Hindi GECs attain an all-time-high viewership of 4 billion; grows by 26%: BARC & Nielsen Media

• Hindi GEC attained an all-time-high viewership of 4 billion in HSM Urban this week on the back of the return of the classics.
• On the other hand, overall FCT on TV dropped by 26% over the Pre-COVID period.
• A 142% increase seen in FCT for Social Ads.

BARC India and Nielsen Media’s report on ‘Crisis Consumption on TV and Smartphones’ reveals that TV consumption grew by 38% over the pre-COVID period (Jan 11 - Jan 31, 2020) at 1.2 Trillion minutes. Viewership growth was led by both ATS and Reach.

And in the week starting from April 1, Hindi GEC witnessed a 26% increase in viewership on the back of return of classics. It attained an all-time-high viewership of 4 billion in HSM Urban this week.

Hindi GEC also attained an all-time-high viewership in week 4 with 4 billion impressions since 2015 in HSM Urban.

It further revealed how the comeback Ramayan and Mahabharat have changed Doordarshan’s viewer profile as 22% kids are also watching with the epics with a senior person at home.

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

Considerations:

1. COVID-19 is taking the most mind space with ~40% of top 100 Google searches last week being in COVID and 1 in 8 consumers accessing the AAROGYA SETU app
2. PM’s address on Lockdown extension garnered 4 Bn viewing minutes - the highest of the 4 addresses on COVID-19
3. TV consumptions grows 38% over pre-COVID period now at 1.2 Trillion minutes
4. Hindi GEC attains all time High Viewership of 4 Bn since 2015 in HSM Urban this week
5. Movies show an increase across HSM, while GEC maintains share and continues to lead in South markets
6. Top 5 content for digital audiences is a mix of Fiction, History, Mythology and Supernatural
7. Premium audiences on Digital clock remarkable growth in time spent on News, Chat, Fitness and Streaming
8. The News franchise on Digital is close to 50% now (+25% over PreCovid period) - Video News consumption shows a huge growth of 75% over the PreCovid period
9. COVID Lockdown gives a big fillip to Education Apps , Surge by 30%+
10. Overall FCT on TV drops by 26% over the PreCovid period- however a 142% increase seen in FCT for Social Ads - Digital ads also showing a slowdown in last week