Kannada News Channels touch 488 Million impressions during election week: BARC India

According to BARC India Data, out of the 488 million impressions the counting day (May 15) has got the lion’s share of viewership

by Neethu Mohan
Published - May 30, 2018 8:52 AM Updated: May 30, 2018 8:52 AM

The drama that surrounded the Karnataka Elections are over as HD Kumaraswamy of JD (S) took oath as the Chief Minster of Karnataka on 23rd May and thus Karnataka witnessed Congress- JD(S) alliance nearly after 14 years.
The Karnataka election day and counting day were covered by the media extensively and viewers were glued to their TV screens to know the developments.
According to data from BARC India, Karnataka has a TV viewing audience of 59 million individuals out of which 47 million individuals fall under the 15+ age category. During the Week 20 which was the election week, 41 million individuals out of these 47 million people have watched news, which means 9 out of 10 individuals were glued to the news channels. On any given week an average of 35 million people tune into news here.
Kannada News genre viewership has touched an unprecedented high during the Karnataka election week, a whopping 488 Million impressions. In week 17, Kannada news had impressions of 185, in week 18 it decreased to 170 million impressions. Week 19 show the inflation of 186 million impressions and by Week 20, it registered 488 million impressions, a growth of 168% compared to previous four weeks average.

According to BARC India Data, out of the 488 million impressions the counting day (May 15) has got the lion’s share of viewership, of about 37%. In addition to this, daily time spent on news jumped to 1 hour and 21 minutes per day for the Karnataka election week. On any given normal week, the average time spent on news is 40 minutes

May 15 was no short of any blockbuster. News started picking from morning and achieved its peak at 9 am. This sustained viewing continued close to two hours till 11 am without a drop. The time spent was 2.43 hours, which translates into increase of 255% compared to previous weeks average of around 45 minutes.The youth of Karnataka also had caught on to the news as 1/3rd of the viewership came from the youth. On the result day, 36% viewership comprised individuals between 15-30, the age group between 31-50 were 39% and 51+ age group comprised 25% of the viewership, according to BARC India Data.

In the Kannada News Channel category, the market leader TV9 Kannada came first in Week 20 with 196700 impressions (000s) followed by Public TV with impressions of 142527 (000s). In the week 18, TV9 Kannada had impression of 68253 (000s) and Public TV had impression of 39650 (000s).

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