WHAT INDIA WATCHED 2018 BARC India Yearbook PDF

WHAT
INDIA
WATCHED
2018
PREFACE
Data is critical in every field, as it helps different: India seemed to move beyond an
review the past and plan for the future. over-reliance on soaps and Hindi language
content. While News and Sports made
Over the last three-and-a-half years great impact on viewers, and will continue
BARC India has been conducting what is doing so in 2019, regional is where the next
possibly the world’s largest data tracking phase of growth will come from.
and analytics service.
The BARC India Yearbook 2018 tells you -
The independent, joint industry company via numbers and insights - What India
was set up with a clear mandate to Watches, and beyond: When they Watch,
measure television viewership, How Much they Watch and more.
and provide data and insights that the
media ecosystem can analyse to review
and plan its investments.
Statistics plays a key role

In a country as large and diverse as India,
in what we do. The Yearbook
BARC India’s job of providing data and
design language is inspired
insights is indeed challenging.
by the BARC India logo.
Picture this: BARC India generates the
The cube mnemonics used in
single currency that powers TV advertising
the Yearbook embodies the
and content spends worth US$ 5.7 Bn and
impacts 4.5 Mn jobs in M&E industry and

dynamic nature of audience
allied sectors. BARC India delivers on that
measurement. This helps
mandate by sifting through a staggering
us reiterate the fact that
7.5 petabytes of data, which is what 311 Mn information is nothing short
minutes of video content across of being the building blocks
595 channels clock up to annually! of the media industry.
The"eye" graphics used
Every year, the dynamic television sector connotes our core theme:
throws up fresh trends and 2018 was no “What India Watches”
Preface | BARC YEARBOOK 2018

CONTENTS
CEO’s Note 01 In a Special Zone 45
2018 India & Bharat 47

in Numbers 02
Viewership Pulse 49
Who What
Where How Much 07
Regional Zoom-In 52
Daily Dose of
Drama & Soaps 12 Adverti-Zing on TV 62
Home Theatre 20 About Us 71
Game of Sports 25 Tools of the Trade 72
News Buzz 31 Measurement

Muscle 73
No Child’s Play 37
Glossary 74
Hitting the Right

Notes 41
Contents | BARC YEARBOOK 2018

CEO’s NOTE
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

Partho Dasgupta
CEO, BARC INDIA Entertainment and Sports, we have near-100%
accuracy. This has been thanks to statistical

Greetings!
processes we have deployed,the high degree of
automation in our processes and of course our large

“When performance is measured, performance
all-India sample.
improves. When performance is measured and
reported back, the rate of improvement accelerates.”

In 2019, we are looking to raise our “enabler” role to
While Pearson’s Law clearly spells out how
another level with insights. Our BIO-News product
measurement by way of quantification is critical to the
has already been lapped by news channels, and we
success of an individual business, it is also a fact that
hope to launch several more such offerings that will
measurement by way of research data and insights –
help marketers take smarter buying decisions.
helps the industry grow.
At BARC India, we are mere messengers of What

In the case of television viewership measurement, it
India Watches. We don’t really have a view on what
powers businesses for whom television is a key part
India should watch and what it shouldn’t. We are
of the marketing plan.
fortunate to have our promoters – the Indian
Broadcasting Foundation (IBF), the Indian Society of

At BARC India, it’s extremely satisfying for us to play
Advertisers (ISA) and the Advertising Agencies
the role of a facilitator for the media ecosystem.
Association of India (AAAI), the BARC India Board and
Thanks to our data, broadcasters can take key
the Technical Committee who have great faith in us.
business (specifically revenue), content and
I am particularly proud to lead a 500-plus team which
distribution decisions, advertising agencies can help
is what makes us what we are today. We of course
advise their clients better and hence do their work
owe a special thanks to our subscribers and the
more efficiently and advertisers can channelise their
media and entertainment fraternity in general for
spends effectively. Others too can get an idea of how
embracing our products and services and guiding us
to employ television for outreach. As they say, what
where we could do better.
you can measure, you can manage 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 | BARC YEARBOOK 2018 | 01

2018
IN
NUMBERS
2018 In Numbers | BARC YEARBOOK 2018 | 02

18 STAND-OUTS
FROM 2018
It has been an eventful year in BARC’s television universe.
989 Bn
Man-Minutes
of TV viewing
per week
Accounting for 93% of video consumption in India
197 Mn
TV homes
595
TV channels
and counting
20%
Share of Kids
in Total 21 Bn
Viewership Impressions:
82% Viewership
of Dubbed
Children (2-14 year-olds) account for
of India watches
a significant share of total TV viewership
TV together Movies
due to high co-viewing. 49% of this
viewership comes from GECs,
25% from Movie channels and 12% from 33,459 dubbed movies were aired across
As many as 193 Mn Indian households
Kids channels. channels in 2018 (including original
have only one television set at home,
airings and repeat telecasts). These
resulting in a very high percentage of
accounted for 10% of film airings on TV,
co-viewing. The habit of watching TV
but delivered 25% of viewership.
together explains the high viewership of
GEC and News by kids.
1 Bn
24,076
Impressions:
Women
viewership of
660 Mn Movies telecast
People who watch
News channels TV on CRT sets on TV
This statistic is for those who feel women Popularity of Movies on TV is evident
Only 21% of Indian television homes
aren’t interested in news. Women from the large number of titles aired
have flat screen (LCD / LED) TV sets.
contribute 46% to news viewership across channels. Of these 24,076 movies
Delhi, Punjab/Haryana/Chandigarh/
overall. That number goes up to as much shown on TV, 75% were aired in
HP/J&K are three top state / markets by
as 48-49% for Assamese, Telugu, Tamil, 5 languages alone : Hindi, Tamil, Telugu,
flat screen penetration.
and Malayalam news channels. English & Malayalam.

56 Mn 613 Mn 66%
new TV viewers Daily TV Growth in HD
in 2018 Tune-ins Viewership
The universe of television viewers has A massive 73% viewers watch Number of HD TV channels has been
grown from 183 Mn homes in 2017 to TV every day, at least once. growing, rising from 56 in 2016 to 92
197 Mn in 2018. While the growth is The lion’s share of these tune-ins are channels in 2018. HD viewership grew
significant, one in every three Indian from Maharashtra and Goa, followed by 66% in 2018. While Hindi channels
homes still doesn't own a TV set - Andhra Pradesh/Telangana, account for 50% of HD viewership, Telugu
indicating the sizeable headroom Tamil Nadu/Pondicherry and is at 15%, Tamil at 14% and English at
for growth. Uttar Pradesh/ Uttarakhand. 10%. Across genres, GECs account for
The maximum tune-ins (at 76%) 61% of HD viewership, followed by
occur at primetime. movies at 24% and sports at 9%.
487 Mn
people watched
football content
3.1 Bn 75
Impressions
on TV New Channels
of Kabaddi
added this year
Viewership
Cricket may be the dominant sport on
TV, but football has its own dedicated fan Popularity of TV in India is also indicated
Kabaddi accounts for 4% of live sports
base. 111 Mn Indians watched the live by the number of channels that keep
content by duration but delivers
telecast of FIFA 2018 World Cup matches. getting added to the measurement
15% of total sports viewership.
The France-Croatia final on 15 July 2018
th
universe year on year. The total number
PKL viewership is proof of the growing
was watched by 15.8 Mn - fourth highest of channels tracked by BARC India
connect of the sport. The Tamil Thalaivas
number of viewers by countries, globally. aggregates to 595 across 16 languages,
Vs Telugu Titans game delivered as high
and this number continues to grow. Of
as 4 Mn impressions on a single channel
the 75 channels added in 2018, 17 were
and 12.7 Mn impressions across
HD and 52 in the regional space.
eight channels.

2,34,976
14 Mn Hours of Sports
1.63 Bn People who
watched
Content
Seconds of ‘Hug & Wink’
Advertisements
Sports is a significant viewership magnet
on TV with 29 dedicated channels.
on TV Sports content however is aired across
as many as 292 channels including GEC
Rahul Gandhi’s hug and wink in and news among other genres.
The numbers are staggering: 1.63 Bn Parliament in the middle of the Cricket dominates with 38% of telecast
seconds of advertising (accounting for 9% No-Confidence motion debate was duration and soccer follows at a
of total broadcast hours across all viewed on TV by a whopping 14 Mn not-too-distant 24%.
measured channels), 76.7 Mn people. TV continues to be the preferred
advertisements, 18,729 Brands, 11,837 destination for Indians (including the
Advertisers across 512 Categories. TV ‘digitally connected’ youth) when they
remains the go-to platform for anyone who want to catch up on news that impact
wants to reach the maximum audiences their lives.
with accuracy and high ROI.
44 Mn
OOH viewers
366 Mn in Delhi, Mumbai,
Bengaluru
People viewed
Sports Content 95%
in Regional Homes in BARC’s pioneering Out-Of-Home
languages South India who measurement tool across 900+ pubs/
lounges/ restaurants in the three metros

have a TV of Delhi, Mumbai and Bengaluru
uncovered an OOH viewership of 44 Mn

As many as 366 Mn people watched people in the 15+ age-group (Apr'18
sports content in regional languages. TV penetration across the five states in -May'18). The IPL-11 TV viewership went
Regional television has grown steadily South India stands at 95% - significantly north by 8% thanks to this additional
in viewership with sports content higher than the national average of 66%. viewership capture. The live telecast of
made available in more than ten Bihar/Jharkhand is at the bottom-end of 58 FIFA World Cup matches got 41%
regional languages. the spectrum at 26%. incremental viewership from OOH.
2018 in Numbers | BARC YEARBOOK 2018 | 06

WHO, WHAT,
WHERE ,
HOW MUCH
Hindi language channels hold pole position in the Indian TV Analysis of viewing habits of TV viewers show that language
landscape - be it by number of channels in that space, or by the feeds work well for Kids as well as Sports channels.
sheer volume of viewership.

