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BARC readies to launch rural data, surprises with revealing insight

MUMBAI: BARC India, the joint industry body and the soon-to-be-sole TV ratings measurement agency in India, has revealed its findings from rural areas, which it is slated to launch from the end of this month.

In its presentation, ‘Time to go Rural’, BARC highlighted the changing face of rural India where consumption is higher than the national average.

Here is a look at how it will impact viewership.

Hindi-speaking markets

In the HSM, rural data will add 3.9 billion impressions (sum of 30-minute ratings in thousands), which will take overall viewership of Hindi channels to 9 billion gross.

As per average of data for Weeks 21–32, rural contributed 44 per cent of the total 9 billion gross impressions. 41 per cent were from 1 lakh + C&S homes, while the rest (15 per cent) were from other urban.

When it comes to Hindi general entertainment channels (GEC), rural adds 2.4 billion to the total pie, making it 5.36 billion gross.

Here is how different Hindi genres will get affected by inclusion of rural data: BAEC rural Hindi

All India

At the all-India level, rural contributed 45 per cent to the English entertainment genre, which is higher than the contribution of the 1 lakh+ C&S market (41 per cent), which is a surprising insight. Of the 8 million gross, rural has 3.4 million impressions.

English movies, however, have seen only 37 per cent contribution from rural, while English news has seen even less, 29 per cent.

BARC rural English
Another surprise was the sports genre, where rural contribution was as high as 48 per cent compared to 38 per cent from C&S 1 lakh + markets.

Regional markets

In down south, the impressions in AP and Telangana saw rural addition of 1.1 billion to 1.98 billion gross impressions. In other words, 55 per cent viewership for Telugu channels came from rural.

Interestingly, for Telugu movies, it was even higher at 66 per cent.

In Malayalam, total rural contribution was 44 per cent, whereas for movies it was less at 39 per cent. News-loving Malayalam audiences had rural contribution for the genre at 48 per cent.

In Kannada, overall contribution of rural was 54 per cent, whereas the contribution to the Kannada movie genre was at 65 per cent.


West Bengal and Maharashtra

With a lesser percentage of rural contribution, Maharashtra’s overall rural contribution is low at 35 per cent. However, in West Bengal, overall rural contribution is 43 per cent, while movies have the highest, 57 per cent, rural contribution.

West bengla and maharashtra rural barc


Market-wise contribution of rural

As per BARC India findings, in seven key geographical markets, the contribution of rural is higher than 50 per cent in the overall ratings. These include Odisha (65 per cent rural), Bihar (59 per cent), PHCHP JK (59 per cent), Assam/ North East (58 per cent), Uttar Pradesh/ Uttarakhand (55 per cent), Rajasthan (54 per cent), and Andhra Pradesh/ Telangana (53 per cent).

While Delhi has no rural contribution, in states like Gujarat, Maharashtra/Goa it is 36 per cent;  Madhya Pradesh has 37 per cent, West Bengal 38 per cent, Jharkhand 40 per cent, Kerala 45 per cent, Tamil Nadu 46 per cent, Chhattisgarh 47 per cent, and Karnataka 48 per cent contribution.

Other key points in rural data

Lesser time spent: As per data for Weeks 21–32, average time spent on television in rural areas was 2 hours, 43 minutes and 26 seconds. This is compared to 3 hours, 31 minutes and 30 seconds in 1 lakh+ C&S towns and 3 hours, 24 minutes and 17 seconds in urban India. All India average time spent (urban+ rural) is 3 hours, 3 minutes 25 seconds.

Two in five rural audiences are NCCS AB: Surprisingly, in rural India, 39.2 per cent audiences are NCCS AB. 46.3 per cent is NCCS C and the remaining 14.6 per cent are DE. NCCS DE is not the biggest cut in the rural areas; it is in fact the smallest.

Rural 2 in 5Younger audiences: Rural has the highest share of 22–30-year-old audience (20.6 per cent), which is higher than urban (19.2 per cent), and 1 lakh+ (19.5 per cent). Additionally, share of the 15–40-year-olds in rural is at 55.6 per cent.

Rural young audPrimetime might change: As rural India sleeps early, the conventional definition of primetime could change.

As per BARC’s findings, with inclusion of rural data, the 30-minute gross impressions (sum of ratings in thousands) go up by 2.5 times to a whopping 19.52 billion, which is effectively much larger than markets like the US, UK and Australia.

Similarly, average daily reach goes up by 3 times to 450 million individuals along with rural inclusion.

In its presentation, BARC said that while urban India has seen 20 per cent growth in TV households in Census 2011, compared to 2001, the same has been a whopping 75 per cent in rural India.

In all, out of the 153.5 million households, there are 77.5 million households in urban India. Of these, 57.1 million households are in 1 lakh+ towns, while BARC is currently reporting 55 million households.