Broadcast Audience Research Council (BARC), the official ratings agency body in India, will be increasing its panel size to 44,000 meters in FY19.
Currently, BARC India’s panel size stands at 33,000 meters. There are also plans to up this further to 55,000 meters in the coming years, according to TelevisionPost. The number of panel homes in Rural regions are set to be increased from 33% to 38%.
BARC India CEO Partho Dasgupta said, “When we first started measuring TV viewership habits, 30% of our sample TV homes were in rural India. This went up to 33% when we expanded our meters to 33,000. This will further go up to 38% when we expand the meter homes to 44,000 by end of this financial year. This is a 153% growth in the rural sample.”
The total TV viewership has increased from 20.4 billion impressions, to 28.3 billion impressions, with TV viewership highest amongst the youth (15-30).
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