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NEW DELHI: A new study conducted by the Broadcast Audience Research Council (BARC) India which was released on Thursday said ownership of TV sets in rural India overtook growth in urban pockets, with rural TV penetration growing at 9% in comparison to a 4% growth in the urban parts.
BARC India’s ‘TV Universe Estimates 2020’ (TV UEs), says 210 million Indian households now own a TV set, which accounts for a 6.9% increase from 197 million in 2018. Simultaneously, the report said the number of people who watch TV also swelled by 6.7%, reaching 892 million from 836 million in 2018, an increase of 56 million individuals in 2020.
Women TV owners surged by 7%, beating the male population by one per cent, while the highest growth in numbers was in the “kids” category between the ages of 2 and 14, where TV viewership grew at 9%.
linkedin Broadcast Audience Research Council India, along with its technical committee (TechComm), has released the ‘TV Universe Estimates 2020’ (TV UEs). The TV UEs have been developed by computing the linear growth of TV households and individuals from the past two Broadcast India studies of 2016 and 2018, at geographic and demographic levels. Below are some of the updated TV Universe Estimates for broadcasters, advertisers, agencies and other industry stakeholders:
Households and individuals: The estimate suggests a 6.9% increase in the number of Indian households owning a TV set, with 210 million, as compared to 197 million in 2018. TV viewing too, increased by 6.7%, reaching 892 million, from 836 million in 2018. The TV owning female population grew by 7%, while the male population grew by 6%. The kids category (2-14 years-of-age) witnessed highest growth at 9%.
At the end of 2018, there were over 197 million TV-viewing households. The TV-viewing individuals also witnessed an increase of 6.7 per cent, reaching 892 million from 836 million in the same period. India has a population of 1.3 billion people and 300 million households, the agency said. It can be noted that as people were forced to stay indoors due to the COVID-19 pandemic, TV viewing increased. With an additional 13 million TV households and an opportunity for another 90 million households that are yet to own a TV set, India s broadcast ecosystem continues to have a significant potential for growth in the years to come, the agency s Chief Executive Sunil Lulla said.
TV Owning Female population grew by 7%
Total TV Owning Households grow by 6.9% to reach 210 Million.
No. of TV Viewing Individuals at 892 million.
TV Viewing Individuals grow across all Urban pop strata.
BARC India along with the BARC Technical Committee (TechComm), has released the ‘TV Universe Estimates 2020’ report. Households and Individuals
According to BARC India’s TV UEs 2020, 210 Mn Indian households now own a TV set, an increase of 6.9% from 197 Mn in 2018. Simultaneously, TV viewing individuals also witnessed an increase of 6.7%, reaching 892 Mn from 836 Mn in 2018, an increase of 57 million individuals in 2020. TV Owning Female population grew by 7%, while male population grew by 6%. In terms of age-groups, the highest growth was witnessed in the “kids” category (age 2 to 14) at 9%.