@FICCI-FRAMES18: ​How Ratings Reflect Real Viewership

2. 2

3. TV Landscape
over the years
01

4. 4Source: Broadcast India study, IRS, Census, Industry Reports
Growth in TV penetration has been tremendous
46%
2008
106 million
2013
54%
143 million
64%
2017
183 million
40%
2004
83 million

5. 5Source: IRS, BI, Industry Reports
Number of Channels
Terrestrial was the only form of distribution till the mid 90s. With
the impetus of digitization, this is nearly extinct!
Share of distribution medium

6. 6
Given this pace of change, how
does the TV Universe in India now
look like?

7. 7
TV Universe size in rural India is 99 million HHs, which is 17% higher than
Urban India, but Rural is only 52% penetrated so far
87%
Urban India
52%
Rural India
99 mn Homes84 mn Homes
780
Million
Size of TV Universe
183
Million
I n d i v i d u a l s H o u s e h o l d s
Source: Broadcast India 2017

8. 8
‘Old School’ Viewing still exists in India….be it URBAN or RURAL
Source: Broadcast India study 2017
Source: Broadcast India study 2017
86% of Indian Households still has CRT
Television
% Multi-TV Household
3.4
5.1
1.9
0
1
2
3
4
5
6
All India Urban Rural
BI 2016
97% of India still owns single TV. This
shows Co-Viewing is high in the country
CRT 86%
LED/LCD/
Plasma
14%
Among TV Universe U+R Urban Rural
CRT TV 86% 80% 92%
LCD/LED/Plasma TV 14% 20% 8%
NCCS A + Large
Joint Family
77%
23%
77% of large, affluent joint families
have single TV

9. 9
And no matter what
the situation, TV
remains a favourite
family passtime

10. 10
How much of TV is India
watching?

11. 11
HSMSouth
03:31:3604:09:25
03:44:28
(HH:MM:SS)
Daily Time Spent
Viewers in South spend higher time on TV than viewers in HSM
All individuals | Week 40-52 2017 | HSM stands for Hindi Speaking Markets; South comprises of Tamil Nadu, Andhra Pradesh, Telangana, Kerala & Karnataka. Rest of the States coming under ‘Hindi Speaking Markets’ (HSM)
AP/Telangana 04:12:56
TN/Pondicherry 04:11:15
Kerala 03:50:06
Karnataka 04:11:23
Slide: 2/2
HSMSouth
375 million191 million
566 million
Daily Tune-ins on TV
AP/Telangana 64 mn
TN/Pondicherry 58 mn
Kerala 46 mn
Kerala 23 mn
TOTAL
Mah / Goa 04:01:36
Delhi 04:00:03
Guj / D&D / DNH 03:46:10
Odisha 03:42:32
Mah / Goa 72 mn
UP / Uttarakhand 60 mn
MP / Chattisgarh 44 mn
West Bengal 40 mn

12. 12
Slide: 1/2
Average Time Spent watching TV in a few states is still far lower than the globally comparable
economies
Significant Headroom for Growth!!
P/H/Ch/HP/JK
TN/
Pondicherry
03:28
04:11
04:36
MP/
Chhattisgarh
West Bengal
03:36
03:26
04:18
Kerala
Rajasthan
03:50
02:58 04:39

13. 13
0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000
51+ Yrs
41-50 Yrs
31-40 Yrs
15-30 Yrs
2-14 Yrs
Viewership in Million Impressions
2016 2017
All India | Week 40-52 2017
Contrary to popular perception Viewership is highest
amongst Youth (15-30 years) even in the digital age

14. Why is TV watching
growing?
02

15. 15
Rural
Market
Smaller/Nuclear
families
TV Viewing
Behaviour
There is an interplay of several factors which influences TV
viewership
Source: Broadcast India study 2017

