMAN KHANCHINKARA CASE

ATTACK BYTHAKOR SENA

ASIANGAMES

AMRITSAR TRAIN TRAGEDY

PADMAVATCONTROVERSY

UNNAORAPE CASE


Trends and Insights Beyond DataBARC India’s customers need insights and not just data. That is the underlining goal that led to development of BIO News – a powerful data

visualization tool that allows competition analysis and offers deep granular insights on viewership of news channels & events. Device agnostic,

easy to read dashboards give sharp insights on various aspects of news content.

REGION-WISE PERFORMANCEGenreChoose Language

STORY PERFORMANCE

Target GroupChoose TG

RegionNA

ChannelsNA

Date Range (Wk09)24/02/2018 - 02/03/2018

Time PeriodNA

Story Performance-1

Submit

SRIDEVI PASSES AWAY

Story Performance-2 Anchor Performance Personality Performance

All Channels

Low Impressions’000 High

Rank Region Impressions’000 Contribution

01 South 817,572 31%

02 West 784,184 30%

03 North 634,208 24%

04 East 420,470 16%

max min

News ofSridevi’s demise

Where did viewershipcome from


2018 was a year of high-octane political news, and channels devoted huge airtime on these events to build a strong audience base for the 2019

General Elections. The build-up to 2019 General Elections has already started with some channels clocking over 100 hours of content around

political developments across the country.

Prev 4-Wk Avg Election Week Growth

English News Viewership of Poll Results Days

Avg Impressions’000, India, ABM, 22+

Tripura / Meghalaya / Nagaland wk 10’18 (sat) Rajasthan / Madhya Pradesh / Chhattisgarh /Telangana / Mizoram / wk 50’18 (Tue)

Karnataka wk 20’18 (tue)

0

200

400

600

800

1000

1200

1400

1600

0%

50%

100%

150%

200%

250%

300%

350%

400%

280

810

314

1506

385

1367

189%

380%

256%

Prev 4-Wk Avg Election Week Growth

Hindi News Viewership of Poll Results Days

Avg Impressions (Mn), HSM,15+

Tripura / Meghalaya / Nagaland wk 10’18 (sat) Rajasthan / Madhya Pradesh / Chhattisgarh /Telangana / Mizoram / wk 50’18 (Tue)

Karnataka wk 20’18 (tue)

0

50

100

150

200

250

300

350

400

450

0%

50%

100%

150%

200%

250%

300%

100

129

81

145

106

403

30%

80%

279%

Poll Position on NewsElection season is always a period of hyperactivity on news channels. With news broadcasters devoting more airtime on polls-related news

and special programming, there is an immediate impact on viewership and time spent across channels. It is an indicator that people turn to TV

when they want to catch up with events that impact their lives.

2018 saw its share of state assembly elections, and each had audiences flocking to TV to catch the latest news and updates.


With 211 Mn kids in Indian TV homes, one in every four viewer is

in the 2-14 age group. This TG contributes to 20% of TV

viewership. These numbers highlight the importance of kids in

the TV viewing universe – for content creators and advertisers.

Co-viewing is a defining feature of kids’ viewership - they not only

watch channels catering to their age group, but also consume a

lot of Movies and GEC with other members of the family.

This is because 98% of Indian TV homes have a single TV.

NO CHILD’SPLAY

Share of Kids Channelsin Total TV Viewership

94%OtherGenres

6%Kids Channels


Viewership: Split by Language

84%

Multiple

7%

Hindi Telugu

2%

Kannada

Malayalam

3%

2%Tamil

2%


Figu

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No Child’s Play | BARC YEARBOOK 2018 | 37

57% of Advertising runs on Multi-Language Kids ChannelsKids channels that broadcast in multiple languages enjoy a clear

lead in the viewership and advertising table: 84% of kids viewership

accrues to the 11 channels that have multi-language feeds, and they

also run more than half of the ads that run on this genre.

Urban kids account for 40% of the 2-14 universe, but deliver 60% of

the genre viewership.


Multiple

Tamil

Kannada

Telugu

Malayalam

Hindi

2855533

Ad Secondage (Mn)

Can’t Ignore the KidsKids are loyal viewers of channels catering not just to their age

group, but also Hindi Movies and Hindi GEC. Across the country the

share of these two genres ranges between 55% (Assam / NE /

Sikkim) to 81% (Bihar / Jharkhand).

In fact, while kids account for 12% of kids channels' viewership, they

also contribute to 18% of Hindi Movies and 26% of Hindi GEC

viewership. Co-viewing happens from the other end as well: females in the 31-40

age group spend 30% of their TV viewing time with kids.

For women aged 22-30 years, that number is 22%. Kids are heavily wooed not only by channels dedicated to them but

other genres on TV.

Within the genre, there is a visible trend of Indianisation /

localisation and creation of characters. There is also a growth of

regional channels - clearly the space is abuzz with activity.

