2018
WHATINDIA
WATCHED
Preface | BARC YEARBOOK 2018
different: India seemed to move beyond an
over-reliance on soaps and Hindi language
content. While News and Sports made
great impact on viewers, and will continue
doing so in 2019, regional is where the next
phase of growth will come from.
The BARC India Yearbook 2018 tells you -
via numbers and insights - What India
Watches, and beyond: When they Watch,
How Much they Watch and more.
PREFACEData is critical in every field, as it helps
review the past and plan for the future.
Over the last three-and-a-half years
BARC India has been conducting what is
possibly the world’s largest data tracking
and analytics service.
The independent, joint industry company
was set up with a clear mandate to
measure television viewership,
and provide data and insights that the
media ecosystem can analyse to review
and plan its investments.
In a country as large and diverse as India,
BARC India’s job of providing data and
insights is indeed challenging.
Picture this: BARC India generates the
single currency that powers TV advertising
and content spends worth US$ 5.7 Bn and
impacts 4.5 Mn jobs in M&E industry and
allied sectors. BARC India delivers on that
mandate by sifting through a staggering
7.5 petabytes of data, which is what 311 Mn
minutes of video content across
595 channels clock up to annually!
Every year, the dynamic television sector
throws up fresh trends and 2018 was no
Statistics plays a key rolein what we do. The Yearbook design language is inspired by the BARC India logo.The cube mnemonics used in the Yearbook embodies the dynamic nature of audience measurement. This helpsus reiterate the fact that information is nothing shortof being the building blocks of the media industry.The"eye" graphics used connotes our core theme:“What India Watches”
CONTENTSCEO’s Note
2018in Numbers
Who WhatWhere How Much
Daily Dose of Drama & Soaps
Home Theatre
Game of Sports
News Buzz
No Child’s Play
Hitting the Right Notes
01
02
07
12
20
25
31
37
41
In a Special Zone
India & Bharat
Viewership Pulse
Regional Zoom-In
Adverti-Zing on TV
About Us
Tools of the Trade
Measurement Muscle
Glossary
45
47
49
52
62
71
72
73
74
Contents | BARC YEARBOOK 2018
CEO’s NOTE | BARC YEARBOOK 2018 | 01
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
Entertainment and Sports, we have near-100%
accuracy. This has been thanks to statistical
processes we have deployed,the high degree of
automation in our processes and of course our large
all-India sample.
In 2019, we are looking to raise our “enabler” role to
another level with insights. Our BIO-News product
has already been lapped by news channels, and we
hope to launch several more such offerings that will
help marketers take smarter buying decisions.
At BARC India, we are mere messengers of What
India Watches. We don’t really have a view on what
India should watch and what it shouldn’t. We are
fortunate to have our promoters – the Indian
Broadcasting Foundation (IBF), the Indian Society of
Advertisers (ISA) and the Advertising Agencies
Association of India (AAAI), the BARC India Board and
the Technical Committee who have great faith in us.
I am particularly proud to lead a 500-plus team which
is what makes us what we are today. We of course
owe a special thanks to our subscribers and the
media and entertainment fraternity in general for
embracing our products and services and guiding us
where we could do 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
Greetings!
“When performance is measured, performance
improves. When performance is measured and
reported back, the rate of improvement accelerates.”
While Pearson’s Law clearly spells out how
measurement by way of quantification is critical to the
success of an individual business, it is also a fact that
measurement by way of research data and insights –
helps the industry grow.
In the case of television viewership measurement, it
powers businesses for whom television is a key part
of the marketing plan.
At BARC India, it’s extremely satisfying for us to play
the role of a facilitator for the media ecosystem.
Thanks to our data, broadcasters can take key
business (specifically revenue), content and
distribution decisions, advertising agencies can help
advise their clients better and hence do their work
more efficiently and advertisers can channelise their
spends effectively. Others too can get an idea of how
to employ television for outreach. As they say, what
you can measure, you can manage better.
CEO, BARC INDIAPartho Dasgupta
2018IN
NUMBERS
2018 In Numbers | BARC YEARBOOK 2018 | 02
18 STAND-OUTS FROM 2018
It has been an eventful year in BARC’s television universe.
Accounting for 93% of video consumption in India
989 BnMan-Minutes of TV viewingper week
197 MnTV homes
595TV channelsand counting
2018 In Numbers | BARC YEARBOOK 2018 | 03
As many as 193 Mn Indian households
have only one television set at home,
resulting in a very high percentage of
co-viewing. The habit of watching TV
together explains the high viewership of
GEC and News by kids.
of India watchesTV together
82%
Only 21% of Indian television homes
have flat screen (LCD / LED) TV sets.
Delhi, Punjab/Haryana/Chandigarh/
HP/J&K are three top state / markets by
flat screen penetration.
People who watchTV on CRT sets
660 Mn
33,459 dubbed movies were aired across
channels in 2018 (including original
airings and repeat telecasts). These
accounted for 10% of film airings on TV,
but delivered 25% of viewership.
Impressions:Viewershipof DubbedMovies
21 Bn
Popularity of Movies on TV is evident
from the large number of titles aired
across channels. Of these 24,076 movies
shown on TV, 75% were aired in
5 languages alone : Hindi, Tamil, Telugu,
English & Malayalam.
Movies telecaston TV
24,076
Children (2-14 year-olds) account for
a significant share of total TV viewership
due to high co-viewing. 49% of this
viewership comes from GECs,
25% from Movie channels and 12% from
Kids channels.
Share of Kidsin TotalViewership
20%
This statistic is for those who feel women
aren’t interested in news. Women
contribute 46% to news viewership
overall. That number goes up to as much
as 48-49% for Assamese, Telugu, Tamil,
and Malayalam news channels.
Impressions:Women viewership of News channels
1 Bn
2018 In Numbers | BARC YEARBOOK 2018 | 04
The universe of television viewers has
grown from 183 Mn homes in 2017 to
197 Mn in 2018. While the growth is
significant, one in every three Indian
homes still doesn't own a TV set -
indicating the sizeable headroom
for growth.
new TV viewersin 2018
56 Mn
Cricket may be the dominant sport on
TV, but football has its own dedicated fan
base. 111 Mn Indians watched the live
telecast of FIFA 2018 World Cup matches.
The France-Croatia final on 15th July 2018
was watched by 15.8 Mn - fourth highest
number of viewers by countries, globally.
people watchedfootball contenton TV
487 Mn
A massive 73% viewers watch
TV every day, at least once.
The lion’s share of these tune-ins are
from Maharashtra and Goa, followed by
Andhra Pradesh/Telangana,
Tamil Nadu/Pondicherry and
Uttar Pradesh/ Uttarakhand.
The maximum tune-ins (at 76%)
occur at primetime.
Daily TVTune-ins
613 Mn
Kabaddi accounts for 4% of live sports
content by duration but delivers
15% of total sports viewership.
PKL viewership is proof of the growing
connect of the sport. The Tamil Thalaivas
Vs Telugu Titans game delivered as high
as 4 Mn impressions on a single channel
and 12.7 Mn impressions across
eight channels.
Impressionsof KabaddiViewership
3.1 Bn
Number of HD TV channels has been
growing, rising from 56 in 2016 to 92
channels in 2018. HD viewership grew
66% in 2018. While Hindi channels
account for 50% of HD viewership, Telugu
is at 15%, Tamil at 14% and English at
10%. Across genres, GECs account for
61% of HD viewership, followed by
movies at 24% and sports at 9%.
Growth in HDViewership
66%
Popularity of TV in India is also indicated
by the number of channels that keep
getting added to the measurement
universe year on year. The total number
of channels tracked by BARC India
aggregates to 595 across 16 languages,
and this number continues to grow. Of
the 75 channels added in 2018, 17 were
HD and 52 in the regional space.
New Channelsadded this year
75
2018 In Numbers | BARC YEARBOOK 2018 | 05
TV penetration across the five states in
South India stands at 95% - significantly
higher than the national average of 66%.
Bihar/Jharkhand is at the bottom-end of
the spectrum at 26%.
Homes inSouth India whohave a TV
95%
As many as 366 Mn people watched
sports content in regional languages.
Regional television has grown steadily
in viewership with sports content
made available in more than ten
regional languages.
People viewedSports Contentin Regionallanguages
366 Mn
Rahul Gandhi’s hug and wink in
Parliament in the middle of the
No-Confidence motion debate was
viewed on TV by a whopping 14 Mn
people. TV continues to be the preferred
destination for Indians (including the
‘digitally connected’ youth) when they
want to catch up on news that impact
their lives.
People whowatched‘Hug & Wink’on TV
14 Mn
The numbers are staggering: 1.63 Bn
seconds of advertising (accounting for 9%
of total broadcast hours across all
measured channels), 76.7 Mn
advertisements, 18,729 Brands, 11,837
Advertisers across 512 Categories. TV
remains the go-to platform for anyone who
wants to reach the maximum audiences
with accuracy and high ROI.
Seconds ofAdvertisementson TV
1.63 BnSports is a significant viewership magnet
with 29 dedicated channels.
Sports content however is aired across
as many as 292 channels including GEC
and news among other genres.
Cricket dominates with 38% of telecast
duration and soccer follows at a
not-too-distant 24%.
Hours of Sports Content
2,34,976
BARC’s pioneering Out-Of-Home
measurement tool across 900+ pubs/
lounges/ restaurants in the three metros
of Delhi, Mumbai and Bengaluru
uncovered an OOH viewership of 44 Mn
people in the 15+ age-group (Apr'18
-May'18). The IPL-11 TV viewership went
north by 8% thanks to this additional
viewership capture. The live telecast of
58 FIFA World Cup matches got 41%
incremental viewership from OOH.
