How People Pay Attention to TV and Ads in India


TVision's newest report takes a look at how engaged TV audiences are in India's fast growing media market.  

This report is based on TVision’s TV Attention data, and covers differences how Indian viewers engage with content through a variety of lenses, such as daypart, genre, and pod duration. It also contrasts TV attention metrics in India to what is happening in the United States. Download the report here

Some highlights include:

  • Prime, Late Night and Early Fringe dayparts performed the best in India, while all other dayparts performed below industry norms.
  • Shorter Ads (:10 or :15 second ads) capture attention more efficiently, but deliver less attention overall, compared to longer ads. 
  • Ratings do not necessarily correlate to high attention. For example, Indian dramas and soaps have a larger proportion of GRPs but lower attention.
  • Cricket offers both high attention and a high proportion of GRPs, making it a strong value for advertisers. 
  • The IPL, which is the cricket league in India, performs especially well. In fact it delivers 41% higher Attention than the norm. 


Download the full TV Attention Report for India.

Brands around the world use these attention metrics to identify the most valuable content - the best places to advertise, the best programming on streaming networks, and the most appropriate ways to engage with special events and live programming. Contact us to get started with TVision in India. 


TV and CTV Attention Report
The TV and CTV Attention Report