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Youth Contributes 33% share of eyeballs to TV viewership- BARC

Broadcast Audience Research Council (BARC) India has come up with youth based research based on their viewership pattern and consumption. As per the report, the Youth (15-30 yrs) contributes a massive 33% share of eyeballs to Total TV viewership, making them a segment of interest for broadcasters and advertisers.

TV viewership remains consistent across weekday & weekend, with minor deviations, breaking the notion that the youth watch more TV during weekends.

Youth in Rural India start and end their day relatively early, while there is prevalence of late-night viewership in Megacities.

Film based programs dominates NPT from 0600-1800 hrs. But, as we approach Prime Time, the viewership share of Serial based programs goes up significantly.

The Youth in rural India is hooked to viewing serials during the late-night hours, while the Youth in Megacities drives viewership for Reality shows and Talent search programs (classified Miscellaneous).

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Youth genre channels have the highest Reach among Youth in megacities, but low ATS, which presents a possible opportunity to hook & engage this segment viz. new channels & fresh content Contrary to common perception, the ATS for Devotional channels is higher among Youth in Megacities than the Youth in Rural towns/ cities. This opportunity can be capitalized by both broadcasters and advertisers.

Mass-advertising sectors such as Personal Care & Hygiene and F&B account for 50% of Ad impressions from the Youth in both Rural towns and Megacities. Advertising for high involvement sectors such as Auto and Durables are more effective among the Youth in Megacities than in Rural areas. This is also true for Service sector, which is heavily dominated by Internet services and E-commerce category.

Read the full report here.


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