DD viewership dropped by 46% as Ramayan transitioned to Uttar Ramayan: BARC- Nielsen
As per the report, total TV viewing minutes dropped by 6% and stood at 1.16 trillion viewing minutes in week 16
Unlike the previous weeks, the total TV viewership has dropped in week 16. Total TV consumption has increased by 31% at all India as compared to 40% growth in week 15 as per the sixth edition of the report on ‘Crisis Consumption on TV and Smartphones’ jointly released by BARC India and Nielsen Media.
The report also mentioned some key highlights of the week. Interestingly, the drop was observed in viewership as Ramayan transitioned to Uttar Ramayan. The viewership has dropped by 46% in week 16.
Uttar Ramayan is a follow-up serial of Ramayan focusing on Rama's coronation and his twins Luv-Kush. The channel's drop at the 9 AM band is due to repeat Uttar Ramayan and the morning viewers moved to news, kids and music channels while evening viewers moved to other GEC and movies channels. Also, in the Prime-Time, viewers preferred more GEC and Movies. Most viewers who shifted to other GEC channels preferred mythological dramas.
Even though both news and movies genre has dropped as compared to the previous week, they continue to remain the key drivers for the total growth in TV viewership. News genre saw growth of 164 % in week 16 as compared to 195% in week 15. Similarly, the movie genre grew 61% in week 16 as compared to 67% in the previous week. At HSM Urban, GEC growth is higher as compared to All India level as per the report. The GEC grew 31% in HSM this week.
The report also states that the news and movies share has started to taper from week 12 but still continue to operate at 2X share compared to COVID.
