BARC India and Nielsen have released the 11th edition of TV and Smartphone consumption which explains the impact of COVID-19 on TV and Digital Media Behaviour across India.
BARC and Nielsen’s report titled Deep Dive into Content & Advertising Consumption as ‘Originals’ return on TV shows the difference in consumption patterns of consumers from the Pre-COVID period that is 11th Jan’20 – 31st Jan’20 to COVID disruption period that is 15th August – 21st August 2020.
On TV, share of different genre is more or less back to pre-COVID levels – Original programming bringing back the GEC genre both in HSM and South Markets, News and Movies see a growth in Primetime.
PRIMETIME: Daily reach > An PRE-COVID. Average Time Spent on a growth path, in comparison to 2019, the ATS of week 30-33 is 6% higher.
Primetime viewership witnesses an increase both in HSM & South, while it was 283 viewing minutes in billion in HSM and 168 viewing minutes in billion in south. Non-primetime viewership has stabilized, however, still higher than pre-COVID
PRIMETIME – GEC & MOVIES:
The cumulative audience reach is higher than Pre- COVID (Except Marathi GEC with -2%& Kannada GEC with -1%), while we see that ATS is lagging behind Pre- COVID Levels (Except Kannada Movies).
NON PRIMETIME – GEC & MOVIES:
Here we see that the cumulative audience reach is higher than Pre-COVID, while ATS too is higher than Pre-COVID except for Malayalam Movies with -5%.
The cumulative reach is higher than Pre-COVID (Except for Hindi Regional News with -17% in HSM and Telugu News in South with 17% ) while the Average Time Spent is higher than Pre-COVID (Except for Bangla with -9% and & Telugu News with -1%)