Total TV consumption up by 40% in Week 15; mythos drive entertainment in Hindi GECs

BARC India and Nielsen Media today jointly released the fifth edition of their report on ‘Crisis Consumption on TV and Smartphones’. As per the report, total TV consumption increased by 40 per cent at All India level in Week 15 to 1.24 trillion minutes over the pre-COVID-19 period. Individuals watching TV for all 7 days increased to 48 per cent.

Non-Prime time is still the driver for TV viewership growth in Week 15, growing 79 per cent at All-India level and 95 per cent in HSM markets.

Genre wise, News and Movies continue to grow. News and Movies consumption share surged and now continue to operate at a higher level. However, compared to the previous, News genre’s growth slipped to 195 per cent, as against a growth of 219 per cent in Week 14. On the other hand, Business News growth increased from 66 per cent in Week 14 to 82 per cent growth in Week 15. Movies genre registered a growth of 67 per cent in Week 15, slightly lower than the 73 per cent growth in Week 14.

Megacities have grown during the COVID-19 period, driven by both reach and Average Time Spent (ATS). The ATS for Mumbai has grown the most, by 1 hour 42 minutes (39% growth). Viewership growth is the highest in Delhi and Mumbai vis-a-vis rest of the megacities. Movies and News genres have grown across all megacities.

Viewership growth in the 15-21 age group is driven largely by the urban market, with this age group contributing to 16 per cent of the Total TV viewership. NCCS A has seen the highest viewership growth during the COVID-19 period across urban and rural markets.

In the HSM markets, while News stays strong, viewing of movies increased more in the Pay Platforms. Growth in movie viewership is coming largely from pay platforms across Urban and Rural markets, at 82 per cent and 69 per cent, respectively.

News stays strong in HSM with over 200 per cent growth in Week 15 over the pre-COVID-19 period.

Hindi GECs in HSM markets are at an all-time high, recording 8.5 billion impressions. HSM Urban has registered an all-time high viewership for 3 weeks in a row, with 4.5 billion impressions in Week 15.

Even after removing Doordarshan’s data from the mix, Hindi GECs in HSM markets show growth across platforms in Non-Prime time in Week 15 over the pre-COVID-19 period. The growth of HSM Urban in Pay Platform in Week 15 over last week has been on the back of mythological shows. BARC-Nielsen’s data shows that mythological shows have become the main source of entertainment among Hindi GECs. In Week 15, such shows garnered 109 billion viewing minutes and were watched by 353 million viewers.

Some of the Key Highlights of TV and Smartphone consumption during the fifth week of Lockdown are as follows:

  • “Corona Virus” continues to be most searched among Top 100 Google searches
  • 1 in 5 smartphone consumers use the Aarogya Setu app now - an 80% + increase v/s the launch week
  • TV consumption continues to show a growth of 40% over pre-COVID period now at 1.24 Trillion minutes - the increase led by both Reach and Average Time Spent
  • The new normal of 3 hours and 40 minutes+ a day on Smartphone continues - 10% increase over pre-COVID-19 times
  • TV Viewership Growth led by News and Movies - the Movies growth coming more from the Pay platform
  • News franchise on Smartphone continued to be nearly 50% of all smartphone audience, Views grow by 40%
  • Hindi GEC in HSM at an all-time high with 8.5 BN impressions with Mythological shows leading the way. HSM Urban is all time high for 3rd week in row.
  • Strong double-digit growth seen across various segments of OTTs (movies, originals, etc.), while Audio streaming apps show a decline possibly on account of commuting going down.
  • FCT on TV recovers a bit after a huge fall last week - most advertisers using the COVID-19 theme; Essentials category sees a growth across genres; while on Digital Video Advertising spends drop across most categories
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