Ramayan, Mahabharat make DD the most-watched channel across India: BARC-Nielsen Report

As per the report, total TV consumption further grew by 4% over last week, registering an overall growth of 43% over pre-COVID-19

e4m by exchange4media Staff
Updated: Apr 9, 2020 12:33 PM
Ramayan Mahabharat

BARC-Nielsen has released the third edition of the insights series which reveals that the return of classic shows like Ramayan, Mahabharat made DD National the most-watched channel across India. Also, the return of Shaktimaan on DD improved slot viewership 52 folds in week 13 over last week. Other shows like Buniyaad, Dekh Bhai Dekh and Circus improved viewership 8 fold in week 13 over the pre-COVID-19 period. 

The report also reveals that week 13 further recorded a 43% growth at 1.27 trillion minutes, a growth of 4% over week 12. The data also shows that the number of channels watched per week per viewer has also gone up from 16 number of channels in week 11 to 23 numbers of channels in week 13. 

The viewers are watching television for more than three hours per day, which has further increased in week 13. Also, non-prime is still the driver for TV viewership growth in week 13. Another trend that the report captures is that the late night and early morning viewing has grown. The early morning slot is driven by news consumption whereas late night is high on account of movies and news. 

This week as well news and movies clocked an all-time high growth across languages. The news grew by 261%  whereas movies grew to 77% and business news by 70%. There has been a 52% spurt in the time spent on watching movies on a smartphone.

The report stated that PM Modi's request on #9PM9MINS garnered the lowest-ever total TV viewership for those 9 minutes since 2015. Smartphone consumption grew up 13%, vis-à-vis the pre-COVID period. 

Smartphone viewers increased their consumptions on Original Series with 32% growth over the Pre COVID period. Social connectivity is stabilising as people get used to the "new normal", says the report. But the surge of time spent on digital news consumption stays the same. Gaming grew by 44% over the pre-COVID period. Virtual education and virtual drives increased consumption. 

Free Commercial Time on TV advertising grew by 9% on the back of social advertising, says the report. Retail, travel and auto commercials have seen a drop in the count. Rest stay the same. 

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