BARC India adds premium homes to its TV ratings products
Details
Rebecca Hawkes
| 02 July 2019

TV ratings measurement company BARC India has unveiled a new product called PrimaVU to collate data from the top 3% of India’s socio-economic status households in its six megacities.

PrimaVU will measure viewing figures from these premium homes and also introduce the concept of ‘viewing minutes’ which equates to the sum of all individuals watching an event based on the time spent by them.

BARC India has launched PrimaVU in response to industry demands to measure the content that premium homes watch. There has been a demand from both broadcasters and advertisers to understand this segment and how to deliver advertising to them, the organisation said.

A household is defined as a ‘premium home’ when it meets the following criteria set by the industry: it must be a NCCS A1 home; the home must be owned, with minimum of three rooms as well as a kitchen; the home needs to have centralised or AC in two rooms; the household must contain a laptop or desktop computer or smartphone/tablet; there must be a private car or 4-wheeler worth INR1 million or more; and the home owners must have travelled to a premium holiday destination.

Data insights and the dashboard will be provided for PrimaVU subscribers who will have access to in-depth demographic and program level data, as well as critical insights for the viewership trends of the economically affluent population of the country. The panel will initially measure TV viewing habits and will gradually move to capture viewing habits across devices. Agencies subscribing to PrimaVU will also be able to plan using a module in BMW.

“We are extremely pleased to be a thought leader once again with a product like PrimaVU. This product will not only help observe if the viewership patterns of premium homes are different from that of other homes but also provide in-depth insights into this unexplored world. The industry has been very patient and valuable with their suggestions for this product. It will allow the industry to qualify the untapped upmarket audience segment better and get a stronger fix on affluent viewers,” said Partho Dasgupta, CEO, BARC India.