Trivandrum: Malayalam News genre has recorded the highest viewership in week 22 with 149 million Impressions the transforms in to genre growing by 56% in Wk 22 2018. This has also transformed in to surging numbers for News Channels with the market leader Asianet News to hit all Time High Market share.
The historic growth was mainly on account of the sensational factors like Chengannur Election results and the recent Honour killing case.
The Surge in viewership to 149 million Impressions in Kerala 2+ TG was mainly driven by Rural market, which contributed 82 Mn Impressions while Urban market contributed 67 Mn Impressions.
Viewers in Kerala have also been receptive to News reports related to other states like Tripura Election in Wk 10 which led to a 11% growth in viewership and Karnataka Assembly Elections which led to a 37% spike.
Moreover, 23 Mn out 30 Mn (77%) TV watching individuals in Kerala Market sampled Malayalam News in week 22.Both higher sampling and viewers spending close to 51 mins on the news channels lead this development. The previous 4 weeks had an average of close to 35 mins time spent on the genre with 20 Mn reach.
The growth primarily came from Monday to Thursday, wherein Thursday alone witnessed a whopping jump of 19 Mn impressions because of Chengannur Election results as compared to last 4 weeks.
The week also saw a spike in Female viewership to News genre.Elections and Honor killing affects women sentiment, and the same reflects in BARC India data.
This also resulted in Male-Female viewership ration moving from 55:45 to 51:49 in week 22. This shows that women too caught on to News genre in Kerala Market.
Market leader Asianet News hits all Time High:
The Market trend also reflected in Channel Numbers, wherein, the market leader Asianet scored its all time high ratings with 63% share on 31st May 2018 (CS Male ABC 15-40 – Rural). People TV stood as distant as No. 2 with 16% and Mathrubhumi News garnered 12% share.
News Channel also saw its GRPs surging, with Asianet News increasing from 177 GRP in wk 21 to 258 GRP in wk 22 in M AB 22+ in Urban+Rural market.
In Male ABC 15+ in U+R – Asianet News increased from 162 to 234 GRPs week-on-week.
Similar trend also reflected in other Malayalam News Channels like Marorama News and Mathrubhumi News.