Kids in HSM spend higher time on Kids Genre

Respective Markets, 2-14

900

800

700

600

500

400

300

200

100

0

01:33:36

01:26:24

01:19:12

01:12:00

01:04:48

00:57:36

00:50:24

Del

hi

MP

/ Chh

attis

garh

Assa

m /

NE

/ Si

kkim

TN /

Pond

iche

rry

Pun

+ H

ar

Guj

/ D

&D

/ D

NH

Mah

/ G

oa

Raj

asth

an

UP

/ Utt

arak

hand

Ker

ala

Wes

t Ben

gal

AP /

Tel

anga

na

Odi

sha

Bih

ar /

Jha

rkha

nd

Kar

nata

ka

210

519

188

575

398

452

897

257320

699

155

246

508

ATS (V) - Kids Channels

ATS (V) - Kids Channels (South States)

Impressions (Mn) - All Channels

189

579



GEC Devotional

LifestyleOthers Teleshopping

Movies Kids News Music Sports YouthInfotainment

0 50 100 150 200 250 300 350 400 450 500 550 600

AP / Telangana

Assam / NE / Sikkim

Bihar /Jharkhand

Delhi

Guj / D&D / DNH

Karnataka

Kerala

Mah / Goa

MP / Chhattisgarh

Odisha


Rajasthan

TN / Pondicherry

UP / Uttarakhand

West Bengal

Share of Avg Weekly Impressions, Respective Markets, 2-14

What Are Kids Watching?

Music Viewership: Split by Language


HITTINGTHE RIGHT

NOTESBe it soulful Suprabhatas and Bhajans or catchy filmy

numbers – most of India has had a habit of starting the day with

music playing in the background.

This love for music taps into the various music TV channels

available across the country in almost every major language. This

explains the viewership slice that music genre enjoys in the TV

viewership map of India.

With 53% viewership coming from rural India, music channels

enjoy huge interest from viewers in the region.

Language-wise, Hindi and Tamil Music channels together

account for more than 60% of total genre viewership.

Share of Music inTotal TV viewership

94%OtherGenres

48%

Hindi

Tamil

Telugu

Kannada 6%

Hindi + English 4%

Punjabi

Bangla

1% 1%1% 1%

Bhojpuri

Malayalam Odia

16%

11%

7%

6%MusicChannels

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Hitting The Right Notes | BARC YEARBOOK 2018 | 41


Note-worthy: 211 Mn seconds of Advertising on Music channels

Ad Duration (Mn Sec)

Close to 350 categories advertise on the Music genre, totaling upwards

of 200 million ad seconds. Of this, Film Trailers are the single largest

contributor, highlighting the usage of music channels as a promotional

vehicle for film releases. The top 5 categories together enjoy a quarter

of total advertising on music channels.

Hindi Music channels attract 27% of the total ad duration on

the genre. Interestingly, Bangla music channels, which

garner 1% of total genre viewership, gets the third highest

share of advertising.

0 10 20 30 40 50 60

Hindi

Tamil

Bangla

Punjabi

Telugu

Kannada

Marathi

Hindi + English

Malayalam

English

Bhojpuri

Assamese

Odia

Haryanvi

Morning Viewership peak is higher than that of Evening Prime Time

Hindi Tamil Telugu Kannada Hindi-English Punjabi Marathi

Bangla Malayalam Odia English Bhojpuri Assamese

Given the consumption

habit of music, It comes as

no surprise that across

languages, music channels

show higher peaks in the

mornings hours, quite akin

to interest in news in the

morning.

6:00

6:30

7:00

7:30

8:00

8:30

9:00

9:30

10:00

10:30

11:00

11:30

12:00

12:30

13:00

13:30

14:00

14:30

15:00

15:30

16:00

16:30

17:00

17:30

18:00

18:30

19:00

19:30

20:00

20:30

21:00

21:30

22:00

22:30

23:00

23:30

0

500

1,00

0

1,50

0

2,00

0

2,50

0

3,00

0

3,50

0

4,00

0

4,50

0

5,00

0




Kids and Youth drive viewership of Music Genre

Youngistaan spends a lot of time watching music channels as compared to

their older counterparts.

Broadcasters and advertisers recognise this, and it shows up in the content

and advertising that plays on music channels.

Having said that, channels are differentiating themselves to cater to

specialised viewer segments through smart branding – such as classics,

contemporary etc.

2-14 15-30 31-40 41-50 51-60 60+

5%

7%

14%16%

38%

20%

Dispersion of Viewership by Age-Group

IN A SPECIALZONE

There are 54 special interest channels, across Infotainment,

Devotional, Youth and Lifestyle genres, accounting for almost 10%

of total number of TV channels measured by BARC India.

Infotainment tops the channel count list with 18 channels, while

Lifestyle has 17, and Devotional 15.

