PM Modi’s lockdown extension address garnered 4 billion viewing mins: BARC- Neilsen report

TV consumption grew by 38% from the pre-COVID period, and Hindi GEC attained an all-time high viewership of 4 billion since 2015 in HSM Urban

e4m by exchange4media Staff
Updated: Apr 16, 2020 5:33 PM

Prime Minister Narendra Modi’s announcement on lockdown extension garnered four billion viewing minutes, according to the fourth edition of BARC India and Nielsen Media’s report on “Crisis Consumption on TV and Smartphones.” It was the highest among the 4 addresses on COVID-19 by the PM.  BARC India is the official currency on Television Measurement in India and Nielsen Media runs a 12000 strong smartphone panel in India passively capturing smartphone behaviour.

Here are some of the other key highlights from the fourth week of the lockdown.

  COVID-19 is taking the most mind space with ~40% of top 100 Google searches last week being in COVID and 1 in 8 consumers accessing the AAROGYA SETU app 

TV consumptions grew by 38% over pre-COVID period now at 1.2 trillion minutes. Hindi GEC attains all time High Viewership of 4 Bn since 2015  in HSM Urban this week. Movies show an increase across HSM, while GEC maintains share and continues to lead in South markets.

 Top 5 content for digital audiences is a mix of Fiction, History, Mythology and Supernatural. Premium audiences on Digital clock remarkable growth in time spent on News, Chat, Fitness and Streaming.

 The News franchise on Digital is close to 50% now (+25% over PreCovid period) - Video News consumption shows a huge growth of 75% over the PreCovid period. COVID Lockdown  gives a big fillip to Education Apps , Surge by 30%+ 

 Overall FCT on TV drops by 26% over the PreCovid period- however a 142% increase seen in FCT for Social Ads - Digital ads also showing a slowdown in last week.


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