Total TV consumption up 8% all over India in COVID-19 Week 1: BARC-Nielsen report

As per the report, the Time Spent on smartphones in Week 1 of Covid disruption has increased by 1.5 hours

e4m by exchange4media Staff
Updated: Mar 27, 2020 1:51 PM

Total TV consumption increased by 8% all over India in COVID-19 Week 1. This and other interesting data have been revealed in a report by BARC India and Nielsen on TV and Smartphone consumption during the COVID-19 disruption – ‘What’s happening in the TV & Smartphone Landscape?’

As per the report, the Time Spent on smartphones has increased by 6%. The Time Spent on smartphones in Week 1 of the Covid Disruption has increased by 1.5 Hours.

The report was presented by Sunil Lulla, CEO, BARC India and Dolly Jha, Country Leader, Nielsen Global Media, South Asia.

The comparison has been made between the periods 13th Jan - 2nd Feb and 16th March to 22nd March.

PM Modi's address on 'Complete Lockdown' was the biggest-ever news event, with the number of unique viewers being higher than the IPL Finals (133 million), said Lulla. 197 million listened to the PM.

According to data shared by @BARCIndia the speech by PM @narendramodi on Total Lockdown on 24th March had highest TV viewership (unique viewers greater than IPL Finals) with more than 201 channels carrying it.

The growth in TV has largely come from non-prime viewership, as per the data.

Total TV consumption has increased by 8% all over India. The growth in the HSM category has been higher than South, driven by ATS and Reach. News consumption on smartphones has gone beyond the Metros, the data shows.

The time spent on VOD has increased too among the older age group.

Shopping, travel and food apps took a huge hit in Week 1.

Sharing her views on the current surge in smartphone usage, Dolly Jha, Country Leader, Nielsen Global Media, South Asia said: “We are living through unprecedented times. Physical Social Distancing seems to have led to a phenomenal growth in Virtual Social Togetherness with an almost 20% increase in time spent per user on Chats, Social Media and News in the last one week. And we anticipate this to grow further.”

Meanwhile, Sunil Lulla, Chief Executive Officer, BARC India said, “These are unfortunate and unprecedented times. Working closely with Nielsen, we bring for our customers and stake-holders, this very significant and important update, on change in content and advertising consumption behaviour, with a significant population at home. We will report soon enough, the impact of total lockdown. Our respective brave teams are working (WFH) round the clock to ensure the TV measurement currency, continues uninterrupted.”

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