OOH viewersin Delhi, Mumbai,Bengaluru
44 Mn
2018 in Numbers | BARC YEARBOOK 2018 | 06
Hindi language channels hold pole position in the Indian TV
landscape - be it by number of channels in that space, or by the
sheer volume of viewership.
While English may not be among the most preferred languages
of Indians, English language channels occupy the second spot
after Hindi, in terms of number of channels measured by
BARC India. Interestingly, there are more English Sports
channels than Hindi.
Share of Viewership of English language channels are more
in line with percentage of Indians who are ‘first language
speakers’ of English.
Kids and special interest channels are available with multiple
language feeds, catering to large segment of viewers.
Analysis of viewing habits of TV viewers show that language
feeds work well for Kids as well as Sports channels.
GEC, Movies and News are the three genres that pull in maximum
viewership across all languages. However, it is Sports that cuts
across both Hindi and English language viewers.
Advertiser interest is in line with number of channels
and viewership that various genres fetch.
Hindi language channels account for the lion’s share of
Advertising (by duration of ad spots), followed by Tamil,
Telugu and English.
Hindi News and Movie channels are the preferred genres for
advertisers when the need is to create maximum recall value.
WHO WHATWHERE
HOW MUCH
, , ,
Who, What, Where, How Much | BARC YEARBOOK 2018 | 07
Number of Channels by Language & Genre
* 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".
Assa
mes
e
Ban
gla Bh
ojpu
ri
English
Gujarati
Hindi
Kann
ada
Malaya
lam
Marathi
Multiple
Odia
Punjabi
TamilTelugu
Oth
ers
GEC
New
s
Othe
rs
Sport
s
GEC
Movies
Music
Others
GEC
Movies
Music
News
Others
Kids
Others
GEC
Others
News
GEC
Othe
rs
New
s
Infotainment
Others
GEC
Movies
Music
News
Others
GEC
Movies
New
s
Others
GEC
Who, What, Where, How Much | BARC YEARBOOK 2018 | 08
Viewership by Language & Genre
* Genre splits for Languages with viewership 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".
GEC
Othe
rs
Spor
tsOt
hers
GEC
Movies
Music
New
s
Sports
Others
GEC
Other
s
GEC
Others
GEC
Others
Kids
Others
GEC
Movies
Others
GEC
Movies
Others
Ban
gla B
hojp
uri
Engl
ish
Hindi
Kann
ada
Malaya
lam
Marathi
Multiple
OdiaPunjabi
Tamil
TeluguO
ther
s
Who, What, Where, How Much | BARC YEARBOOK 2018 | 09
Volume of Advertising by Language & Genre
* Genre splits for Languages with ad duration 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".
GEC
Othe
rs
News
Others
Movies
News
GEC
Movies
Music
New
s
Others
GECNe
ws
Other
s
GEC
Others
GEC
Others
Kids
Others
GEC
Others
Movies
Music
News
GEC
Others
Movies
New
s
Assa
mes
e
Bang
la
Bhojpu
ri
English
Gujarati
Hindi
Kann
adaMalayalam
Marathi
Multiple
Odia
Punjabi
TamilTelugu
Oth
ers
Who, What, Where, How Much | BARC YEARBOOK 2018 | 10
Coming SoonBARC 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.
In such an environment, grabbing attention span of people is
progressively getting more challenging for Brands.
BIO Sports is an upcoming product which will detect brands/ads
within content, their screen time, position on screen and attribute
weighted viewership to them. It will allow advertisers to evaluate
their spends on in-stadia inventory and team sponsorships,
broadcasters to monetize their content libraries, and sports bodies
to value their inventory.
Built upon a robust Machine Learning (ML) and Artificial Intelligence
(AI) framework, BIO Sports will provide insights to end user through
a portal that is user-friendly tool has a smart and interactive UI.
BIO GEC
BIO GEC has been built to provide intelligent insights to
Broadcasters, Production Houses and Content Creators. BIO GEC
will offer granular video metadata, fused with BARC India’s TV
viewership.
BIO GEC will provide content level insights and enable qualitative
study for the GEC genre.
BIO Music
BIO Music is a tool aimed at Music Broadcasters and Music Labels.
It will give daily metadata of songs playing on TV Music channels,
along with in-depth analysis of content mapped with TV viewership.
BIO Music will allow easy song performance analysis and efficient
tracking of competition.
Brand Integration Track (BIT)
The BIT tool will offer Monitoring and Certification of brand
integrations in broadcast content, with detailed metadata such as
Product/Brand/Advertiser, Category, Spot Type, Duration,
Language, Start time/End time etc.
Self Service Portal (SSP)
SSP will provide custom viewership reports to those who are not
regular subscribers of BARC India data. These ready-to-use
reports would offer quick insights on TV viewership, and would be
generated via online requests.
Who, What, Where, How Much | BARC YEARBOOK 2018 | 11
Across all markets and languages, General Entertainment
Category (GEC) remains the most preferred genre of TV viewers
in India. In 2018, GEC channels accounted for more than half of
all TV viewership.
While Hindi GEC continues to occupy pole position among
languages, growth of Regional GEC has been the defining trend
of 2018. In fact, the 4 south language markets between
themselves match up to Hindi GEC viewership in absolute size.
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.
DAILY DOSEOF DRAMA& SOAPS
GEC Viewership: Split by Language
52%GECChannels
48%OtherGenres
Share of GEC inTotal TV viewership
Share of Avg Weekly Impressions, India 2+
Share of Avg Weekly Impressions, India 2+
43%
Hindi
15%
Tamil15%
Telugu 9%
Kannada 5%
Bangla 5%
Malayalam 4%
Marathi 2%
Odia1%
Bhojpuri1%
Punjabi
Figu
re n
ot d
raw
n to
sca
le.
Daily Dose of Drama & Soaps | BARC YEARBOOK 2018 | 12
Although ‘Dramas and Soaps’ continue to be the staple diet for
TV consumption across length and breadth of India, the amount
of time viewers spend watching GEC content varies for
different languages.
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
5 south states is also on the upper end of the scale, significantly
higher than the national average.
Time spent watching GEC - by language
00:43:12 01:12:00 01:40:48 02:09:36 02:38:24 03:07:12
ATS (V), HSM for Hindi, All India for English, Respective Markets for Regional Languages, 2+
Tamil
Telugu
Kannada
Malayalam
Odia
Bangla
Hindi
Marathi
Assamese
Punjabi
Gujarati
Bhojpuri
English
Daily Dose of Drama & Soaps | BARC YEARBOOK 2018 | 13
Share of GEC viewership in Total TV viewership also varies widely
across states. On one end of the spectrum is Tamil Nadu /
Pondicherry, where GEC accounts for 2/3rd of TV viewership, and on
the other is Assam / NE / Sikkim where GEC contributes to a little
over 1/3rd of viewership.
There are 6 state groups where share of GEC in total viewership
falls higher than the national average of 52%. All south states fall
in this bucket, further highlighting the affinity of viewers there for
content shown on GEC channels.
The share of GEC viewership however doesn’t show a direct
correlation with the number of channels in each language / market.
The GEC Story across State Groups
0%
10%
20%
30%
40%
50%
60%
70%
TN /
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9801027
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Share of GEC in Total Viewership
Average Weekly Impressions in Mn
Share of Avg Weekly Impressions, Respective Markets, 2+
Hindi
Tamil
Telugu
English
Kannada
Malayalam
Bangla
31
25
14
12
12
12
11
Marathi
Odia
Assamese
Bhojpuri
Urdu
Gujarati
Punjabi
8
6
4
4
4
2
2
LANGUAGE#GEC
CHANNELS LANGUAGE#GEC
CHANNELS
Raj
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Daily Dose of Drama & Soaps | BARC YEARBOOK 2018 | 14
When it comes to Advertising on GEC channels,3 languages corner 49% of total Ad Volumes in
the genre, with Hindi GEC accounting forthe single largest share
0
10
20
30
40
50
60
70
80
90
100
89
Ad Duration (Mn Sec)
69
4238
3534
2321
1513
109
65
Daily Dose of Drama & Soaps | BARC YEARBOOK 2018 | 15
Hin
di
Tam
il
Kann
ada
Telu
gu
Mal
ayal
am
Ban
gla
Mar
athi
Engl
ish
Odia
Assa
mes
e
Bho
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i
Punj
abi
Guja
rati
Urd
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A Closer look at Hindi GECHindi GEC genre attracts viewers from all across the country,
with bulk of the viewership coming from Hindi Speaking Markets
(HSM). However, within HSM, states with strong regional sector
balance their preference for Hindi GEC with local language
content. Maharashtra / Goa is one such market – while it is the
top contributor to Hindi GEC at 18%, the genre accounts for less
than one-third of the state’s total viewership.
Showstoppers on Hindi GEC ChannelsFiction and reality shows come together to fuel viewership
of General Entertainment Category channels.
In a highly competitive arena like Hindi GEC, channels are
always looking to tweak the formula to boost stickiness.
‘Mahasangams’ and ‘Mahaepisodes’ are examples of such
innovations that seem to connect with viewers. 2018 was the year
when some channels ran special ‘Mahaepisodes’ running up
to four hours!
Within the fiction space, supernatural and fantasy shows
hold their own. In fact the launch week of various supernatural/
fantasy shows see a spike in viewership by over 100% in the
time band.
