Mumbai: BARC India is updating the TV viewership measurement universe, making changes in the size of the universe as well as reporting of various market and TG cuts.
The changes will be implemented in the data released from BARC Week 8 (18th-24th February), which will be available to us on 2nd March.
BARC India also stated that the data from Week 8 will not be strictly comparable to the data before it because of a significant change in the universe.
The following are the major changes implemented by BARC India in TV universe and reporting w.e.f week 8:
- The total TV universe will increase from the current 154 million households to 183 million households. In terms of Individuals, the increase is from 675 million to 780 million
- BARC sample size will be increased from the current 20,000 homes to 30,000 homes over a period of one year.
- Comparing the new universe with the old in terms of individuals, the primary jump will be in Rural universe (+23%) while the jump in Urban universe will be lower (+8%).
- In terms of age-groups, reporting will begin from 2 yrs, replacing 4 yrs as was the case earlier.
- In the individual universe the most significant increase (+60%) will be for the 2-14 years universe because of the inclusion of 2-3 year-olds.
- Madhya Pradesh and Chhattisgarh which were being reported separately will be combined and reported as a single market
- Similarly, Bihar and Jharkhand will be combined and reported as a single market
The Increase in sample homes from 20,000 to 30,000 over period of next 12 months is part of BARC India’s original plans to increase the sample size to 50,000 homes over a period of time and the 50% increase in sample homes gradually will be a welcome move for the industry as the same will further improve the accuracy of the data released by viewership measurement agency.
Moreover, the samples might also alter the pattern of existing viewership ratings trends moderately in the stipulated period and the broadcasters will be nervously awaiting the data week by week from now on. This is a major change brought in by the agency after the introduction of Rural data in October 2015.
BARC India, Households and Individuals Universe Estimate – 2017:
