BARC India and Nielsen have released a unique report that explains the impact of COVID-19 on TV and Digital Media Behaviour across India. The report shows difference in consumption pattern from pre-covid period (11th January, 200 to 31st, 2020) to during-covid period (14th March to 20th March).
Average daily viewers reach in millions saw a 6% increase from 560 Mn to 592 Mn. The weekly viewing minutes during the pre Covid-19 period were 887 Bn and 959 Bn minutes during the Covid-19 period which is a straight growth of +8%.
A 2% increase in time-spent is what the report suggests from pre-covid to during-covid period.
What are the Kids watching?
The Covid-19 menace led to closure of schools which means children are at home and their parents are working from home, now that can certainly be a task. Kids love watching their cartoons and their super heroes, their characters and their stories. However, in this unforeseen circumstance they have to watch what their parents are watching on TV, which is news. Hence the report shows a sharp increase of news consumption by kids in the age group of 2-14 years.
News genre Kids’ chart with 83% followed by kids content with 40% and movies at 24% which totals to a 20% increase in Television viewing of kids.
Genre and Language Wise Growth
Movies, News, Kids are the key contributors to the growth in viewership. News having the highest reach of 34% and 57% impressions, other genres didn’t really show any major growth and were at a stable position. This has led to a huge increase in news consumption on Television (57% increase in Impressions), while spending more time as a family together could be leading to the Movies genre and the Kids genre also showing significant increases.