BARC India & Nielsen Media Explain “The Crisis Consumption – Impact Of COVID -19 On TV And Smartphone Behaviour Across India – Edition 5
This is the fifth edition of the report on ‘Crisis Consumption on TV and Smartphones’ jointly released by BARC India and Nielsen Media.
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.
Some of the Key Highlights of TV and Smartphone consumption during the fifth week of Lockdown are as follows: –
1. “CORONA Virus” continues to be most searched among Top 100 Google searches
2. 1 in 5 smartphone consumers use the Aarogya Setu app now – an 80% + increase v/s the launch week
3. TV consumption continues to show a growth of 40% over pre-COVID period now at 1.24 Trillion minutes – the increase led by both Reach and Average Time Spent
4. The new normal of 3 hrs, 40 minutes+ a day on Smartphone continues – 10% increase over pre Covid times
5. TV Viewership Growth led by News and Movies – the Movies growth coming more from the PAY platform
6. News franchise on Smartphone continued to be nearly 50% of all smartphone audience, Views grow by 40%
7. Hindi GEC in HSM at an all-time high with 8.5 BN impressions with Mythological shows leading the way. HSM Urban is all time high for 3rd week in row.
8. Strong double-digit growth seen across various segments of OTTs (movies, originals, etc.) while Audio streaming apps show a decline possibly on account of commuting going down.
9. FCT on TV recovers a bit after a huge fall last week – most advertisers using the COVID19 theme; Essentials category sees a growth across genres; while on Digital Video Advertising spends drop across most categories