The COVID-19 pandemic has forced upon a lot of changes in the consumption behavior of the Indian TV viewing audience over the past few weeks. As most daily activities have come to an abrupt halt, people are confined to their homes practicing social distancing to avoid the spread of the novel coronavirus.
BARC India and Nielsen released the second edition of their insights into TV, smartphone and audience behavior highlighting the changes during the COVID-19 period.
As per the new data of week 11-12, average daily FCT in the week grew by 15%, adding 6 lacs seconds, as compared to the period between 11th and 31st January 2020.
The News and Kids genre recorded the highest number of FCTs, with a total rise of 24% each followed by Movies with 16%. Music was the third-highest in this category with a rise of 13%. Movies and News topped the charts as the total TV consumption increased by 37% across India.
It is clearly evident in the above-mentioned chart that, Food & Beverages saw the highest increase in FCT share this week, it achieved a 2% growth, and it is also highlighted that the Personal care/Personal hygiene sector saw a fall of 1%. Other sectors such as Hair Care, Laundry, and Auto also witnessed a downfall.
The Food & Beverage industry dominated the space with a 4% increase reached to 24% followed by Service and Banking and Finance sectors saw an increase in SOV with 3% and 2% respectively.
COVID-19 drove significant growth in the hygiene category in February. Hand Sanitizers category saw a 42% increase in growth in February as compared to 11% in Nov-Dec-Jan 2020. Floor cleaner category saw a 7% increase and lastly 4% growth was also witnessed in the toilet cleaner category.
This research is based on Nielsen RMS (Includes General trade and Modern Trade).
