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India's Leading Source for Broadcasting & Broadband Information - CableQuest Magazine
HomeNewsNational NewsCOVID 19 Lockdown Week 2: broadcast segment witnesses 1.2 trillion mins of TV viewing
Friday, 03 April 2020 06:47

COVID 19 Lockdown Week 2: broadcast segment witnesses 1.2 trillion mins of TV viewing

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The COVID caused 3-week lockdown is helping the broadcast segment see unprecedented growth in TV viewership.  The second week of lockdown helped the sector witness highest-ever TV viewing at 1.2 trillion minutes, as per a BARC-Nielsen joint study.

The report said that the weekly viewing minutes in has grown 37% to 1215 billion in week 2 of COVID-19 disruption from 21st to 27th March compared to 887 billion minutes in week 1 of COVID-19 disruption from 14th to 20th March. 44% of TV viewers watch TV seven days a week as against 32% in the previous week. The average daily reach went up 11% to 622 million from 560 million. The average daily time spent per viewer has jumped 23% to 4 hours & 39 minutes from 3 hours & 46 minutes.

As per report, the number of channels watched has increased by 38% to 22 channels from 16 channels. The total TV consumption increased by 37% at the All India level. Viewership grew significantly post lockdown on Wednesday, Thursday and Friday. Growth in HSM (41%) outpaced South (31%).

As reported, in the first week of lockdown, the male viewership recorded significant growth at 41% compared to 33% for female viewership. The NCCS A and 2-14 age-groups recorded the highest growth.

The non-primetime viewership also surged by more than 70% in India. Growth in HSM (83%) is higher than the South (54%). However, the viewership growth for the South is higher when compared to recent non-festive weeks.

As per report, among the genres, news clocked an all-time high growth at 298% followed by business news (180%), infotainment (63%), movies (56%), kids (39%), youth (30%), devotional/spiritual (26%), lifestyle (20%), teleshopping (17%), and GEC (3%). The report stated that GEC grew 32% in non-primetime while movies, news, and kids grew more than GEC across dayparts in prime-time. The news genre saw over 200% growth. The share of news total TV grew from 7% to 21% at the All-India level in both non-prime-time and prime-time.

As far as movie genre is concerned, the percentage of viewers watching all five movie channels has increased by 30% which is highest-ever in post new tariff order (NTO) period. A similar trend was seen across most of the regional movie channels.

The report also stated that the viewership of the Hindi movie genre surpassed Hindi GEC for the first time. The viewers are searching for more news channels during the lockdown. While 30% of viewers usually watch only one channel this has dropped to 18% in week 12.

For kids audiences, the non-prime-time is the new prime-time with 10-12 time slot recording maximum viewership. The premium audiences in mega cities registered 37% growth in currency panel and 43% in the premium panel.

As per report, the ad volume in weeks 11 and 12 grew by 6 lakh seconds, which is a 15% growth. Week 11 and 12 saw growth across all genres except sports and youth. Food & beverages saw the highest in FCT share followed by personal care/hygiene and services. F&B, services and banking sectors saw an increase in SOV. COVID-19 led to significant growth for hygiene categories in February.

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