The 7th edition of BARC and Nielsen’s report titled How Media Habits are Changing as India Enters Week 6 of the lockdown, shows the difference in consumption patterns of consumers from the Pre-COVID period (11th Jan’20 to 31st Jan’20) and during-COVID period (25th April’20 to 1st May’20).
The total number of brands in four weeks starting from week 14 with 2051 total number of brands in week 14 to 2138 in week 17.
The report highlighted that week 17 saw an upswing of 53% with 395 new brands. However, their contribution to overall weekly FCT was 3%.
The total number of advertisers has gone up from 1371 in week 14 to 1430 in the current week, advertisers witnessed a growth of 9% in week 17 and the total number stood at 1430 as compared to 1310 in week 16.
The report mentioned that in January 2020 the number resulted to 120 and by April 2020 it has gone up to 123, which is an increase of 3%.
Highlight the Free commercial Time (FCT), it dropped by 6% on similar levels as that of week 14. The FCT in week 17 is 205 lakh seconds as compared to 219 lakh seconds in week 16. Talking about the FCT in news genre witnessed a downfall by 7% whereas the FCT level in Hindi, Punjabi, Gujarati, Oriya and English is higher/same as Pre- COVID period. Also, the volume on GEC continues to remain stable whereas a drop of 7% in Movies in week 17 as compared to week 16 but it grew 13% higher over four weeks. Similarly, the music genre dropped 19% but stable as compared to week 14.
The top 10 advertisers like HUL, Reckitt Benckiser, Govt of India, Colgate, Wipro, P&G ITC and others have reduced FCT while the next 40 advertisers increased their FCT by 9%. Services comprising Ecom (Wallets, Financial Services, Matrimonials), Profession Financial Services, Courier Services etc., was the only category which saw a marginal increase in FCT during week 17.