GEC, Movies and News are the three genres that pull in maximum
While English may not be among the most preferred languages viewership across all languages. However, it is Sports that cuts
of Indians, English language channels occupy the second spot across both Hindi and English language viewers.
after Hindi, in terms of number of channels measured by

Advertiser interest is in line with number of channels
BARC India. Interestingly, there are more English Sports
and viewership that various genres fetch.
channels than Hindi.
Hindi language channels account for the lion’s share of

Share of Viewership of English language channels are more
Advertising (by duration of ad spots), followed by Tamil,
in line with percentage of Indians who are ‘first language
Telugu and English.
speakers’ of English.
Hindi News and Movie channels are the preferred genres for
Kids and special interest channels are available with multiple
advertisers when the need is to create maximum recall value.
language feeds, catering to large segment of viewers.
Who, What, Where, How Much | BARC YEARBOOK 2018 | 07

Number of Channels by Language & Genre
Other
GEC
s
New
s
ers
New
Oth
s
Mo
vie
s
rts
o
GE
Sp
C
Ot
he
Assamese
rs
C
GE
Others
Ne
ws
ri
s
u
vie
ojp
Mu
sic Mo
Bh
la
Mo
Tel
Bang
vie
s
u
sic
Mu
gu
sh
gli
GEC
rs
Othe
Tam En
il
Punjabi Gujarati
Odia
GEC
tiple
s
Mul
Other
ra thi
ent
Info
tain
m
Ma
am
Hi
nd
al
s
Kid
i
ay
Mo
nad
al
vie
s
M
Kan
rs
O the
C
GE
M
us
rs ic
e
Oth
s
w
Ne
C
GE
Ne
ers
ws
Oth
s
New
GEC
Others
* 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".

Viewership by Language & Genre
Others
s
Movie
GEC
Other
rts
ers
s
Spo
Oth
GE
C
Ot
he
Others
rs
ur i
Mo
B ho jp
vie
s
Bangla
C
sh
GE
Tel
li
Eng
u gu
GEC
Tam
il
Punjabi
Odia
Others
ple
Multi
Hin
di
thi
Kids M ara
am
al
ay
da
al
M
nna
ers
Ka
Oth
C
GE
rs
he M
Ot ov
ies
C
GE
rs
he
Ot
GEC
Other
Music
Sports
News
s
* Genre splits for Languages with viewership below a certain threshold are not indicated above due to space constraints.

Volume of Advertising by Language & Genre
News
Mov
GEC
ers
ies
Oth
Oth
e
rs
ws
Ne
GE
C
Ne
w
s
Others
us
ic rs
he
Ot
Mo
Assamese
vie
s
Oth
ri
ers
pu
gla
Telu
s
vie
oj
Mo
Bh
Ban
gu
GEC
s
New
Tam sh
gli
il En
ti
Gujara
Punjabi
GEC
Odia
ple
Multi
Others
ra thi
Ma
Kids
l am
Hi
ya
nd
a la
i
Mo
da
M vie
s
ers
na
Oth
n
Ka
C
GE
rs
he
Ot
M
us
ic
C
GE
rs
he
Ot
ws
Ne
GEC
New
Others
* Genre splits for Languages with ad duration below a certain threshold are not indicated above due to space constraints.

Coming Soon
BARC 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. BIO Music
In such an environment, grabbing attention span of people is BIO Music is a tool aimed at Music Broadcasters and Music Labels.
progressively getting more challenging for Brands. It will give daily metadata of songs playing on TV Music channels,
along with in-depth analysis of content mapped with TV viewership.
BIO Sports is an upcoming product which will detect brands/ads
within content, their screen time, position on screen and attribute BIO Music will allow easy song performance analysis and efficient
weighted viewership to them. It will allow advertisers to evaluate tracking of competition.
their spends on in-stadia inventory and team sponsorships,
broadcasters to monetize their content libraries, and sports bodies
to value their inventory. Brand Integration Track (BIT)

The BIT tool will offer Monitoring and Certification of brand
Built upon a robust Machine Learning (ML) and Artificial Intelligence integrations in broadcast content, with detailed metadata such as
(AI) framework, BIO Sports will provide insights to end user through Product/Brand/Advertiser, Category, Spot Type, Duration,
a portal that is user-friendly tool has a smart and interactive UI. Language, Start time/End time etc.
BIO GEC Self Service Portal (SSP)

BIO GEC has been built to provide intelligent insights to SSP will provide custom viewership reports to those who are not
Broadcasters, Production Houses and Content Creators. BIO GEC regular subscribers of BARC India data. These ready-to-use
will offer granular video metadata, fused with BARC India’s TV reports would offer quick insights on TV viewership, and would be
viewership. generated via online requests.
BIO GEC will provide content level insights and enable qualitative
study for the GEC genre.

DAILY DOSE
OF DRAMA
& SOAPS
Across all markets and languages, General Entertainment Share of GEC in
Category (GEC) remains the most preferred genre of TV viewers
Total TV viewership
in India. In 2018, GEC channels accounted for more than half of
all TV viewership.
While Hindi GEC continues to occupy pole position among
Figure not drawn to scale.

languages, growth of Regional GEC has been the defining trend
of 2018. In fact, the 4 south language markets between 52% 48%

Other
themselves match up to Hindi GEC viewership in absolute size. GEC Genres
Channels
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. Share of Avg Weekly Impressions, India 2+
GEC Viewership: Split by Language
43% 15%
Tamil Kannada 5% Malayalam 4% Odia Punjabi
1%
2% 1%
Hindi Telugu Bangla 5% Marathi
9% Bhojpuri
15%
Share of Avg Weekly Impressions, India 2+
Daily Dose of Drama & Soaps | BARC YEARBOOK 2018 | 12

Time spent watching GEC - by language
00:43:12 01:12:00 01:40:48 02:09:36 02:38:24 03:07:12
Tamil
Telugu
Kannada
Malayalam
Odia
Bangla
Hindi
Marathi
Assamese
Although ‘Dramas and Soaps’ continue to be the staple diet for

Punjabi
TV consumption across length and breadth of India, the amount
of time viewers spend watching GEC content varies for
different languages.
Gujarati
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

Bhojpuri
5 south states is also on the upper end of the scale, significantly
higher than the national average.
English
ATS (V), HSM for Hindi, All India for English, Respective Markets for Regional Languages, 2+

The GEC Story across State Groups
Share of GEC in Total Viewership
TN / Pondicherry
Average Weekly Impressions in Mn
AP / Telangana
Pun / Har / Cha / HP / J&K

Karnataka
70%
Kerala
West Bengal
Bihar / Jharkhand
UP / Uttarakhand
MP / Chattisgarh
Odisha
Guj / D&D / DNH

60%
Rajasthan
Assam / NE / Sikkim
Mah / Goa
50%
2324 2273
40%
1968
1657
1088
30%
1027
980
870 846
20%
726
486 518 457
10% 297
0%
Share of Avg Weekly Impressions, Respective Markets, 2+
Share of GEC viewership in Total TV viewership also varies widely

#GEC #GEC
across states. On one end of the spectrum is Tamil Nadu / LANGUAGE CHANNELS LANGUAGE CHANNELS
Pondicherry, where GEC accounts for 2/3 rd of TV viewership, and on
the other is Assam / NE / Sikkim where GEC contributes to a little Hindi 31 Marathi 8
over 1/3 rd of viewership. Tamil 25 Odia 6
There are 6 state groups where share of GEC in total viewership Telugu 14 Assamese 4
falls higher than the national average of 52%. All south states fall
English 12 Bhojpuri 4
in this bucket, further highlighting the affinity of viewers there for
content shown on GEC channels. Kannada 12 Urdu 4
The share of GEC viewership however doesn’t show a direct Malayalam 12 Gujarati 2
correlation with the number of channels in each language / market. Bangla 11 Punjabi 2

When it comes to Advertising on GEC channels,
3 languages corner 49% of total Ad Volumes in
the genre, with Hindi GEC accounting for
the single largest share
89
100
90
69
80
70
60
42
38
35
50
34
40 23
21
15
30 13
10
9
20 6
5
10
0
Hindi
Tamil
Kannada
Telugu
Malayalam
Bangla
Marathi
English
Odia
Assamese
Bhojpuri
Punjabi
Gujarati
Urdu
Ad Duration (Mn Sec)