Share of Special Interest Channelsto Total TV Viewership

Special Interest Channels' Viewership: Split by Language

INFO

TAIN

MENT

DEVOTIONAL YOUTH LIFESTYLE

Multiple

English

HindiTam

il

Hin

di

Telu

gu

Odia

Telu

gu

Hindi

Hindi + English

Multiple

Telugu

Hindi

EnglishKannadaTamil

98%OtherGenres

2%NicheGenre



Figu

re n

ot d

raw

n to

sca

le.

In a Special Zone | BARC YEARBOOK 2018 | 45

61% of Special Interest Channels' viewership comes from Urban India,

indicating the audience skew of this set of channels (as compared to

Urban share of all channels which stands at 48%)

All genres within this group have a significant urban contribution, ranging

from 69% (Youth) to 58% (Devotional)

Advertising across the four genres is fairly well spread.

While duration of ads need not be directly linked to amount of ad-spends,

niche channels also air a sizeable duration of Advertiser Funded

Programmes (AFP) and Sponsored content.

Lifestyle

Youth

Devotional

Infotainment

Avg Weekly Impressions (Mn), India 2+

Avg Weekly Impressions ‘000, India 2+

Special Interest Channels Viewership:Skewed towards Urban India

Language-wise break up of Advertising

Urban Rural

Infotainment Lifestyle

78

52

36

1631

10880

71

In a Special Zone | BARC YEARBOOK 2018 | 46

Youth Devotional

Multiple

English Multiple Tamil Hindi

Hin

di +

Eng

lish

Telugu

KannadaHindi Telugu Hindi Tamil

Odia

34.542.8 10.514.4

14.6

0.4

English53

158.478.4119.4

41.9211.3 47.326.7

16.4

Hindi Tamil

INDIA &BHARAT

Measurement of all-India viewership was a game changer in more

ways than one for the Indian television industry.

Uncovering of the huge rural viewership not only expanded the TV

universe, but also threw up more diversity in consumption patterns,

if we parse through data from various states, and that of urban /

rural audiences.

Each state group exhibits unique characteristics. One aspect of that

is the relationship between share of a state group in TV population,

and share in TV Viewership.

Heavy consumption states like Andhra Pradesh / Telangana, Tamil

Nadu / Pondicherry, Maharashtra / Goa have a higher relative share

in Total TV viewership than in TV Universe.

Then there are states which are on the other end of the scale –

higher share of TV individuals contributing to relatively lower share

of viewership.

Within a state, Urban and Rural audiences can exhibit very different

consumption patterns, based on how much of the TV universe they

contribute to, and how much viewership is accounted for by that

population.

India & Bharat | BARC YEARBOOK 2018 | 47

India & Bharat | BARC YEARBOOK 2018 | 48

Share of Total TV ViewershipShare of TV Universe (Individuals)

Karnataka

AP / Telangana

Bihar / Jharkhand

Delhi

Gujarat / D&D / DNH

Kerala

Maharashtra / Goa

MP / Chhattisgarh

Assam / NE / Sikkim

Odisha


Rajasthan

TN / Pondicherry

UP / Uttarakhand

West Bengal

Urban Rural

VIEWERSHIPPULSE

Viewership Pulse | BARC YEARBOOK 2018 | 49

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

03:16:34

03:23:46

03:30:58

03:38:10

03:45:22

03:52:34

03:59:46

Second half of the year saw more time being spent watching television

Weeks

Above Average Below Average All India Avg ATS(V) for 2018

3:46:19


What pulled in Viewers

Week 33 : Independence Day, AB Vajpayee demise

Week 40 : WTP of Dhadak & Padmavaat

Week 42 : Navratri Week, Dussehra

Week 43 onwards the TN/ Pondicherry viewership numbers were based on television

viewing in digital homes only. The average ATS (V) post Week 43 for the market has gone

up by 35 minutes – an indicator that digitisation drives more sampling and hence more

television consumption.

A special mention for Week 45 which was the Diwali week witnessed a spike in viewership

across markets and clocked the highest ATS for the year, at 3 hours 58 minutes.

Seasonal Swing

The April-June period (Week 14 - 26 in the BARC India calendar), is traditionally the least

performing quarter, as viewership dips during this period.

April-June are the peak summer months, and the onset of the holiday season owing to

summer vacations in schools and colleges.

Another possible reason for the drop in television consumption could be the increase in

power-cuts and load-shedding during in the summers.

The 10 weeks with the least amount of time spent watching television in 2018 belonged

to this period as well.


Avg Impressions (Mn)

There are many indicators that point to regional space being

the focus of attention in the Indian television broadcast sector.

One is this: Of the 595 unique channels measured by BARC India

in 2018, as many as 332 were in languages other than Hindi or

English. Also, of the total ad secondage aired on TV, almost 60%

plays out on regional language channels.

