Week 27 (June 29 – July 5) BARC India viewership measurement data is out, reflects pay and free platform statistics for the first time.
In a first, BARC India made available the TV audience measurement data separately for free & pay platforms. This reflected in the numbers released for Week 27 (June 29 – July 5). While Dangal (538,437 impressions) topped the list of free Hindi GEC platforms, STAR Plus (662,073) was found at the top of the list for pay Hindi GEC platforms.
The second on the list for free Hindi GEC platforms is Big Magic at 391,850 impressions. The rest in the list are all channels that belong to the DD group — DD National (45,019), DD Bharati (4,994), DD Arunprabha (3,817), DD Uttar Pradesh (2,404), DD Rajasthan (2,010) and DD Madhya Pradesh (1,926) — in that order.
For the pay Hindi GEC platforms segment, Zee TV (634160) came second, followed by Sony SAB (508796), Colors (508436), Sony Entertainment Television (477895), STAR Bharat (323203), Dangal (183569), Sony Pal (144740), STAR Utsav (137411), &TV (123428) in that order.
Among the programmes broadcasted on the free platforms, Mahima Shani Dev Ki (5,213 impressions) was a winner, followed by Baba Aiso Var Dhundo (4,183). In the case of pay platform segment, the list was headed by Kumkum Bhagya (12,795), whereas Kundali Bhagya came second at 12,466 impressions.
A Free Connection is one where the household incurs only a small one-time fee for installing the set-top box. The household does not pay any monthly subscription fee. Whereas, a Pay connection is one where the subscriber invests an initial amount for installation and an on-going monthly subscription fee.
In the Hindi Speaking Markets, 2 out of 10 homes are Free Homes, accounting for almost 140 Mn TV viewing Individuals. The Pay & Free viewer differs significantly not only in terms of demographics but also their characteristics, values, lifestyle and psychographics.
Reporting viewership from Pay and Free platform separately enables focussed targeting. Advertisers can plan more effectively by placing insertions on the channels available on these platforms in the respective regions. Broadcasters can also make more informed decisions pertaining to content and distribution.