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Tag: Partho Dasgupta

  • Broadcast India 2018 survey: South contributes 40% to total TV viewership

    Broadcast India 2018 survey: South contributes 40% to total TV viewership

    MUMBAI: The number of TV owning individuals in the five south states of India, Tamil Nadu, Andhra Pradesh, Telangana, Karnataka and Kerala, is 259 million, up 8 per cent from 2016. This insight came out from the Broadcast India (BI) survey released by Broadcast Audience Research Council (BARC).

    This also means that 31 per cent of total TV owning individuals are present in these five states. The TV owning individuals in the north is 209 million, west is 221 million and east is 146 million.

    BARC India CEO Partho Dasgupta said, “The survey has thrown some interesting facts about South India’s TV viewing habits. While total TV penetration in India currently stands at 66 per cent, TV penetration in South India is as high as 95 per cent. This can also be attributed to the fact that electrification in South is around 99.9 per cent and one of the first durables which people buy having electricity is TV.”

    BARC India’s BI 2018 Survey was conducted covering 300,000 households, approximately 4300 towns/villages and 68 per cent of the urban market.

    With eight out 10 people sampling TV daily and a high time spent of 4 hours 10 minutes, the southern market has been witnessing a year on year growth in average time spent on TV. The region also generates viewership of around 12 billion impressions at a weekly level. The fact that 31 per cent of the TV individuals in South contribute to 40 per cent of total TV viewership, proves that people in the region love TV.

    The factors that affect TV viewing range from family size, migration, electrification and affluence among others. BI 2018 survey highlights that growing affluence in South India has played an important role in the family structure and durable ownership.

    As per BI 2018 Survey, at an all India level, the average family size for TV homes is 4.25 individuals. In South, this is much lower at 3.8 individuals per household. This shows that families in the South are much more nuclear in nature.

    The socio-economic profiles of homes in South India have also improved as compared to 2016. While the affluent (NCCS A) have seen a growth of nine per cent, the upper middle class (NCCS B) TV homes have grown by 15 per cent. TV homes falling under low socio-economic profiles (NCCS D/E) have dropped by seven per cent. Nuclear families, increasing middle class and rising disposable incomes are helping households move across the affluence chain.

    The survey also highlights the fact that close to 30 per cent homes in the south have their female members working either full time or part time. The ratio further improves in rural where 35 per cent of homes have its women working.

    Entertainment in South is of prime importance across the value chain. While 85 per cent of NCCS D/E homes have a TV, only 66 per cent of these homes have a gas stove. This proves the need for these families to sit together and watch their entertainment.

  • IAA Leadership Award announced winners for sixth edition

    IAA Leadership Award announced winners for sixth edition

    MUMBAI: The International Advertising Association (IAA) organised the sixth edition of IAA Leadership Awards 2018.

    IAA president Ramesh Narayan said, “A unique power-packed event, we have with us advertisers, media, corporates all assembled to salute excellence in leadership. This is very inspirational. India chapter has been leading from the front to name a few initiatives #WorktoLivetoWork, IAA Mentorship for Women, IndIAA Regional Awards, Reigniting the Artist and Storyteller in you, IAA Olive Crown Awards, IndIAA national awards and for the first time in 80 years we have IAA World Congress being hosted in Kochi in February 2019.”

    A panel discussion was moderated by Partho Dasgupta, CEO, BARC India with eminent panellists –Sanjay Behl CEO Raymond, Shashi Sinha, CEO of IPG MediaBrands and Prathyusha Agarwal, chief marketing officer, ZEEL on television medium being a strong influencer. Sanjay touched upon the importance of reach, intensity and quality. Prathyusha mentioned how emotionally invested and involved people are when they see television and with the coming of Digital the loop can now be closed. Shashi Sinha urged marketers to explore as he was of the strong opinion that television is still under-utilised and holds immense potential.

