TV viewership by the language in India

According to Pitch Madison Media Advertising Outlook 2011, the TV medium grew at rate of 24% [Pitch Magazine, Feb 2011]. The size of the ad pie in 2010 was Rs 23,646 crore, TV had the highest share of Rs 10,539 crore.

With DTH growing in India, the reach of TV has been growing (wish internet had the same kind of reach in India)

What interests me is the TV viewership (%) pie by the language,

  • Hindi: 50.24
  • Tamil: 10.06
  • English: 9.08
  • Telugu: 8.36
  • Kannada: 4.16
  • Marathi: 3.94
  • Bengali: 3.31
  • Malayalam: 2.05
  • Punjabi: 0.48
  • Oriya: 0.36
  • Gujarati: 0.34
  • Bhojpuri: 0.2
  • Assamese: 0.03
  • Urdu: 0.04
  • Others: 7.35

The Hindi TV viewership (%) pie drawn based on category is,

  • Regional (i.e. program contents related to their region only): 34
  • Mainline Hindi GEC (general entertainment channel): 18
  • 2ndline Hindi GEC: 10
  • Movies: 12
  • Kids: 6
  • News: 4
  • Sports: 3
  • Music: 2
  • Doordarshan (govt channel): 1 (kind of shocking revelation)
  • Others: 8

The TV ad spends are dominated by,

  • FMCG
  • Telecom sector
  • Automobiles

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