The 8th edition of BARC and Nielsen’s report shows the difference in consumption patterns of consumers from the Pre-COVID period (11th Jan’20 to 31st Jan’20) and during-COVID period (2nd May ’20 to 8th May ’20).
The total TV viewership grew by 24% and stood at 1.10 Trillion viewing minutes in week 18. Daily Average reach in millions saw a 10% increase from Week 18 vs Pre-COVID period followed by the weekly viewing minutes during the pre-Covid-19 period were 887 Bn and 1101 Bn minutes during Week 18. The total number of channels watched grew by 25% in week 18 over pre-COVID 19 and daily ATS grew by 13%. The Daily ATS/Viewer(HH: MM).
At the start of pre-covid 19 viewers watching television all 7 days in a week was 239mn, it went on to 363mn in week 15 and dropped to 332mn in week 18. In week 18, the report highlights that Prime time viewership witnessed a downfall of 7% that is lower than pre-Covid levels, while Non-Primetime still continues to lead than pre-Covid levels by 59%.
Total TV consumption increased by 24% at an all India level in week 18, in comparison with week 13, TV consumption decreased by 13%. HSM witnesses the highest growth with 31% followed by India with 24%. The decline in week 18 over week 13, we get to see that South witnesses the highest decline with 16%.
In HSM and South Markets, the decline of primetime viewership versus pre-covid levels is more visible in the south with -16% than in HSM with -2%.