     “TV today reaches 836 million individuals across India, we as Indians still are TV fanatics. People are spending 4 hours on TV in the South of India. Almost 12 hours of advertising gets telecasted in India. Hindi content is still ruling, 688 million viewers are watching GEC serials while at a similar number 680 million are watching movies which is a higher number than people who watch movies in the theatre. Sport as a genre is also going up. Overall, I would say TV is the biggest dominant medium today and will continue to grow,” said Dasgupta.

    Piramal Group chairman Ajay Piramal was honoured as the IAA Business Leader of the Year. He said “I am honoured to receive the Business Leader of the Year Award 2018 by International Advertising Association. At Piramal Group, our deep driving desire has been our values of knowledge, action, care and impact. This value-driven path has helped us create value for the group and our stakeholders, and provides us with a purpose of ‘Doing Well and Doing Good’. As trustees, we act in the best interest of all our stakeholders, to create mutual, enduring value; and make a positive difference to the world around us.” 

    IAA India inducted Sam Balsara into the IAA Hall of Fame for doing so much more than just founding and building a great communication company. Membership to the Indian Chapter of IAA is by invitation only and IAA has very senior marketing, advertising and media professionals as it members.  IAA in India is seen as the most active chapter by IAA Global. IAA India is well-recognized for some of its marquee events like the IAA Leadership Awards, IAA Olive Crown Awards, IAA Debates, IAA Conversations, IAA Young Turks Forum and an array of IAA Knowledge Seminars, Webinars, Workshops, Conclaves etc.

  • TV homes up by 7.5%, total TV viewership up by 12%

    MUMBAI: The Broadcast Audience Research Council of India (BARC) has released the findings of its Broadcast India (BI) 2018 Survey, based on a sample study of 3 lakh homes in the country. As per the latest findings, TV homes in the country has seen a 7.5 per cent jump, outpacing the growth of homes in India which grew at 4.5 per cent.

    India currently boasts of 298 million homes, of which 197 million have a TV set, having an opportunity of almost 100 million more TV homes in the country. 

    Two big takeaways from BI 2018 survey is the rise of the middle class and the increase in the number of flat TV screens. As per the survey, with 123 million TV homes belonging to the middle class, NCCS B & C accounts for 63 per cent of TV homes in India.

    Together NCCS ABC or the affluent TV owning homes form 84 per cent of TV homes in the country. The fact that homes falling under the low-socio economic class (NCCS D/E) have seen a 13 per cent drop, highlights the improving disposable income of an Indian home and is in line with the rising economic growth and prosperity.

    BARC India CEO Partho Dasgupta said, “With BI 2018 we have been able to showcase the changing face of India. However, what hasn’t changed is the fact that TV remains the most effective platform for both content creators and advertisers to reach their audiences. This years’ survey is also special to us since we have been able to bring it in-house. We have been investing heavily on technology and talent and moving this almost entirely in-house is a proof of our capabilities.”

    Some interesting trends that have emerged with BI 2018 Survey are:

    ·   Number of TV viewing individuals grew by 7.2 per cent to 836 million from the previous 780 million. However, viewership increase in week 29 vs Previous 4 weeks is 12 per cent.

    ·   TV homes in urban and rural India grew by 4 per cent and 10 per cent respectively. Viewership uptake in urban India is 10 per cent, while that in rural India is 13 per cent. 

    ·   The average time spent (ATS) by TV viewing individuals too has seen a 3 per cent growth and currently stands at 3 hours 44 minutes. This is driven by urban which has seen an increase of 5 per cent in ATS (4 hours 06 min), ATS in rural India has grown by 2 per cent and stands at 3 hours 27 minutes.

    ·   Both HSM and South markets have seen a spike in viewership. HSM saw an increase of 12 per cent, while South grew by 10 per cent in week 29. 

    ·   The male-female split of TV owning individuals as per BI 2018 is: 429 million-407 million. Male viewers grew by 6.9 per cent, while female viewers saw a growth of 7.5 per cent over BI 2016. 

