Viewership in megacities grew by 53% in Premium Panel: BARC PrimaVU
As per the report, 15+ and males are driving the growth in premium homes, contributing 51% and 56% respectively in week 15
The fifth edition of the report on ‘Crisis Consumption on TV and Smartphones was jointly released by BARC India and Nielsen Media on April 23. A PrimaVu Individual data, to measure viewership in premium homes, was also released as part of week 15 data. It showed that the individual viewership in megacities grew by 53% in Premium panel versus 47% in the currency panel.
However, individual viewership in premium panel growth in Delhi is 60% versus 62% in currency panel whereas, in Mumbai, the premium panel growth is higher than the currency panel.
As per the report, 15+ and males are driving the growth in Premium Homes contributing 51% and 56% respectively. Meanwhile, the age group with 22+ and women contribute 50% each to the growth.
Speaking on the launch of PrimaVu individual data as a part of data release for Week 15, Romil Ramgarhia, Chief Operating Officer, BARC India said, “We launched our pathbreaking product PrimaVU in June 2019, aimed at measuring viewership from Premium Homes across six megacities of the country. The panel has been providing TV viewership data at a Household-level. Despite the ongoing crisis, we are extremely proud to have launched Individual data from Week 15 onwards. With Individual data, PrimaVu now gives access to in-depth demographic & program-level data as well as critical insights for the viewership trends of the economically affluent population of the country.”
The premium panel growth is from BARC’s Product PrimaVU Individual data which measure the top 3% of Socio-Economic Strata (in 6 Megacities at 2+) Currency Panel is at NCCS A, Megacities. BARC India has launched PrimaVU to measure viewership from premium homes in 2019 to meet the demands of the industry and to measure what premium homes watch.
