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Rising popularity of News and Music channels is altering viewership patterns

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Rising popularity of News and Music channels is altering viewership  patterns

Industry estimates suggest that more than 80% of media money on television is chasing prime-time audiences. Is that a true reflection of audience composition across various dayparts? And does the ‘metro stereotypes’ of an executive coming late from work also reflect in non-metros?

Our detailed analysis of latest TAM data, suggests that rising popularity of News and Music channels specifically are altering the audience’s viewership patterns drastically. In ‘non-metro’ for example, the afternoon peak of audiences is almost as much as the traditional primetime. In this first part of this series, we look at Males viewership trends.

Lets look at what the trends are amongst Male audience. The chart suggests that General Entertainment channels find favour more amongst metro audiences. Afternoon (1 pm to 3 pm) has a buildup that is equivalent to 40% of primetime peak.


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