ROI of reality shows make it a go-to genre for broadcasters. For
instance, Bigg Boss on Colors generated an average of 7.8 Mn
impressions per episode, at par with or even marginally more
than popular fiction shows on the channel.
On Sony Entertainment Television, Kaun Banega Crorepati
delivered an average of 7.1 Mn impressions, which was higher
than fiction shows in the same time band. Ditto with Star Plus,
where Dance Plus 4 garnered 7 Mn average impressions.
Where does Hindi GECviewershipcome from
Share ofHindi GEC instate/ regionviewership
max min
Daily Dose of Drama & Soaps | BARC YEARBOOK 2018 | 16
Daily Dose of Drama & Soaps | BARC YEARBOOK 2018 | 17
GEC Overview: Programming Report Card
AssameseBangla
BhojpuriEnglishGujarati
HindiKannada
MalayalamMarathi
OdiaPunjabi
TamilTelugu
49% | 51%65% | 35%35% | 65%64% | 36%42% | 58%69% | 31%54% | 46%55% | 45%71% | 29%50% | 50%5% | 95%34% | 66%46% | 54%
Fiction
Non - Fiction
Programming Mix on GECs
AssameseBanglaBhojpuriEnglishGujaratiHindiKannadaMalayalamMarathiOdiaPunjabiTamilTelugu
84% | 16%86% | 14%54% | 46%53% | 47%66% | 34%88% | 12%78% | 22%78% | 22%82% | 18%79% | 21%
4% | 96%73% | 27%78% | 22%
Fiction
Non - Fiction
Programming Performance on GECs
HSM for Hindi, All India for English, Respective Markets for All Others, 2+
GEC Overview: Facts About Fiction
Assamese
Bangla
Bhojpuri
EEC
Gujarati
Hindi
Kannada
Malayalam
Marathi
Odia
Punjabi
Tamil
Telugu
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Fiction Programming Mix on GECs (Share of Duration)
Action/ Thriller Children’s Program Comedies Drama/Soap Feature films Horror Mythological/Costume dramas
Assamese
Bangla
Bhojpuri
English
Gujarati
Hindi
Kannada
Malayalam
Marathi
Odia
Punjabi
Tamil
Telugu
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Fiction Programming Performance on GECs (Share of Viewership)
100%
Daily Dose of Drama & Soaps | BARC YEARBOOK 2018 | 18
Daily Dose of Drama & Soaps | BARC YEARBOOK 2018 | 19
GEC Overview: The Reality of Non-Fiction
Assamese
Bangla
Bhojpuri
EEC
Gujarati
Hindi
Kannada
Malayalam
Marathi
Odia
Punjabi
Tamil
Telugu
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Non- Fiction Programming Mix on GECs (Share of Duration)
Film based Game/Talk/Quiz Lifestyle Miscellaneous Music Nature/Tourism News/Business Sports
Assamese
Bangla
Bhojpuri
EEC+B
Gujarati
Hindi
Kannada
Malayalam
Marathi
Odia
Punjabi
Tamil
Telugu
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Non-Fiction Programming Performance on GECs (Share of Viewership)
100%
Share of Avg Weekly Impressions, India 2+
HOME THEATRE
India’s love affair with the silver screen plays out very strongly on
the small screen as well.
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.
Within the genre, Hindi language channels account for the largest
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 Movies inTotal TV viewership
Share of Avg Weekly Impressions, India 2+
76%OtherGenres
24%MovieChannels
Movies Viewership: Split by Language
69%Hindi
11%
Telugu 6%
Tamil 4%
Kannada 3%
Bhojpuri 2%
Marathi 2%
Malayalam2%
Bangla1%
English
0.3%Punjabi
Figu
re n
ot d
raw
n to
sca
le.
Home Theatre | BARC YEARBOOK 2018 | 20
Avg Impressions, Respective markets, 2+
Home Theatre | BARC YEARBOOK 2018 | 21
Movies on Non-Movie Genre Channels
TAMIL KANNADAMALAYALAM
PUNJABI TELUGU BHOJPURI
BANGLA MARATHI HINDI
Another indicator of the popularity of films is the number of
movie channels beaming into Indian homes: of the 595 measured
TV channels, 90 are from movies genre. Most languages offer a
bouquet of movie channels. On top of that, in several regions,
GEC, Music, Youth and even News channels run film and
film-based content. English is a unique case, where almost all
films aired are telecast exclusively on Movie channels.
Share of movies aired on non-movie channel varies widely
across different languages / markets – from more than
50% in Malayalam, to well below 10% for Hindi channels.
At the same time, barring Hindi, movies aired on non-movie
channels tend to exhibit positive ROI at an aggregate level.
Share of ViewershipShare of Duration
46%
56%
45% 48%
31%
49%
29%34%
13% 14%7% 4%
43%
54%
16%
26%
53%58%
Number of Movie channels
High time spent on movies and the resulting viewership also
generates significant advertiser interest in the genre.
Hindi movie channels, with the highest time spent also account
for the largest share of ads (by duration)
BANGLA00 : 34 : 14
BHOJPURI00 : 22 : 30
ENGLISH00 : 21 : 17
HINDI01 : 21 : 42
KANNADA00 : 44 : 22
MALAYALAM00 : 45 : 20
MARATHI00 : 38 : 09
PUNJABI00 : 18 : 06
TAMIL00 : 46 : 06
TELUGU01 : 03 : 05
Average Time Spent per Viewer
ATS (V) HH:MM:SS, Movie Channels. All India 2+
Ad Duration on Movie Channels
Ad Duration (Mn Sec), Movie Channels
HINDI132
ENGLISH45
BANGLA18
BHOJPURI17
KANNADA10
TELUGU37
TAMIL26
MALAYALAM12
MARATHI8
PUNJABI4
HINDI ENGLISH TAMIL TELUGU BANGLA KANNADA MARATHI MALAYALAM PUNJABI
33 19 10 9 5
BHOJPURI
24 3 3 2
Home Theatre | BARC YEARBOOK 2018 | 22
Home Theatre | BARC YEARBOOK 2018 | 23
18%
32% 33%
17%22%
35%30%
13%20%
34% 31%
14%
YOUTH (15-30 YRS) MATURE (31-50 YRS) SENIORS (51+ YRS)KIDS (2-14 YRS)
16%
27%
57%
13%
25%
62%
17%
27%
56%
NCCS - A NCCS - B NCCS - CDE
MALE FEMALE
53% 47% 51% 49% 54% 46%
URBAN RURAL
54%46% 61%39% 52%48%
Movies: Look Who's Watching
All IndiaAll Movie Channels South India Hindi Language
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.
24,076 Unique Movie Titles were Telecast across allLanguages in 2018
Blockbusters on TV: Top 5 World Television Premeires
MOVIE LANGUAGES
Tamil
Hindi
Telugu
English
Malayalam
Dubbed Hindi
Kannada
Bangla
Marathi
Bhojpuri
Odia
Punjabi
Assamese
Others
UNIQUE TITLES
3785
3594
3459
2839
2320
2044
1852
1589
728
637
436
282
143
368
TOP VIEWED MOVIE BY LANGUAGE
Tamil
Hindi
Telugu
English
Malayalam
Dubbed Hindi
Kannada
Bangla
Marathi
Bhojpuri
Odia
Punjabi
Assamese
Singam 3
Dhadak
Rangasthalam
Thor Rangnarok
Aadu 2
Surya The Soldier
Anjaniputhraa
Fidaa
Gulabjaam
Mehandi Laga Ke Rakhna 2
Sundergarh Ra Salman Khan
Golak Bugni Bank Te Batua
Mitha Mitha Laganat
TITLE LANGUAGE CHANNEL IMPRESSIONS (MN)
Dhadak
Rangasthalam
Golmaal Again
Geetha Govindam
Tiger Zinda Hai
Hindi
Telugu
Hindi
Telugu
Hindi
Zee Cinema
STAR Maa
STAR Gold
Zee Telugu
Sony MAX
19
17
17
16
15
All India 2+
Respective Markets, 2+ Movies channels considered for English. Other Languages - All Channels
Home Theatre | BARC YEARBOOK 2018 | 24
GAME OFSPORTS
In terms of Impressions, Hindi-only channels clock up a
viewership that is a notch higher than English channels.
However, volume of advertising on English channels is much
higher than on Hindi.
Ad Secondage
Viewership: Split by Language
Hindi
English
Muliple
Tamil
43%
42%
11%
4%
22%
English55%
Hindi
Multiple18%
Telugu5%
3%Sports Channels
Share of Sports in TotalTV Viewership
Share of Avg Weekly Impressions, India 2+
Share of Avg Weekly Impressions, India 2+
97%OtherGenres
Sports is a potent force on Indian TV. And 2018 saw sports
viewership scale new highs on the back of two defining trends.
First is the ‘coming of age’ on TV of sports other cricket. Kabaddi,
Wrestling, Football, Hockey, Badminton, marquee events like
FIFA World Cup and Asian Games – they all boosted sports
viewership with their own peaks. Availability of sports broadcast
in regional languages is another factor that helped expand
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.
Figu
re n
ot d
raw
n to
sca
le.