A Closer look at Hindi GEC
Hindi GEC genre attracts viewers from all across the country, content. Maharashtra / Goa is one such market – while it is the
with bulk of the viewership coming from Hindi Speaking Markets top contributor to Hindi GEC at 18%, the genre accounts for less
(HSM). However, within HSM, states with strong regional sector than one-third of the state’s total viewership.
balance their preference for Hindi GEC with local language
Share of
Hindi GEC in
state/ region
viewership
Where does
Hindi GEC
viewership
come from
max min
Showstoppers on Hindi GEC Channels

Fiction and reality shows come together to fuel viewership fantasy shows see a spike in viewership by over 100% in the
of General Entertainment Category channels. time band.
In a highly competitive arena like Hindi GEC, channels are ROI of reality shows make it a go-to genre for broadcasters. For
always looking to tweak the formula to boost stickiness. instance, Bigg Boss on Colors generated an average of 7.8 Mn
‘Mahasangams’ and ‘Mahaepisodes’ are examples of such impressions per episode, at par with or even marginally more
innovations that seem to connect with viewers. 2018 was the year than popular fiction shows on the channel.
when some channels ran special ‘Mahaepisodes’ running up On Sony Entertainment Television, Kaun Banega Crorepati
to four hours! delivered an average of 7.1 Mn impressions, which was higher
than fiction shows in the same time band. Ditto with Star Plus,
Within the fiction space, supernatural and fantasy shows
where Dance Plus 4 garnered 7 Mn average impressions.
hold their own. In fact the launch week of various supernatural/

GEC Overview: Programming Report Card
Programming Mix on GECs

Fiction
Non - Fiction
Assamese 49% | 51%

Bangla 65% | 35%
Bhojpuri 35% | 65%
English 64% | 36%
Gujarati 42% | 58%
Hindi 69% | 31%
Kannada 54% | 46%
Malayalam 55% | 45%
Marathi 71% | 29%
Odia 50% | 50%
Punjabi 5% | 95%
Tamil 34% | 66%
Telugu 46% | 54%
84% | 16% Assamese

86% | 14% Bangla
54% | 46% Bhojpuri
53% | 47% English
66% | 34% Gujarati
88% | 12% Hindi
78% | 22% Kannada
78% | 22% Malayalam
82% | 18% Marathi
79% | 21% Odia
4% | 96% Punjabi
73% | 27% Tamil
78% | 22% Telugu
Programming Performance on GECs

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

GEC Overview: Facts About Fiction
Fiction Programming Mix on GECs (Share of Duration)
Assamese
Bangla
Bhojpuri
EEC
Gujarati
Hindi
Kannada
Malayalam
Marathi
Odia
Punjabi
Tamil
Telugu
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mythological/
Action/ Thriller Children’s Program Comedies Drama/Soap Feature films Horror
Costume dramas
Fiction Programming Performance on GECs (Share of Viewership)
Assamese
Bangla
Bhojpuri
English
Gujarati
Hindi
Kannada
Malayalam
Marathi
Odia
Punjabi
Tamil
Telugu
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

GEC Overview: The Reality of Non-Fiction
Non- Fiction Programming Mix on GECs (Share of Duration)
Assamese
Bangla
Bhojpuri
EEC
Gujarati
Hindi
Kannada
Malayalam
Marathi
Odia
Punjabi
Tamil
Telugu
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Film based Game/Talk/Quiz Lifestyle Miscellaneous Music Nature/Tourism News/Business Sports
Non-Fiction Programming Performance on GECs (Share of Viewership)
Assamese
Bangla
Bhojpuri
EEC+B
Gujarati
Hindi
Kannada
Malayalam
Marathi
Odia
Punjabi
Tamil
Telugu
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

HOME
THEATRE
India’s love affair with the silver screen plays out very strongly on
Share of Movies in
the small screen as well.
Total TV viewership
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.
76%
Other
24%
Movie
Within the genre, Hindi language channels account for the largest Channels
Genres
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 Avg Weekly Impressions, India 2+
Movies Viewership: Split by Language
69%
0.3%
Telugu 6% Kannada Marathi Bangla Punjabi
3% 2% 1%
Hindi Tamil 4% Bhojpuri 2% 2%
Malayalam English
11%
Home Theatre | BARC YEARBOOK 2018 | 20

Another indicator of the popularity of films is the number of Share of movies aired on non-movie channel varies widely
movie channels beaming into Indian homes: of the 595 measured across different languages / markets – from more than
TV channels, 90 are from movies genre. Most languages offer a 50% in Malayalam, to well below 10% for Hindi channels.
bouquet of movie channels. On top of that, in several regions,
GEC, Music, Youth and even News channels run film and At the same time, barring Hindi, movies aired on non-movie
film-based content. English is a unique case, where almost all channels tend to exhibit positive ROI at an aggregate level.
films aired are telecast exclusively on Movie channels.
Movies on Non-Movie Genre Channels

Share of Duration Share of Viewership
58% 56%
53%
46% 48%
45%
MALAYALAM TAMIL KANNADA
54%
49%
43%
34%
31% 29%
PUNJABI TELUGU BHOJPURI
26%
16% 14%
13%
7%
4%
BANGLA MARATHI HINDI
Avg Impressions, Respective markets, 2+

High time spent on movies and the resulting viewership also Hindi movie channels, with the highest time spent also account
generates significant advertiser interest in the genre. for the largest share of ads (by duration)
Average Time Spent per Viewer
00 : 34 : 14 00 : 22 : 30 00 : 21 : 17 01 : 21 : 42 00 : 44 : 22
BANGLA BHOJPURI ENGLISH HINDI KANNADA
00 : 45 : 20 00 : 38 : 09 00 : 18 : 06 00 : 46 : 06 01 : 03 : 05
MALAYALAM MARATHI PUNJABI TAMIL TELUGU
ATS (V) HH:MM:SS, Movie Channels. All India 2+
Ad Duration on Movie Channels
18 17 45 132 10
BANGLA BHOJPURI ENGLISH HINDI KANNADA
12 8 4 26 37
MALAYALAM MARATHI PUNJABI TAMIL TELUGU
Ad Duration (Mn Sec), Movie Channels
Number of Movie channels

HINDI ENGLISH TAMIL TELUGU BANGLA KANNADA MARATHI MALAYALAM PUNJABI BHOJPURI
33 19 10 9 5 4 3 3 2 2

Movies: Look Who's Watching
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.
All India
All Movie Channels South India Hindi Language
53% 47% 51% 49% 54% 46%
MALE FEMALE
46% 54% 39% 61% 48% 52%
URBAN RURAL
62%
57% 56%
27% 25% 27%
16% 17%
13%
NCCS - A NCCS - B NCCS - CDE
34% 32% 33% 35%

31% 30%
20% 22%
18% 17%
14% 13%
KIDS (2-14 YRS) YOUTH (15-30 YRS) MATURE (31-50 YRS) SENIORS (51+ YRS)

24,076 Unique Movie Titles were Telecast across all
Languages in 2018
MOVIE LANGUAGES UNIQUE TITLES TOP VIEWED MOVIE BY LANGUAGE
Tamil 3785 Tamil Singam 3
Hindi 3594 Hindi Dhadak
Telugu 3459 Telugu Rangasthalam
English 2839 English Thor Rangnarok
Malayalam 2320 Malayalam Aadu 2
Dubbed Hindi 2044 Dubbed Hindi Surya The Soldier
Kannada 1852 Kannada Anjaniputhraa
Bangla 1589 Bangla Fidaa
Marathi 728 Marathi Gulabjaam
Bhojpuri 637 Bhojpuri Mehandi Laga Ke Rakhna 2
Odia 436 Odia Sundergarh Ra Salman Khan
Punjabi 282 Punjabi Golak Bugni Bank Te Batua
Assamese 143 Assamese Mitha Mitha Laganat
Others 368 Respective Markets, 2+ Movies channels considered for English.

Other Languages - All Channels
Blockbusters on TV: Top 5 World Television Premeires

TITLE LANGUAGE CHANNEL IMPRESSIONS (MN)
Dhadak Hindi Zee Cinema 19
Rangasthalam Telugu STAR Maa 17
Golmaal Again Hindi STAR Gold 17
Geetha Govindam Telugu Zee Telugu 16
Tiger Zinda Hai Hindi Sony MAX 15

All India 2+

GAME OF
SPORTS
Sports is a potent force on Indian TV. And 2018 saw sports In terms of Impressions, Hindi-only channels clock up a
viewership scale new highs on the back of two defining trends. viewership that is a notch higher than English channels.
First is the ‘coming of age’ on TV of sports other cricket. Kabaddi, However, volume of advertising on English channels is much
Wrestling, Football, Hockey, Badminton, marquee events like higher than on Hindi.
FIFA World Cup and Asian Games – they all boosted sports
viewership with their own peaks. Availability of sports broadcast Share of Sports in Total
in regional languages is another factor that helped expand TV Viewership
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.

