Total TV consumption up 37% during lockdown; GECs see degrowth in prime time

Continuing with their insights into the impact of the ongoing COVID-19 pandemic on television consumption and smartphone usage, BARC India and Nielsen has come out with the second edition of the Insight series, wherein it has looked at the pre-COVID-19 period in January and compared it with the mid-March period, when several positive cases appeared in India, along with some deaths. 

In its report, titled ‘Crisis Consumption: An Insight Into TV, Digital And Audiences’, BARC-Nielsen reveals that at an all-India level, total TV consumption increased by 37 per cent ever since the 21-day lockdown began on March 24, 2020. In the first edition of the report, the total TV consumption had increased by 8 per cent at All India level. Hindi Speaking Markets (HSM) showed a higher growth of 41 per cent, while South markets grew by 31 per cent. 

Non-prime time viewership surged by over 70 per cent at an All India level. HSM recorded the highest growth at 83 per cent, while South markets saw a 54 per cent growth. 

However, it is the News and Movies genres that have seen an all-time high growth across languages. Movies, News and Kids genres grew much more tha GECs, across dayparts in prime time. News recorded a growth of 298 per cent, followed by Business News at 180 per cent. Infotainment genre saw a growth of 63 per cent; Movies 56 per cent; Kids 39 per cent; Youth 30 per cent; Devotional/ Spiritual 26 per cent; Lifestyle 20 per cent; and Teleshopping 17 per cent. 

The share of News to total TV grew from 7 per cent to 21 per cent at All India level in both non-prime time and prime time. Viewers chose to ‘search’ for more news through multiple channels during the lockdown. Usually, 30 per cent of Hindi News viewers watch only 1 channel. This dropped to 18 per cent in Week 12.

GECs recorded the lowest growth of just 3 per cent. Though GECs grew in non-prime time (6:00 – 18:00) by 32 per cent, in the prime time slot (18:00 – 26:00) GECs saw a degrowth of -15 per cent.

The first few days of the lockdown saw the highest ever TV viewing at 1.20 trillion minutes. Growth was seen across all parameters of viewing. Average daily viewers grew by 62 million, while 622 million viewers watched TV daily for 4 hours and 40 minutes. 

Average daily reach also increased by 11 per cent to 622 million in Week 12, compared to 560 million in Weeks 2-4 (January 11-31).

 

Also Read:

BARC Wk 11: Hindi GECs record growth in viewership as people stay at home

BARC Wk 12: Aaj Tak, ABP News, Republic Bharat surge ahead of Hindi GECs in terms of reach

Media
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Media