    ·   In terms of viewership, in week 29, male viewership has seen a 11 per cent growth, while female viewership has increased by 12 per cent.

    ·   Viewership contribution of the affluent class (NCCS AB) grew by 15 per cent.

    ·   The daily TV tune-ins in week 29 saw a healthy growth of 8 per cent and currently stands at 614 million viewers. The previous 4-week average was 569 million viewers. 

    “As for the trends, BARC India has maintained that India is a country which is driven by family viewing and this shows in the increase in the number of TV households. With a penetration of just 66 per cent, there is still a huge scope of growth in the space,” Dasgupta added. 

  • BARC India: TV homes up by 7.5%, total TV viewership up by 12%

    BARC India: TV homes up by 7.5%, total TV viewership up by 12%

    MUMBAI: The Broadcast Audience Research Council of India (BARC) has released the findings of its Broadcast India (BI) 2018 Survey, based on a sample study of 3 lakh homes in the country. As per the latest findings, TV homes in the country has seen a 7.5 per cent jump, outpacing the growth of homes in India which grew at 4.5 per cent.

    India currently boasts of 298 million homes, of which 197 million have a TV set, having an opportunity of almost 100 million more TV homes in the country. 

    Two big takeaways from BI 2018 survey is the rise of the middle class and the increase in the number of flat TV screens. As per the survey, with 123 million TV homes belonging to the middle class, NCCS B & C accounts for 63 per cent of TV homes in India.

    Together NCCS ABC or the affluent TV owning homes form 84 per cent of TV homes in the country. The fact that homes falling under the low-socio economic class (NCCS D/E) have seen a 13 per cent drop, highlights the improving disposable income of an Indian home and is in line with the rising economic growth and prosperity.

    BARC India CEO Partho Dasgupta said, “With BI 2018 we have been able to showcase the changing face of India. However, what hasn’t changed is the fact that TV remains the most effective platform for both content creators and advertisers to reach their audiences. This years’ survey is also special to us since we have been able to bring it in-house. We have been investing heavily on technology and talent and moving this almost entirely in-house is a proof of our capabilities.”

    Some interesting trends that have emerged with BI 2018 Survey are:

    ·   Number of TV viewing individuals grew by 7.2 per cent to 836 million from the previous 780 million. However, viewership increase in week 29 vs Previous 4 weeks is 12 per cent.

    ·   TV homes in urban and rural India grew by 4 per cent and 10 per cent respectively. Viewership uptake in urban India is 10 per cent, while that in rural India is 13 per cent. 

    ·   The average time spent (ATS) by TV viewing individuals too has seen a 3 per cent growth and currently stands at 3 hours 44 minutes. This is driven by urban which has seen an increase of 5 per cent in ATS (4 hours 06 min), ATS in rural India has grown by 2 per cent and stands at 3 hours 27 minutes.

    ·   Both HSM and South markets have seen a spike in viewership. HSM saw an increase of 12 per cent, while South grew by 10 per cent in week 29. 

    ·   The male-female split of TV owning individuals as per BI 2018 is: 429 million-407 million. Male viewers grew by 6.9 per cent, while female viewers saw a growth of 7.5 per cent over BI 2016. 

    ·   In terms of viewership, in week 29, male viewership has seen a 11 per cent growth, while female viewership has increased by 12 per cent.

    ·   Viewership contribution of the affluent class (NCCS AB) grew by 15 per cent.

    ·   The daily TV tune-ins in week 29 saw a healthy growth of 8 per cent and currently stands at 614 million viewers. The previous 4-week average was 569 million viewers. 

    “As for the trends, BARC India has maintained that India is a country which is driven by family viewing and this shows in the increase in the number of TV households. With a penetration of just 66 per cent, there is still a huge scope of growth in the space,” Dasgupta added. 

  • BARC India plans expansion of metre homes to 44,000 by this FY

    BARC India plans expansion of metre homes to 44,000 by this FY

    MUMBAI: Rural India is getting in the limelight. TV ratings body BroadcastAuidence Research Council (BARC) is expanding metre homes to 44,000 by this financial year.