97% 3%
Sports
Other Channels
Genres
Viewership: Split by Language
43% 11%
English Tamil
Hindi Muliple
4%
42%
Ad Secondage
55% English 18% Multiple
22% Hindi 5% Telugu
Game of Sports | BARC YEARBOOK 2018 | 25

Sports Viewership through the Year
Cricket Soccer Kabbadi Wrestling Others
Weeks
6
Cricket remained the big driver of
7
Sports viewership across the year.
8 The highest peaks appeared during
9 the IPL, which retains its strong
10 appeal. Nothing pulls in viewers
11 like a high-octane, high-scoring
12 IPL match.
13 (Weeks 15-22)
14
15
16 However, even during the

17 IPL-11 period, viewership for
18 Commonwealth Games 2018
19
made its presence felt.
20
(Weeks 14-16)
21
22
23
24
25 During FIFA 2018, there was a

26 bilateral cricket series on, and
27 yet fans of the “beautiful game”
28 flocked to TV to catch all the
29 action and registered strong
30 viewership, even for matches
31 that played post midnight.
32 (Weeks 24-29)
33
34
35 Indian sportspersons are making

36 a mark on the global stage in
37
multi-sport events. And the
38
growing interest is clearly reflected
39
in the viewership of Asian Games.
(Weeks 34-36)
40
41
42
Kabaddi is fast creating a
43
distinct space for itself, with fans
44
identifying with their teams. It is
45
clearly the second most watched
46
sport on TV & dominates sports
47
viewership when Pro Kabaddi
48
League comes on TV.
49
(Weeks 41-52)
50
51
52
0 200 400 600 800 1000 1200
Impressions (Mn), India 2+

Share of Viewership
Live on sports channels Non-live on sports channels Live sports on other genre Non-live sports on other genre
44%
38%
9%
Even as we see green-shoots of regional

9%
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.
Telecast Telecast
Impressions Duration Impressions Duration
(Bn) (Mn Min) (Bn) (Mn Min)
10.4 2.5 12.3 10.6

Live broadcasts deliver a Non-Live content delivers large
much higher ‘viewership share of viewership, and
per minute’ than non-live, accounts for larger share of
by a factor of 4. duration of telecast.

2.5 0.2 2.4 0.8
12.9 2.7 14.7 11.4

Total Total Telecast Total Total Telecast
Impressions (Bn) Dur. (Mn Min) Impressions (Bn) Dur. (Mn Min)
Sports Viewership (all channels)

Cricket Soccer Kabbadi Wrestling Others
None-live
Live
0 2 4 6 8 10 12 14
Impressions (Bn), India 2+

IPL flag flies high!
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.
17 60 448 Mn 1.4 Bn
Channels Matches Unique viewers Impressions
Advertiser interest Return of ‘Whistle Podu’

The popularity of IPL can be seen in the continued advertiser Chennai Super Kings (CSK) led by MS Dhoni made a comeback in
interest that the property garners year on year. 247 brands IPL after a two-year hiatus. Tamil Nadu, which for two years had
(123 advertisers) advertised on IPL 2018. A close look at the no home team to cheer for, came out in full support when the
spread of advertisers across channels that broadcast IPL shows ‘Lions’ returned to the field.
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 Chennai Super Kings emerge as a clear leader if one looks at
remaining advertisers were present on 5 or less channels. growth in viewership of “home-city / state” for matches featuring
CSK versus those featuring other teams. The strong connect
The regional connect

between Dhoni’s team and Chennai / Tamil Nadu / Pondicherry
can also be seen from the fact that viewership from Chennai
2018 was a year when IPL saw a huge regional push. Aired on market grew 119% when CSK played.
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 BARC India captures
from regional language viewing.
OOH viewing
IPL Season 11 was watched by 33 Mn viewers outside the
confines of home across three cities, Mumbai, Delhi, Bengaluru.
22 % 23%
English Other
At 23.7 Mn Impressions, the event also saw an 8% incremental
viewership from OOH viewing over the TV currency panel.

Regional
55%
Hindi
Share of Impressions, India 2+

FIFA WC 2018: Scoring with Indian viewers
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.
10 64 111 Mn 231 Mn
channels matches unique viewers Impressions
FIFA WC 18
64
Top 5 matches by viewership CRO Vs FRA
15.9
3 61 57
62 59 58 URU Vs FRA
7.5
6
4 63
10 2
7 60 55
GER Vs MEX
7.0
53
5
54 BRA Vs MEX
11
9
56
9.1
12 51
13 8
14 52
50
15
49
16
48 FRA Vs ARG
17
9.5
47
46
18 44
42 45
19 20 40
38
21 34 43
26 35 3637
22 41
23 27 32
24
25 29 30 39
33
31

Impact of FIFA WC on Total TV viewership
While FIFA World Cup 2018 helped boost viewership for Sports Channels that aired FIFA WC 18 expanded their viewership more
genre, it also lifted Total TV viewership, which grew 2%, compared than 4 times as compared to pre-FIFA week (19:30 - 26:00 time
to previous 6 weeks. band, when matches were telecast live).
Growth - Total TV Growth - Channels that

telecast FIFA 2018 FIFA WC 18 ALL MATCHES FINAL
HD Channels 00:29:25 00:41:18
All Channels 00:24:07 00:31:36
2% 271% ATS(V) hh:mm:ss
The HD viewer spent more time on TV viewing FIFA WC 2018 (than

Pre FIFA-weeks: Week 18 to Week 23; FIFA weeks: Week 24 to Week 29
“all viewers”) – this was true across all matches, and particularly
for the Final.
Regional contribution
max min
In terms of TV owning population, both Assam / NE / Sikkim and Kerala, Assam / NE / Sikkim and West Bengal together contributed to
Kerala are in the smaller universe bracket, yet when football 81% of total viewership for FIFA WC 18. Kerala with 28% was the
viewership is mapped, they prominently feature amongst the top highest contributor followed by Assam / NE / Sikkim at 27% and
contributors. West Bengal at 25%.
Concentration
of TV viewers
Where
FIFA WC 18
viewership
came from

NEWS
BUZZ
Indians love drama, and this spills over to the News genre as
Share of News in
well, and it is evident from the way news is produced and
Total TV viewership
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.
93%
Other
7%
News
News viewership is largely event-driven and 2018 was no Genres
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 Share of Avg Weekly Impressions, India 2+
(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’.
News Channels: Split by Language
43%
Telugu
10% Tamil 6% Malayalam 4% Bangla 3% Gujarati
4% 2%
Hindi Kannada Marathi 5% Assamese Odia
8%
13%
The News Buzz | BARC YEARBOOK 2018 | 31

Advertising on News Channels
No. of Channels
66
200
180
160
140
120
100
19
80
10
10 13
60 13 6 8
8 8
8
3
40
3 1
20
0
Hindi
Bangla
Telugu
Kannada
Tamil
English
Assamese
Marathi
Malayalam
Gujarati
Odia
Punjabi
Bhojpuri
Urdu
Ad Duration (Mn sec)
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.

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.
STATE GROUP ALL NEWS REGIONAL NEWS HINDI NEWS
Assam / NE / Sikkim 00:50:09 01:07:39 00:35:34
Bihar / Jharkhand 00:23:31 00:14:32 00:30:17
AP / Telangana 00:32:39 00:34:50 00:24:30
Gujarat / D&D / DNH 00:30:17 00:35:30 00:35:52
Pun / Har / Cha / HP / J&K 00:25:43 00:20:01 00:34:56
Karnataka 00:35:32 00:42:25 00:26:57
Kerala 00:40:38 00:44:19 00:05:41
Maharashtra / Goa 00:30:31 00:34:40 00:36:37
MP / Chhattisgarh 00:29:30 00:14:38 00:37:00
Rajasthan 00:25:29 00:17:53 00:31:11
Odisha 00:33:07 00:38:15 00:27:55
Tamil Nadu / Pondicherry 00:27:43 00:29:32 00:18:20
UP / Uttarakhand 00:24:20 00:09:42 00:30:25
West Bengal 00:26:37 00:31:31 00:29:03
India 00:30:30 00:30:52 00:34:31
Respective Markets, 15+
STATE GROUP SHARE OF NEWS IN STATE GROUP VIEWERSHIP AVG WEEKLY IMPRESSIONS (Mn)
Assam / NE / Sikkim 15% 98
Bihar / Jharkhand 8% 61
AP / Telangana 7% 245
Gujarat / D&D / DNH 4% 65
Pun / Har / Cha / HP / J&K 8% 121
Karnataka 9% 215
Kerala 11% 108
Maharashtra / Goa 7% 249
MP / Chhattisgarh 7% 126
Rajasthan 8% 71
Odisha 9% 65
Tamil Nadu / Pondicherry 5% 159
UP / Uttarakhand 8% 151
West Bengal 7% 107
India 8% 1931
Respective Markets, 15+