16. 16
Let’s start with distribution

17. 17
The number of channels available to viewers has
increased manifold, FTA has played a big role
Channels Measured by BARC India
No. of
Channels
162
210
282
240
FTA Channels Pay Channels
2015 2017
74% 14%
FTA
Channels
23%
Pay
Channels
77%
FTA
Channels
31%
Pay
Channels
69%
Share of
Viewership

18. 18
Moving on to the availability of
content

19. 19
Language
% Change in viewership
(2017 over 2016)
TOTAL 32%
Gujarati 146%
Assamese 123%
Marathi 74%
Bangla 68%
Oriya 65%
Kannada 63%
Bhojpuri 58%
Punjabi 38%
Telugu 33%
Tamil 30%
Hindi 27%
Malayalam 16%
2016: Wk1-13’16 | 2017: Wk40-52’17
Pride in local is showing!
Hindi Language growth is under-indexed to Total TV growth while Regional genre
growth is significantly over-indexed while Hindi Language remains a behemoth,
regional content has seen huge growth

20. 20
Cricket
69%
Kabaddi
15%
Wrestling
5%
Soccer
5%
Others
6%
Share of Sports Viewership (2017)
All India | Wk 1 – 52 2016 | Wk 1 – 52 2017
In the sports genre, while cricket still remains the most popular sport
watched on TV, local sport Kabaddi is fast gaining share
Kabaddi
Viewership Growth
83%

21. 21
In the case of movies, Salman is Sultan!
Tiger is on the prowl
HSM Urban/ 2+/ Rat% {Avg}
7.82 7.66
7.10
6.45
4.88
4.43 4.39
3.49 3.34 3.32 3.27 3.20 3.05 2.96 2.85 2.87
Bajrangi
Bhaijaan
Prem Ratan
Dhan Payo
Bahubali 2
The
Conclusion
Bahubali
The
Beginning
Golmaal
Again
Dangal Judwaa 2 Sultan The Jungle
Book
Baaghi The State
Vs Jolly LLB
2
Toilet Ek
Prem Katha
Singh Is
Bliing
Dishoom A Flying Jatt Tubelight
Top 15 WTPs | Since 2015

22. 22
What about electricity?

23. 23
Improving electricity situation is one of the contributing
factors for higher TV viewing
11%
58%
Bengal

24. 24
Does the time of year impact TV
viewing?

25. 25
0
5
10
15
20
25
30
35
7000007
8000007
9000007
10000007
11000007
W47
W48
W49
W50
W51
W52
W1
W2
W3
W4
W5
W6
W7
W8
W9
W10
W11
W12
W13
W14
W15
W16
W17
W18
W19
W20
W21
W22
W23
W24
W25
W26
W27
W28
W29
W30
W31
W32
W33
W34
W35
W36
W37
W38
W39
W40
W41
W42
W43
W44
W45
W46
2015-2016 2016-2017 Avg. Temperature(in C)
Total TV Impressions’000, week on week (7pm to 11 pm)
In 2016 and 2017, during summers (week 14-week 30), viewership has dropped significantly
As Temperature Rises, Primetime Viewership Drops

26. 26
2,580,292
2,598,361
Dussera – 30th Sep 2017
2+/ Impressions’000
Total TV increases in South during Festival Holidays, while in HSM it
remains stable
1%
Prv 4W Avg Wk 40
HSM
1,612,614
1,864,260
16%
South
Diwali – 18th – 20th Oct 2017
19th Oct
2,506,291
2,531,241
1%
HSM
18th Oct
473,992
616,796
30%
Tamilnadu
18th Oct
158,118
208,913
32%
Kerala
19th Oct
560,951
668,384
19%
Andhra Pradesh
20th Oct
371,087
447,547
21%
Karnataka

27. 272+/ Impressions’000
1,474,103
1,753,860
19%
South
2,366,130
2,813,307
19%
HSM
Independence Day - 15th Aug 2017
Prv 4W Avg Wk 33
Prv 4W Avg Wk 40
1,497,854
1,682,895
12%
South
2,398,130
2,764,754
15%
HSM
Gandhi Jayanthi – 2nd Oct 2017
Total TV increases in both HSM and South during Public Holidays

28. 28
What about migration?

