BARC India and Nielsen have released the fourth edition of the Impact of Covid-19 on Television consumption and Smartphone Usage.
According to the report, week 14 recorded a 38% growth over pre covid-19 at 1.2 trillion minutes. Average daily viewers reach in millions in week 14 saw a 12% increase from 560 Mn to 627Mn. The weekly viewing minutes during the pre Covid-19 period were 887 Bn and 1223 Bn minutes in WK 14 which is a straight growth of +38%.
A +24% increase in time-spent is what the report suggests from pre-covid to Week 14.
Non-prime time viewership continues to grow at an all India level. Week 14 saw a growth of 76% at an All India level. HSMs recorded the highest growth of Non-Primetime slots at 96%, while South markets saw a 51% growth.
On an All Day basis, Hindi Speaking Markets (HSM) showed a higher growth of 47%, while South markets showed a growth of 24%.
Total TV Consumption in India has increased by 38% at an ALL India level. HSMs grew by 47% and South grew by 24%.
