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After peak, drop in TV viewership, smartphone usage
India scores higher than global average on mentions of health and financial concerns, according to a Nielsen research
India scores higher than global average on mentions of health and financial concerns, according to a Nielsen research.The report found that "India is more anxious" than the global average and scores one of the highest numbers among countries on health and financial concerns on COVID-19.
The Nielsen tracker report found that after seeing huge peaks in previous weeks, gradual drop seen in TV viewership (one Trillion viewing minutes) and Smartphone consumption (3 hrs 43 minutes/day) this week although the consumption is still more than pre-COVID periods.
The report tracks how are media habits changing as India enters week nine of lockdown.
The TV viewership growth over pre-Covid levels in NCCS A is higher than NCCS CDE, especially in megacities.Primetime TV viewership is 13 per cent lower than pre-Covid levels (an effect of no original programming) -- decline is more in the South (-18 per cent).
Social, gaming, education, on Smartphone continue to be at much higher levels vs Pre Covid Period.
The news genre has stabilised both on TV and Smartphone after seeing peaks in previous weeks while movies and originals gain big, grow their share.
There is a revival post Lockdown evident on Smartphone behaviour. Online shopping begins to move up after the COVID led crash, the report finds.
The overall ad volume on TV has grown in the last two weeks -- 16 per cent growth in total FCT in week 20 vs. week 18 - 38 per cent growth in new brands vs.week 18.
The top 10 advertisers have been consistent on TV throughout the COVID period (week 12 to week 20). Top 40 show significant growth in ad volumes.
The lockdown drove TV viewership to grow across markets, the recent weeks show a decline from the peak levels, as the lockdown begins to ease. The total TV viewership is 15 per cent higher than the pre-Covid period. The viewership has gradually declined since its peak in week 13.
The total TV viewership has recorded one trillion viewing minutes week 20. The total TV viewership peaked by 43 per cent (in week 13) and is at present 15 per cent higher than pre-COVID viewing, the daily reach remains continues to be over 600 million.
