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BARC INDIA
UNIVERSE UPDATE (JULY 2018)
Universe Update base methodology
BI 2015-16
BI 2017-18
FW Agencies
The k
itchen m
oves
to B
AR
C
Sampling Design
Instrument Design
Data Collection & QC (Field Work)
DATA QC
Weighting & Estimation
End-user Analytics & Reporting
Data Collection & QC (Field Work)
Sampling Design
Instrument Design
Data Collection & QC (Field Work)
Data QC
Weighting & Estimation
End-user Analytics & Reporting
BI 2016 BI 2018
Sample size and coverage
TV Universe Estimation
Field work period
for survey
Nov’17-Mar’18
BARC India periodically
conducts a research
study to ascertain TV
universe television
viewing habits in India
Coverage:
3,00,000 homes,
> ~ 4300 towns/villages,
68% urban coverage
Key information areas:
TV ownership,
connection type,
language preferences
and other media
consumption.
Study Design – Stratified Random Sampling
This was conducted as
a 100% CAPI study –
with zero paper and
pen interviews
32 states/ union
territories represented at
State x Pop Strata Level
All 1L+ towns covered
and below 1L selected
randomly by PPS
Electoral Roll sampling
employed to select
households randomly
Computerized Kish grid
methodology utilized to
randomly select a 12+
individual in household,
2 to 12 Kids / Guardian
BI 2018 - Highlights
01
183 Mn 197 Mn
66%64%
286 Mn 298 Mn
BI 2016 BI 2018
7.5%
4.2%
Census 2001 Census 2011 IRS 2013 BI 2016 BI 2018
Tv penetration >2x of 2001 levels
TV penetration increases from 64% to 66%, grows faster than universe
>2xTotal Home
Total TV Home
The NCCS Evolution
NCCS Distribution – All HHs Family Type Distribution – All HHs
38
27
20
14
44
24
19
13
DE
C
B
A
BI 2016 BI 2018
22
17
58
2
22
17
57
2
Joint family Nuclear family withelders
Nuclear family withoutelders
Living alone
BI 2016 BI 2018
NCCS DE shrinks by 13%, Family Structure remains the same
In Mn836
780In Mn
INDIVIDUALS
7.2%In Mn
197
183In Mn
HOUSEHOLDS
7.5%
Estd. 836 Mn 2+ Individuals
living in 197Mn TV homes in India
BI 2016 BI 2018
Average family sizes (2 Years+)
All Urban Rural
All HHs
BI 2016 4.49 4.32 4.58
BI 2018 4.45 4.30 4.53
TV Owning HHs
BI 2016 4.26 4.24 4.28
BI 2018 4.25 4.23 4.27
TV homes increases across all state groups
BI 2016 BI 2018
Small Towns and Rural markets are key drivers of growth
% TV Penetration TV Owning HHs in Mn
64
93 9187
79
52
66
9591
8881
55
All India Megacities 10-75 Lakh 1-10 Lakh < 1 Lakh Rural
BI 2016 BI 2018
183
20 19 22 24
99
197
21 19 23 24
109
All India Megacities 10-75 Lakh 1-10 Lakh < 1 Lakh Rural
BI 2016 BI 2018
Rural India now has grown by 10% TV owning households
THANK YOU!
