TV viewership will be volatile as Lockdown guidelines are modified: GroupM
GroupM has launched their weekly report on impact of Covid-19 on digital and TV consumption for the time period between 1 May and 8 May.
According to data provided by social listening platform, Meltwater, reactions on social media to latest news on the lockdown remained largely neutral. Negative sentiment went down during the week while sale of liquor and transport of migrant workers were the key themes on the news.
Search queries were largely related to lockdown guidelines where users largely searched for 'MHA guidelines', 'Lockdown 3.0 guidelines', 'Lockdown guidelines' keywords. Maximum search interest for the queries 'Lockdown', 'Lockdown 3.0' and '3.0 Lockdown' were from Delhi-Gurgaon.
Viewership in Week 17 grew by 29% over pre-Covid period as per BARC data. After the initial rise of consumption in news and movies genre, both the genres see a dip in consumption as consumers look at other activities to spend their time. From 52% GEC genre dips to 44% growth compared to pre-Covid period. Similarly, news genre growth dips from 21% to 15% over pre-Covid period.
In Hindi speaking markets, primetime viewership continues to grow by 5% but in South primetime viewership declines by 10%. (Growth in Week 17 (During Covid-19) data as compared to Week 2 to Week 4 (Pre-Covid-19)
According to the report, as the Lockdown is relaxed/modified the viewership trends will continue to be volatile. India is divided into Red, Orange and Green zones depending on the severity of Lockdown restrictions. Green Zones are areas where lockdown has been completely lifted. These zones are beginning to see a slight dip in viewership. The good news is that advertisers are returning to television. Week 17 saw 10% increase in count of brands (395 new brands) that advertised on television.