Overall FCT on TV drops 26% in week 14: BARC- Nielsen report
As per the report, the total TV consumption increased by 38% at all India level in week 14
The fourth edition of the BARC-Neilsen report, which assesses the impact of COVID-19 on television consumption and Smartphone Usage for week 14, is out. As per the findings, the total advertising Free Commercial Time (FCT) has seen a 26% drop on television in week 14 versus pre-COVID-19 period.
The report stated that the overall FCT has fallen from 28 million seconds to 20 million seconds in the given week and the drop has been observed across genres.
For instance, GEC saw a fall of 34% while movies genre saw a drop of 43%. Music, kids, infotainment, lifestyle and other genres as well saw a similar trend. However, the news genre saw a mere 1% drop in week 14 as compared to others.
Also, the ad volume for essential categories continues to be the highest daily FCT contributor. The report also states that social ads grew exponentially during the COVID-19 period.
On the total TV consumption, week 14 recorded 38% growth over pre-COVID-19 at 1.2 trillion minutes. The viewership growth led by both average time spent and reach. The data also shows that people watching TV for all seven days increase to 47%.
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