BARC India launches PrimaVU to measure viewership patterns

India’s sole television viewership measurement company and the world’s largest audience measurement service, Broadcast Audience Research Council of India (BARC), has announced the launch of “PrimaVU”. The  path breaking product is aimed at measuring viewership from premium homes.  Through “PrimaVU”, BARC India also introduces the industry first concept of “Viewing Minutes” which is basically sum of all individuals watching an event basis the time spent by them.  

PrimaVU is a separate product and not part of the currency panel measurement. It is a product that caters to audience measurement solutions exclusively for premium homes. PrimaVU was launched by BARC India to meet the demands of the industry to measure what premium homes watch. There has been a demand from both broadcasters and advertisers to understand this segment and how to deliver advertising to them. In the past, very few attempts have been made to measure this exclusive set of consumers, and now with PrimaVU, this demand is being addressed.

“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.” says BARC India CEO, Partho Dasgupta.

The PrimaVU universe consists of the top 3% of the socio-economic strata in the six megacities of the country. A household is defined as a premium home when it meets the following criteria set by the industry: they need to qualify as a NCCS A1 home, they must own a home with minimum three rooms as well as a kitchen, the home needs to have centralized or AC in 2 rooms, the household must own a laptop/desktop or smartphone/tablet, they must have a private car or own a 4-wheeler worth 10 lakhs or more and finally, they must have travelled to a premium holiday destination.

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

BARC India is a joint industry company founded by stakeholder bodies that represent broadcasters, advertisers, andadvertising and media agencies. Built upon a robust and future-ready technology backbone, BARC India owns and manages a transparent, accurate, and inclusive TV audience measurement system. Apart from the currency products to the TV industry, BARC India also provides a suite of insight products designed for broadcasters, advertisers and agencies. The bigdata and insights generated by BARC India power efficient media spends and content decisions in a highly dynamic and growing television sector. Winner of numerous awards for its technology, innovation and Human Resource practices, the company has grown substantially since its inception.

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