Game of Sports | BARC YEARBOOK 2018 | 25
Game of Sports | BARC YEARBOOK 2018 | 26
0 200 400 600 800 1000 1200
1
Weeks
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
Impressions (Mn), India 2+
Kabaddi is fast creating a distinct space for itself, with fans identifying with their teams. It is clearly the second most watched sport on TV & dominates sports viewership when Pro Kabaddi League comes on TV.(Weeks 41-52)
During FIFA 2018, there was a bilateral cricket series on, and yet fans of the “beautiful game” flocked to TV to catch all the action and registered strong viewership, even for matches that played post midnight.(Weeks 24-29)
Cricket remained the big driver of Sports viewership across the year. The highest peaks appeared during the IPL, which retains its strong appeal. Nothing pulls in viewers like a high-octane, high-scoring IPL match. (Weeks 15-22)
Indian sportspersons are making a mark on the global stage in multi-sport events. And the growing interest is clearly reflected in the viewership of Asian Games.(Weeks 34-36)
However, even during the IPL-11 period, viewership for Commonwealth Games 2018 made its presence felt. (Weeks 14-16)
Sports Viewership through the YearCricket Soccer Kabbadi Wrestling Others
Share of Viewership
Sports Viewership (all channels)Cricket Soccer Kabbadi Wrestling Others
Even as we see green-shoots of regional
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.
38%
44%
9%
9%
0 2 4 6 8 10 12 14
Live
None-live
Live on sports channels Non-live on sports channels Live sports on other genre Non-live sports on other genre
Live broadcasts deliver a
much higher ‘viewership
per minute’ than non-live,
by a factor of 4.
10.4
2.5
2.7Total TelecastDur. (Mn Min)
12.9Total Impressions (Bn)
2.5
0.2
TelecastDuration(Mn Min)
Impressions(Bn)
Non-Live content delivers large
share of viewership, and
accounts for larger share of
duration of telecast.
12.3
2.4
14.7Total Impressions (Bn)
11.4Total TelecastDur. (Mn Min)
10.6
0.8
Impressions(Bn)
TelecastDuration (Mn Min)
Impressions (Bn), India 2+
Game of Sports | BARC YEARBOOK 2018 | 27
Game of Sports | BARC YEARBOOK 2018 | 28
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.
IPL flag flies high!
2018 was a year when IPL saw a huge regional push. Aired on
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
from regional language viewing.
The regional connect
Chennai Super Kings (CSK) led by MS Dhoni made a comeback in
IPL after a two-year hiatus. Tamil Nadu, which for two years had
no home team to cheer for, came out in full support when the
‘Lions’ returned to the field.
Chennai Super Kings emerge as a clear leader if one looks at
growth in viewership of “home-city / state” for matches featuring
CSK versus those featuring other teams. The strong connect
between Dhoni’s team and Chennai / Tamil Nadu / Pondicherry
can also be seen from the fact that viewership from Chennai
market grew 119% when CSK played.
Return of ‘Whistle Podu’
IPL Season 11 was watched by 33 Mn viewers outside the
confines of home across three cities, Mumbai, Delhi, Bengaluru.
At 23.7 Mn Impressions, the event also saw an 8% incremental
viewership from OOH viewing over the TV currency panel.
BARC India captures OOH viewing
448 MnUnique viewers
17Channels
1.4 BnImpressions
60Matches
Hindi55%
OtherRegional
23%English22%
The popularity of IPL can be seen in the continued advertiser
interest that the property garners year on year. 247 brands
(123 advertisers) advertised on IPL 2018. A close look at the
spread of advertisers across channels that broadcast IPL shows
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
remaining advertisers were present on 5 or less channels.
Advertiser interest
Share of Impressions, India 2+
FIFA WC 2018: Scoring with Indian viewers
FIFA WC 18Top 5 matches by viewership
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.
111 Mnunique viewers
10channels
231 MnImpressions
64matches
64
1
2
3
4
5
6
7
9
10
11
1213
1415
1617
18
19 2021
2223
24 25
26
27
29 30
31
32
33
3435 3637
38
39
40
41
42
43
4445
4647
4849
50
51
52
53
54
55
56
575859
60
6162
63
8
7.0GER Vs MEX
9.5FRA Vs ARG
7.5URU Vs FRA
15.9CRO Vs FRA
9.1BRA Vs MEX
Impressions (Mn), India 2+
Game of Sports | BARC YEARBOOK 2018 | 29
Game of Sports | BARC YEARBOOK 2018 | 30
Impact of FIFA WC on Total TV viewership
Pre FIFA-weeks: Week 18 to Week 23; FIFA weeks: Week 24 to Week 29
ATS(V) hh:mm:ss
While FIFA World Cup 2018 helped boost viewership for Sports
genre, it also lifted Total TV viewership, which grew 2%, compared
to previous 6 weeks.
Channels that aired FIFA WC 18 expanded their viewership more
than 4 times as compared to pre-FIFA week (19:30 - 26:00 time
band, when matches were telecast live).
The HD viewer spent more time on TV viewing FIFA WC 2018 (than
“all viewers”) – this was true across all matches, and particularly
for the Final.
Regional contribution
Growth - Total TV Growth - Channels thattelecast FIFA 2018
In terms of TV owning population, both Assam / NE / Sikkim and
Kerala are in the smaller universe bracket, yet when football
viewership is mapped, they prominently feature amongst the top
contributors.
Kerala, Assam / NE / Sikkim and West Bengal together contributed to
81% of total viewership for FIFA WC 18. Kerala with 28% was the
highest contributor followed by Assam / NE / Sikkim at 27% and
West Bengal at 25%.
FIFA WC 18 ALL MATCHES FINAL
All Channels 00:24:07 00:31:36
HD Channels 00:29:25 00:41:18
2% 271%
max min
Concentrationof TV viewers
WhereFIFA WC 18viewershipcame from
NEWSBUZZ
Indians love drama, and this spills over to the News genre as
well, and it is evident from the way news is produced and
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.
News viewership is largely event-driven and 2018 was no
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
(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’.
Share of News inTotal TV viewership
93%OtherGenres
7%News
Share of Avg Weekly Impressions, India 2+
News Channels: Split by Language
43%
Hindi
Telugu
Kannada
Tamil 6%
Marathi Assamese Odia
Gujarati
5%
Malayalam Bangla
8%13%
10%4%
4%
3%
2%
Figu
re n
ot d
raw
n to
sca
le.
Share of Avg Weekly Impressions, India 2+
The News Buzz | BARC YEARBOOK 2018 | 31
The News Buzz | BARC YEARBOOK 2018 | 32
Advertising on News Channels
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.
0
20
40
60
80
100
120
140
160
180
200
Hin
di
Ban
gla
Telu
gu
Kan
nada
Tam
il
Engl
ish
Assa
mes
e
Mar
athi
Mal
ayal
am
Guj
arat
i
Odi
a
Punj
abi
Bho
jpur
i
Urd
u
13
3
8886813
1310
1019
66
No. of Channels
Ad Duration (Mn sec)
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.
AVG WEEKLY IMPRESSIONS (Mn)
98
61
245
65
121
215
108
126
71
65
159
151
107
1931
249
SHARE OF NEWS IN STATE GROUP VIEWERSHIP
15%
8%
7%
4%
8%
9%
11%
7%
7%
8%
9%
5%
8%
7%
8%
STATE GROUP
Assam / NE / Sikkim
Bihar / Jharkhand
AP / Telangana
Gujarat / D&D / DNH
Pun / Har / Cha / HP / J&K
Karnataka
Kerala
Maharashtra / Goa
MP / Chhattisgarh
Rajasthan
Odisha
Tamil Nadu / Pondicherry
UP / Uttarakhand
West Bengal
India
HINDI NEWS
00:35:34
00:30:17
00:24:30
00:35:52
00:34:56
00:26:57
00:05:41
00:37:00
00:31:11
00:27:55
00:18:20
00:30:25
00:29:03
00:34:31
00:36:37
ALL NEWS
00:50:09
00:23:31
00:32:39
00:30:17
00:25:43
00:35:32
00:40:38
00:30:31
00:29:30
00:25:29
00:33:07
00:27:43
00:24:20
00:26:37
00:30:30
REGIONAL NEWS
01:07:39
00:14:32
00:34:50
00:35:30
00:20:01
00:42:25
00:44:19
00:34:40
00:14:38
00:17:53
00:38:15
00:29:32
00:09:42
00:31:31
00:30:52
STATE GROUP
Assam / NE / Sikkim
Bihar / Jharkhand
AP / Telangana
Gujarat / D&D / DNH
Pun / Har / Cha / HP / J&K
Karnataka
Kerala
Maharashtra / Goa
MP / Chhattisgarh
Rajasthan
Odisha
Tamil Nadu / Pondicherry
UP / Uttarakhand
West Bengal
India
Respective Markets, 15+
Respective Markets, 15+
The News Buzz | BARC YEARBOOK 2018 | 33
5 STATE POLL RESULTS (DEC 2018)
SRIDEVI PASSES AWAY
DIWALICELEBRATIONS
UNIONBUDGET
2018
TIRANGA YATRA
KARNATAKA ASSEMBLYELECTIONS
TERROR ATTACK ONSUNJWAN CAMP
ISRAELI PM'S INDIA VISIT
INDEPENDENCE DAY
ATAL BIHARIVAJPAYEE'S DEMISE
KARNATAKA GOVT FORMATION
APPLE EXECUTIVESHOT DEAD
VHP CONVENTIONON RAM MANDIR
PNB SCAM
SALMAN KHANCHINKARA CASE
ATTACK BYTHAKOR SENA
ASIANGAMES
AMRITSAR TRAIN TRAGEDY
PADMAVATCONTROVERSY
UNNAORAPE CASE
The News Buzz | BARC YEARBOOK 2018 | 34
Trends and Insights Beyond DataBARC 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 PERFORMANCEGenreChoose Language
STORY PERFORMANCE
Target GroupChoose TG
RegionNA
ChannelsNA
Date Range (Wk09)24/02/2018 - 02/03/2018
Time PeriodNA
Story Performance-1
Submit
SRIDEVI PASSES AWAY
Story Performance-2 Anchor Performance Personality Performance
All Channels
Low Impressions’000 High
Rank Region Impressions’000 Contribution
01 South 817,572 31%
02 West 784,184 30%
03 North 634,208 24%
04 East 420,470 16%
max min
News ofSridevi’s demise
Where did viewershipcome from
The News Buzz | BARC YEARBOOK 2018 | 35
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.
