GECs see growth in total viewership share in last five weeks

As per 10th edition of the BARC India - Nielsen report, in week 26 the total TV viewership for H1 2020 is 9% higher than the previous year

e4m by exchange4media Staff
Updated: Jul 10, 2020 10:24 AM

The share of GECs in the total viewership has increased in the last five weeks, says the tenth edition of the report on ‘Crisis Consumption on TV and Smartphones’ jointly released by BARC India and Nielsen Media.

The share of GECs has gone up from 43% to 48% from Week 22 to Week 26.

The report presents a comparison of the first half of 2019 and 2020 and it shows that the total TV viewership in H1 2020 is 9% higher than the previous year.

News shows have registered the highest growth in viewership in 2020 than 2019 as per the report.

It also reveals that the viewership share of genres - movies, news and kids - has increased in 2020. The share of GECs did dip from 49% to 46% due to no original programming during the lockdown period.

The report further says that in the recent weeks there has been a growth in primetime viewership – more pronounced in the South than in HSM due to the return of original programming. However, the levels are still lower than that before COVID.

Also, the news and movies genres after peaking to 21% and 29% genre shares respectively have now started to stabilise. However, the viewership of both genres is still higher than the pre-COVID levels.

Meanwhile, the kids’ genre has stabilised at 9% for the seventh week.

As per the report, in week 26 the total TV viewership recorded was 1 trillion viewing minutes (15% higher than pre-COVID). Smartphone consumption after registering a peak during Lockdown Phase 2 has gradually dipped to 17.2 billion minutes but is still 7% higher as compared to the pre-COVID time.

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