29. 29All India | shr% | 2017
44%
15%
41% Bihar/ Jharkhand
UP/Uttarakhand
Other States
A majority of this content is consumed within the home
state….however
BHOJPURI
Guj/D&D/DNH: 6.5%
Delhi: 4.9%
Assam/NE/Sikkim: 4.1%
Out of Total viewership in
other states, majority comes
from….

30. 30All India | shr% | 2017
74%
16%
7%
3%
Kannada
Tamil
Telugu
Hindi
Tamil is the 2nd most popular channel language in
Bangalore….

31. 31
And of course literacy… Padhega
India toh aur TV dekhega India!

32. 32
Punjab/ Haryana /
Chandigarh / HP /
J&K
UP / Uttarakhand
Rajasthan
Delhi
North East
Odisha
West Bengal
Guj / D&D / DNH Mah / Goa
Bihar / Jharkhand
MP / Chattisgarh
AP / Telangana
Karnataka
Kerala
TN / Pondicherrry
2:38:24
2:52:48
3:07:12
3:21:36
3:36:00
3:50:24
4:04:48
4:19:12
4:33:36
60 65 70 75 80 85 90 95
Co – relation between TV viewing and literacy is quite high. It is observed that viewers in
states with higher literacy watch more TV
All India Average ATS(v)

33. 33
What about the changing role of
women?

34. 34
6596
10309
Prv 4 wk Avg wk 45'16
8th Nov – Demonetization – Wk 45’16
8787
31159
Prv 4 wk Avg Wk 01'17
31st Dec - Rastra Ke Naam Sandesh – Wk 1’17
P4 Wk Wk 45’16 G/D %
Male 3,770 5,727 52%
Female 2,826 4,583 62%
P4 Wk Wk 1’17 G/D %
Male 4,908 17,340 3.5x
Female 3,880 13,820 3.6x
37%
W.r.t. to pre-demonetization weeks, demonetization
weeks had 37% higher female viewership
% Contribution to Genre
Wk 45 '16-Wk 7 '17 Target Group Male Female
Hindi News genre HSM 15+ 56% 44%
Hindi Movies genre HSM 15+ 54% 46%
Hindi GEC genre HSM 15+ 48% 52%
English News genre All India 22+ AB 57% 43%
Women make a significant contribution to News genre viewership (~44%)
3.5
times
56%
HSM | Hindi News | 2+ | Imp in Millions

35. 35
136
434
Wk 10'17 Wk 11'17
11th March (Sat) – UP Elections
129
285
Wk 50'17 Wk 51'17
18th Dec (Mon) – Gujarat / HP Elections
Wk10’17 Wk 11’17 G/D %
Male 76 252 3.3x
Female 60 182 3.2x
P4 Wk Wk 1’17 G/D %
Male 73 162 2.2x
Female 56 124 2.2x
HSM | Hindi News | 2+ | Imp in Millions
Women make a significant contribution to News genre viewership (~44%)
3.2x
2.2x

36. 36
What about local habits?

37. 37
39%
30%
31%
TN/Pondichery|Imp’000|
Tamil News
Morning
Prime Time
Others
44%
28%
28%
AP/Telangana|Imp’000|
Telugu News
28%
43%
29%
HSM|Imp’000|Hindi News
Morning
Prime Time
Others
23%
40%
37%
All India | 22+ M AB |Imp’000|English
News
Morning
Prime Time
Others
Evening Prime Time contributes to over 30% for Hindi, English and Regional News
However, Morning Time contributes maximum to News in AP and Tamil Nadu
Image Source: dreamstime.com

38. Appetite of
TV Viewers
03

39. 39
What is it that India watches on
TV?

