Hindi News viewership in HSM grew by 15% during torrential rains in Maharashtra

The genre in Maharashtra/Goa and Mumbai saw a spike of 54 percent and 71 percent respectively

When the monsoon arrives in Maharashtra, it leaves everyone talking about it for days together--be it Mumbai's flooded roads, local trains coming to a stop, schools and colleges closing down or office goers struggling to return home safe. The situation leaves citizens hooked on to TV for all updates. And this explains the week of July 7-13, when Hindi News channels saw a sharp rise in their viewership.

As per the Broadcast Audience Research Council (BARC) India data, Aaj Tak, Zee News and ABP News were the top three channels that devoted maximum airtime to monsoon coverage. India TV too covered news on heavy rains that lashed Mumbai but did not give continuous coverage.

While Hindi news viewership in Hindi Speaking Markets (HSMs) grew by 15 per cent, the genre in Maharashtra/Goa and Mumbai saw a spike of 54 per cent and 71 per cent, respectively.

This news cut across all markets as viewership of Hindi news channels came not just from Mumbai and adjacent areas. As per data, the entire Hindi Speaking Market was hooked on to the news of incessant rains as almost all Hindi News channels devoted huge air-time covering news from across the city and state.

Many reporters were also seen reporting from areas which had knee-deep water. This while creating heavy drama in news reporting, also led to increased eyeballs. As the state geared to fight against incessant rains, it became the second most reported story on 8 and 9 July (Sun-Mon). As per the data, by Tue-Wed (10-11 July), most parts of the city reported waterlogging. Mumbai rains became the top reported story on these two days.

It is interesting to note that viewership levels of Hindi News genre from Mumbai grew from 17.5 million Impressions to 30 million Impressions on the back of coverage on Mumbai Rains.

TG: 15+ /Impressions ‘000s
Data for Monday-Wednesday (9-11th July 2018)

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