BARC India has released the findings of its Broadcast India (BI) 2018 Survey, based on a sample study of 3 lakh homes in the country. As per the latest BI 2018 Survey, TV homes in the country have seen a 7.5% jump, outpacing the growth of homes in India which grew at 4.5%. India currently boasts of 298 million homes, of which 197 million have a TV set, having an opportunity of almost 100mn more TV homes in the country.
BI 2018 offers data and insights that go beyond TV ownership and viewing habits. The survey also contains a wealth of granular insights on consumer profiles and behaviour, making it a valuable ready reckoner for marketers and advertisers. This year, except field-work/data collection, all the other major parts of the study like sample and instrument design, data quality check, weighting and the software etc has been conducted by BARC themselves.
Two big takeaways from BI 2018 survey is the rise of the middle class and the increase in the number of Flat TV screens. As per the Survey, with 123 million TV homes belonging to the Middle Class, NCCS B & C accounts for 63% of TV homes in India. Together NCCS ABC or the affluent TV owning homes form 84% of TV Homes in the country. The fact that homes falling under the low-socio economic class (NCCS D/E) have seen a 13% drop, highlights the improving disposable income of an Indian home and is in line with the rising economic growth and prosperity.
Some interesting trends that have emerged with BI 2018 Survey are:
“With BI 2018 we have been able to showcase the changing face of India. However, what hasn’t changed is the fact that TV remains the most effective platform for both content creators and advertisers to reach their audiences. This years’ Survey is also special to us since we have been able to bring it in-house. We have been investing heavily on technology and talent and moving this almost entirely in-house is a proof of our capabilities. As for the trends, BARC India has maintained that India is a country which is driven by family viewing and this shows in the increase in the number of TV households. With a penetration of just 66%, there is still a huge scope of growth in the space,” said Partho Dasgupta, CEO, BARC India.
The changing face of Indian TV homes