Malayalam News genre sees 98% growth; highest viewership peak for 2018: BARC
The incessant rains that derailed Kerala have kept viewers in the state hooked on to their television sets, who are relying on the medium to keep track of the situation. With 214.1 million Impressions, Week 32 (August 4-10) saw the highest peak for Malayalam News genre in 2018. The genre saw a 98 per cent growth in the week, compared to the average of the previous 4 weeks.
Kerala has a total TV population of close to 31.3 million. Out of this, around 25.8 million people watched Malayalam news in Week 32. This means that 8 out of 10 people in the state sampled news in this week. Out of the state’s total TV viewership, 17 per cent came from Malayalam News Genre alone, with every viewer spending an average of 1 hour 3 minutes watching news.
The viewership recorded in this period was the highest for the year in the Kerala market as can be inferred from the chart below.
Friday alone accounted for 34 per cent of the total news viewership for the week at 72.8 million impressions.
The age wise split for the viewership has been given below. Out of the total news viewers, 21 per cent were youth (15-30 year olds).
While Asianet News stood at the top with 36 per cent of total news viewership, Manorama News, Media One TV, People TV and News 18 Kerala also gained more than 2 times the average ratings of its previous four weeks.
This is the second highest viewership peak recorded for Malayalam news genre since BARC India started measuring TV viewership. The highest so far was 215.1 million Impressions generated on the back of coverage of molestation case filed against a leading actor in the Malayalam film industry.
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