3.5x election bump up for TV news viewership
On December 11, Hindi news genre viewership grew by 3.8 times in Hindi speaking market and English news genre viewership grew by 3.5 times across the country
December 11 was a big day for the country as election results in five states of Rajasthan, Chhattisgarh, Madhya Pradesh, Telangana and Mizoram were announced. It was also an important day for new channels as they competed hard with each other, providing minute-by-minute updates and special programmes to attract viewers who were glued on to their TV sets.
According to the data recorded by Broadcast Audience Research Council (BARC) India, on the counting day, the viewership of Hindi news genre grew by 3.8 times in Hindi speaking market (HSM). The viewership of English news genre, meanwhile, grew by 3.5 times across the country. In HSM, the news category recorded an increase in impressions from 106.4 million (avg. of previous 4 Tuesday TG: 15+/ respective market) to 402.9 million impressions. For English news genre, the impressions increased from 413k to 1.4 million (TG: M 22+ AB/ respective market).
In Madhya Pradesh/Chhattisgarh, the Hindi news viewership grew by 8.2 times. The ratings increased from 16.1 million impressions to 132.2 million impressions. In Rajasthan, the viewership increased by 3.9 times, from 8.7 million impressions to 33.6 million impressions.
Assam/NE/Sikkim registered 5.9 million impressions, against 2.1 million impressions recorded on previous four Tuesdays (avg). The genre saw a viewership increase of 2.8 times. AP/Telangana saw 3.4 times increase in viewership, from 532k to 1.8 million impressions.
In the English news genre, in MP/Chhattisgarh, the viewership grew by 2.9 times, from 30k to 86k impressions. In Rajasthan, English news genre saw a growth of 2.3 times, from 11k to 25k impressions. Assam/NE/ Sikkim witnessed a viewership growth of 4.3 times from 34k to 146k impressions. AP/ Telangana saw 3.7 times growth in viewership from 37k to 137k impressions.
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