    BARC India CEO Partho Dasgupta told to the Press Trust of India, ” When we first started measuring TV viewership habits, 30 per cent of our sample TV homes were in rural India. This went up to 33 per cent when we expanded our metres to 33,000. This will further go up to 38 per cent, when we expand the metre homes to 44,000 by end of this financial year. This is a 153 per cent growth in the rural sample.”

    In coming years it will have 55,000 TV homes. “With return path data (RPD), we plan to scale up this number to over 200,000,” he said adding that RPD will also help to curb panel home tampering.

    In 2015 BARC started to roll out the data, where it has seen that the TV viewership is highest among the youth (15-30 year) even in the digital age. It even tied up with Den Network and Airtel Digital TV for RPD and Dasgupta said it is in talks with all the other players.

    The daily tune-ins on TV currently stands at 557 million and the daily average time spent per viewer watching TV is 3 hour 44 minutes.

    The total TV viewership has gone up from 20.4 billion impressions to 28.3 billion impressions, up by 39 per cent.

    Key Hindi genres like Hindi GEC, Hindi movies and Hindi news have gone up by six per cent, 87 per cent and 13 per cent respectively since 2015.

    Viewership for English channels has also gone up from 115 million impressions to 122 million impressions, a growth of six per cent.

    HD viewership has seen a 5.5 times growth in the last three years. Sports, that in 2015 contributed to 1.8 per cent to total TV viewership, has grown to three per cent in 2018.

    In the sports genre, while cricket still remains the most popular on TV, viewership of local sport kabaddi has grown by 83 per cent.

    “Also, trends like increase in temperature leads to drop in primetime viewership and total TV viewership in South spikes during festival holidays have come up,” Dasgupta said.

    Meanwhile BARC has also started measuring out of the home television which aims is to measure all the screens being used to consume content says Dasgupta.

    It has recently started measuring OOH TV consumptions in Mumbai, Delhi and Bengaluru for restaurants, pubs and lounges.

    This year BARC India is mainly focused on moving from being a mere data company to an insights company.

    It is also preparing for its digital measurement service Ekam. “One reason it is taking longer than estimated to launch Ekam is that we are working to build that consensus to get all key stakeholders onboard and aligned to the building blocks of Ekam. This will ensure all-round acceptance of the data. We also underwent a similar journey before launching TV viewership measurement,” added Dasgupta.

  • Sanjiv Mehta re-appointed as jury president for Marquees 2018

    Sanjiv Mehta re-appointed as jury president for Marquees 2018

    MUMBAI: The Advertising Club’s second edition of award ceremony Marquees has reappointed Hindustan Unilever CEO and MD Sanjiv Mehta as jury president.

    The other jury members include industry stalwarts and media mavens like WPP India country manager CVL Srinivas, RPG Enterprises chairman Harsh Goenka, Taproot Dentsu founder and chief creative officer Agnello Dias, TPG Capital senior advisor Naveen Chopra, Viacom18 COO Raj Nayak andPerfect Relations founding partner and group chairman Dilip Cherian.

    The awards will be held on 29 August  2018 at St Regis, Mumbai.

    The Advertising Club Madison Communications and president Group CEO Vikram Sakhuja said, “The Ad Club launched the Marquees in 2017 to celebrate Excellence in Marketing. In its second year, we are happy to have the same stellar jury chaired by Unilever’s Sanjiv Mehta deciding on this year’s laurels. The Ad Club sets the gold standard for excellence in creativity through Abbys, effectiveness through Effies, media through Emvies and now marketers through Marquees. Stay tuned to see the winners in each category and the Special awards on August 29.”

    BARC India CEO and chairman Partho Dasgupta says, “Marquees has been able to carve out a niche for itself and I am glad to be a part of this journey. After a successful debut edition last year, I am looking forward to some great entries this year.”

