Household TV Ownership Study India and Digital Viewership Study Across India

Client

A leading media measurement and audience intelligence organization wanted to measure household TV ownership, individual TV consumption behaviour, mode of signal reception, and digital usership across India. The study was conducted for a national media measurement body and required large-scale face-to-face interviews across diverse household types, age groups, towns, and states. The research helped build a clearer understanding of how television access, viewing behviour, and digital media consumption were evolving across Indian households. This audience intelligence and TV viewership study supported broader media consumption research in India and audience measurement planning in India.

Objective of the Study

The primary objective of the study was to measure household TV ownership and individual television consumption behaviour across selected markets in India.

Key objectives included:

• Measuring household-level TV ownership through a structured TV ownership study

• Understanding individual TV consumption behaviour and TV viewing behaviour

• Assessing changes in mode of signal reception through signal reception analysis

• Measuring digital media usage and digital usership behaviour

• Capturing media behaviour insights and media consumption patterns across adults and children

• Ensuring respondent selection through a structured household-level process

Research Methodology

Market Xcel conducted a large-scale face-to-face CAPI study across approximately 59 districts in 15 states and Union Territories. The research involved interviews with householders, individual respondents, and children, using defined selection protocols to ensure structured respondent coverage.

Research Approach:
Large-scale household media consumption study

Methodology:
Face-to-face CAPI interviews conducted as part of a large-scale CAPI household survey

Sample Size:
30,000 samples

Geographic Coverage:
Approximately 59 districts across 15 states, including Union Territories

Fieldwork Duration:
February 2022 to October 2022

Respondent Coverage:

• Householders

• Individual household members

• Children

Kids Interview Protocol:

• Kids aged 2–7 years: interviews conducted with guardians

• Kids aged 8–11 years: assisted interviews conducted in the presence of guardians

• A separate Kish grid was used to select the child respondent within the household

Planning and Monitoring

The fieldwork followed a structured and controlled sampling process. Starting addresses were randomly selected from electoral rolls and shared with interviewers directly on their devices just in time for fieldwork. Supervisors and field leads were informed in advance about broad fieldwork areas to support planning and coordination.

A detailed protocol was followed for the start address, contact sheet, and random movement within the selected cluster. Respondent selection within each household was done using a Kish grid. If a selected address could not be found, the enumerator followed the defined replacement rule by moving to the 11th house on the right side of the polling station.

If the selected respondent was not available, appointments were scheduled based on their availability. In cases where the respondent was uncomfortable during the interview, the team could complete the interview through a telephonic call, within the permitted casualty limit.

The study also included interviews from gated communities and upscale households in 5 lakh-plus population towns, where access restrictions required additional planning. Targeted cities included Delhi, Mumbai, Bengaluru, Kolkata, and Hyderabad.

Research Outcome

The study delivered large-scale insights into television ownership, individual viewing behaviour, signal reception patterns, and digital media usage across Indian households.

Key outcomes included:

• A structured understanding of household TV ownership across selected Indian markets

• Measurement of individual TV consumption behaviour across adults and children through television consumption behaviour research

• Insights into changes in mode of signal reception through television signal reception research in India

• Better visibility into digital usership behaviour through a digital media usership behaviour study

• Household-level data captured through CAPI-based interviews and CAPI household interviews

• Coverage of diverse respondent groups, including kids and upscale households

• Improved understanding of media consumption across districts, states, and town classes

Challenges and Actions Taken

Technical Platform Readiness

The client’s technology platform was new for both the project management and operations teams. Specific tablet configuration, MDM installation, active SIM cards, and device availability across centres created initial delays.

Action Taken:
SIM cards and tablets were made available in advance for upcoming fieldwork needs. The project management team also took training from the client on the platform so they could manage ID assignments, tablet allotments, device locking, and related portal activities independently.

Fieldwork Start Delays

In some remote locations, GPS-enabled starting points were not visible. As a result, teams travelled to locations but could not begin fieldwork immediately.

Action Taken:
Real-time coordination was strengthened between client tech teams, project managers, and field teams to troubleshoot device and location-related issues faster.

Training and Interviewer Qualification

The study required extensive training. Interviewers had to complete training and qualify through a test before beginning fieldwork. If the qualification process was missed, completed interviews were not considered valid.

Action Taken:
Training protocols were reinforced across teams. New interviewers were briefed and qualified before deployment to ensure compliance with study requirements.

Team Dropouts

Frequent field team dropouts created operational pressure because every new team had to be trained and qualified before starting work.

Action Taken:
Additional coordination was introduced with operations leadership. Recurring calls were conducted with senior operations teams to monitor manpower availability and support faster replacement planning.

Protocol Non-Adherence

Some teams did not follow required field protocols, including random movement and right-hand rule processes. In some cases, non-adherence led to cancellation of sample from entire centres.

Action Taken:
Monitoring was strengthened, and teams were repeatedly aligned on sampling protocols, start-point processes, contact sheets, and field movement rules.

Manpower Misreporting

There were instances where teams reported a certain number of people on ground, but the actual field presence did not match the reported numbers.

Action Taken:
Field reporting and communication were tightened through regular check-ins, senior-level monitoring, and real-time WhatsApp groups with internal and external stakeholders.

Sampling and Cluster Compliance

Some clusters had over-achieved samples, which created non-compliance with the sampling process. Sample spread requirements also needed constant monitoring.

Action Taken:
The project management team increased sample tracking and cluster-level monitoring to maintain required distribution and avoid over-achievement in specific clusters.

Client Validation Delays

Validation reports from the client were sometimes received after completion of work in a centre, by which time teams had already moved out.

Action Taken:
Daily status calls and weekly calls with senior client leadership were used to improve visibility, raise concerns early, and manage dependencies more effectively.

Business Impact

The study enabled the client to capture a detailed view of television ownership, household media access, signal reception, and digital usership across a large and diverse Indian sample. By managing complex field protocols, household-level respondent selection, child respondent coverage, and upscale household access, Market Xcel helped deliver structured and reliable data for TV audience measurement research and audience understanding in India.

The project also strengthened execution systems for high-complexity, multi-state studies. Learnings around technology readiness, interviewer qualification, team monitoring, sample compliance, and real-time communication helped create a more robust operating model for future large-scale household media survey and household audience research.

Contact us to conduct large-scale household surveys, media consumption studies, CAPI interviews, audience measurement study, and multi-state consumer media behaviour study India across India.