India records highest TV consumption in a week with total time spent of 1.27 trillion minutes


MUMBAI: Indians are spending extra time watching tv with each passing week of the nationwide lockdown.

In the week ended April 3 (week 13 of 2020), Indians have spent 1.27 trillion minutes — the highest ever in a week — watching TV.

The newest TV and smartphone consumption report by BARC India and Nielsen exhibits that in contrast with the pre-Covid-19 interval (January 11-31), TV consumption has jumped 43% in week 13. Average every day attain has gone up by one other 12% to 627 million (from 560 million) and every day time spent per person has additionally gone as much as Four hours and 48 minutes, from Three hours and 46 minutes in pre-Covid19 time.

Viewers usually are not simply looking ahead to extra hours, but additionally flipping extra channels — 23 on a median — for content material. Also, whereas the 7-11 pm primetime viewership has recorded 11% progress in viewership, the non-primetime has witnessed an 81% improve.

Viewers are additionally watching TV until late in the night time (1-2 am) and beginning early in the morning (4-6 am), present the information.

Interestingly, sports activities style, which has been recording a drop for the final two weeks in absence of any dwell sports activities, witnessed an 21% improve over week 12 on the again of traditional cricket matches on Star Sports and the launch of WWE Blockbusters on Sony Sports Network.

Movie style drives progress

While TV information and film genres have clocked all-time excessive progress, the total enlargement in TV viewership was pushed by the film style in week 13.

At a increased base, the film style noticed a 77% leap in viewership over January. Also, 54% viewers spent over 1 hour on the style, and the quantity has been rising week-on-week, BARC knowledge recommend.

DD National the brand new chief

In absence of recent content material, Doordarshan’s technique to convey again previous classics together with ‘Ramayan’, ‘Mahabharat’, ‘Byomkesh Bakshi’ and ‘Shaktiman’ has labored wonders for the channel because it has develop into the class chief in common leisure.

Also, in the course of the airing of ‘Ramayan’ — 9-10:30 am and 9-10:30 pm — DD National’s viewership was increased than the mixed viewership of the remainder of the Hindi common leisure channels. The viewership of the 2 slots on DD has jumped by greater than 390 occasions and 450 occasions, respectively.


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