Prev 4-Wk Avg Election Week Growth
English News Viewership of Poll Results Days
Avg Impressions’000, India, ABM, 22+
Tripura / Meghalaya / Nagaland wk 10’18 (sat) Rajasthan / Madhya Pradesh / Chhattisgarh /Telangana / Mizoram / wk 50’18 (Tue)
Karnataka wk 20’18 (tue)
0
200
400
600
800
1000
1200
1400
1600
0%
50%
100%
150%
200%
250%
300%
350%
400%
280
810
314
1506
385
1367
189%
380%
256%
Prev 4-Wk Avg Election Week Growth
Hindi News Viewership of Poll Results Days
Avg Impressions (Mn), HSM,15+
Tripura / Meghalaya / Nagaland wk 10’18 (sat) Rajasthan / Madhya Pradesh / Chhattisgarh /Telangana / Mizoram / wk 50’18 (Tue)
Karnataka wk 20’18 (tue)
0
50
100
150
200
250
300
350
400
450
0%
50%
100%
150%
200%
250%
300%
100
129
81
145
106
403
30%
80%
279%
Poll Position on NewsElection 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.
The News Buzz | BARC YEARBOOK 2018 | 36
With 211 Mn kids in Indian TV homes, one in every four viewer is
in the 2-14 age group. This TG contributes to 20% of TV
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.
This is because 98% of Indian TV homes have a single TV.
NO CHILD’SPLAY
Share of Kids Channelsin Total TV Viewership
94%OtherGenres
6%Kids Channels
Share of Avg Weekly Impressions, India 2+
Viewership: Split by Language
84%
Multiple
7%
Hindi Telugu
2%
Kannada
Malayalam
3%
2%Tamil
2%
Share of Avg Weekly Impressions, India 2+
Figu
re n
ot d
raw
n to
sca
le.
No Child’s Play | BARC YEARBOOK 2018 | 37
57% of Advertising runs on Multi-Language Kids ChannelsKids 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.
No Child’s Play | BARC YEARBOOK 2018 | 38
Multiple
Tamil
Kannada
Telugu
Malayalam
Hindi
2855533
Ad Secondage (Mn)
Can’t Ignore the KidsKids are loyal viewers of channels catering not just to their age
group, but also Hindi Movies and Hindi GEC. Across the country the
share of these two genres ranges between 55% (Assam / NE /
Sikkim) to 81% (Bihar / Jharkhand).
In fact, while kids account for 12% of kids channels' viewership, they
also contribute to 18% of Hindi Movies and 26% of Hindi GEC
viewership. 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.
For women aged 22-30 years, that number is 22%. Kids are heavily wooed not only by channels dedicated to them but
other genres on TV.
Within the genre, there is a visible trend of Indianisation /
localisation and creation of characters. There is also a growth of
regional channels - clearly the space is abuzz with activity.
Kids in HSM spend higher time on Kids Genre
Respective Markets, 2-14
900
800
700
600
500
400
300
200
100
0
01:33:36
01:26:24
01:19:12
01:12:00
01:04:48
00:57:36
00:50:24
Del
hi
MP
/ Chh
attis
garh
Assa
m /
NE
/ Si
kkim
TN /
Pond
iche
rry
Pun
+ H
ar
Guj
/ D
&D
/ D
NH
Mah
/ G
oa
Raj
asth
an
UP
/ Utt
arak
hand
Ker
ala
Wes
t Ben
gal
AP /
Tel
anga
na
Odi
sha
Bih
ar /
Jha
rkha
nd
Kar
nata
ka
210
519
188
575
398
452
897
257320
699
155
246
508
ATS (V) - Kids Channels
ATS (V) - Kids Channels (South States)
Impressions (Mn) - All Channels
189
579
No Child’s Play | BARC YEARBOOK 2018 | 39
No Child’s Play | BARC YEARBOOK 2018 | 40
GEC Devotional
LifestyleOthers Teleshopping
Movies Kids News Music Sports YouthInfotainment
0 50 100 150 200 250 300 350 400 450 500 550 600
AP / Telangana
Assam / NE / Sikkim
Bihar /Jharkhand
Delhi
Guj / D&D / DNH
Karnataka
Kerala
Mah / Goa
MP / Chhattisgarh
Odisha
Pun / Har / Cha / HP / J&K
Rajasthan
TN / Pondicherry
UP / Uttarakhand
West Bengal
Share of Avg Weekly Impressions, Respective Markets, 2-14
What Are Kids Watching?
Music Viewership: Split by Language
Share of Avg Weekly Impressions, India 2+
HITTINGTHE RIGHT
NOTESBe it soulful Suprabhatas and Bhajans or catchy filmy
numbers – most of India has had a habit of starting the day with
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.
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.
Share of Music inTotal TV viewership
94%OtherGenres
48%
Hindi
Tamil
Telugu
Kannada 6%
Hindi + English 4%
Punjabi
Bangla
1% 1%1% 1%
Bhojpuri
Malayalam Odia
16%
11%
7%
6%MusicChannels
Figu
re n
ot d
raw
n to
sca
le.
Share of Avg Weekly Impressions, India 2+
Hitting The Right Notes | BARC YEARBOOK 2018 | 41
Hitting The Right Notes | BARC YEARBOOK 2018 | 42
Note-worthy: 211 Mn seconds of Advertising on Music channels
Ad Duration (Mn Sec)
Close to 350 categories advertise on the Music genre, totaling upwards
of 200 million ad seconds. Of this, Film Trailers are the single largest
contributor, highlighting the usage of music channels as a promotional
vehicle for film releases. The top 5 categories together enjoy a quarter
of total advertising on music channels.
Hindi Music channels attract 27% of the total ad duration on
the genre. Interestingly, Bangla music channels, which
garner 1% of total genre viewership, gets the third highest
share of advertising.
0 10 20 30 40 50 60
Hindi
Tamil
Bangla
Punjabi
Telugu
Kannada
Marathi
Hindi + English
Malayalam
English
Bhojpuri
Assamese
Odia
Haryanvi
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
Given the consumption
habit of music, It comes as
no surprise that across
languages, music channels
show higher peaks in the
mornings hours, quite akin
to interest in news in the
morning.
6:00
6:30
7:00
7:30
8:00
8:30
9:00
9:30
10:00
10:30
11:00
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
1,00
0
1,50
0
2,00
0
2,50
0
3,00
0
3,50
0
4,00
0
4,50
0
5,00
0
Impressions (Mn), India 2+
Hitting The Right Notes | BARC YEARBOOK 2018 | 43
Hitting The Right Notes | BARC YEARBOOK 2018 | 44
Kids and Youth drive viewership of Music Genre
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.
2-14 15-30 31-40 41-50 51-60 60+
5%
7%
14%16%
38%
20%
Dispersion of Viewership by Age-Group
IN A SPECIALZONE
There are 54 special interest channels, across Infotainment,
Devotional, Youth and Lifestyle genres, accounting for almost 10%
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.
Share of Special Interest Channelsto Total TV Viewership
Special Interest Channels' Viewership: Split by Language
INFO
TAIN
MENT
DEVOTIONAL YOUTH LIFESTYLE
Multiple
English
HindiTam
il
Hin
di
Telu
gu
Odia
Telu
gu
Hindi
Hindi + English
Multiple
Telugu
Hindi
EnglishKannadaTamil
98%OtherGenres
2%NicheGenre
Share of Avg Weekly Impressions, India 2+
Share of Avg Weekly Impressions, India 2+
Figu
re n
ot d
raw
n to
sca
le.
In a Special Zone | BARC YEARBOOK 2018 | 45
61% of Special Interest Channels' viewership comes from Urban India,
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
from 69% (Youth) to 58% (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.
Lifestyle
Youth
Devotional
Infotainment
Avg Weekly Impressions (Mn), India 2+
Avg Weekly Impressions ‘000, India 2+
Special Interest Channels Viewership:Skewed towards Urban India
Language-wise break up of Advertising
Urban Rural
Infotainment Lifestyle
78
52
36
1631
10880
71
In a Special Zone | BARC YEARBOOK 2018 | 46
Youth Devotional
Multiple
English Multiple Tamil Hindi
Hin
di +
Eng
lish
Telugu
KannadaHindi Telugu Hindi Tamil
Odia
34.542.8 10.514.4
14.6
0.4
English53
158.478.4119.4
41.9211.3 47.326.7
16.4
Hindi Tamil
INDIA &BHARAT
Measurement of all-India viewership was a game changer in more
ways than one for the Indian television industry.
Uncovering of the huge rural viewership not only expanded the TV
universe, but also threw up more diversity in consumption patterns,
if we parse through data from various states, and that of urban /
rural audiences.
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.