    “As they say, an award is as good as its jury and in this case the jury can’t get better than this. The jury with its years of experience and wisdom will be able to recognise the extraordinary work done by marketers over the past one year,” he added.

    The event had huge success in the last year with 300 top marketers of the country gathered to receive awards. 

    The award is known for its brands that showcase resilience and emerge successful in the face of numerous adversaries, thus iterating the well known adage. Marquee is all set to bring all the leaders and industry veterans from advertising, marketing and media fraternity.

  • Sports dominated OOH viewership in April-May: BARC

    Sports dominated OOH viewership in April-May: BARC

    MUMBAI: Contributing more than half of the total TV viewership during the April-May period, the sports genre topped charts in Broadcast Audience Research Council (BARC) India’s Out of Home (OOH) measurement report. Sports accounted for 70 per cent of viewership, while movies and music enjoyed 10 per cent and 8 per cent respectively. 

    The trend is in line with the fact that these were sports-heavy weeks and thus saw many restaurants, pubs and lounges showcasing channels that were airing the matches.

    BARC India CEO Partho Dasgupta said,“Our aim is to measure different screens and pipes and OOH is an extension of that commitment. There is a large population that consumes content on TV which is outside the bounds of home. We realised that it was important to capture those viewers as well. Before we launched rural viewership, there was blind targeting. But, inclusion of rural TV viewership helped advertisers uncover the potential of these areas. We are hoping that OOH viewership will help give better insights to advertisers and provide new opportunities.”

    Data also shows that the sports viewership was driven by channels on which Indian Premiere League (IPL) was aired.  

    A total of 44 million people, in 15+ TG, viewed TV in pubs, lounges and restaurants in Mumbai, Delhi and Bangalore during April-May. Of this, 33.3 million viewers watched live IPL matches. 

    BARC’s OOH measurement tracks viewing of individual of the same TG across 900+ establishments in the three cities, using 1500+ meters.

    Live telecast of the recently concluded IPL garnered 23.7 million impressions from OOH Viewing. An increment of 8 per cent over the viewership generated from TV homes in these markets, in the 15+ TG.  

    BARC India leveraged its Audio Watermarking technology and proven measurement capabilities to expand TV viewership measurement to OOH. This pre-subscribed service is a game changer for the industry as it uncovers a significant share of TV viewership which wasn’t being measured until now. 

    BARC India started its all-India measurement with a sample of 10,000 homes which is currently being raised to 40,000.

    Also Read:

    BARC Data: Republic TV continues to lead English news

    Colors emerges leader in GEC urban in BARC’s week 23 data

  • ISI Kolkata certifies representativeness of BARC’s panel design

    ISI Kolkata certifies representativeness of BARC’s panel design

    MUMBAI: Audience-measurement body BARC India’s sampling methodology and panel design has been certified by one of India’s most prestigious institutions–the Indian Statistical Institute (ISI), Kolkata. The certification is for the original design of 22,000 homes and the expanded 33,000 panel. BARC’s viewership data services and insights products such as BIO News and BIO AdVision are aimed at helping industry make sharper data-driven decisions. It is also gearing up to launch Ekam—an independent third-party digital measurement service with the goal of providing industry with unified measurement across TV and digital.

    According to the release issued by BARC, the joint-industry body has seeded its BAR-O-Meters in a scientifically selected set of panel homes to collect TV viewership data. Panel home designing is critical to ensure that viewership data is representative of the TV universe, and accurately reflects what India is watching. The representativeness of BARC India’s panel—the cornerstone of its TV viewership measurement system—was earlier certified by CESP, a global multi-media body that audits media research as well as Ernst & Young (EY).

    ISI Kolkata professor Ashis SenGupta said, “The sampling methodology suggested by BARC India for Universe estimation is a reasonable one. This method is also a feasible one for implementation in practice. Overall, BARC India panel designs adopted for panel expansion as well as for TV Universe estimates ensures representativeness of ground realities given the constraints.”

