News viewership cuts into GEC primetime consumption across languages

As per the 11th edition of the BARC India and Nielsen Media report, viewership for movies in the last four weeks has also impacted GEC numbers, especially in Bangla, Marathi, Kannada & Malayalam

e4m by exchange4media Staff
Updated: Aug 28, 2020 8:30 AM

News viewership has taken a share of GEC consumption in the last four weeks during primetime across languages, data released by BARC India and Nielsen Media has revealed.

The eleventh edition of the report on ‘Crisis Consumption on TV and Smartphones’ (week 30 to 33) also shows that viewership for movies has also impacted GEC consumption, especially for Bangla, Marathi, Kannada and Malayalam channels.

The percentage of Hindi GEC viewers also watching news in this period stands at 49% as compared to 41% pre-COVID. (Other percentage shares in table below)

According to the report, the top five news stories in the last four weeks that pushed news viewership were the Sushant Singh Rajput case, Independence Day Celebrations in India, coronavirus outbreak, Air India accident, M S Dhoni’s retirement and political crisis in Rajasthan.

In terms of the movie genre, 77% of Hindi GEC viewers also tuned into watch movies as compared to 76% in the pre-COVID times. Meanwhile, it was 65% against 55% for Bangla and 66% to 58% for Marathi.

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