Is TRP Still Relevant in 2025? A Deep Dive into India’s Changing Media Metrics
- Siddusai Karri
- Jul 16, 2025
- 3 min read
In a rapidly evolving digital landscape, is the good old TRP (Television Rating Point) still the king of media measurement in India? With performance ads on YouTube, Connected TV, and web platforms offering real-time targeting, the answer isn’t straightforward.
This blog explores the origins of TRP, how it evolved in India, the role of BARC, current top-rated shows, and how digital advertising is challenging its dominance.
🕰️ A Brief History of Television Audience Measurement in India
Television Rating Points in India can be traced back to 1993, with the Doordarshan Audience Ratings (DART) system developed by the Audience Research Unit of DD. Initially, data was collected through panel diaries in about 5,200 homes across urban and rural regions. This method continued until 2001 and was later revived in 2004.
Key milestones:
1994: Introduction of ORG-MARG’s INTAM (Indian National Television Audience Measurement) in major cities.
1998: TAM (Television Audience Measurement) emerges as a competitor; merged with INTAM in 2001.
2004: aMap enters but remains limited in reach.
2008: The Ministry of Information and Broadcasting (MIB) raises concerns about manipulation; TRAI recommends forming a self-regulatory body.
2015: BARC (Broadcast Audience Research Council) is officially authorized to conduct television audience measurement in India, replacing TAM.
Source: INTIN Intelligent Insights, TRAI
🎯 What is BARC and How Does It Work?
BARC is a joint industry body consisting of advertisers (ISA), broadcasters (IBF), and media agencies (AAAI). Since 2015, it has been the sole authorized entity for TV ratings in India.
How TRP Is Measured Today:
Watermarking: Each subscribed channel is embedded with a unique audio code.
Panel Households: ~45,000 TV homes across India are fitted with BAR-O-meters.
Data Capture: These meters detect audio codes to track what’s being watched in real-time.
Processing: Data is cleaned, validated, encrypted, and sent to BARC servers for distribution to stakeholders.
Ratings are published daily, giving broadcasters and advertisers updated insights into audience preferences.
Source: BARC India
🔥 Highest TRP Shows of All Time in India
These iconic Indian shows rewrote history by smashing TRP records:
🏆 Ramayan
During the 2020 lockdown re-telecast, Ramayan peaked at 77 million impressions (7.7 crore), making it the highest TRP show in Indian television history.
🏹 Mahabharat
With a peak TRP of 22.9, this epic retained legendary status in terms of audience engagement.
👵 Kyunki Saas Bhi Kabhi Bahu Thi
This 2000s Star Plus soap became a cultural phenomenon, securing high TRPs for years and revolutionizing daily soaps.
🌟 Modern Leaders
Taarak Mehta Ka Ooltah Chashmah (TMKOC) – India's longest-running sitcom with consistent top TRPs.
Anupamaa – A family drama with social undertones that frequently tops charts.
Yeh Rishta Kya Kehlata Hai – A long-running drama series with ever-evolving plots and strong TRP hold.
📉 Is TRP Still Relevant Today?
Yes — but under pressure.
TRP remains critical for:
Mass-reach advertising in Tier 2–4 markets
Brand-building campaigns for FMCG, auto, and retail
Decision-making for TV scheduling & pricing
However, the 2020 BARC manipulation scandal, uncovered by the CBI, revealed that ratings had been rigged since 2016, shaking faith in the system.
Challenges:
Data comes from a sample of ~45,000 homes—not truly representative of 1.4 billion people.
Weekly insights lack the real-time accuracy digital media offers.
Ratings can be manipulated, as seen in past controversies.
Conclusion: TRP is still relevant but requires modernization, transparency, and tighter compliance to stay credible.
💻 TRP vs Digital Performance Ads: Who Wins?
With India's digital ad market surging—especially across YouTube, OTTs, and CTV—marketers are pivoting to performance-first strategies.
Metric | TRP/TV Ads | Digital Ads (YouTube/Web/CTV) |
Audience Targeting | Broad, geographic, slot-based | Behavioral, geo-targeted, interest-based |
Data Reporting | Real-time, audience-segmented | |
Attribution | Brand lift, estimated reach | Clicks, conversions, precise ROI |
Optimization | Inflexible once booked | Live tweaking and A/B testing |
Cost Efficiency | Premium pricing for prime slots | Cost-per-view/click, scalable spend |
Source: WARC, Exchange4Media
Success Stories:
Tata AIG saw +17.1% ad recall via YouTube.
Samsung achieved 94% video completion rate via Connected TV campaigns.
HDFC Life experienced significant brand uplift using a digital-only strategy.
🧠 Final Thoughts: A Hybrid Approach Is the Future
TRP isn’t dead. It’s simply not enough anymore.
In 2025, the smartest brands aren’t picking sides — they’re merging both worlds:
Use TRP-backed shows for visibility and trust.
Pair with targeted digital campaigns for measurable results and performance.
India’s media consumption is changing. And marketers must change with it.