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

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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