At 77%, Movies drive growth in TV consumption in Week 13: BARC-Nielsen
Continuing with its analysis of TV consumption and Smartphone usage during the COVID-19 crisis, the third edition of the BARC-Nielsen report reveals that in Week 13, TV consumption is driven largely by Movies, unlike Week 11 & 12, where growth was driven largely by News.
According to the BARC-Nielsen report, total TV consumption in Week 13 further increased by 4 per cent over the previous week and 43 per cent over the pre-COVID-19 period of January 11-31, 2020. Weekly viewing minutes were up 43 per cent at 1.27 trillion minutes. Viewers watching television for more than 3 hours per day has further increased in Week 13.
Viewers in HSM tuning in to TV during early morning and late night have grown during the COVID-19 period. While the early morning slot is driven by News consumption, late night viewership is high on account of Movies and News. In fact, News and Movies clocked an all-time high growth during the week. While News saw a growth of 251 per cent, Movies recorded a growth of 77 per cent.
Movies clocked growth across all languages; however, Bangla movies saw the highest growth at 138 per cent over the pre-COVID-19 period, followed by Gujarati movies at 117 per cent. Punjabi movies saw a growth of 90 per cent, followed by Tamil movies at 89 per cent and Hindi movies at 82 per cent.
Viewers spending more than 1 hour on Movie channels has also grown week-on-week.
Coming to the South channels, viewership growth in the top South GEC channels is driven by the movies aired. Top 4 Tamil GECs recorded the highest growth of 128 per cent at 153 million in Week 13 over 67 per cent in Week 12. Top 4 Telugu GECs recorded a viewership growth of 14 per cent – from 134 million in Week 12 to 152 million in Week 13. Meanwhile, the top 4 Malayalam GECs saw a viewership growth of 10 per cent at 45 million in Week 13, compared to 40 million in the previous week.
Kannada is an exception due to the low duration of movies aired.