HOW ARE MEDIA HABITS CHANGING AS INDIA ENTERS 5TH WEEK OF LOCKDOWN
EDITION 6
30TH APRIL 2020 AGENDA
TV Consumption Smartphone Consumption
1. Global Landscape 1. A look at Global Trends 2. Indian TV Landscape: Week 16 2. India Smartphone Behaviour 3. Audiences: Deep Dive Into Content 3. In the Spotlight & Viewing ➢ - Evolution of Gaming ➢ - Megacities VS Rural Consumption ➢ - Sports Enthusiasts - Doordarshan : Change in Ramayan Series ➢ - What are IPL viewers watching 4. What’s Happening in the Video Streaming ➢ - OTT Shows on TV Space 5. Advertising on Digital 4. Advertising Trends & Deep Dive GLOBAL LANDSCAPE
Based on consumer survey by Mindshare
1,000 person per market survey across 10 global markets (China, US, Germany, UK, Mexico, India,
Source: Nielsen, Kantar, BARB, Mediametrie, OzTAM, Mindshare CUSTOMER SENTIMENT POINTS TOWARDS OPTIMISM AND 4 RECOVERY IN A 12-MONTH TIMEFRAME ➢ Due to progress on flattening the curve across the globe, 48% respondents were optimistic about recovery within 6 months from the COVID-19 crisis while 70% felt optimistic about a 12-month recovery period
Pessimistic Neutral/Not Sure Optimistic
38% 36% 43% 40% 39% 39% 48% 50% 48% 46%
76% 75% 23% 23% 21% 24% 19% 22% 30% 22% 22% 26%
41% 14% 37% 40% 38% 30% 14% 30% 35% 35% 31% 24% 10% 11%
OVERALL CHINA INDIA NORWAY U N I T E D SPAIN FRANCE NETHERLANDS ITALY SWEDEN GERMANY U N I T E D STATES KINGDOM
Consumer sentiment about recovery in the next six months – by country
Source: Capgemini Research Institute, Consumer Behavior Survey, April 4–8, 2020, N=11,281 consumers CULTURAL DIFFERENCES ARE IMPORTANT IN CONTEXT OF THE LOCKDOWN
Q.HOW DO YOU FEEL ABOUT CORONAVIRUS (COVID-19)?
*UK SENTIMENT DATA IS AN AMALGAMATION OF THREE QUESTIONS SO ISN’T DIRECTLY COMPARABLE VS OTHER MARKETS
SOURCE:MINDSHARE NEW NORMAL TRACKER (This Report contains data from Wave 1 w/c 30th March and Wave 2 w/c 13th April 2020 and includes data for the following markets:China, US, Germany, UK, Mexico, India, Singapore, France, Spain, Italy With a 1,000 sample per market THE TELEVISION VIEWERSHIP CONTINUES TO GROW ACROSS THE GLOBE 6
United Kingdom Total TV average daily minutes grew by India 4.4% in W16’20 over the previous week The TOTAL TV viewership on TV was and grew by 18% vis-à-vis pre-COVID 31% higher than the Pre-COVID days. period France USA The time spent on television in France increased by 25% in Bangladesh Total TV usage was higher by W16’20 w.r.t. pre-COVID 21% in W16’20 w.r.t. pre- TV viewership increased period (W10’20) COVID period (W10’20) 52% (W16’20 vs W11’20)
Sri Lanka Despite monsoon rains and heavy lightnings in the evening hours, TV viewership during the nationwide curfew has increased by 49% (W16’20 vs W’10’20
Australia
BVOD minutes viewed (both live and on- demand (‘VOD’)) dipped slightly during W16’20 but are still up almost 36% on the same time last year.
Sources: BARB, Nielsen, OzTAM, Mediametrie, Kantar CHANGES IN MEDIA CONSUMPTION 7
Q.COMPARING YOUR BEHAVIOURS BEFORE THE CORONAVIRUS (COVID-19)OUTBREAK TO NOW, HAVE YOU SPENT MORE TIME DOING THE FOLLOWING?
Q.ARE WE FEELING CORONAVIRUS OVERLOAD?