40. 40
HINDI CONTENT rules!
The associated genres reach more than 500 million people weekly
Source: BARC Data (2016- 2017)
82
106
107
107
128
139
141
159
176
200
255
309
319
471
499
0 100 200 300 400 500 600
ENGLISH MOVIES
TAMIL GEC
INFOTAINMENT
TELUGU GEC
BHOJPURI MOVIES
HINDI NEWS-Regional
BHOJPURI GEC
SPORTS
HINDI YOUTH
ENGLISH SPORTS
KIDS
HINDI NEWS
HINDI MUSIC
HINDI MOVIES
HINDI GEC
2016 (Weekly reach in million) 2017 (Weekly reach in million)

41. 41All India | Week 40-52 2017
GEC related content is king in both urban and rural India
Talent search/feats/ Reality show
Drama/soap
Mythological/costume dramas
Horror serial
Game show/quiz
Cartoons/animation
Feature films
INDIA URBAN INDIA RURAL
Mythological/costume dramas
Talent search/feats/ Reality show
Children’s program
Game Show/Quiz
Feature films
Cartoons/animation
Drama/soap

42. 42
Its all about Drama!

43. 43
Marriage tracks, on an
average boost ratings by
13% as compared to
the previous weeks
Viewers are enamored
by the lavishness of the
weddings and the “feel
good” setting
13%
HSM/2+/ Growth in Rat% (sum)
Aspirations Drive Viewership……
Real life marriages draw inspiration from TV

44. 44
Jail tracks, on an
average boost ratings by
15% as compared to
the previous weeks
Viewers are enamored
by the a “twist” in the
tale
15%
HSM/2+/ Growth in Rat% (sum)
…..And so does unwelcome events
Jail tracks increase viewership

45. 45
“Maha-sangams”, on an
average boost ratings by
20% as compared to
the previous weeks
Viewers are enticed
watching their favorite
characters in the same
frame
HSM/2+/ Growth in Rat% (sum)
MAHASANGAMS grab more eyeballs. People love to watch the
interplay of characters who would otherwise be in separate shows
20%

46. 46
1.44 1.42
1.52 1.50
1.34
1.87
1.75
1.64
1.70 1.69
1.53
1.67
1.72
1.58
1.51
1.66
1.70
1.52
1.62
1.86
1.55
1.48
1.64
1.60
1.69
1.73
1.60
1.83
1.68
1.79 1.81
1.931.89 1.89
1.80 1.81
1.73
1.78 1.79 1.76
1.81
2.02
2.06
1.84
2.00
1.91
1.81 1.83
2.17
2.33
Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri
Bigg Boss Season 11 : Episode wise performance on weekdays
‘Padosis’ come
face to face with
contestants
Priyank Sharma’s
wild card entry
Nominations by
doing sacrifices for
friendship
Luxury Budget Task
of ‘Torturing’ other
contestants
The Drama spills over onto reality shows too
HSM Urban/ 2+/ Rat%{avg}
W40 W41 W42 W43 W44 W45 W46 W47 W48 W49
“Bigg Boss” housemates
get high on emotion after
meeting their family in
the episode of Thu-Fri

47. 47
1476
1699
2793
3132
3590
2744
2906
2146
0
500
1000
1500
2000
2500
3000
3500
4000
WB, Kerala,
TN Assembly
Election Result
Wk 33:
Independence Day,
multiple holidays
Wk 38, 39:
Uri attack,
Surgical Strike
Wk 45,46:
Demonetization
Wk 49:
Jayalalitha’s
death
Wk 7-8:
Supreme Court
verdict on Shashikala,
Maharashtra Civic Poll
Results
Wk 11:
UP, Utk, Punjab,
Manipur, Goa Assembly
Election Result
Wk 35: Verdict on
Gurmeet Ram Rahim
Post July 2016, News category has consistently been
on a high owing to back to back News events
All India | News | 2+ | Imp’000 | Hindi News, English News and Regional News
Even News events cannot escape the lure of “Drama”

