BARC India, which run Television Measurement in India and Nielsen, which runs a 12000 strong smartphone panel in India passively capturing smartphone behaviour, have jointly released there 5th edition of Crisis Consumption during COVID-19 accoss TV and Smartphones. It includes audience from both urban and rural India. Just for the reference the pre-covid-19 time period is taken between 11th January 2020-31st January 2020 (for Television) and from 13th January 2020 to 2nd February 2020 (for Smartphones). The period of covid-19-disruption is split into two weeks. ‘Week 14’ is between 4th March 2020 and 10th April 2020. ‘Week 15’is between 11th April 2020 to 17th April 2020.
Following are the key highlights of the report:
a) India’s consumers are displaying higher levels of optimism, with more households planning to increase spend. A trend similar in China, Indonesia, and Nigeria.
b) ‘Coronavirus’ continues to be most searched among Top 100 Google searches.
c) 1 in 5 smartphone consumers use the Aarogya Setu app now – an 80 per cent + increase v/s the launch week.
d) 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.
e) The new normal of 3 hrs, 40 minutes+ a day on Smartphone continues – 10 per cent increase over pre covid-19 times. Social networking adds 35% more time since Pre-Covid.
f) News franchise on Smartphone continued to be nearly 50% of all smartphone audience, Views grow by 40%
g) Hindi GEC in HSM at an all-time high with 8.5 billion impressions with Mythological shows leading the way. HSM Urban is all time high for 3rd week in row
h) 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
i) 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.
Download full report here: