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<ul><li>Some of the top brands in week 13 (starting from March 28) are Dettol, Lifebuoy soap, Harpic, Lizol, Hotstar VIP. </li><li><keyword id="1736818" type="PERSON" weightage="20" keywordseo="Social-Advertising">Social advertising</keyword> from the Government and NGOs on television grew by 244% and 628% respectively. </li><li>Apart from that, non-essentials such as cement, paints, fairness creams, hair removers, and digestives continue to advertise on television. </li><li>Toiletries (190X), Social organisations (66X), ice cream (11X) were the highest contributors. </li></ul>In the 13th week of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">COVID-19</keyword> disruption starting from March 28, a report by BARC India and Nielsen called 'Crisis Consumption on TV and Smartphones' revealed that advertising Free Commercial Times (FCT) increased by 9%. Sports, social advertisements, toiletries, ice cream were the highest contributors. Social advertising from the Government and NGOs on television grew by 244% and 628% respectively. Some of the top brands that contributed to FCT in week 13 were Dettol, Lifebuoy soap, Harpic, Lizol, Hotstar VIP. Apart from that, non-essentials such as cement, paints, fairness creams, hair removers, and digestives also continued to advertise on television. The same trend of social messaging followed on digital platforms. Creatives specifically designed referencing COVID-19 are seeing a rise across multiple sectors. Top brands like Amul, Godrej, Audi, Zomato, Lifebuoy played their part to reinforce and support social distancing. They changed their logos and spread awareness around the precautions that need to be taken to stay away from Coronavirus. BARC’s data also revealed that the return of classics on Doordarshan made it the most watched channel across India. PM Narendra Modi’s video message on #9PM9Min, released on April 3, was the biggest news event ever as it garnered 1 million viewing minutes. During the nine minutes blackout period, TV viewership recorded was the lowest since 2015 as it dropped by 60%. The decline started by 08:53 PM and came back to current trends only after 9:30 pm. <div type="image" title="9 mins impact" msid="75060694" hostid="261"></div> Some of the Key Highlights of TV and Smartphone consumption during the third week of Lockdown are as follows: <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">BARC </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Nielsen Smartphone Panel </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Coverage </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">All India (Urban + Rural) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">All India (Urban 1 Lakh plus) </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">TG </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">ALL NCCS 2+ years </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><ol><li>NCCS ABC 15-44 years </li><li>Android Smartphone Users </li></ol></td></tr><tr></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Time Period </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:middle;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PRE COVID - 11th Jan 2020- 31st Jan 2020 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:middle;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PRE COVID - 13th Jan 2020 - 2nd Feb 2020 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">COVID DISRUPTION Week 2 - 21st March 2020 to 27th March 2020 Week 3 – 28thMarch 2020 to 3rd April 2020 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">COVID DISRUPTION Week 2 - 21st March 2020 to 27th March 2020 Week 3 - 28thMarch 2020 to 3rd April 2020 </td></tr></tbody></table> <ol><li>India divided on various emotions of feeling Happy, Anxious, Frustrated, Scared and Peaceful – missing out on me-time indulgences and office time </li><li>The Prime Minister’s request on #9PM9MINS garnered the lowest ever Total TV viewership for those 9 mins since 2015 </li><li>India follows the global trend in showing continued increase in TV (43%) and Smartphone consumption(13%) this week vis-à-vis the Pre COVID period </li><li>The growth in TV consumption this week driven by the Movies Genre(77% growth). Significant increase in Time spent on watching Movies (52% growth) on the Smartphone </li><li>Return of the Classics makes DD National the most watched channel this week across India. </li><li>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 </li><li>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 </li><li>Social Connectivity stabilizing as people get used to the new normal while the surge in time spent on Digital News consumption stays </li><li>Gaming continues to show growth (44% over the Pre COVID period) - categories like Virtual Education and Virtual Drives increased consumption </li><li>Free Commercial Time (FCT) on TV advertising grows by 9% on the back of social advertising </li><li>On Digital Advertising, no drop in the count of creatives for 11 out of 19 categories – drop seen in Retail, Travel and Auto</li></ol>

Advertising FCT grew by 9% in week 13 of COVID-19 disruption on the back of social advertisements: BARC-Neilsen

<ul></ul><ul><li>The Lockdown address by PM Modi was the biggest news event ever as it garnered 197 million viewership on television, higher than IPL finals which was 133 million.</li><li><keyword id="65298" type="ORGANIZATION" weightage="20" keywordseo="BARC">BARC</keyword> India and Nielsen’s latest report revealed that <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">COVID-19</keyword> Disruption caused an increase in television viewership, smartphone and Video-on-Demand consumption.</li><li>Total TV consumption went up by 8% all over India in COVID-19 Week 1. The growth in TV largely came from Non Prime Time viewership. </li></ul>In the first week of COVID-19 disruption, a report by BARC India and Nielsen on TV and Smartphone consumption revealed that advertising Free Commercial Times (FCT) increased by 13%. Social advertisements, banking and financial investments, and Food and beverages were the highest contributors. The report was presented by Sunil Lulla, CEO, BARC India and Dolly Jha, Country Leader, Nielsen Global Media, South Asia on a video conferencing platform called Zoom. On March 24, 2020, with the Prime Minister announcing a total lockdown in the country, people are slowly coming to terms with the new normal. It started with many states enforcing the lock-down, partially and fully, and many places of work enforcing work from home (WFH). Faced with the predicament of not being able to move out of their homes, people are creating new ways of spending time productively. The report further revealed how PM Modi’s address on ‘Complete Lockdown’ was the biggest news event ever as it garnered 197 million viewership on television, higher than IPL finals which was 133 million. Total TV consumption went up by 8% all over India in COVID-19 week 1. The growth in TV largely came from Non Prime Time viewership. News was followed by Kids Genre and Movies. With a lot of uncertainty around what is happening, people have also increased their time spent on Chatting (+23%) and Social Networking (+25%) apps. Almost all social networking apps - Facebook, Instagram and TikTok have seen significant increases not only in time spent /user/week but also in the sessions/ user/ week. There was a 30% increase in time spent by mini-metros on their smartphones watching news. BARC is the official currency on Television Measurement in India and Nielsen runs a 12000 strong smartphone panel capturing smartphone behaviour. BARC and Nielsen have jointly put together this report to understand the changes in consumption behaviours of TV and Smartphones, respectively, given the extraordinary situation surrounding the COVID pandemic and its fallout. Sharing her views on the current surge in smartphone usage, Dolly Jha, Country Leader Nielsen Global Media, South Asia said, “We are living through unprecedented times! Physical Social Distancing seems to have led to a phenomenal growth in Virtual Social Togetherness with an almost 20% increase in time spent per user on Chats, Social Media and News in the last one week. And we anticipate this to grow further.” Elaborating on the topic Sunil Lulla, Chief Executive Officer, BARC India said, “These are unfortunate and unprecedented times. Working closely with Nielsen, we bring for our customers and stake-holders, this very significant and important update, on change in content and advertising consumption behaviour, with a significant population at home. We will report soon enough, the impact of total lockdown. Our respective brave teams are working (WFH) round the clock to ensure the TV measurement currency, continues uninterrupted.” Some of the Key Highlights of what they have seen are as follows: Considerations: <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"> </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">BARC </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;background-color:#ffff00;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Nielsen Smartphone Panel </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Coverage </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">All India (Urban + Rural) </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">All India (Urban 1 Lakh plus) </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">TG </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">ALL NCCS 2+ years </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">NCCS ABC 15-44 years Android Smartphone Users </td></tr><tr></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Time Period </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PRE COVID - 11th Jan 2020- 31st Jan 2020 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">PRE COVID - 13th Jan 2020 - 2nd Feb 2020 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">COVID DISRUPTION - 14th March 2020 to 20th March 2020 </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">COVID DISRUPTION - 16th March 2020 to 22nd March 2020 </td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Week definition </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Saturday to Friday </td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Monday to Sunday </td></tr></tbody></table> <ol><li>Expectedly the COVID Disruption period has seen an increase in television viewership - 6% increase in TV Reach and 8% increase in TV viewing minutes /week. The time spent on TV / viewer has seen a jump by 2%.</li></ol>The PMs address to the Nation on complete lockdown garnered unprecedented viewership of 197Mn watching it across the country. <ol><li>When we look at smartphone behaviour the time spent on smartphones per user has gone up by 6.2%. The time spent/user/week on VOD apps has also seen an increase of 3%. If we look at the increase in the time spent/user/week over that of the previous week (to take away the impact of Cricket viewing in the PRE COVID period considered), we can see a jump of 5%.</li><li>Kids’ schools being shut down and the stress of exams off their shoulders; this increase in Television viewing is driven by Kids (+20%). With corporate India getting into Work from Home mode, we are seeing NCCS A showing an 11% increase in viewership. Even on smartphone usage, the increase in driven NCCS A (+7.7%) and 35-44 year olds (+10.7%).</li><li> People staying at home means watching TV throughout the day and hence the growth in TV viewing is coming during Non-Prime Time slots (8am – 5 pm).</li><li>The need for continuous updates expectedly has led to a huge increase in news consumption on Television (57% increase in Impressions), while spending more time as a family together could be leading to the Movies genre and the Kids genre also showing significant increases. </li><li>This behaviour is seen in digital consumption as well with News and Gaming showing huge increases. News apps saw 8% more users per week with an increase of 17% in time spent/user/week. This growth was led by non-English News apps (+87%). Gaming apps saw an increase of 2% in users/week and with a 11% increase in time spent/user/week.</li><li>With a lot of uncertainty around what is happening, people have increased their time spent on Chatting (+23%) and Social Networking (+25%) apps. Almost all social networking apps - Facebook, Instagram and TikTok have seen significant increases not only in time spent /user/week but also in the sessions/ user/ week. </li><li>Expectedly Shopping Apps, Travel Apps and Food Apps have seen a huge drop in both users/ week and time spent/user/week. </li><li>It’s not just <keyword id="659577" type="PERSON" weightage="20" keywordseo="TV-viewership">TV viewership</keyword> that has seen an increase – we can advertising FCT on TV has increased by 13%. </li></ol>As the situation continues to evolve in the coming weeks, BARC and Nielsen will also continue to track shifts in TV and Smartphone audience behaviour. Future reports will be released on a weekly basis to keep the ecosystem abreast of how audiences in India are adjusting their TV and Smartphones consumption around the new normal.

Advertising FCT increased by 13% in Week 1 of COVID-19 disruption: BARC-Nielsen Report

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Advertising FCT grew by 9% in week 13 of COVID-19 disruption on the back of social advertisements: BARC-Neilsen

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Advertising FCT increased by 13% in Week 1 of COVID-19 disruption: BARC-Nielsen Report

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