Then there are states which are on the other end of the scale –
higher share of TV individuals contributing to relatively lower share
of viewership.
Within a state, Urban and Rural audiences can exhibit very different
consumption patterns, based on how much of the TV universe they
contribute to, and how much viewership is accounted for by that
population.
India & Bharat | BARC YEARBOOK 2018 | 47
India & Bharat | BARC YEARBOOK 2018 | 48
Share of Total TV ViewershipShare of TV Universe (Individuals)
Karnataka
AP / Telangana
Bihar / Jharkhand
Delhi
Gujarat / D&D / DNH
Kerala
Maharashtra / Goa
MP / Chhattisgarh
Assam / NE / Sikkim
Odisha
Pun / Har / Cha / HP / J&K
Rajasthan
TN / Pondicherry
UP / Uttarakhand
West Bengal
Urban Rural
VIEWERSHIPPULSE
Viewership Pulse | BARC YEARBOOK 2018 | 49
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
03:16:34
03:23:46
03:30:58
03:38:10
03:45:22
03:52:34
03:59:46
Second half of the year saw more time being spent watching television
Weeks
Above Average Below Average All India Avg ATS(V) for 2018
3:46:19
Viewership Pulse | BARC YEARBOOK 2018 | 50
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.
Viewership Pulse | BARC YEARBOOK 2018 | 51
Avg Impressions (Mn)
There are many indicators that point to regional space being
the focus of attention in the Indian television broadcast sector.
One is this: Of the 595 unique channels measured by BARC India
in 2018, as many as 332 were in languages other than Hindi or
English. Also, of the total ad secondage aired on TV, almost 60%
plays out on regional language channels.
Rural electrification, increasing TV penetration and investment
in quality local content are together providing a strong foundation
for robust regional growth.
Beyond the Urban / Rural split, there is rich regional diversity
of TV viewers. For instance, Maharashtra / Goa,
Andhra Pradesh / Telangana and Tamil Nadu / Pondicherry
are biggest contributors to the viewership pie. However,
when it comes to viewers from higher age groups, or higher
NCCS profiles, the needle may point in a different direction.
REGIONALZOOM-IN
State Groups
AP / Telangana
Assam / NE / Sikkim
Bihar / Jharkhand
Delhi
Guj / D&D / DNH
Karnataka
Kerala
Maharashtra / Goa
MP / Chhattisgarh
Odisha
Pun / Har / Cha / HP / J&K
Rajasthan
TN / Pondicherry
UP / Uttarakhand
West Bengal
Viewership
3908
814
1003
1022
1923
2796
1178
4430
2217
889
1861
1079
3542
2369
1818
Regional Zoom-In | BARC YEARBOOK 2018 | 52
Viewership Split: By Gender and Age Groups
State Groups
AP / Telangana
Assam / NE / Sikkim
Bihar / Jharkhand
Delhi
Guj / D&D / DNH
Karnataka
Kerala
Maharashtra / Goa
MP / Chhattisgarh
Odisha
Pun / Har / Cha / HP / J&K
Rajasthan
TN / Pondicherry
UP / Uttarakhand
West Bengal
Urban RuralNCCS A B CDE
State Groups
AP / Telangana
Assam / NE / Sikkim
Bihar / Jharkhand
Delhi
Guj / D&D / DNH
Karnataka
Kerala
Maharashtra / Goa
MP / Chhattisgarh
Odisha
Pun / Har / Cha / HP / J&K
Rajasthan
TN / Pondicherry
UP / Uttarakhand
West Bengal
2-14 15-30 31-40 41-50 51-60 61+Male Female
Regional Zoom-In | BARC YEARBOOK 2018 | 53
Viewership Split: By NCCS and Town Class
Share of Impressions, Respective Markets, 2+
Maharashtra / Goa25% of total impressions come fromMarathi channels
Genre Sharein Viewership
Marathi
0% 20% 40% 60% 80% 100%
49% Females 51% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
24
12%
102
82%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Hindi
Hindi GEC @ 28%
04:13:57
75
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
4.4
14%
23%
133
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
12
6%
55
84%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Gujarati
Hindi GEC @ 41%
03:48:37
36
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
1.9
6%
4%
58
Gujarat / D&D / DNHHindi channels dominate with 83% of the viewership
Genre Sharein Viewership
Gujarati
0% 20% 40% 60% 80% 100%
47% Females 53% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
Regional Zoom-In | BARC YEARBOOK 2018 | 54
Regional Zoom-In | BARC YEARBOOK 2018 | 55
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
15
8%
64
96%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Kannada
Kannada GEC @ 49%
04:16:19
47
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
2.8
9%
73%
84
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
23
12%
86
94%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Telugu
Telugu GEC @ 56%
04:16:51
65
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
3.9
13%
89%
117
51% Females 49% MalesKarnataka20% of total viewership come from Hindi, Telugu and Tamil channels.
Genre Sharein Viewership
Kannada
0% 20% 40% 60% 80% 100%
AP / Telangana
Telugu channels dominate with 89% of viewership
Genre Sharein Viewership
Telugu
0% 20% 40% 60% 80% 100%
50% Females 50% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
8
4%
31
93%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Malayalam
Malayalam GEC @ 59%
03:44:44
22
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
1.2
4%
86%
35
KeralaEnglish is the next most watched languageafter Malayalam.
Genre Sharein Viewership
Malayalam
0% 20% 40% 60% 80% 100%
53% Females 47% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
22
11%
78
97%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Tamil
Tamil GEC @ 65%
04:20:57
58
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
3.5
11%
90%
106
TN / Pondicherry
Tamil GECs rule with 65% of total impressions
Genre Sharein Viewership
Tamil
0% 20% 40% 60% 80% 100%
52% Females 48% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
Regional Zoom-In | BARC YEARBOOK 2018 | 56
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
8
4%
39
26%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Bhojpuri
Hindi GEC @ 41%
02:51:32
25
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
1.0
3%
10%
30
Bihar/ Jharkhand83% of total viewership comesfrom Hindi Channels
Genre Sharein Viewership
Bhojpuri
0% 20% 40% 60% 80% 100%
48% Females 52% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
Regional Zoom-In | BARC YEARBOOK 2018 | 57
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
6
3%
26
53%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Assamese
Hindi GEC @ 21%
03:27:25
17
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
0.8
3%
19%
24
Assam / NE / SikkimAssamese News at 11% of viewership is thehighest watched regional genre
Genre Sharein Viewership
Assamese
0% 20% 40% 60% 80% 100%
50% Females 50% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
14
7%
57
57%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Bangla
Bangla GEC @ 43%
03:17:39
39
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
1.8
6%
55%
55
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
6
3%
24
55%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Odia
Odia GEC @ 37%
03:47:01
17
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
0.9
3%
50%
27
50% Females 50% MalesWest BengalBangla GECs dominate market with43% impressions
Genre Sharein Viewership
Bangla
0% 20% 40% 60% 80% 100%
Odia GECs dominate with 37% of viewership
Genre Sharein Viewership
Odia
0% 20% 40% 60% 80% 100%
Odisha
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
51% Females 49% Males
Regional Zoom-In | BARC YEARBOOK 2018 | 58
Regional Zoom-In | BARC YEARBOOK 2018 | 59
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
15
8%
64
59%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Hindi
Hindi GEC @ 45%
03:40:46
43
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
2.2
7%
91%
67
MP / ChhattisgarhHindi GECs dominate with 45% of total impressions
Genre Sharein Viewership
Hindi
0% 20% 40% 60% 80% 100%
50% Females 50% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
13
6%
58
84%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Punjabi
Hindi GEC @ 42%
03:25:24
39
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
1.9
6%
12%
56
Punjab / Haryana / Chandigarh / HP / J&K Hindi GECs dominate market with 42% impressions
Genre Sharein Viewership
Punjabi
0% 20% 40% 60% 80% 100%
48% Females 52% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
8
4%
40
53%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Hindi
Hindi GEC @ 47%
02:58:32
26
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
1.1
3%
92%
32
49% Females 51% MalesRajasthan77% impressions come from HindiGEC and Hindi Movies
Genre Sharein Viewership
Hindi
0% 20% 40% 60% 80% 100%
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
16.5
8%
86
39%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Hindi
Hindi GEC @ 44%
02:56:49
57
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
2.4
8%
89%
71
UP / UttarakhandWhile Hindi dominates, 4% impressions comefrom Bhojpuri channels
Genre Sharein Viewership
Hindi
0% 20% 40% 60% 80% 100%
49% Females 51% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
Regional Zoom-In | BARC YEARBOOK 2018 | 60
Regional Zoom-In | BARC YEARBOOK 2018 | 61
Delhi10% of total impressions come fromMulti-language Kids' channels.
Genre Sharein Viewership
Hindi
0% 20% 40% 60% 80% 100%
TV Owning Homes (Mn)
TV Owning Homes (% of All India)
TV Universe (Individuals in Mn)
TV Penetration
5
3%
25
91%
Local Language
Most Watched Genre
ATS (hh:mm:ss)
Reach (Mn)
Hindi
Hindi GEC @ 38%
04:09:59
1.0
Weekly Impressions (Bn)
Share of Viewership (Impressions) in All India
Share of Local Language Viewership
Weekly TV Viewing (Man-minutes in Bn)
1.0
3%
83%
31
49% Females 51% Males
GEC Devotional
Lifestyle Business News Others Teleshopping
Movies Kids News Music Sports Youth Infotainment
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
across 512 Categories use the power of TV to reach out to their
target audience.
