95% homes in South India have a TV: Broadcast India 2018 Survey

BARC India’s recently released Broadcast India (BI) 2018 Survey says 95% of homes in South India have a TV now.

According to BI 2018, there are 259 million TV-owning individuals in the five southern states of Tamil Nadu, Andhra Pradesh, Telangana, Karnataka and Kerala, up 8% from 2016. This also means 31% of total TV-owning individuals are present in these five states. The number of TV-owning individuals in the North is 209 million. For West the number is 221 million and for East it is 146 million.

The BI 2018 Survey covered 300,000 households, approximately 4,300 towns and villages, and 68% of the urban market.

“The survey has thrown some interesting facts about South India’s TV-viewing habits. While the total TV penetration in India currently stands at 66%, in South India it is as high as 95%. This can also be attributed to the fact that electrification in South is around 99.9% and one of the first durables people buy after getting electricity is TV,” Partho Dasgupta, CEO, BARC India, said.

With 8 out 10 people sampling TV daily and a high time spent of 4 hours 10 minutes, South has been witnessing a year-on-year growth in the ‘average time spent’ on TV. The region also generates viewership of around 12 billion impressions at a weekly level. 31% of the TV individuals in South contribute to 40% of the total TV viewership.

According to BI 2018 Survey, the growing affluence in South India has played an important role in family structure and durable ownership, affecting TV viewing in the region.

The survey also states that at an all-India level, the average family size for TV homes is 4.25 individuals. In South, this is much lower at 3.8 individuals per household. This goes on to shows that families in South are much more nuclear in nature.

The socio-economic profiles of homes in South India have also improved as compared to 2016. While the affluent (NCCS A) have seen a growth of 9%, the upper middle class (NCCS B) TV homes have grown by 15%. TV homes falling under low socio-economic profiles (NCCS D/E) have dropped by 7%. Nuclear families, the increasing middle-class and rising disposable incomes are helping households move across the affluence chain.

The survey says close to 30% homes in South have their female members working either fulltime or part time. The ratio further improves in rural where 35% of homes have their women working.

Among the TV homes in South, nine out of 10 NCCS A homes own a refrigerator and six out of 10 own a washing machine.

Entertainment in South is of prime importance across the value chain. The survey points out that while 85% of NCCS D/E homes have a TV, only 66% of these homes have a gas stove. This proves the need of these families to sit together and watch their entertainment.

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