Rural electrification, increasing TV penetration and investment

in quality local content are together providing a strong foundation

for robust regional growth.

Beyond the Urban / Rural split, there is rich regional diversity

of TV viewers. For instance, Maharashtra / Goa,

Andhra Pradesh / Telangana and Tamil Nadu / Pondicherry

are biggest contributors to the viewership pie. However,

when it comes to viewers from higher age groups, or higher

NCCS profiles, the needle may point in a different direction.

REGIONALZOOM-IN

State Groups

AP / Telangana

Assam / NE / Sikkim

Bihar / Jharkhand

Delhi

Guj / D&D / DNH

Karnataka

Kerala

Maharashtra / Goa

MP / Chhattisgarh

Odisha


Rajasthan

TN / Pondicherry

UP / Uttarakhand

West Bengal

Viewership

3908

814

1003

1022

1923

2796

1178

4430

2217

889

1861

1079

3542

2369

1818

Regional Zoom-In | BARC YEARBOOK 2018 | 52

Viewership Split: By Gender and Age Groups

State Groups

AP / Telangana

Assam / NE / Sikkim

Bihar / Jharkhand

Delhi

Guj / D&D / DNH

Karnataka

Kerala

Maharashtra / Goa

MP / Chhattisgarh

Odisha


Rajasthan

TN / Pondicherry

UP / Uttarakhand

West Bengal

Urban RuralNCCS A B CDE

State Groups

AP / Telangana

Assam / NE / Sikkim

Bihar / Jharkhand

Delhi

Guj / D&D / DNH

Karnataka

Kerala

Maharashtra / Goa

MP / Chhattisgarh

Odisha


Rajasthan

TN / Pondicherry

UP / Uttarakhand

West Bengal

2-14 15-30 31-40 41-50 51-60 61+Male Female


Viewership Split: By NCCS and Town Class

Share of Impressions, Respective Markets, 2+

Maharashtra / Goa25% of total impressions come fromMarathi channels

Genre Sharein Viewership

Marathi

0% 20% 40% 60% 80% 100%

49% Females 51% Males

GEC Devotional

Lifestyle Business News Others Teleshopping

Movies Kids News Music Sports Youth Infotainment

TV Owning Homes (Mn)

TV Owning Homes (% of All India)

TV Universe (Individuals in Mn)

TV Penetration

24

12%

102

82%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Hindi

Hindi GEC @ 28%

04:13:57

75

Weekly Impressions (Bn)

Share of Viewership (Impressions) in All India

Share of Local Language Viewership

Weekly TV Viewing (Man-minutes in Bn)

4.4

14%

23%

133




TV Penetration

12

6%

55

84%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Gujarati

Hindi GEC @ 41%

03:48:37

36





1.9

6%

4%

58

Gujarat / D&D / DNHHindi channels dominate with 83% of the viewership


Gujarati

0% 20% 40% 60% 80% 100%


GEC Devotional








TV Penetration

15

8%

64

96%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Kannada

Kannada GEC @ 49%

04:16:19

47





2.8

9%

73%

84




TV Penetration

23

12%

86

94%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Telugu

Telugu GEC @ 56%

04:16:51

65





3.9

13%

89%

117

51% Females 49% MalesKarnataka20% of total viewership come from Hindi, Telugu and Tamil channels.


Kannada

0% 20% 40% 60% 80% 100%

AP / Telangana

Telugu channels dominate with 89% of viewership


Telugu

0% 20% 40% 60% 80% 100%


GEC Devotional



GEC Devotional






TV Penetration

8

4%

31

93%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Malayalam

Malayalam GEC @ 59%

03:44:44

22





1.2

4%

86%

35

KeralaEnglish is the next most watched languageafter Malayalam.


Malayalam

0% 20% 40% 60% 80% 100%


GEC Devotional






TV Penetration

22

11%

78

97%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Tamil

Tamil GEC @ 65%

04:20:57

58





3.5

11%

90%

106

TN / Pondicherry

Tamil GECs rule with 65% of total impressions


Tamil

0% 20% 40% 60% 80% 100%


GEC Devotional







TV Penetration

8

4%

39

26%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Bhojpuri

Hindi GEC @ 41%

02:51:32

25





1.0

3%

10%

30

Bihar/ Jharkhand83% of total viewership comesfrom Hindi Channels


Bhojpuri

0% 20% 40% 60% 80% 100%


GEC Devotional







TV Penetration

6

3%

26

53%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Assamese

Hindi GEC @ 21%

03:27:25

17





0.8

3%

19%

24

Assam / NE / SikkimAssamese News at 11% of viewership is thehighest watched regional genre


