Television Viewership continues to decline with a 13% fall in week 18

Daily average time spent per viewer dropped by 11% and the number of channels watched by an individual in a week also reduced by 13%.

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By Abhinav Kumar

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BARC-Nielsen

Television viewership has seen a gradual drop since week 13 and in week 18 also it has continued to decline. Overall TV consumption across India has reduced by 13% to 1.10 trillion viewing minutes compared to the prior week

Television Viewership continues to decline with a 13% fall in week 18

Daily average time spent per viewer dropped by 11% and the number of channels watched by an individual in a week also reduced by 13%. Viewers watching TV all 7 days a week too declined by 9%.

Television Viewership continues to decline with a 13% fall in week 18

BARC said that the drop in viewership is more in markets with a lower presence of Red Zones. Primetime viewership is 7% lower than what it was in the pre-COVID period mostly because of no fresh original programming.

Television Viewership continues to decline with a 13% fall in week 18

In week 18 overall Free Commercial Time (FCT) dropped by 9% and there has been a 7% decrease in advertiser count as well. While advertisements volume for general entertainment channels is mostly stable, the movies and news genre witnessed a 7%-8% drop.

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Abhinav Kumar

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Abhinav is the Editor-in-Chief at DreamDTH with over 5 years of experience in covering industry developments. He is passionate about staying appraised of the latest developments in the industry and bringing forth their shortcomings. Specializing in DTH, television, broadcasting, and the entertainment sector, Abhinav is dedicated to exploring the happenings in these dynamic fields. Outside of work, he indulges in podcasts and audiobooks and enjoys unwinding with light-hearted, sci-fi, and thriller shows.

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