PNB SCAM
SALMAN KHAN KARNATAKA

CHINKARA CASE GOVT FORMATION
PADMAVAT
ATTACK BY VHP CONVENTION CONTROVERSY
THAKOR SENA ON RAM MANDIR
APPLE EXECUTIVE
SRIDEVI SHOT DEAD
PASSES AWAY ATAL BIHARI

VAJPAYEE'S DEMISE
5 STATE POLL
RESULTS (DEC 2018) ASIAN
UNNAO GAMES
RAPE CASE
DIWALI ISRAELI PM'S

INDIA VISIT
CELEBRATIONS
UNION TERROR ATTACK ON
BUDGET SUNJWAN CAMP
2018
KARNATAKA ASSEMBLY
AMRITSAR TRAIN
TRAGEDY ELECTIONS
TIRANGA YATRA INDEPENDENCE DAY

Trends and Insights Beyond Data
BARC 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 PERFORMANCE
Genre Target Group Region Channels Date Range (Wk09) Time Period
Submit
Choose Language Choose TG NA NA 24/02/2018 - 02/03/2018 NA
STORY PERFORMANCE Story Performance-1 Story Performance-2 Anchor Performance Personality Performance
SRIDEVI PASSES AWAY All Channels

Rank Region Impressions’000 Contribution
Low Impressions’000 High

01 South 817,572 31%
02 West 784,184 30%
03 North 634,208 24%
04 East 420,470 16%
News of
Sridevi’s demise
Where did
viewership
come from
max min

Poll Position on News
Election 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.
Hindi News Viewership of Poll Results Days

Prev 4-Wk Avg Election Week Growth
450 279% 300%
400
403
250%
350
300 200%
250
150%
200
150 80% 100%

145
129
100
106
100 30% 50%
50 81
0 0%
Tripura / Meghalaya / Nagaland wk 10’18 (sat) Karnataka wk 20’18 (tue) Rajasthan / Madhya Pradesh / Chhattisgarh /
Telangana / Mizoram / wk 50’18 (Tue)
Avg Impressions (Mn), HSM,15+
English News Viewership of Poll Results Days

Prev 4-Wk Avg Election Week Growth
380%
1600 400%
1506
1400 350%
1367
1200 256% 300%
1000 250%
800 189% 200%

810
600 150%
400 100%
314 385
200 280 50%
0 0%
Tripura / Meghalaya / Nagaland wk 10’18 (sat) Karnataka wk 20’18 (tue) Rajasthan / Madhya Pradesh / Chhattisgarh /
Telangana / Mizoram / wk 50’18 (Tue)
Avg Impressions’000, India, ABM, 22+
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.

NO CHILD’S
PLAY
With 211 Mn kids in Indian TV homes, one in every four viewer is Share of Kids Channels
in the 2-14 age group. This TG contributes to 20% of TV
in Total TV Viewership
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. 94% 6%
Kids
Other Channels
Genres
This is because 98% of Indian TV homes have a single TV.
Viewership: Split by Language
84%
Hindi 3% Telugu 2% Kannada
Multiple
7%
Tamil
2% Malayalam 2%
No Child’s Play | BARC YEARBOOK 2018 | 37

57% of Advertising runs on
Multi-Language Kids Channels
Kids 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 28
Tamil 5
Kannada 5
Telugu 5
Malayalam 3
Hindi 3
Ad Secondage (Mn)

Kids in HSM spend higher time on Kids Genre
ATS (V) - Kids Channels
MP / Chhattisgarh
ATS (V) - Kids Channels (South States)
Assam / NE / Sikkim
Delhi
Impressions (Mn) - All Channels

897
01:33:36 900
TN / Pondicherry
Guj / D&D / DNH

800
Pun + Har
UP / Uttarakhand
Mah / Goa
01:26:24
699
700
Rajasthan
01:19:12
579 575 600
West Bengal
AP / Telangana
519
Bihar / Jharkhand
508
Kerala
01:12:00 452 500
Odisha
398
400
01:04:48
320
257
Karnataka
246 300
00:57:36 210
188 189 200
155
00:50:24
100
Respective Markets, 2-14
Can’t Ignore the Kids

Kids are loyal viewers of channels catering not just to their age For women aged 22-30 years, that number is 22%.
group, but also Hindi Movies and Hindi GEC. Across the country the
Kids are heavily wooed not only by channels dedicated to them but
share of these two genres ranges between 55% (Assam / NE /
Sikkim) to 81% (Bihar / Jharkhand). other genres on TV.
In fact, while kids account for 12% of kids channels' viewership, they Within the genre, there is a visible trend of Indianisation /
also contribute to 18% of Hindi Movies and 26% of Hindi GEC localisation and creation of characters. There is also a growth of
viewership. regional channels - clearly the space is abuzz with activity.
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.

What Are Kids Watching?
GEC Movies Kids News Music Sports Infotainment Youth Devotional
Others Lifestyle Teleshopping
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
0 50 100 150 200 250 300 350 400 450 500 550 600
Share of Avg Weekly Impressions, Respective Markets, 2-14

HITTING
THE RIGHT
NOTES
Be it soulful Suprabhatas and Bhajans or catchy filmy
Share of Music in
numbers – most of India has had a habit of starting the day with
Total TV viewership
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. 94%

Other
6%
Music
Genres Channels
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.

Music Viewership: Split by Language
48% 11% Malayalam Odia

Tamil Kannada 6% Punjabi
1% 1%
1% 1%
Hindi Telugu Hindi + English 4%
7%
16%
Bangla Bhojpuri
Hitting The Right Notes | BARC YEARBOOK 2018 | 41

Note-worthy: 211 Mn seconds of Advertising
on Music channels
Ad Duration (Mn Sec)
0 10 20 30 40 50 60
Hindi
Tamil
Bangla
Punjabi
Telugu
Kannada
Marathi
Hindi + English
Malayalam
English
Bhojpuri
Assamese
Odia
Haryanvi
Hindi Music channels attract 27% of the total ad duration on Close to 350 categories advertise on the Music genre, totaling upwards
the genre. Interestingly, Bangla music channels, which of 200 million ad seconds. Of this, Film Trailers are the single largest
garner 1% of total genre viewership, gets the third highest contributor, highlighting the usage of music channels as a promotional
share of advertising. vehicle for film releases. The top 5 categories together enjoy a quarter
of total advertising on music channels.

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
6:00
6:30
7:00
7:30
Given the consumption
8:00
habit of music, It comes as
8:30
no surprise that across
9:00
languages, music channels
9:30
show higher peaks in the
10:00
mornings hours, quite akin
10:30
to interest in news in the
11:00
morning.
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
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000

Kids and Youth drive viewership of Music Genre
38%
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.
20%
16%
14%
7%
5%
2-14 15-30 31-40 41-50 51-60 60+
Dispersion of Viewership by Age-Group

IN A SPECIAL
ZONE
There are 54 special interest channels, across Infotainment, Share of Special Interest Channels
Devotional, Youth and Lifestyle genres, accounting for almost 10%
to Total TV Viewership
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.

98% 2%
Niche
Other Genre
Genres
Special Interest Channels' Viewership: Split by Language

Telugu
u
i
Hind
g
Odia
Telu
Tam
Hi
il
nd
i
nd
i
En
Hi
gl
ish
IONAL sh
DEVOT n gli
+E
YO di
UT Hin
NT ltip
le
Mu
H
ME
IN
Mult g u
iple Telu
TA
LIF
INFO
Hindi
ESTY
English
Kannada
LE
Tamil
In a Special Zone | BARC YEARBOOK 2018 | 45

61% of Special Interest Channels' viewership comes from Urban India, 78
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 52
from 69% (Youth) to 58% (Devotional)
Special Interest Channels Viewership:

Skewed towards Urban India
36
Urban Rural
31 16
Lifestyle
71
Youth
80 108
Devotional
Infotainment
Avg Weekly Impressions (Mn), India 2+
Language-wise break
up of Advertising
Infotainment Lifestyle Youth 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.
53
Hindi + English
English
119.4 78.4 0.4 158.4

English Multiple Tamil Hindi
14.6
Telugu 16.4
Odia
211.3 41.9 26.7 47.3 14.4 42.8 34.5 10.5

Multiple Hindi Tamil Hindi Kannada Telugu Hindi Tamil
Avg Weekly Impressions ‘000, India 2+
In a Special Zone | BARC YEARBOOK 2018 | 46

INDIA &
BHARAT
Measurement of all-India viewership was a game changer in more Then there are states which are on the other end of the scale –
ways than one for the Indian television industry. higher share of TV individuals contributing to relatively lower share
of viewership.
Uncovering of the huge rural viewership not only expanded the TV
universe, but also threw up more diversity in consumption patterns, Within a state, Urban and Rural audiences can exhibit very different
if we parse through data from various states, and that of urban / consumption patterns, based on how much of the TV universe they
rural audiences. contribute to, and how much viewership is accounted for by that
population.
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.
India & Bharat | BARC YEARBOOK 2018 | 47

Share of Total TV Viewership
Share of TV Universe (Individuals)
Urban Rural
AP / Telangana
Bihar / Jharkhand
Delhi
Gujarat / D&D / DNH
Karnataka
Kerala
Maharashtra /
Goa
MP / Chhattisgarh
Assam / NE / Sikkim
Odisha
Pun / Har / Cha /

HP / J&K
Rajasthan
TN / Pondicherry
UP / Uttarakhand
West Bengal
India & Bharat | BARC YEARBOOK 2018 | 48

VIEWERSHIP
PULSE
Viewership Pulse | BARC YEARBOOK 2018 | 49

Second half of the year saw more time being spent watching television
Above Average Below Average All India Avg ATS(V) for 2018
03:59:46
03:52:34
3:46:19
03:45:22
03:38:10
03:30:58
03:23:46
03:16:34
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
Weeks

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.