Assamese

0% 20% 40% 60% 80% 100%


GEC Devotional






TV Penetration

14

7%

57

57%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Bangla

Bangla GEC @ 43%

03:17:39

39





1.8

6%

55%

55




TV Penetration

6

3%

24

55%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Odia

Odia GEC @ 37%

03:47:01

17





0.9

3%

50%

27

50% Females 50% MalesWest BengalBangla GECs dominate market with43% impressions


Bangla

0% 20% 40% 60% 80% 100%

Odia GECs dominate with 37% of viewership


Odia

0% 20% 40% 60% 80% 100%

Odisha

GEC Devotional



GEC Devotional









TV Penetration

15

8%

64

59%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Hindi

Hindi GEC @ 45%

03:40:46

43





2.2

7%

91%

67

MP / ChhattisgarhHindi GECs dominate with 45% of total impressions


Hindi

0% 20% 40% 60% 80% 100%


GEC Devotional






TV Penetration

13

6%

58

84%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Punjabi

Hindi GEC @ 42%

03:25:24

39





1.9

6%

12%

56

Punjab / Haryana / Chandigarh / HP / J&K Hindi GECs dominate market with 42% impressions


Punjabi

0% 20% 40% 60% 80% 100%


GEC Devotional






TV Penetration

8

4%

40

53%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Hindi

Hindi GEC @ 47%

02:58:32

26





1.1

3%

92%

32

49% Females 51% MalesRajasthan77% impressions come from HindiGEC and Hindi Movies


Hindi

0% 20% 40% 60% 80% 100%

GEC Devotional






TV Penetration

16.5

8%

86

39%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Hindi

Hindi GEC @ 44%

02:56:49

57





2.4

8%

89%

71

UP / UttarakhandWhile Hindi dominates, 4% impressions comefrom Bhojpuri channels


Hindi

0% 20% 40% 60% 80% 100%


GEC Devotional





Delhi10% of total impressions come fromMulti-language Kids' channels.


Hindi

0% 20% 40% 60% 80% 100%




TV Penetration

5

3%

25

91%

Local Language

Most Watched Genre

ATS (hh:mm:ss)

Reach (Mn)

Hindi

Hindi GEC @ 38%

04:09:59

1.0





1.0

3%

83%

31


GEC Devotional



With TV attracting maximum ad-spends across all media, it

comes as no surprise that it is the preferred platform for

Advertisers. 18,729 Brands representing 11,837 Advertisers from

across 512 Categories use the power of TV to reach out to their

target audience.

ADVERTI-ZINGON TV

Sectors

Categories

Advertisers

Brands

255121183718729

The Top 50 Categories account for 65% of all ads that ran on TV

Top 50 Advertisers put out 51% of those ads51%

TOP 50

47%TOP 4043%

TOP 30

51%TOP 30

59%TOP 40

65%TOP 50

TOP 1027%

TOP 1027%

TOP 2041%

TOP 2037%

Adverti-Zing on TV | BARC YEARBOOK 2018 | 62


Top 10 Brands : basis number of spots aired

537 133 10No of Ads(in 000’s)

No of Channels

No of Genres

Trivago

509 163 8No of Ads(in 000’s)

No of Channels

No of Genres

Lizol

480 155 7No of Ads(in 000’s)

No of Channels

No of Genres

Santoor Sandal And Turmeric

408 145 8No of Ads(in 000’s)

No of Channels

No of Genres

Dettol Toilet Soaps

402 115 8No of Ads(in 000’s)

No of Channels

No of Genres

Roop Mantra Ayur Face Cream

393 181 7No of Ads(in 000’s)

No of Channels

No of Genres

Colgate Dental Cream

389 152 9No of Ads(in 000’s)

No of Channels

No of Genres

Dettol Liquid Soap

383 292 11No of Ads(in 000’s)

No of Channels

No of Genres

Amazon.in

365 194 9No of Ads(in 000’s)

No of Channels

No of Genres

Videocon D2H

338 118 9No of Ads(in 000’s)

No of Channels

No of Genres

Dr Ortho Oil & Capsule

While GEC, Movie and Music channels played out 57% of all

advertising on TV, News was the single-largest genre, attracting

32% of advertising.

FMCGs feature high on most-advertised Brands. It is also

interesting to see online travel and shopping portals among the

top 10 advertised Brands.

News

32% 25%19% 13% 11%

GEC Movies Music Others

Top 4 genres telecast 89% of all ads

Where do the Top 10 advertise?

Across Genre

News

GEC

Movies

Music

Niche

Kids

Others

Sports

Ad Duration (Mn Sec) Category Advertisers Brands

0 50 100 150 200 250 300 350 400 450 500 550 600

530

409

308

211

88

49

22

17

18 12 19

28 34 28

24 27 24

04 03 09

04 04 04

02 00 01

18 17 15

01 03 01

405 430 991634Total


Ad Duration (Mn Sec) Category Advertisers Brands

Across Languages

Where do the Top 10 advertise?

