The 7th edition of BARC and Nielsen’s report titled How Media Habits are Changing as India Enters Week 6 of the lockdown, shows the difference in consumption patterns of consumers from the Pre-COVID period (11th Jan’20 to 31st Jan’20) and during-COVID period (25th April’20 to 1st May’20).
The total TV viewership stood at 1.14 Trillion viewing minutes in week 17. Average daily reach in millions saw a 10% increase from 560 Mn to 617 Mn, decreased by 0% from week 15 to week 17. The weekly viewing minutes during the pre-Covid-19 period were 887 Bn and 1146 Bn minutes during Week 17 which is a straight growth of 29% but also a drop of 1% from week 16 to week 17.
The total TV viewership grew by 29% in week 17 over pre-covid period. The pre-covid 19 saw viewers watching television all 7 days in a week with 32% to 46% in week 17, which was an overall increase of 14%. The number of channels watched/per viewer/week during the pre-Covid-19 period being at the count of 16 and 21 during Week 17 which is a straight growth of 31% overall.
Total TV consumption increased by 29% at an all India level in week 17, with AP/Telangana witnessing the lowest drop of 7%. HSM witnesses the highest growth with 37% followed by India with 29%.
HSM witnessed the highest Non-Prime Time of 78% followed by 63% at the India level, south recorded 43%.
At India level, News and Movies continued to drive growth in week 17 too Hindi GECs saw 34% growth in Urban HSMs. The news grew by 166% followed by Business News by 59% and Movies by 51%, then we have Youth, Kids, Infotainment, Lifestyle, GEC and Devotional, and Spiritual.