With the launch of PrimaVU individual-level data by Broadcast Audience Research Council (BARC) on April 23, India TV has claimed leadership among the top 3% of the socio-economic strata in the six megacities of the country.
The channel said it is ruling the charts with 87 million viewing minutes in the genre of Hindi news channels in three megacities of Hindi speaking markets, Delhi, Mumbai and Kolkata. It also tops the chart in the six megacities put together with 89 million viewing minutes.
A PrimaVU household is defined as a premium home when it meets the following criteria set by the industry: they need to qualify as an NCCS A1 home, they must own a home with minimum three rooms as well as a kitchen, the home needs to have centralized or AC in 2 rooms, the household must own a laptop/desktop or smartphone/tablet, they must have a private car or own a 4-wheeler worth 10 lakhs or more and finally, they must have travelled to a premium holiday destination.
PrimaVU was introduced by BARC in July last year to gauge what news viewers watch in premium homes across the megacities of India.
âIn the genre of Hindi news channels, India TV has been topping the charts of PrimaVU household data week after week. The channel garnered a viewership of 514 million viewing minutes during the last 18 weeks,â claimed the channel.
âClearly, the data reveal that India TV is the most preferred choice for news in premium homes spread across megacities in the Hindi speaking market. It enjoys the loyalty of the elite TV audience and continues to influence the influential strata of society,â the channel said.