Hindi

Tamil

Telugu

English

Bangla

Kannada

Malayalam

Marathi

Multiple

Punjabi

Assamese

Bhojpuri

Odia

Gujarati

Others

15 1312

2328 26

12 11 09

1311 09

100907

050405

0505 04

04 0103

03 0602

01 01 01

02 0202

100405

030303

02 0202

01 00 00

0 50 100 150 200 250 300 350 400 450 500 550 600

522

157

133

131

75

65

60

52

43

34

33

26

15

113

175

405 430 991634Total


Spread of Categories

Devotional GEC Infotainment Lifestyle Movies Music News Others Sports Teleshopping Youth #CategoriesKids

Assamese

Bangla

Bhojpuri

English

Gujarati

Hindi

Kannada

Malayalam

Marathi

Multiple

Odia

Punjabi

Tamil

Telugu

Urdu

-

-

-

-

-

107

-

-

-

-

-

91

-

72

145

-

213

293

155

192

159

332

-

312

310

280

-

225

206

354

306

109

-

-

-

140

-

106

-

-

-

-

183

-

-

90

-

-

-

-

-

2

-

80

-

93

87

-

139

-

-

112

88

-

-

-

-

136

-

125

-

46

-

-

144

-

-

2

92

-

-

225

150

208

2

277

-

249

233

215

-

-

127

258

264

-

113

156

47

92

-

237

123

199

145

147

-

90

193

222

182

-

271

314

162

299

294

426

-

319

302

314

-

258

196

333

333

158

-

-

-

83

-

79

-

20

-

-

-

-

144

-

-

-

-

-

-

178

-

171

-

-

-

-

150

-

-

119

23

-

-

-

-

-

-

4

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

212

84

-

-

-

-

-

-

-

-

-

286

358

246

357

309

452

146

384

361

351

265

289

264

398

381

187

#Categories 222 450 228 176 239 374 490 216 216 4 213 512343

Hindi +English


1

2

3

4

5

6

7

8

9

10

Toilet Soaps

Tooth Pastes

Shampoos

Washing Powders/Liquids

Toilet/Floor Cleaners

Auto-Two Wheelers

Milk Beverages

Perfumes/Deodorant

Auto-Cars/Jeeps

Chocolatest

Hindustan Lever Ltd

Reckitt Benckiser (India) Ltd

ITC Ltd

Cadburys India Ltd

Colgate Palmolive India Ltd

Wipro Ltd

Procter & Gamble

Amazon Online India Pvt Ltd

Brooke Bond Lipton India Ltd

Dish TV India Ltd

Videocon D2H

Santoor Sandal and Turmeric

Trivago


Lizol

Amazon.in

Dettol Liquid Soap

Dettol Toilet Soaps

Flipkart.com

Lifebuoy Toilet Soap

Rank Category Advertiser Brand37% 39% 8%Total Total Total

TOTAL

Top 10 Across GenresCategories | Advertisers | Brands


NEWS

1

2

3

4

5

6

7

8

9

10

Auto-Cars/Jeeps

Retail Outlets-Jewellers

Auto-Two Wheelers

Corporate/Brand Image

Toilet Soaps

DTH Service Providers

Paints

Pan Masala /Zarda /Gutkha

Tooth Pastes

OTC Products Range

Hindustan Lever Ltd

Patanjali Ayurved Ltd


SBS Biotech

Dish TV India Ltd

Gabon Special Economic Zone


Mahindra & Mahindra

ITC Ltd

Godrej Consumer Products Ltd

Videocon D2H

Gabon Calling

Roop Mantra Ayur Face Cream

Dr Ortho Oil & Capsule

Pet Saffa

Vimal Elaichi Pan Masala

Lalitha Jewellery

Attica Gold Company


Amazon.in

Rank Category Advertiser Brand31% 15%Total Total

9%Total

MOVIES

1

2

3

4

5

6

7

8

9

10

Toilet Soaps


Shampoos


Tooth Pastes

Auto-Two Wheelers

Ecom-Media/Entertainment/Social Media

Milk Beverages

Chocolates

Perfumes/Deodorant

Hindustan Lever Ltd


ITC Ltd

Cadburys India Ltd

Procter & Gamble




Smithkline Beecham

Wipro Ltd

Trivago

Lizol


Dettol Liquid Soap

Dettol Toilet Soaps


Amazon.in


Amazon Prime Video

Harpic Power Plus/Bathroom Cleaner



GEC

1

2

3

4

5

6

7

8

9

10

Toilet Soaps

Tooth Pastes


Shampoos

Chocolates

Milk Beverages


Biscuits

Fairness Creams

Tea

Hindustan Lever Ltd


ITC Ltd

Cadburys India Ltd

Wipro Ltd

Procter & Gamble



Smithkline Beecham

Procter & Gamble Home Products


Videocon D2H



Lizol

Trivago

Horlicks

Dove Cream Bathing Bar

Lux Toilet Soap

Pears

Total Total TotalRank Category Advertiser Brand37% 9%37%

Total Total Total



MUSIC

1

2

3

4

5

6

7

8

9

10

Toilet Soaps

Shampoos


Auto-Two Wheelers

Tooth Pastes

Chocolates


Perfumes/Deodorant

Hair Oils