REGIONAL
ZOOM-IN
There are many indicators that point to regional space being Beyond the Urban / Rural split, there is rich regional diversity
the focus of attention in the Indian television broadcast sector. of TV viewers. For instance, Maharashtra / Goa,
One is this: Of the 595 unique channels measured by BARC India Andhra Pradesh / Telangana and Tamil Nadu / Pondicherry
in 2018, as many as 332 were in languages other than Hindi or are biggest contributors to the viewership pie. However,
English. Also, of the total ad secondage aired on TV, almost 60% when it comes to viewers from higher age groups, or higher
plays out on regional language channels. NCCS profiles, the needle may point in a different direction.
Rural electrification, increasing TV penetration and investment
in quality local content are together providing a strong foundation
for robust regional growth.
State Groups Viewership
AP / Telangana 3908
Assam / NE / Sikkim 814
Bihar / Jharkhand 1003
Delhi 1022
Guj / D&D / DNH 1923
Karnataka 2796
Kerala 1178
Maharashtra / Goa 4430
MP / Chhattisgarh 2217
Odisha 889
Pun / Har / Cha / HP / J&K 1861
Rajasthan 1079
TN / Pondicherry 3542
UP / Uttarakhand 2369
West Bengal 1818
Avg Impressions (Mn)
Regional Zoom-In | BARC YEARBOOK 2018 | 52

Viewership Split: By Gender and Age Groups
State Groups Male Female 2-14 15-30 31-40 41-50 51-60 61+
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 Split: By NCCS and Town Class

State Groups NCCS A B CDE Urban Rural
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
Share of Impressions, Respective Markets, 2+ Regional Zoom-In | BARC YEARBOOK 2018 | 53

Gujarat / D&D / DNH 47% Females 53% Males
Hindi channels dominate with

83% of the viewership
Genre Share
in Viewership
Gujarati
0% 20% 40% 60% 80% 100%
GEC Movies Kids News Music Sports Youth Infotainment Devotional
Lifestyle Business News Others Teleshopping
TV Owning Homes (Mn) 12 Local Language Gujarati Weekly Impressions (Bn) 1.9
TV Owning Homes (% of All India) 6% Most Watched Genre Hindi GEC @ 41% Share of Viewership (Impressions) in All India 6%
TV Universe (Individuals in Mn) 55 ATS (hh:mm:ss) 03:48:37 Share of Local Language Viewership 4%
TV Penetration 84% Reach (Mn) 36 Weekly TV Viewing (Man-minutes in Bn) 58
Maharashtra / Goa 49% Females 51% Males
25% of total impressions come from

Marathi channels
Genre Share
in Viewership
Marathi
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 24 Local Language Hindi Weekly Impressions (Bn) 4.4

AP / Telangana 50% Females 50% Males
Telugu channels dominate with 89% of viewership
Genre Share
in Viewership
Telugu
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 23 Local Language Telugu Weekly Impressions (Bn) 3.9
TV Owning Homes (% of All India) 12% Most Watched Genre Telugu GEC @ 56% Share of Viewership (Impressions) in All India 13%
Karnataka 51% Females 49% Males
20% of total viewership come from Hindi,

Telugu and Tamil channels.
Genre Share
in Viewership
Kannada
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 15 Local Language Kannada Weekly Impressions (Bn) 2.8
TV Owning Homes (% of All India) 8% Most Watched Genre Kannada GEC @ 49% Share of Viewership (Impressions) in All India 9%

Kerala 53% Females 47% Males
English is the next most watched language

after Malayalam.
Genre Share
in Viewership
Malayalam
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 8 Local Language Malayalam Weekly Impressions (Bn) 1.2
TV Owning Homes (% of All India) 4% Most Watched Genre Malayalam GEC @ 59% Share of Viewership (Impressions) in All India 4%
TN / Pondicherry 52% Females 48% Males
Tamil GECs rule with 65% of total impressions
Genre Share
in Viewership
Tamil
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 22 Local Language Tamil Weekly Impressions (Bn) 3.5
TV Owning Homes (% of All India) 11% Most Watched Genre Tamil GEC @ 65% Share of Viewership (Impressions) in All India 11%

Assam / NE / Sikkim 50% Females 50% Males
Assamese News at 11% of viewership is the

highest watched regional genre
Genre Share
in Viewership
Assamese
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 6 Local Language Assamese Weekly Impressions (Bn) 0.8
Bihar/ Jharkhand 48% Females 52% Males
83% of total viewership comes

from Hindi Channels
Genre Share
in Viewership
Bhojpuri
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 8 Local Language Bhojpuri Weekly Impressions (Bn) 1.0

Odisha 51% Females 49% Males
Odia GECs dominate with 37% of viewership
Genre Share
in Viewership
Odia
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 6 Local Language Odia Weekly Impressions (Bn) 0.9
TV Owning Homes (% of All India) 3% Most Watched Genre Odia GEC @ 37% Share of Viewership (Impressions) in All India 3%
West Bengal 50% Females 50% Males
Bangla GECs dominate market with

43% impressions
Genre Share
in Viewership
Bangla
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 14 Local Language Bangla Weekly Impressions (Bn) 1.8
TV Owning Homes (% of All India) 7% Most Watched Genre Bangla GEC @ 43% Share of Viewership (Impressions) in All India 6%

MP / Chhattisgarh 50% Females 50% Males
Hindi GECs dominate with 45% of

total impressions
Genre Share
in Viewership
Hindi
0% 20% 40% 60% 80% 100%
48% Females 52% Males

Punjab / Haryana /
Chandigarh / HP / J&K
Hindi GECs dominate market with 42% impressions
Genre Share
in Viewership
Punjabi
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 13 Local Language Punjabi Weekly Impressions (Bn) 1.9

UP / Uttarakhand 49% Females 51% Males
While Hindi dominates, 4% impressions come

from Bhojpuri channels
Genre Share
in Viewership
Hindi
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn) 16.5 Local Language Hindi Weekly Impressions (Bn) 2.4
Rajasthan 49% Females 51% Males
77% impressions come from Hindi

GEC and Hindi Movies
Genre Share
in Viewership
Hindi
0% 20% 40% 60% 80% 100%

Delhi 49% Females 51% Males
10% of total impressions come from

Multi-language Kids' channels.
Genre Share
in Viewership
Hindi
0% 20% 40% 60% 80% 100%
TV Penetration 91% Reach (Mn) 1.0 Weekly TV Viewing (Man-minutes in Bn) 31

ADVERTI-ZING
ON TV
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

Sectors 25
512
across 512 Categories use the power of TV to reach out to their
target audience. Categories
Advertisers 11837
Brands 18729
51% 59%
41%
TOP 20
TOP 30
TOP 40
65% The Top 50 Categories

TOP 50
account for 65% of all ads
27%
TOP 10 that ran on TV
27% Top 50 Advertisers

TOP 10 51% put out 51% of those ads
TOP 50
47%
37% 43% TOP 40
TOP 20 TOP 30
Adverti-Zing on TV | BARC YEARBOOK 2018 | 62

While GEC, Movie and Music channels played out 57% of all
advertising on TV, News was the single-largest genre, attracting
32% of advertising.
Top 4 genres telecast

89% of all ads
32%
25%
19%
13% 11%
News GEC Movies Music Others
FMCGs feature high on most-advertised Brands. It is also
interesting to see online travel and shopping portals among the
top 10 advertised Brands.
Top 10 Brands : basis number of spots aired

Trivago Colgate Dental Cream
No of Ads
(in 000’s) 537 No of
Channels 133 No of
Genres 10 No of Ads
(in 000’s) 393 No of
Channels 181 No of
Genres 7
Lizol Dettol Liquid Soap
No of Ads
(in 000’s) 509 No of
Channels 163 No of
Genres 8 No of Ads
(in 000’s) 389 No of
Channels 152 No of
Genres 9
Santoor Sandal And Turmeric Amazon.in
No of Ads
(in 000’s) 480 No of
Channels 155 No of
Genres 7 No of Ads
(in 000’s) 383 No of
Channels 292 No of
Genres 11
Dettol Toilet Soaps Videocon D2H
No of Ads
(in 000’s) 408 No of
Channels 145 No of
Genres 8 No of Ads
(in 000’s) 365 No of
Channels 194 No of
Genres 9
Roop Mantra Ayur Face Cream Dr Ortho Oil & Capsule
No of Ads
(in 000’s) 402 No of
Channels 115 No of
Genres 8 No of Ads
(in 000’s) 338 No of
Channels 118 No of
Genres 9

