The 5th edition of BARC and Nielsen’s report titled Crisis Consumption: An Insight Series into TV, Smartphones and audiences show the difference in consumption patterns of consumers from the Pre-COVID period (11th April’20 to 17th April’20) and during-COVID period (11th April’20 to 17th April’20).
Average daily viewers’ reach in millions saw a 12% increase from 560 Mn to 627 Mn. The weekly viewing minutes during the pre-Covid-19 period were 887 Bn and 1239 Bn minutes during Week 15 which is a straight growth of 40%.
The report highlights that till the pre-Covid-19 period to Week 15, 25% increase in time-spent was witnessed.
Television Consumption increases
As per the report, viewers watched television for all 7 days in Week 15 and that resulted in an increase in 48%.
The report also mentions that Hindi Speaking Markets (HSM) showed a higher growth of 46%, while South markets showed a growth of 29%.
Non-prime time is still the driver on TV viewership growth in Week 15. Non-prime time viewership surged by 79% at an All India level. In Non-Prime Time, HSM recorded growth of 95%, while South markets saw a 56% growth.
News (195%) and Movies (67%) clocked an all-time high growth this week too, followed by Business News at 82%. Infotainment genre witnessed a growth of 48%; Kids 39%; Youth 41%; Devotional/ Spiritual 5% and GEC at 17%.