Face Wash

Hindustan Lever Ltd


Super Cassettes Industries

ITC Ltd

Cadburys India Ltd

Wipro Ltd

Procter & Gamble


Marico Ltd

Zee Music


Punjabi-Music Album

Lizol

Videocon D2H

Dettol Liquid Soap


Dettol Toilet Soaps

Flipkart.com

Dettol Cool Soap



1

2

3

4

5

6

7

8

9

10

Perfumes/Deodorant

Ecom-Travel & Tourism

eCom-Online Shopping

Auto-Cars/Jeeps


AV Auxiliaries

Cellular Phones-Smart Phones

Cellular Phone Service

Toilet Soaps

Travel & Tourism


Vini Product

Trivago

Hindustan Lever Ltd


Google

Super Cassettes Industries

Bharti Airtel Ltd

Zee Music

Flipkart.com

Trivago

Fogg

Flipkart.com

Amazon.in

Amazon Prime Video

Airtel 4G

Amazon Fire Tv Stick

Byjus Learning App

Prepair Men 40 Plus

Amazon Echo

NICHE




KIDS

1

2

3

4

5

6

7

8

9

10

Milk Beverages

Biscuits

Sugar Confectionaries

Tooth Pastes


Toilet Soaps

Namkin

Diapers

Mosq Repellents

Wafer/Chips


Hindustan Lever Ltd

ITC Ltd

Perfetti Van Melle Ind Pvt Ltd

Smithkline Beecham


Glaxo Smithkline Consu Health

Britannia Industries Ltd

Prataap Snacks Limited

Kelloggs

Boost


Yellow Diamond Rings

Horlicks

Kelloggs Chocos

Lizol

Unicharm Mamy Poko Pants

Alpenliebe Juzt Jelly


Pepsodent Germicheck Plus

Rank Category Advertiser Brand53% 21%Total Total Total

49%

SPORTS

1

2

3

4

5

6

7

8

9

10

Perfumes/Deodorant

Cellular Phones-Smart Phones

Auto-Two Wheelers

Cellular Phone Service

Auto-Cars/Jeeps


Ecom-Travel & Tourism

MPSB - Multi Product Single Brand

eCom-Online Shopping

Corporate-Sports

Vini Product

Maruti Suzuki India Ltd

Samsung India Electronics Ltd

Hero Motocorp Ltd

Reliance Jio Infocomm Ltd

Trivago

Indya Interactive Services Pvt Ltd

Vivo Mobile India Pvt Ltd

TVS Motor Company

Hindustan Lever Ltd

Fogg

Maruti Suzuki Swift

Jio Digital Life

Trivago

Hotstar.com

Samsung Galaxy S9/S9 Plus

Vivo V9

Flipkart.com

Fogg Scent

NBA.com

Rank Category Advertiser Brand30% 19%48%Total Total Total


ABOUT USBroadcast Audience Research Council (BARC) India is a

Joint Industry Company founded by stakeholder bodies

that represent Broadcasters, Advertisers, and Advertising

and Media Agencies.

Built upon a robust and future-ready technology backbone,

BARC India owns and manages a transparent, accurate,

representative and inclusive TV audience measurement

system.

Apart from providing industry with the baseline

measurement currency, BARC India also offers a suite of

Insight products specially designed for Broadcasters,

Advertisers and Agencies.

Big Data and Analytics generated by BARC India powers

efficient media spends and content decisions in a highly

dynamic and vibrant television sector.

With a panel that currently stands at 180,000 individuals,

BARC India is also the largest measurement company of its

kind in the world.

Audio Watermarks are embedded in a channel’s broadcast

feed prior to uplink to satellite.

The watermark is broadcast along with the content.

Each TV channel is embedded with its unique WM code.

The audio watermark codes cannot be deleted, erased,

over-written or tampered with.

These watermarks are not audible to human ear but can be

detected and decoded by BARC India’s BAR-o-Meters,

using dedicated hardware and software.

As viewing details are recorded by the BAR-O-meters

installed in BARC homes, so are the watermarks.

Raw data received from BARC panel homes is processed,

and then up-weighted basis Universe Estimates.

Viewing details are then merged with program, language

and other content information to yield detailed insights into

Who watched What, When, Where and for How much.

The granularity of BARC data gives Broadcasters, Content

owners/producers, Advertisers and Market Research

professionals unprecedented visibility into viewing habits

of India, which powers efficient decision making.