Where do the Top 10 advertise?
Across Genre
Ad Duration (Mn Sec) Category Advertisers Brands
News 530 18 12 19
GEC 409 28 34 28
Movies 308 24 27 24
Music 211 18 17 15
Niche 88 04 03 09
Kids 04 04 04
49
Others 01 03 01
22
Sports 17 02 00 01
0 50 100 150 200 250 300 350 400 450 500 550 600
Total 1634 405 430 99

Where do the Top 10 advertise?
Across Languages
Ad Duration (Mn Sec) Category Advertisers Brands
Hindi 522 28 26 23
Tamil 175 12 15 13
Telugu 157 12 11 09
English 133 05 04 10
Bangla 131 11 13 09
Kannada 113 07 09 10
75 05 05 04
Malayalam
65 05 04 05
Marathi
60 03 02 06
Multiple
52 04 03 01
Punjabi
43 02 02 02
Assamese
34 03 03 03
Bhojpuri
33 02 02 02
Odia
26 01 01 01
Gujarati
15 01 00 00
Others
0 50 100 150 200 250 300 350 400 450 500 550 600
Total 1634 405 430 99

Spread of Categories
Devotional GEC Infotainment Kids Lifestyle Movies Music News Others Sports Teleshopping Youth #Categories
Assamese - 213 - - - - 113 271 - - - - 286
Bangla - 293 - - - 225 156 314 - - - - 358
Bhojpuri - 155 - - - 150 47 162 - - - - 246
English - 192 140 2 136 208 92 299 83 178 - - 357
Gujarati - 159 - - - 2 - 294 - - - - 309
Hindi 107 332 106 80 125 277 237 426 79 171 4 212 452
Hindi +
English - - - - - - 123 - - - - 84 146
Kannada - 312 - 93 46 249 199 319 20 - - - 384
Malayalam - 310 - 87 - 233 145 302 - - - - 361
Marathi - 280 - - - 215 147 314 - - - - 351
Multiple - - 183 139 144 - - - - 150 - - 265
Odia 91 225 - - - - 90 258 - - - - 289
Punjabi - 206 - - - 127 193 196 144 - - - 264
Tamil 72 354 90 112 2 258 222 333 - 119 - - 398
Telugu 145 306 - 88 92 264 182 333 - 23 - - 381
Urdu - 109 - - - - - 158 - - - - 187
#Categories 222 450 228 176 239 374 343 490 216 216 4 213 512

Top 10 Across Genres
Categories | Advertisers | Brands
TOTAL
Rank Category 37%
Total
Advertiser 39%
Total
Brand 8%
Total
1 Toilet Soaps Hindustan Lever Ltd Videocon D2H
2 Tooth Pastes Reckitt Benckiser (India) Ltd Santoor Sandal and Turmeric
3 Shampoos ITC Ltd Trivago
4 Washing Powders/Liquids Cadburys India Ltd Colgate Dental Cream
5 Toilet/Floor Cleaners Colgate Palmolive India Ltd Lizol
6 Auto-Two Wheelers Wipro Ltd Amazon.in
7 Milk Beverages Procter & Gamble Dettol Liquid Soap
8 Perfumes/Deodorant Amazon Online India Pvt Ltd Dettol Toilet Soaps
9 Auto-Cars/Jeeps Brooke Bond Lipton India Ltd Flipkart.com
10 Chocolatest Dish TV India Ltd Lifebuoy Toilet Soap
NEWS
Rank Category 31%
Total
Advertiser 15% Total
Brand 9%
Total
1 Auto-Cars/Jeeps Hindustan Lever Ltd Videocon D2H
2 Retail Outlets-Jewellers Patanjali Ayurved Ltd Gabon Calling
3 Auto-Two Wheelers Reckitt Benckiser (India) Ltd Roop Mantra Ayur Face Cream
4 Corporate/Brand Image SBS Biotech Dr Ortho Oil & Capsule
5 Toilet Soaps Dish TV India Ltd Pet Saffa
6 DTH Service Providers Gabon Special Economic Zone Vimal Elaichi Pan Masala
7 Paints Colgate Palmolive India Ltd Lalitha Jewellery
8 Pan Masala /Zarda /Gutkha Mahindra & Mahindra Attica Gold Company
9 Tooth Pastes ITC Ltd Colgate Dental Cream
10 OTC Products Range Godrej Consumer Products Ltd Amazon.in

GEC
Rank Category 37%
Total
Advertiser 37%Total
Brand 9%
Total
Total
1 Toilet Soaps Hindustan Lever Ltd Santoor Sandal And Turmeric
2 Tooth Pastes Reckitt Benckiser (India) Ltd Videocon D2H
3 Washing Powders/Liquids ITC Ltd Colgate Dental Cream
4 Shampoos Cadburys India Ltd Lifebuoy Toilet Soap
5 Chocolates Wipro Ltd Lizol
6 Milk Beverages Procter & Gamble Trivago
7 Toilet/Floor Cleaners Brooke Bond Lipton India Ltd Horlicks
8 Biscuits Colgate Palmolive India Ltd Dove Cream Bathing Bar
9 Fairness Creams Smithkline Beecham Lux Toilet Soap
10 Tea Procter & Gamble Home Products Pears
MOVIES
Rank Category 32%
Total
Advertiser 38%Total
Brand 9%
Total
1 Toilet Soaps Hindustan Lever Ltd Trivago
2 Washing Powders/Liquids Reckitt Benckiser (India) Ltd Lizol
3 Shampoos ITC Ltd Santoor Sandal And Turmeric
4 Toilet/Floor Cleaners Cadburys India Ltd Dettol Liquid Soap
5 Tooth Pastes Procter & Gamble Dettol Toilet Soaps
6 Auto-Two Wheelers Amazon Online India Pvt Ltd Lifebuoy Toilet Soap
7 Ecom-Media/Entertainment/Social Media Brooke Bond Lipton India Ltd Amazon.in
8 Milk Beverages Colgate Palmolive India Ltd Colgate Dental Cream
9 Chocolates Smithkline Beecham Amazon Prime Video
10 Perfumes/Deodorant Wipro Ltd Harpic Power Plus/Bathroom Cleaner

MUSIC
Rank Category 37%
Total
Advertiser 39%Total
Brand 8%
Total
1 Toilet Soaps Hindustan Lever Ltd Santoor Sandal And Turmeric
2 Shampoos Reckitt Benckiser (India) Ltd Punjabi-Music Album
3 Toilet/Floor Cleaners Super Cassettes Industries Lizol
4 Auto-Two Wheelers ITC Ltd Videocon D2H
5 Tooth Pastes Cadburys India Ltd Dettol Liquid Soap
6 Chocolates Wipro Ltd Colgate Dental Cream
7 Washing Powders/Liquids Procter & Gamble Dettol Toilet Soaps
8 Perfumes/Deodorant Colgate Palmolive India Ltd Flipkart.com
9 Hair Oils Marico Ltd Dettol Cool Soap
10 Face Wash Zee Music Harpic Power Plus/Bathroom Cleaner
NICHE
Rank Category 33%
Total
Advertiser 29% Total
Brand 15%
Total
1 Perfumes/Deodorant Amazon Online India Pvt Ltd Trivago
2 Ecom-Travel & Tourism Vini Product Fogg
3 eCom-Online Shopping Trivago Flipkart.com
4 Auto-Cars/Jeeps Hindustan Lever Ltd Amazon.in
5 Ecom-Media/Entertainment/Social Media Reckitt Benckiser (India) Ltd Amazon Prime Video
6 AV Auxiliaries Google Airtel 4G
7 Cellular Phones-Smart Phones Super Cassettes Industries Amazon Fire Tv Stick
8 Cellular Phone Service Bharti Airtel Ltd Byjus Learning App
9 Toilet Soaps Zee Music Prepair Men 40 Plus
10 Travel & Tourism Flipkart.com Amazon Echo

KIDS
Rank Category 53%
Total
Advertiser 49%
Total
Brand 21%
Total
1 Milk Beverages Reckitt Benckiser (India) Ltd Boost
2 Biscuits Hindustan Lever Ltd Colgate Dental Cream
3 Sugar Confectionaries ITC Ltd Yellow Diamond Rings
4 Tooth Pastes Perfetti Van Melle Ind Pvt Ltd Horlicks
5 Toilet/Floor Cleaners Smithkline Beecham Kelloggs Chocos
6 Toilet Soaps Colgate Palmolive India Ltd Lizol
7 Namkin Glaxo Smithkline Consu Health Unicharm Mamy Poko Pants
8 Diapers Britannia Industries Ltd Alpenliebe Juzt Jelly
9 Mosq Repellents Prataap Snacks Limited Harpic Power Plus/Bathroom Cleaner
10 Wafer/Chips Kelloggs Pepsodent Germicheck Plus
SPORTS
Rank Category 48%
Total
Advertiser 30%
Total
Brand 19%
Total
1 Perfumes/Deodorant Vini Product Fogg
2 Cellular Phones-Smart Phones Maruti Suzuki India Ltd Maruti Suzuki Swift
3 Auto-Two Wheelers Samsung India Electronics Ltd Jio Digital Life
4 Cellular Phone Service Hero Motocorp Ltd Trivago
5 Auto-Cars/Jeeps Reliance Jio Infocomm Ltd Hotstar.com
6 Ecom-Media/Entertainment/Social Media Trivago Samsung Galaxy S9/S9 Plus
7 Ecom-Travel & Tourism Indya Interactive Services Pvt Ltd Vivo V9
8 MPSB - Multi Product Single Brand Vivo Mobile India Pvt Ltd Flipkart.com
9 eCom-Online Shopping TVS Motor Company Fogg Scent
10 Corporate-Sports Hindustan Lever Ltd NBA.com

ABOUT US
Broadcast Audience Research Council (BARC) India is a Apart from providing industry with the baseline
Joint Industry Company founded by stakeholder bodies measurement currency, BARC India also offers a suite of
that represent Broadcasters, Advertisers, and Advertising Insight products specially designed for Broadcasters,
and Media Agencies. Advertisers and Agencies.

