BARC India launches PrimaVU individual data

Amid Covid-19 crisis, BARC India has launched individual data for its premium product offering ‘PrimaVU’ under which the rating agency was measuring viewership from premium homes until now. PrimaVU Individual data measures top 3% of Socio Economic Strata in 6 Megacities at 2+.

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The preview of the PrimaVU individual data revealed that megacities grew by 53% in premium panel versus 47% in currency panel in Week 15 over the pre-Covid period.

According to the preview of PrimaVU individual data, 15 and males are driving growth in premium homes.

Romil Ramgarhia, Chief Operating Officer, BARC India, said, “We launched our pathbreaking product PrimaVU in June 2019, aimed at measuring viewership from premium homes across six megacities of the country. The panel has been providing TV viewership data at a household-level. Despite the ongoing crisis, we are extremely proud to have launched Individual data from Week 15 onwards. With individual data, PrimaVu now gives access to in-depth demographic and program-level data as well as critical insights for the viewership trends of the economically affluent population of the country.”

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