DELIBERATELY CHOOSING MEDIA TO RELAX 55%
I HAVE LIMITED MY TIME ON MEDIA(E.G. ONLINE) BECAUSE I DON’T WANT TO READ ANY MORE 29% NEWS ABOUT CORONAVIRUS (COVID-19)
SOURCE:MINDSHARE NEW NORMAL TRACKER (This Report contains data from Wave 1 w/c 30th March and Wave 2 w/c 13th April 2020 and includes data for the following markets:China, US, Germany, UK, Mexico, India, Singapore, France, Spain, Italy With a 1,000 sample per market THE SCOPE OF OUR ANALYSIS: INDIA 8
Television Behavior Smartphone Behaviour Market Coverage Market Coverage Urban 1 Lakh+, NCCS ABC, 15-44 Years, All India (Urban + Rural) Android Smartphone Users 2+ years Passive Panel, 12000 user base Aligned to Smartphone Universe
Time Period: Time Period: Pre COVID-19: 11th Jan’20 - 31st Jan’20 Pre COVID-19: 13th Jan’20 - 2nd Feb’20
COVID Disruption: COVID Disruption: Edition 6: 18th Apr’20-24th Apr’20 Edition 6: 18th Apr’20-24th Apr’20
Frequency: Weekly Frequency: Weekly
We refer to Jan 2020 as the Pre Covid-19 period and compare it with recent weeks. INDIAN TV LANDSCAPE Key Highlights 10 TOTAL TV VIEWERSHIP STOOD AT 1.16 TRILLION VIEWING MINUTES IN WEEK 16 ➢ The drop in week 16 compared to last week is driven by Rural India (Summer Impact) & South India (week 15 was a festive week)
+31% +11% +18%
887 1239 1161 560 627 619 03:46 04:42 04:28
Pre COVID-19 Week 15 Week 16 Pre COVID-19 Week 15 Week 16 Pre COVID-19 Week 15 Week 16 -6% -1% -5%
WEEKLY VIEWING MINUTES IN BN AVG. DAILY REACH IN MN DAILY ATS/VIEWER (HH:MM)
Week 16 (week starting 18 April) & Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) 11 VIEWERS WATCHING TV ALL 7 DAYS IN A WEEK STANDS AT 46% IN WEEK 16
+14% +33%
32% 48% 46% 16 22 21
Pre COVID-19 Week 15 Week 16 Pre COVID-19 Week 15 Week 16
WATCH 7 DAYS IN A WEEK NUMBER OF CHANNELS WATCHED/ PER VIEWER/WEEK
Week 16 (week starting 18 April) & Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) TOTAL TV CONSUMPTION INCREASED BY 31% AT ALL INDIA IN 12 WEEK 16 ➢ Growth in Odisha is the lowest due to Hail and Thunderstorm last week which
impacted TV viewership UP/Uttarakhand
Pun / Har / Cha / 39% Bihar/Jharkhand MP/ HP / J&K 40% Chhattisgarh 43% 48% Growth in Week 16 Region over Pre COVID-19 Rajasthan 62% 21% India 31% 31% Assam/ HSM 37% NE/Sikkim Guj / 42% 23% D&D / DNH South 21% India West Bengal 10% Mah / Goa 34% Odisha
13% Karnataka 17% AP / Telangana
TN/Pondicherry Growth based on Viewing Minutes Kerala Week 16 (week starting 18 April) data as compared to 27% 32% Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan ) 13 WEEK 16 OPERATED AT LOWER LEVELS THAN LAST WEEK ➢ Prime-Time has shown growth in HSM while Non Prime-Time still shows strength across India
140
120
100 Non Prime Prime All Day Time Time 80 India 31% 67% 0% 60 HSM 37% 81% 3% 40 South 21% 48% -7% 20
Growth in Week 16 (During COVID-19) 0 data as compared to Week 2 to Week 4 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 to to to to to to to to to to to to to to to to to to to to to to to to (Pre COVID-19) 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Pre COVID-19 wk 15 wk 16