Built upon a robust and future-ready technology backbone, Big Data and Analytics generated by BARC India powers
BARC India owns and manages a transparent, accurate, efficient media spends and content decisions in a highly
representative and inclusive TV audience measurement dynamic and vibrant television sector.
system.
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.

Watermarking content
ch ID + timestamp
The watermark is broadcast along with the content.
Each TV channel is embedded with its unique WM code.

Playout &
broadcast
The audio watermark codes cannot be deleted, erased,
over-written or tampered with.
Viewing These watermarks are not audible to human ear but can be
at home
detected and decoded by BARC India’s BAR-o-Meters,
using dedicated hardware and software.
Raw data
generation As viewing details are recorded by the BAR-O-meters
installed in BARC homes, so are the watermarks.

Final viewership
data
Raw data received from BARC panel homes is processed,
Establishment
Survey data and then up-weighted basis Universe Estimates.
Viewing details are then merged with program, language
Time-slot and other content information to yield detailed insights into

viewing data
Who watched What, When, Where and for How much.
The granularity of BARC data gives Broadcasters, Content

Apply Prog/TVC
details owners/producers, Advertisers and Market Research
professionals unprecedented visibility into viewing habits
of India, which powers efficient decision making.
About Us | BARC YEARBOOK 2018 | 71

TOOLS OF
THE TRADE
BARC India’s Data & Insights Solutions
BARC India Media Workstation (BMW) is the core product A rich visualisation tool for News broadcasters that
from BARC India which enables professionals engaged in gives powerful insights into performance of Channels,
TV viewership measurement and research to run granular News Stories, Anchors and Personalities at a click of a
analyses and build effective media plans. It also helps button.
design content that connects and drive marketing and
ad-sales.
BARC India measures and reports TV viewership in social A visualisation tool for Advertisers and Media
hot-spots like restaurants, pubs, and bars in select cities. Agencies which helps brands understand their
The current Out-Of-Home (OOH) measurement service performance vis-à-vis other brands.
tracks viewing across 900+ establishments in Mumbai,
Delhi, and Bengaluru, using 1500+ meters.
SpotTrek is BARC India’s spot monitoring and movie Alpha Club and Kids Reports provide insights into
trailers telecast tracking service which delivers overnight viewership of NCCS A1, A2 and A3 and Kids in the age
BARC India certified log reports. SpotTrek is a Web based group of 2-8 and 9-14 respectively. Both reports are
application that can be accessed 24x7. It also allows for presented in an interactive and user friendly UI that
easy competition mapping. allows for quick analyses of viewership trends.
Tools Of The Trade | BARC YEARBOOK 2018 | 72

MEASUREMENT
MUSCLE
836 Mn
Indians
Our data shows what 836 Million Indians watch
on TV every day, every minute.
Largest TV Audience
Measurement Panel in the world
With a Panel of 180,000+ individuals, we run the largest TV
viewership measurement system in the world. 45% of India

M&E sector
We measure 45% of Indian M&E sector, with
a vision to be the single-source measurement
provider for entire M&E sector.
93% of all 7.5 Pb

video content data
Our measurement We process 7.5 petabytes
covers 93% of all video content of data every year.
consumption in India.
311 Mn
minutes
Our tech-driven system tracks 300 million
minutes of video content across 575 channels.
$5.7 Bn 4.5 Mn
Ad & Content spends jobs
Analytics based on our data powers transactions worth US$ 5.7 Bn Our data and analytics impacts a large share
of Advertising & Content Spends. of the 4.5 Mn jobs in M&E and allied sectors.
Measurement Muscle | BARC YEARBOOK 2018 | 73

GLOSSARY
ADVERTISER: A group/entity/organization with commercial COV'000: Number of individuals ('000s) in the universe that
interest that disseminates messages about a particular viewed at least one of the events in a set of events. Also
brand with the aim of influencing purchase decisions for the known as Cume Reach in 000s.
products and services represented by the brand.

EVENT: An Event is a TV programme or time slot or any
ATR%: The percentage of a target audience who viewed any aggregation thereof. e.g. A channel is an aggregation of all
TV channel, averaged across minutes. time slots for the "Audience Day".
ATR’ 000: Number of individuals in 000s of a target audience HH UNIVERSE: The total number of households in a
who viewed any TV channel, averaged across minutes. defined target group.
ATS (UNIV): Average Time Spent on the "Event" by all IMPRESSIONS ‘000: Number of individuals in 000s of a
individuals in the Universe. target audience who viewed an "Event", averaged across
minutes. Also known as TVT.
ATS (VIEWER): Average Time Spent by viewers of the
"Event". MAN MINUTES: The sum of time spent by all the viewers of
the "Event".
AUDIENCE DAY: An Audience Day is a 24-hour period
starting from 02:00 to 25:59. MINUTE: A clock minute.
AUDIENCE PROFILE: An audience profile divides the main RAT%: The percentage of a target audience who viewed an
audience category into its subcategory. Audience profiles Event, averaged across minutes. Also known as TRP.
are mostly represented in percentages.

RCH ‘000: Stands for Reach in 000s. Number of individuals
BRAND: A company’s Identity in terms of what commercial who viewed the Event for at least 1 minute. Viewing based
products and services it offers. It may refer to a name, on attribution rules.
design, symbol, or any other feature that identifies the
product or service as distinct from those of other sellers. SHR%: % Share of the "Event" to total TV.
COV%: % of the universe that viewed at least one of the UNIVERSE: The total number of individuals in a defined
events in a set of events. Also known as Cume Reach %. target group.
Glossary | BARC YEARBOOK 2018 | 74

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WHAT INDIA WATCHED 2018 BARC India Yearbook PDF

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WHAT INDIA WATCHED 2018 BARC India Yearbook PDF

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WHAT

content. While News and Sports made

and analytics service.

The BARC India Yearbook 2018 tells you -

measure television viewership, How Much they Watch and more.

and provide data and insights that the

media ecosystem can analyse to review

and plan its investments.

Statistics plays a key role

impacts 4.5 Mn jobs in M&E industry and

Preface | BARC YEARBOOK 2018

2018 India & Bharat 47

Home Theatre 20 About Us 71

Game of Sports 25 Tools of the Trade 72

News Buzz 31 Measurement

Hitting the Right

Contents | BARC YEARBOOK 2018

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

accuracy. This has been thanks to statistical

automation in our processes and of course our large

reported back, the rate of improvement accelerates.”

At BARC India, we are mere messengers of What

Broadcasting Foundation (IBF), the Indian Society of

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 | BARC YEARBOOK 2018 | 01

2018 In Numbers | BARC YEARBOOK 2018 | 02

viewership comes from GECs,

GEC and News by kids.

2018 In Numbers | BARC YEARBOOK 2018 | 04

The maximum tune-ins (at 76%) 61% of HD viewership, followed by

occur at primetime. movies at 24% and sports at 9%.

2018 In Numbers | BARC YEARBOOK 2018 | 05

on TV with 29 dedicated channels.

on TV Sports content however is aired across

as many as 292 channels including GEC

languages South India who measurement tool across 900+ pubs/

lounges/ restaurants in the three metros

uncovered an OOH viewership of 44 Mn

2018 in Numbers | BARC YEARBOOK 2018 | 06

sheer volume of viewership.

after Hindi, in terms of number of channels measured by

Hindi language channels account for the lion’s share of

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

Who, What, Where, How Much | BARC YEARBOOK 2018 | 08

Who, What, Where, How Much | BARC YEARBOOK 2018 | 09

Who, What, Where, How Much | BARC YEARBOOK 2018 | 10

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

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

weighted viewership to them. It will allow advertisers to evaluate tracking of competition.

their spends on in-stadia inventory and team sponsorships,

broadcasters to monetize their content libraries, and sports bodies

to value their inventory. Brand Integration Track (BIT)