The 6th edition of BARC and Nielsen’s report titled Crisis Consumption: An Insight Series into TV, Smartphones and audiences shows the difference in consumption patterns of consumers from the Pre-COVID period (11th Jan’20 to 31st Jan’20) and during-COVID period (18th April’20 to 24th April ’20).
The total TV viewership stood at 1.16 Trillion viewing minutes in week 16. Average daily reach in millions saw a 11% increase from 560 Mn to 619 Mn, it also decreased by 1% from week 15 to week 16. The weekly viewing minutes during the pre-Covid-19 period were 887 Bn and 1161 Bn minutes during Week 16 which is a straight growth of 31% but also a drop of 6% from week 15 to week 16.
During the pre-Covid 19 saw viewers watching television all 7 days in a week with a 14% increase from 32% to 46% in week 16. The number of channels watched/per viewer/week during the pre-Covid-19 period being at the count of 16 and 21 during Week 16 which is a straight growth of 33% overall.
As per the report, viewers watched television for all 7 days in Week 16 and that resulted in an increase in 46%.The report also mentions that Hindi Speaking Markets (HSM) showed a higher growth of 37%, while South markets showed a growth of 21%.
Total TV consumption increased by 31% at an all India level in week 16, with Odisha witnessing the lowest drop of 10% due to hail and thunderstorm last week which impacted TV viewership.