ADVERTI-ZINGON TV
Sectors
Categories
Advertisers
Brands
255121183718729
The Top 50 Categories account for 65% of all ads that ran on TV
Top 50 Advertisers put out 51% of those ads51%
TOP 50
47%TOP 4043%
TOP 30
51%TOP 30
59%TOP 40
65%TOP 50
TOP 1027%
TOP 1027%
TOP 2041%
TOP 2037%
Adverti-Zing on TV | BARC YEARBOOK 2018 | 62
Adverti-Zing on TV | BARC YEARBOOK 2018 | 63
Top 10 Brands : basis number of spots aired
537 133 10No of Ads(in 000’s)
No of Channels
No of Genres
Trivago
509 163 8No of Ads(in 000’s)
No of Channels
No of Genres
Lizol
480 155 7No of Ads(in 000’s)
No of Channels
No of Genres
Santoor Sandal And Turmeric
408 145 8No of Ads(in 000’s)
No of Channels
No of Genres
Dettol Toilet Soaps
402 115 8No of Ads(in 000’s)
No of Channels
No of Genres
Roop Mantra Ayur Face Cream
393 181 7No of Ads(in 000’s)
No of Channels
No of Genres
Colgate Dental Cream
389 152 9No of Ads(in 000’s)
No of Channels
No of Genres
Dettol Liquid Soap
383 292 11No of Ads(in 000’s)
No of Channels
No of Genres
Amazon.in
365 194 9No of Ads(in 000’s)
No of Channels
No of Genres
Videocon D2H
338 118 9No of Ads(in 000’s)
No of Channels
No of Genres
Dr Ortho Oil & Capsule
While GEC, Movie and Music channels played out 57% of all
advertising on TV, News was the single-largest genre, attracting
32% of advertising.
FMCGs feature high on most-advertised Brands. It is also
interesting to see online travel and shopping portals among the
top 10 advertised Brands.
News
32% 25%19% 13% 11%
GEC Movies Music Others
Top 4 genres telecast 89% of all ads
Where do the Top 10 advertise?
Across Genre
News
GEC
Movies
Music
Niche
Kids
Others
Sports
Ad Duration (Mn Sec) Category Advertisers Brands
0 50 100 150 200 250 300 350 400 450 500 550 600
530
409
308
211
88
49
22
17
18 12 19
28 34 28
24 27 24
04 03 09
04 04 04
02 00 01
18 17 15
01 03 01
405 430 991634Total
Adverti-Zing on TV | BARC YEARBOOK 2018 | 64
Ad Duration (Mn Sec) Category Advertisers Brands
Across Languages
Where do the Top 10 advertise?
Hindi
Tamil
Telugu
English
Bangla
Kannada
Malayalam
Marathi
Multiple
Punjabi
Assamese
Bhojpuri
Odia
Gujarati
Others
15 1312
2328 26
12 11 09
1311 09
100907
050405
0505 04
04 0103
03 0602
01 01 01
02 0202
100405
030303
02 0202
01 00 00
0 50 100 150 200 250 300 350 400 450 500 550 600
522
157
133
131
75
65
60
52
43
34
33
26
15
113
175
405 430 991634Total
Adverti-Zing on TV | BARC YEARBOOK 2018 | 65
Spread of Categories
Devotional GEC Infotainment Lifestyle Movies Music News Others Sports Teleshopping Youth #CategoriesKids
Assamese
Bangla
Bhojpuri
English
Gujarati
Hindi
Kannada
Malayalam
Marathi
Multiple
Odia
Punjabi
Tamil
Telugu
Urdu
-
-
-
-
-
107
-
-
-
-
-
91
-
72
145
-
213
293
155
192
159
332
-
312
310
280
-
225
206
354
306
109
-
-
-
140
-
106
-
-
-
-
183
-
-
90
-
-
-
-
-
2
-
80
-
93
87
-
139
-
-
112
88
-
-
-
-
136
-
125
-
46
-
-
144
-
-
2
92
-
-
225
150
208
2
277
-
249
233
215
-
-
127
258
264
-
113
156
47
92
-
237
123
199
145
147
-
90
193
222
182
-
271
314
162
299
294
426
-
319
302
314
-
258
196
333
333
158
-
-
-
83
-
79
-
20
-
-
-
-
144
-
-
-
-
-
-
178
-
171
-
-
-
-
150
-
-
119
23
-
-
-
-
-
-
4
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
212
84
-
-
-
-
-
-
-
-
-
286
358
246
357
309
452
146
384
361
351
265
289
264
398
381
187
#Categories 222 450 228 176 239 374 490 216 216 4 213 512343
Hindi +English
Adverti-Zing on TV | BARC YEARBOOK 2018 | 66
1
2
3
4
5
6
7
8
9
10
Toilet Soaps
Tooth Pastes
Shampoos
Washing Powders/Liquids
Toilet/Floor Cleaners
Auto-Two Wheelers
Milk Beverages
Perfumes/Deodorant
Auto-Cars/Jeeps
Chocolatest
Hindustan Lever Ltd
Reckitt Benckiser (India) Ltd
ITC Ltd
Cadburys India Ltd
Colgate Palmolive India Ltd
Wipro Ltd
Procter & Gamble
Amazon Online India Pvt Ltd
Brooke Bond Lipton India Ltd
Dish TV India Ltd
Videocon D2H
Santoor Sandal and Turmeric
Trivago
Colgate Dental Cream
Lizol
Amazon.in
Dettol Liquid Soap
Dettol Toilet Soaps
Flipkart.com
Lifebuoy Toilet Soap
Rank Category Advertiser Brand37% 39% 8%Total Total Total
TOTAL
Top 10 Across GenresCategories | Advertisers | Brands
Adverti-Zing on TV | BARC YEARBOOK 2018 | 67
NEWS
1
2
3
4
5
6
7
8
9
10
Auto-Cars/Jeeps
Retail Outlets-Jewellers
Auto-Two Wheelers
Corporate/Brand Image
Toilet Soaps
DTH Service Providers
Paints
Pan Masala /Zarda /Gutkha
Tooth Pastes
OTC Products Range
Hindustan Lever Ltd
Patanjali Ayurved Ltd
Reckitt Benckiser (India) Ltd
SBS Biotech
Dish TV India Ltd
Gabon Special Economic Zone
Colgate Palmolive India Ltd
Mahindra & Mahindra
ITC Ltd
Godrej Consumer Products Ltd
Videocon D2H
Gabon Calling
Roop Mantra Ayur Face Cream
Dr Ortho Oil & Capsule
Pet Saffa
Vimal Elaichi Pan Masala
Lalitha Jewellery
Attica Gold Company
Colgate Dental Cream
Amazon.in
Rank Category Advertiser Brand31% 15%Total Total
9%Total
MOVIES
1
2
3
4
5
6
7
8
9
10
Toilet Soaps
Washing Powders/Liquids
Shampoos
Toilet/Floor Cleaners
Tooth Pastes
Auto-Two Wheelers
Ecom-Media/Entertainment/Social Media
Milk Beverages
Chocolates
Perfumes/Deodorant
Hindustan Lever Ltd
Reckitt Benckiser (India) Ltd
ITC Ltd
Cadburys India Ltd
Procter & Gamble
Amazon Online India Pvt Ltd
Brooke Bond Lipton India Ltd
Colgate Palmolive India Ltd
Smithkline Beecham
Wipro Ltd
Trivago
Lizol
Santoor Sandal And Turmeric
Dettol Liquid Soap
Dettol Toilet Soaps
Lifebuoy Toilet Soap
Amazon.in
Colgate Dental Cream
Amazon Prime Video
Harpic Power Plus/Bathroom Cleaner
Rank Category Advertiser Brand32% 38% 9%Total Total Total
Top 10 Across GenresCategories | Advertisers | Brands
GEC
1
2
3
4
5
6
7
8
9
10
Toilet Soaps
Tooth Pastes
Washing Powders/Liquids
Shampoos
Chocolates
Milk Beverages
Toilet/Floor Cleaners
Biscuits
Fairness Creams
Tea
Hindustan Lever Ltd
Reckitt Benckiser (India) Ltd
ITC Ltd
Cadburys India Ltd
Wipro Ltd
Procter & Gamble
Brooke Bond Lipton India Ltd
Colgate Palmolive India Ltd
Smithkline Beecham
Procter & Gamble Home Products
Santoor Sandal And Turmeric
Videocon D2H
Colgate Dental Cream
Lifebuoy Toilet Soap
Lizol
Trivago
Horlicks
Dove Cream Bathing Bar
Lux Toilet Soap
Pears
Total Total TotalRank Category Advertiser Brand37% 9%37%
Total Total Total
Adverti-Zing on TV | BARC YEARBOOK 2018 | 68
Top 10 Across GenresCategories | Advertisers | Brands
MUSIC
1
2
3
4
5
6
7
8
9
10
Toilet Soaps
Shampoos
Toilet/Floor Cleaners
Auto-Two Wheelers
Tooth Pastes
Chocolates
Washing Powders/Liquids
Perfumes/Deodorant
Hair Oils
Face Wash
Hindustan Lever Ltd
Reckitt Benckiser (India) Ltd
Super Cassettes Industries
ITC Ltd
Cadburys India Ltd
Wipro Ltd
Procter & Gamble
Colgate Palmolive India Ltd
Marico Ltd
Zee Music
Santoor Sandal And Turmeric
Punjabi-Music Album
Lizol
Videocon D2H
Dettol Liquid Soap
Colgate Dental Cream
Dettol Toilet Soaps
Flipkart.com
Dettol Cool Soap
Harpic Power Plus/Bathroom Cleaner
Rank Category Advertiser Brand37% 39% 8%Total Total Total
1
2
3
4
5
6
7
8
9
10
Perfumes/Deodorant
Ecom-Travel & Tourism
eCom-Online Shopping
Auto-Cars/Jeeps
Ecom-Media/Entertainment/Social Media
AV Auxiliaries
Cellular Phones-Smart Phones
Cellular Phone Service
Toilet Soaps
Travel & Tourism
Amazon Online India Pvt Ltd
Vini Product
Trivago
Hindustan Lever Ltd
Reckitt Benckiser (India) Ltd
Super Cassettes Industries
Bharti Airtel Ltd
Zee Music
Flipkart.com
Trivago
Fogg
Flipkart.com
Amazon.in
Amazon Prime Video
Airtel 4G
Amazon Fire Tv Stick
Byjus Learning App
Prepair Men 40 Plus
Amazon Echo
NICHE
Rank Category Advertiser Brand33% 29% 15%Total Total Total
Adverti-Zing on TV | BARC YEARBOOK 2018 | 69
Top 10 Across GenresCategories | Advertisers | Brands
KIDS
1
2
3
4
5
6
7
8
9
10
Milk Beverages
Biscuits
Sugar Confectionaries
Tooth Pastes
Toilet/Floor Cleaners
Toilet Soaps
Namkin
Diapers
Mosq Repellents
Wafer/Chips
Reckitt Benckiser (India) Ltd
Hindustan Lever Ltd
ITC Ltd
Perfetti Van Melle Ind Pvt Ltd
Smithkline Beecham
Colgate Palmolive India Ltd
Glaxo Smithkline Consu Health
Britannia Industries Ltd
Prataap Snacks Limited
Kelloggs
Boost
Colgate Dental Cream