Viewing Minutes Mn, India, 2+, Week 16 (week starting 18 April), Week 15 (week starting 11 April), Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) 14 ALL INDIA: NEWS & MOVIES DRIVING THE GROWTH ➢ At HSM Urban, GEC growth is higher as compared to All India level
NEWS BUSINESS NEWS MOVIES 164% 85% 61%
YOUTH KIDS INFOTAINMENT 54% 43% 41%
LIFESTYLE GEC Hindi GEC grew by 28% 7% 31% in HSM Urban
The analysis is based on Channel Genres Week 16 (week starting 18 April) data as compared to Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan ) 15 GENRE-WISE SHARE : NEWS & MOVIES SHARE STARTED TO TAPER FROM WEEK 12- STILL CONTINUE TO OPERATE AT 2X SHARE COMPARED TO PRE COVID
60% 52% 49% 50% 44% 43% 39% 40% 40% 40% 29% 29% 28% 30% 26% 27% 23% 24% 18% 20% 21% 17% 16% 15% 11% 10% 7% 7% 7% 7% 7% 7% 7% 8% 0% wk 2 to 4 wk 11 wk 12 wk 13 wk14 wk 15 wk 16
GEC Movies News Kids
All India, 2+ Week 16 (week starting 18 April) ; Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan ) Showcases the TV Viewership of affluent homes in 6 Megacities Further, we also look at how OTT shows have performed on TV In these PrimaVU homes 17 GROWTH OF 49% RECORDED IN MEGACITIES IN WEEK 16 ➢ Individual viewership: Megacities grew by 41% in Currency Panel ➢ HD viewership is higher among Premium Audiences in PrimaVU
HD/SD Viewership Split
60% 53%54% 55% 50% 51% 49% 47% 50% 41% 38% 39% 40% 30% 30% 87% 30% 26% 96% 21% 20% 10% 0% Mega Delhi Mumbai Chennai Bangalore Hyderabad Kolkata Cities Currency Panel *Premium Panel
Currency Panel *Premium Panel HD channels SD channels
HD/SD Split bases on Viewing Minutes, Megacities, 2+, Week 16 *Premium Panel Growth is from BARC’s Product PrimaVU Individual data (measuring top 3% of Socio Economic Strata in 6 Megacities at 2+) Currency Panel is at NCCS A, Megacities Growth in Week 16 (week starting 18 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) 18 GENRE-WISE SHARE: NEWS ENJOYS HIGHER SHARE IN MEGACITIES IN WEEK 16 IN THE PREMIUM PANEL ➢ Comparable share of Kids and other Genres
6% 6% 7% 7%
GEC 37% 42% News 21% 24% Currency Panel Movies *Premium Panel Kids Others
21% 29%
*Premium Panel Growth is from BARC’s Product PrimaVU Individual data (measuring top 3% of Socio Economic Strata in 6 Megacities at 2+) Currency Panel is at NCCS A, Megacities Week 16 (week starting 18 April) data; Share of Viewing Minutes, Megacities, 2+ AUDIENCES : CONTENT & VIEWING A Deep Dive Into Megacities VS Rural Consumption Doordarshan : Change in Ramayan Series What are IPL viewers watching OTT Shows on TV VIEWERSHIP GROWTH IN MEGACITIES IS HIGHER THAN RURAL 20 ➢ This is driven by higher Time spent ➢ In Prime-Time, Reach growth in Megacities is 2x of Rural ➢ ATS has declined in Prime-Time in Rural Non Prime-Time 68% Full Day 57% 36% 33% 30% 26% 21% 27% 24%
15% India Rural Mega Cities 11% 10% Prime-Time 14% 13% 6% 1% India Rural Mega Cities -6% Viewing Minutes Reach ATS -11% India Rural Mega Cities Viewing Minutes Reach ATS
Week 16 (week starting 18 April) data as compared to Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan ) 21 NEWS & MOVIES GROW HIGHER IN MEGACITIES vs THE RURAL MARKET
➢ In Non Prime-Time, Rural growth is higher in GEC and Kids as compared to Mega Cities Non Prime-Time
