"BARC India TV Universe Estimates 2020: TV Households Reach 210 Million"

​The Broadcast Audience Research Council (BARC) India, established by the Indian Broadcasting & Digital Foundation (IBDF), the Indian Society of Advertisers (ISA), and the Advertising Agencies Association of India (AAAI), serves as the premier television audience measurement body in India. In 2020, BARC released its 'TV Universe Estimates 2020' (TV UEs), providing comprehensive insights into television ownership and viewership patterns across the country.​The Hindu Business Line+1BMI+1

Growth in Television Households and Viewership

According to BARC's TV UEs 2020, the number of television-owning households in India reached 210 million, marking a 6.9% increase from 197 million in 2018. This growth translates to an additional 13 million households embracing television within two years. Consequently, the total number of TV viewing individuals rose by 6.7%, reaching 892 million from 836 million in 2018, adding 57 million new viewers to the television audience. ​BMI+1The Hindu Business Line+1

Table: Key Statistics from BARC India's TV Universe Estimates 2020

Metric	2018	2020	Growth (%)
TV Households	197 million	210 million	6.9%
TV Viewing Individuals	836 million	892 million	6.7%
Urban TV Households	87.8 million	91 million	4%
Rural TV Households	108.9 million	119.2 million	9%

Source: BARC India TV Universe Estimates 2020 

Urban and Rural Dynamics

The expansion in television ownership was observed across both urban and rural areas:​Indian Television+2BMI+2The Hindu Business Line+2

• Urban Markets: TV households grew by 4%, from 87.8 million in 2018 to 91 million in 2020.​BMI+1The Hindu Business Line+1

• Rural Markets: A more pronounced growth of 9% was noted, with TV households increasing from 108.9 million to 119.2 million in the same period.​BMI+1The Hindu Business Line+1

This data underscores the significant potential for broadcasters and advertisers to tap into rural markets, which are rapidly embracing television as a medium of information and entertainment. ​The Hindu Business Line

Demographic Insights

The demographic analysis from the TV UEs 2020 revealed:​BMI+1The Hindu Business Line+1

• Gender: The TV-owning female population grew by 7%, while the male population saw a 6% increase.​The Hindu Business Line+1BMI+1

• Age Groups: The 'kids' category (ages 2 to 14) experienced the highest growth at 9%, indicating a burgeoning young audience.​BMI+1The Hindu Business Line+1

These insights highlight the evolving viewer base, emphasizing the importance for content creators to cater to diverse age groups and genders. ​BMI

Socio-Economic Classification (NCCS)

Changes were also observed in the socio-economic classification of TV households:​BMI+1The Hindu Business Line+1

• NCCS A: Increased to 27%​BMI

• NCCS B: Rose to 31%​BMI+1Indian Television+1

• NCCS DE: Contracted to 9%​BMI

This shift indicates an upward movement in the socio-economic profile of television audiences, suggesting enhanced purchasing power and a potential shift in content consumption patterns. ​BMI

Television Viewership Trends in 2020

The year 2020 witnessed significant changes in television viewership:​The Hindu Business Line+2Indian Television+2BMI+2

• Overall Viewership: There was a 9% increase in total TV viewership compared to 2019.​Indian Television

• Average Time Spent (ATS): Viewers spent an average of 4 hours and 2 minutes daily watching TV in 2020, up from 3 hours and 42 minutes in 2019.​Indian Television

• Non-Prime Time Viewing: Non-prime time viewership for General Entertainment Channels (GEC), news, and kids' genres grew by 16%, 26%, and 31% respectively.​Indian Television

These trends underscore television's resilience and its pivotal role in providing information and entertainment, especially during unprecedented times like the global pandemic. ​Indian Television

Advertising Trends

The advertising landscape on television also experienced notable shifts:​

• Ad Volumes: Grew by 34% in the second half of 2020 compared to the first half.​Indian Television

• Government Messaging: Ad volumes for government communications surged by 184% during April-June 2020 compared to the same period in 2019.​Indian Television

These figures highlight television's effectiveness as an advertising medium, capable of reaching vast audiences across diverse demographics. ​Indian Television

Conclusion

BARC India's TV Universe Estimates 2020 provide a comprehensive overview of the television landscape in India, reflecting growth in both ownership and viewership. The data indicates significant opportunities for broadcasters, advertisers, and content creators to engage with an expanding and diverse audience base. As television continues to be a dominant medium in Indian households, understanding these trends is crucial for stakeholders aiming to navigate and capitalize on this dynamic ecosystem.​

FAQs

Q1: What is BARC India?

A1: The Broadcast Audience Research Council (BARC) India is the country's premier television audience measurement body, established by the IBDF, ISA, and AAAI to provide accurate and comprehensive data on television viewership.​The Hindu Business Line

Q2: How many TV households are there in India as of 2020?

A2: As per BARC's TV Universe Estimates 2020, there are 210 million TV-owning households in India.​BMI+1The Hindu Business Line+1

Q3: What was the percentage growth in TV viewership in 2020?

Sources