There has been a significant change in the way people consume TV content due to the lockdown. A recently released BARC-Neilson report indicates that at an all India level, there has been a hike of 37% TV consumption. There has been a surge in non-prime time consumption. Compared to BARC data of Week 2 to Week 4, non-prime time consumption has seen a hike of 71% in Week 12. For prime time, the growth has been 8%.
An interesting aspect brought forth in the report is that the re-telecast of Ramayan was able to garner the highest ever rating for a Hindi GEC show since 2015. Further, the show was the highest-rated in urban and megacities.
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Growth has been recorded in TV and smartphone consumption across geographies, socio-economic classes and age groups. News and movies have registered an all-time high growth on TV. Consumption of news on Digital has also seen a huge increase.
Chatting and social networking continue to show a significant increase in time spent, the report indicates. A key highlight of the report is about ecommerce which continues to suffer on account of difficulties in logistics management due to the lockdown.
The report ends with a note of advice for advertisers to promote brands and services, of those which have current/soon enough offtake, as consumers are deeply engaged with TV and with Ads on TV.
You can read the complete report below.
BARC-Neilson Report on Television Consumption in a Crisis from Social Samosa
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