Yellow Diamond Rings
Horlicks
Kelloggs Chocos
Lizol
Unicharm Mamy Poko Pants
Alpenliebe Juzt Jelly
Harpic Power Plus/Bathroom Cleaner
Pepsodent Germicheck Plus
Rank Category Advertiser Brand53% 21%Total Total Total
49%
SPORTS
1
2
3
4
5
6
7
8
9
10
Perfumes/Deodorant
Cellular Phones-Smart Phones
Auto-Two Wheelers
Cellular Phone Service
Auto-Cars/Jeeps
Ecom-Media/Entertainment/Social Media
Ecom-Travel & Tourism
MPSB - Multi Product Single Brand
eCom-Online Shopping
Corporate-Sports
Vini Product
Maruti Suzuki India Ltd
Samsung India Electronics Ltd
Hero Motocorp Ltd
Reliance Jio Infocomm Ltd
Trivago
Indya Interactive Services Pvt Ltd
Vivo Mobile India Pvt Ltd
TVS Motor Company
Hindustan Lever Ltd
Fogg
Maruti Suzuki Swift
Jio Digital Life
Trivago
Hotstar.com
Samsung Galaxy S9/S9 Plus
Vivo V9
Flipkart.com
Fogg Scent
NBA.com
Rank Category Advertiser Brand30% 19%48%Total Total Total
Adverti-Zing on TV | BARC YEARBOOK 2018 | 70
ABOUT USBroadcast Audience Research Council (BARC) India is a
Joint Industry Company founded by stakeholder bodies
that represent Broadcasters, Advertisers, and Advertising
and Media Agencies.
Built upon a robust and future-ready technology backbone,
BARC India owns and manages a transparent, accurate,
representative and inclusive TV audience measurement
system.
Apart from providing industry with the baseline
measurement currency, BARC India also offers a suite of
Insight products specially designed for Broadcasters,
Advertisers and Agencies.
Big Data and Analytics generated by BARC India powers
efficient media spends and content decisions in a highly
dynamic and vibrant television sector.
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.
The watermark is broadcast along with the content.
Each TV channel is embedded with its unique WM code.
The audio watermark codes cannot be deleted, erased,
over-written or tampered with.
These watermarks are not audible to human ear but can be
detected and decoded by BARC India’s BAR-o-Meters,
using dedicated hardware and software.
As viewing details are recorded by the BAR-O-meters
installed in BARC homes, so are the watermarks.
Raw data received from BARC panel homes is processed,
and then up-weighted basis Universe Estimates.
Viewing details are then merged with program, language
and other content information to yield detailed insights into
Who watched What, When, Where and for How much.
The granularity of BARC data gives Broadcasters, Content
owners/producers, Advertisers and Market Research
professionals unprecedented visibility into viewing habits
of India, which powers efficient decision making.
Viewing at home
Final viewershipdata
Playout &broadcast
Watermarking contentch ID + timestamp
Raw data generation
EstablishmentSurvey data
Time-slotviewing data
Apply Prog/TVCdetails
About Us | BARC YEARBOOK 2018 | 71
Tools Of The Trade | BARC YEARBOOK 2018 | 72
TOOLS OFTHE TRADE
BARC India’s Data & Insights Solutions
BARC India Media Workstation (BMW) is the core product
from BARC India which enables professionals engaged in
TV viewership measurement and research to run granular
analyses and build effective media plans. It also helps
design content that connects and drive marketing and
ad-sales.
A rich visualisation tool for News broadcasters that
gives powerful insights into performance of Channels,
News Stories, Anchors and Personalities at a click of a
button.
BARC India measures and reports TV viewership in social
hot-spots like restaurants, pubs, and bars in select cities.
The current Out-Of-Home (OOH) measurement service
tracks viewing across 900+ establishments in Mumbai,
Delhi, and Bengaluru, using 1500+ meters.
A visualisation tool for Advertisers and Media
Agencies which helps brands understand their
performance vis-à-vis other brands.
SpotTrek is BARC India’s spot monitoring and movie
trailers telecast tracking service which delivers overnight
BARC India certified log reports. SpotTrek is a Web based
application that can be accessed 24x7. It also allows for
easy competition mapping.
Alpha Club and Kids Reports provide insights into
viewership of NCCS A1, A2 and A3 and Kids in the age
group of 2-8 and 9-14 respectively. Both reports are
presented in an interactive and user friendly UI that
allows for quick analyses of viewership trends.
MEASUREMENTMUSCLE
With a Panel of 180,000+ individuals, we run the largest TV
viewership measurement system in the world.
We measure 45% of Indian M&E sector, with
a vision to be the single-source measurement
provider for entire M&E sector.
Our data shows what 836 Million Indians watch
on TV every day, every minute.
Our measurement
covers 93% of all video content
consumption in India.
Our tech-driven system tracks 300 million
minutes of video content across 575 channels.
We process 7.5 petabytes
of data every year.
Our data and analytics impacts a large share
of the 4.5 Mn jobs in M&E and allied sectors.
Largest TV Audience Measurement Panel in the world
93% of allvideo content
7.5 Pbdata
45% of IndiaM&E sector
311 Mnminutes
4.5 Mnjobs
836 MnIndians
Analytics based on our data powers transactions worth US$ 5.7 Bn
of Advertising & Content Spends.
$5.7 BnAd & Content spends
Measurement Muscle | BARC YEARBOOK 2018 | 73
Glossary | BARC YEARBOOK 2018 | 74
GLOSSARYADVERTISER: A group/entity/organization with commercial
interest that disseminates messages about a particular
brand with the aim of influencing purchase decisions for the
products and services represented by the brand.
ATR%: The percentage of a target audience who viewed any
TV channel, averaged across minutes.
ATR’ 000: Number of individuals in 000s of a target audience
who viewed any TV channel, averaged across minutes.
ATS (UNIV): Average Time Spent on the "Event" by all
individuals in the Universe.
ATS (VIEWER): Average Time Spent by viewers of the
"Event".
AUDIENCE DAY: An Audience Day is a 24-hour period
starting from 02:00 to 25:59.
AUDIENCE PROFILE: An audience profile divides the main
audience category into its subcategory. Audience profiles
are mostly represented in percentages.
BRAND: A company’s Identity in terms of what commercial
products and services it offers. It may refer to a name,
design, symbol, or any other feature that identifies the
product or service as distinct from those of other sellers.
COV%: % of the universe that viewed at least one of the
events in a set of events. Also known as Cume Reach %.
COV'000: Number of individuals ('000s) in the universe that
viewed at least one of the events in a set of events. Also
known as Cume Reach in 000s.
EVENT: An Event is a TV programme or time slot or any
aggregation thereof. e.g. A channel is an aggregation of all
time slots for the "Audience Day".
HH UNIVERSE: The total number of households in a
defined target group.
IMPRESSIONS ‘000: Number of individuals in 000s of a
target audience who viewed an "Event", averaged across
minutes. Also known as TVT.
MAN MINUTES: The sum of time spent by all the viewers of
the "Event".
MINUTE: A clock minute.
RAT%: The percentage of a target audience who viewed an
Event, averaged across minutes. Also known as TRP.
RCH ‘000: Stands for Reach in 000s. Number of individuals
who viewed the Event for at least 1 minute. Viewing based
on attribution rules.
SHR%: % Share of the "Event" to total TV.
UNIVERSE: The total number of individuals in a defined
target group.
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amend the terms and conditions of this Yearbook and any amendments will go into effect as soon as they have been made.
The Yearbook and its contents are intended solely for providing insights to BARC India subscribers/targeted audience free of cost
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Although the greatest possible care has been exercised to ensure the correctness, accuracy and completeness of the information
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