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Share of GECs back to pre-COVID time: BARC-Nielsen report

As per the report, in Week 33, total TV recorded 1.08 trillion viewing minutes, 22% higher than the pre-COVID levels

e4m by exchange4media Staff
Published: Aug 27, 2020 6:09 PM  | 1 min read
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As the country comes back to normalcy, the share of viewership of general entertainment channels (GECs), which dropped during the lockdown due to lack of fresh content, is back to pre-COVID mark. In Week 33, the share stood at 52%, which is same as pre-COVID time.

As per the eleventh edition of BARC India and Nielsen report on TV viewership and smartphone consumption behaviour during COVID-19, news & movies, after peaking in Weeks 12 & 14 respectively, have stabilized. Similarly, kids genre, after peaking to 9% share, has stabilized to the pre-COVID levels.

The report also states that in Week 33, total TV viewership recorded 1.08 trillion viewing minutes. The TV viewership has shown a consistent growth in the last 12 weeks. It was 22% higher than pre-COVID viewing. Also, the daily average reach, at 600 million, is 7% higher than pre-COVID time.

The average daily time spent stands at 4 hours 17 minutes in Week 33, which is still 13% higher than the pre-COVID levels. One of the interesting trends seen in the past few weeks is primetime shows' consistent growth in the last 12 weeks. However, non-primetime shows continue to operate at 44% higher than pre-COVID levels.

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