48. 48
19:22:04-19:23:04
19:24:04-19:25:04
19:26:04-19:27:04
19:28:04-19:29:04
19:30:04-19:31:04
19:32:04-19:33:04
19:34:04-19:35:04
19:36:04-19:37:04
19:38:04-19:39:04
19:40:04-19:41:04
19:42:04-19:43:04
19:44:04-19:45:04
19:46:04-19:47:04
19:48:04-19:49:04
19:50:04-19:51:04
19:52:04-19:53:04
19:54:04-19:55:04
19:56:04-19:57:04
19:58:04-19:59:04
20:00:04-20:01:04
20:02:04-20:03:04
20:04:04-20:05:04
20:06:04-20:07:04
20:08:04-20:09:04
20:10:04-20:11:04
20:12:04-20:13:04
20:14:04-20:15:04
20:16:04-20:17:04
20:18:04-20:19:04
20:20:04-20:21:04
20:22:04-20:23:04
20:24:04-20:25:04
20:26:04-20:27:04
20:28:04-20:29:04
20:30:04-20:31:04
20:32:04-20:33:04
20:34:04-20:35:04
20:36:04-20:37:04
20:38:04-20:39:04
20:40:04-20:41:04
20:42:04-20:43:04
20:44:04-20:45:04
20:46:04-20:47:04
20:48:04-20:49:04
20:50:04-20:51:04
20:52:04-20:53:04
20:54:04-20:55:04
20:56:04-20:57:04
20:58:04-20:59:04
21:00:04-21:01:04
21:02:04-21:03:04
21:04:04-21:05:04
21:06:04-21:07:04
21:08:04-21:09:04
21:10:04-21:11:04
21:12:04-21:13:04
21:14:04-21:15:04
21:16:04-21:17:04
21:18:04-21:19:04
21:20:04-21:21:04
21:22:04-21:23:04
21:24:04-21:25:04
21:26:04-21:27:04
21:28:04-21:29:04
21:30:04-21:31:04
21:32:04-21:33:04
21:34:04-21:35:04
21:36:04-21:36:10
Sindhu takes the score to 18-18
after scoring 4 points against
Sindhu
manages
a 4 point
advantag
e.
Score
stands at
9-3Sindhu takes lead in 1st
game. Score stands at 8-5.
Sindhu loses 1st game.
Score stood at 19-21.
Extended
break taken
by Sindhu.
Audience peaks
as break ends
only to dip as
Okuhara pulls a
12-12s
Game in favour of
Okuhara, 4-1.
Sindhu
pulls score
to 7-7
Sindhu gets warning
for taking extra-time.
Match reaches 13-12
in favour of Okuhara
Sindhu on the
floor, as she hits a
shot. Gets up.
Sindhu 19-18
Okuhara.
Viewers exit as
Sindhu loses match
after a tough fight.
Neck-to-Neck match.
Sindhu catches up ,
pulls score to 15-15.
Gripping match.
Score reaches a 20-20.
Sindhu fails to convert
3 game points
Drama is important even for Sports
Badminton World Championship

49. 49
India / 2 yrs+ / Wt.Impressions
0.00
5,000.00
10,000.00
15,000.00
20,000.00
25,000.00
30,000.00
35,000.00
40,000.00
45,000.00
14:30:00 -
15:00:00
15:00:00 -
15:30:00
15:30:00 -
16:00:00
16:00:00 -
16:30:00
16:30:00 -
17:00:00
17:00:00 -
17:30:00
17:30:00 -
18:00:00
18:00:00 -
18:30:00
18:30:00 -
19:00:00
19:00:00 -
19:30:00
19:30:00 -
20:00:00
20:00:00 -
20:30:00
20:30:00 -
21:00:00
21:00:00 -
21:30:00
21:30:00 -
22:00:00
22:00:00 -
22:30:00
England Batting as they set 228 to win Veda Krishnamurthy's wicket which
changed the course of the match
Gripping chase begins to attract viewers
Drama is important even for Sports
Women’s World Cup

50. 50
Over to some recent
real life “drama”…

51. 51
There are some misconceptions about ratings

52. 52
But what really drives TRP?
The journalists
The business heads / owners
The viewers
25%
33%
42%

53. 53