    BARC India CEO Partho Dasgupta added, “ISI Kolkata’s endorsement of our panel design and sampling methodology is yet another validation of our ability to measure what India watches. It is indeed a challenging task to accurately map TV viewing habits of 780 million individuals in a highly diverse and dynamic market like ours. I am proud of Team BARC India, which has lived up to industry’s expectation to deliver accurate, credible and robust viewership data, day-on-day, week after week. It is also a testament to the systems and technology backbone that we have set up, which is of global standards.”

    This study by ISI Kolkata, spread over six months, certifies the panel home design used by BARC India for seeding BAR-O-Meters at both 22,000 as well as 33,000 panel home levels. It also identifies any modification required for panel expansion to 44,000 homes.

    Also Read :

    BARC India to TRAI and MIB: Tweak legislation to make data tamper-proof

    BARC India to halt analogue measurement from July, up overall data collection

    BARC India and DEN Networks join hands for RPD; move to boost TV viewership measurement

  • BARC to measure OOH TV viewership

    BARC to measure OOH TV viewership

    MUMBAI: Advertisers are soon going to get a boost through outdoor TV measurement ratings. The Broadcast Audience Research Council (BARC) is going beyond traditional TV viewing metrics and has launched an out of home (OOH) TV viewership measurement service. It will now be able to report TV viewership that happens in social hot-spots like restaurants, pubs and bars in select cities.

    This is a game changer for the industry as it uncovers a significant share of TV viewership that wasn’t being measured until now. The current OOH measurement service tracks viewing across 900+ establishments in Mumbai, Delhi and Bangalore, using 1500+ meters.

    BARC India’s OOH measurement, which captures the growing trend of TV viewing outside homes, is a pre-subscribed service.

    “With our commitment to measure ‘what India watches’, it was a natural step for us to measure OOH viewing. This is also aligned with our goal of measuring content wherever it plays- irrespective of screen or pipe. Measuring OOH viewing is another initiative towards this objective. The robust technology backbone we have set up allowed us to seamlessly measure out of home viewing. We will continue to offer more such path-breaking services that yields sharper insights to industry,” said BARC India CEO Partho Dasgupta.

    Star has been the first network to subscribe to this service for the ongoing Indian Premiere League (IPL). Since sports is the most popular TV content outside of the house, especially in social gatherings, the addition will give a big thrust to Star for the tournament.

    As per available data, OOH viewing generated a total of 19.4 million impressions for the first eight IPL matches in the three cities. This, if compared to BARC India’s currency panel in these markets, is an additional 10 per cent viewership. The OOH data is a sample study across Delhi, Mumbai and Bangalore. If a study was done for other similar cities one could expect to see a comparable lift in viewership.

    Also Read :

    The World of TV according to BARC

    BARC files FIR for meter tampering in Telangana

    BARC begins new subscription service PreView

     

  • BARC gets ‘Great Place to Work’ certification

    BARC gets ‘Great Place to Work’ certification

    MUMBAI: BARC India has been certified as ‘Great Place to Work’ for cultivating a culture of high trust and performance.

    The certification has been provided by Great Place to Work Institute, which is recognised for its rigorous and objective methodology for identifying and defining great workplaces across business, academia and government organisations. 

    “The fact that BARC India in its third year of its operations has been able to create an environment of happy and motivated workforce is a matter of great pride. In my experience, a great place to work is where the sum is larger than the parts. This is so true for BARC India where we brought and built talent with diverse and varied cultural backgrounds. This was quite a task when there was an absence of skilled and ready workforce,” said BARC India CEO Partho Dasgupta.

    According to the ‘Great Place to Work’ certification, BARC India has scored high on trust and culture indices.

    “This definitely is a reflection of the good work that all of us at BARC India have been doing over the past three years. At BARC India, we believe in cultivating a culture of ownership and belongingness amongst employees. This has led to high performance and trust. This culture is influenced by the leaders who provide strategic direction to all the employees,” added BARC India chief people officer Manashi Kumar.