Mumbai: In Week 16, the Television Viewership growth in Megacities was higher than the Rural Market.
This was due to people at home and WFH, the Mega Cities viewership grew to 36% as compared to 27% in Rural on Full Day viewership.
During Non-Prime – Time, the Rural viewership was at 68% as compared to 57% in Mega Cities, the Reach was 26% in the Rural Mkt and 21% in Megacities, and the ATS was at 33% and 30% respectively.
During Prime Time, the viewership in Rural was at -6% as compared to 14% in the Mega Cities, the reach in the mega Cities was at 13% as compared to 6% in the Rural.
The viewership for News & Movies continued to grow in the Megacities.
GEC continued to slide both in both the markets.
News saw a viewership of 141 % in the Rural market as compared to 199% in the Megacities, similarly Movies saw a viewership of 55% in Rural against 81% in the Megacities.
In Prime – Time, GEC saw a -25% in GEC in the rural market and -20% in the Megacities. Also the Kids and Movies also did not see a huge spike in viewership in rural but Movies saw a 58% viewership in the Megacities.
In Non- Primetime, Rural Market saw a 58% growth in GEC, 73% in the Kids genre, 109% in Movies and 165% in the News Genre.
In the Megacities, Movie genre saw 100% viewership and the News Genre saw 203% viewership.