Viewing at home

Final viewershipdata

Playout &broadcast

Watermarking contentch ID + timestamp

Raw data generation

EstablishmentSurvey data

Time-slotviewing data

Apply Prog/TVCdetails

About Us | BARC YEARBOOK 2018 | 71

Tools Of The Trade | BARC YEARBOOK 2018 | 72

TOOLS OFTHE TRADE

BARC India’s Data & Insights Solutions

BARC India Media Workstation (BMW) is the core product

from BARC India which enables professionals engaged in

TV viewership measurement and research to run granular

analyses and build effective media plans. It also helps

design content that connects and drive marketing and

ad-sales.

A rich visualisation tool for News broadcasters that

gives powerful insights into performance of Channels,

News Stories, Anchors and Personalities at a click of a

button.

BARC India measures and reports TV viewership in social

hot-spots like restaurants, pubs, and bars in select cities.

The current Out-Of-Home (OOH) measurement service

tracks viewing across 900+ establishments in Mumbai,

Delhi, and Bengaluru, using 1500+ meters.

A visualisation tool for Advertisers and Media

Agencies which helps brands understand their

performance vis-à-vis other brands.

SpotTrek is BARC India’s spot monitoring and movie

trailers telecast tracking service which delivers overnight

BARC India certified log reports. SpotTrek is a Web based

application that can be accessed 24x7. It also allows for

easy competition mapping.

Alpha Club and Kids Reports provide insights into

viewership of NCCS A1, A2 and A3 and Kids in the age

group of 2-8 and 9-14 respectively. Both reports are

presented in an interactive and user friendly UI that

allows for quick analyses of viewership trends.

MEASUREMENTMUSCLE

With a Panel of 180,000+ individuals, we run the largest TV

viewership measurement system in the world.

We measure 45% of Indian M&E sector, with

a vision to be the single-source measurement

provider for entire M&E sector.

Our data shows what 836 Million Indians watch

on TV every day, every minute.

Our measurement

covers 93% of all video content

consumption in India.

Our tech-driven system tracks 300 million

minutes of video content across 575 channels.

We process 7.5 petabytes

of data every year.

Our data and analytics impacts a large share

of the 4.5 Mn jobs in M&E and allied sectors.

Largest TV Audience Measurement Panel in the world

93% of allvideo content

7.5 Pbdata

45% of IndiaM&E sector

311 Mnminutes

4.5 Mnjobs

836 MnIndians

Analytics based on our data powers transactions worth US$ 5.7 Bn

of Advertising & Content Spends.

$5.7 BnAd & Content spends

Measurement Muscle | BARC YEARBOOK 2018 | 73

Glossary | BARC YEARBOOK 2018 | 74

GLOSSARYADVERTISER: A group/entity/organization with commercial

interest that disseminates messages about a particular

brand with the aim of influencing purchase decisions for the

products and services represented by the brand.

ATR%: The percentage of a target audience who viewed any

TV channel, averaged across minutes.

ATR’ 000: Number of individuals in 000s of a target audience

who viewed any TV channel, averaged across minutes.

ATS (UNIV): Average Time Spent on the "Event" by all

individuals in the Universe.

ATS (VIEWER): Average Time Spent by viewers of the

"Event".

AUDIENCE DAY: An Audience Day is a 24-hour period

starting from 02:00 to 25:59.

AUDIENCE PROFILE: An audience profile divides the main

audience category into its subcategory. Audience profiles

are mostly represented in percentages.

BRAND: A company’s Identity in terms of what commercial

products and services it offers. It may refer to a name,

design, symbol, or any other feature that identifies the

product or service as distinct from those of other sellers.

COV%: % of the universe that viewed at least one of the

events in a set of events. Also known as Cume Reach %.

COV'000: Number of individuals ('000s) in the universe that

viewed at least one of the events in a set of events. Also

known as Cume Reach in 000s.

EVENT: An Event is a TV programme or time slot or any

aggregation thereof. e.g. A channel is an aggregation of all

time slots for the "Audience Day".

HH UNIVERSE: The total number of households in a

defined target group.

IMPRESSIONS ‘000: Number of individuals in 000s of a

target audience who viewed an "Event", averaged across

minutes. Also known as TVT.

MAN MINUTES: The sum of time spent by all the viewers of

the "Event".

MINUTE: A clock minute.

RAT%: The percentage of a target audience who viewed an

Event, averaged across minutes. Also known as TRP.

RCH ‘000: Stands for Reach in 000s. Number of individuals

who viewed the Event for at least 1 minute. Viewing based

on attribution rules.

SHR%: % Share of the "Event" to total TV.

UNIVERSE: The total number of individuals in a defined

target group.

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amend the terms and conditions of this Yearbook and any amendments will go into effect as soon as they have been made.

The Yearbook and its contents are intended solely for providing insights to BARC India subscribers/targeted audience free of cost

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Although the greatest possible care has been exercised to ensure the correctness, accuracy and completeness of the information

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