The Broadcast Audience Research Council (BARC) India, has announced a new product, PrimaVU, which will measure viewership from premium homes across six major metros of India. Through PrimaVU, BARC India has also introduced the industry-first concept of ‘Viewing Minutes’, which is basically the sum of all individuals watching an event basis the time spent by them. Also, PrimaVU is a separate product and not part of the currency panel measurement.
From the world’s largest audience measurement service and India’s sole TV viewership measurement company, which is also backed by three top industry bodies – the IBF, AAAI and ISA – PrimaVU is a product that caters to audience measurement solutions exclusively for premium homes. BARC India CEO Partho Dasgupta, PrimaVU says, “(PrimaVU) 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.”
PrimaVU has been launched by BARC India to meet the demands of the industry to measure what premium homes watch on TV. There has been a growing demand from both, broadcasters and advertisers, to understand the premium segment and how to deliver advertising to them. In the past, very few attempts had 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… 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 Dasgupta.
Homes in the PrimaVU universe
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 an NCCS A1 home
- They must own a home with minimum three rooms as well as a kitchen
- The home needs to have centralized AC, or AC in 2 rooms
- The household must own a laptop or a desktop, plus a smartphone or a 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.
What PrimaVU will provide
Data insights and a dashboard will be provisioned 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 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.
Best used in tandem with BMW
So while PrimaVU will provide all this data, for media planning at a truly micro level, it would be best to use PrimaVU in tandem with inputs from the BMW.