Return of Classics makes DD National the most-watched channel: BARC Report

The 3rd edition of BARC India and Nielsen Media report indicates that the return of the Old Classics improves viewership on DD National and Pay GEC Channels, Smartphone viewers increase consumption of Original Series with 32% growth over the Pre COVID-19 period.

This is the third part of the report on “Crisis Consumption on TV and Smartphones” released jointly by BARC and Nielsen Media. BARC is the official currency on Television Measurement in India and Nielsen Media runs a 12000 strong smartphone panel in India passively capturing smartphone behavior.

Also read: COVID-19 disruption period saw 6% increase in TV Reach: BARC-Nielsen Report

Some of the Key Highlights of TV and Smartphone consumption during the third week of Lockdown are as follows: –

1. India divided on various emotions of feeling Happy, Anxious, Frustrated, Scared and
2. Peaceful – missing out on me-time indulgences and office time
3. The Prime Minister’s request on #9PM9MINS garnered the lowest ever Total TV
   viewership for those 9 mins since 2015
4. India follows the global trend in showing a continued increase in TV (43%) and
   Smartphone consumption(13%) this week vis-à-vis the Pre COVID period
5. The growth in TV consumption this week is driven by the Movies Genre (77%
   growth). Significant increase in Time spent on watching Movies (52% growth)
   on the Smartphone
6. Return of the Classics makes DD National the most-watched channel this week
   across India.
7. While the return of the Old Classics improves viewership on DD National and
   Pay GEC Channels, Smartphone viewers increase consumptions on Original
   Series with 32% growth over the Pre COVID period
8. Non-Primetime continues to be the growth driver for TV (81% over the Pre
   COVID period) with early morning and late-night slots also showing a growth
9. Social Connectivity stabilizing as people get used to the new normal while
   the surge in time spent on Digital News consumption stays
10. Gaming continues to show growth (44% over the Pre COVID period) –
    categories like Virtual Education and Virtual Drives increased consumption
11. The Free Commercial Time (FCT) on TV advertising grows by 9% on the back of
    social advertising
12. On Digital Advertising, no drop in the count of creatives for 11 out of 19
    categories – drop seen in Retail, Travel, and Auto

You can read the complete report below.

Comments

comments

Previous articleMedia Samosa Round-Up: April 06 to April 10

Next articleMediaCom announces key leadership appointments in Mumbai

Media Samosa

Media Samosa is an online publication reporting trends, insights and breaking stories on various verticals of media marketing.