Full Day 203% 165% 109% 199% 73% 100% 58% 35% 38% 141% India Rural Mega Cities 81% Prime-Time 55% 55% 32% 200% 5% 3% 117% 58% India Rural Mega Cities 17% 12% 16%
GEC Kids Movies News -25% -20% India Rural Mega Cities
GEC Kids Movies News
Week 16 (week starting 18 April) data as compared to Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan ) PRIME-TIME OPERATED AT LOWER LEVEL IN WEEK 16 IN 22 RURAL MARKET ➢ Rural Market sleeps earlier than Megacities
India Rural Mega Cities 160 40 140 35 120 30 100 25 80 20 60 15 40 10 20 5
0 0
06 - 06:30 - 06 07:30 - 07 08:30 - 08 09:30 - 09 10:30 - 10 11:30 - 11 12:30 - 12 13:30 - 13 14:30 - 14 15:30 - 15 16:30 - 16 17:30 - 17 18:30 - 18 19:30 - 19 20:30 - 20 21:30 - 21 22:30 - 22 23:30 - 23
13 - 13 13:30 - 15 15:30 - 06 06 - 06:30 07 - 07:30 08 - 08:30 09 - 09:30 10 - 10:30 11 - 11:30 12 - 12:30 14 - 14:30 16 - 16:30 17 - 17:30 18 - 18:30 19 - 19:30 20 - 20:30 21 - 21:30 22 - 22:30 23 - 23:30 Pre COVID-19 Week 16 Pre COVID-19 Week 16
2+/Avg. Imp in Mn Week 16 (week starting 18 April), Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) 22 NEWS: VIEWERSHIP DURING PRIME-TIME ACROSS MEGACITIES 23 IS AT HIGHER ➢ In Rural market, time-band 08:00PM-09:00PM is at significantly higher levels than Pre Covid ➢ The drop post 09:00 PM in Rural is due to movement of viewers to Ramayan and then early wrap up of the day
News : Rural News : Mega Cities 25 7 6 20 5 15 4
10 3 2 5 1 0 0
Pre COVID-19 Week 16 Pre COVID-19 Week 16 2+/Avg. Imp in Mn Week 16 (week starting 18 April), Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) MOVIES & GEC: VIEWERSHIP FOR MOVIES DURING PRIME-TIME IN 24 MEGA CITIES IS OPERATING AT HIGHER LEVELS THAN PRE-COVID PERIOD ➢ IN GEC, Mahabharat has performed better in Mega cities than in Rural Movies: Rural Movies: Mega Cities 50 10 40 8 30 6 20 4 10 2 0 0
GEC : Rural GEC : Mega Cities 100 20 80 15 60 10 40 5 20 0 0
2+/Avg. Imp in Mn Week 16 (week starting 18 April), Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) RAMAYAN’S TRANSITION TO UTTAR RAMAYAN
9 PM: Final episode of Ramayan
Week 16:Sat Week Week 13:Sat 16:Sun
9 AM: Launch 9 PM: Launch of of Ramayan *Uttar Ramayan
A BARC India product which provides actionable insights using advanced methods to Powered ADVANCED analyze data and provide insights similar to what respondent level data would give. The By ANALYTICS product aims to do a deep dive to understand viewing behavior of audience and provide competitive advantage to decision makers
*Uttar Ramayan has 1 original airing a day at 9PM unlike Ramayan with 2 original airings at 9AM & 9PM DROP OBSERVED AS RAMAYAN TRANSITIONED TO ADVANCED ANALYTICS UTTAR RAMAYAN ➢ The 9 AM drop in Week 16 is due to repeat of Uttar Ramayan
Repeat of morning episode aired in evening 80 Start of 70 Uttar Ramayan 60
50
40
30
20 9 AM (morning) airing 9 PM (evening) airing 10
0
W13-Fri W14-Fri W15-Fri W16-Fri
W13-Sat W14-Sat W15-Sat W16-Sat
W15-Thu W13-Tue W13-Thu W14-Tue W14-Thu W15-Tue W16-Tue W16-Thu
W13-Sun W14-Sun W15-Sun W16-Sun
W15-Mon W13-Mon W14-Mon W16-Mon
W13-Wed W14-Wed W15-Wed W16-Wed Market: HSM, TG: 2+/Imp’Mn Week 16 (week starting 18 April), Week 15 (week starting 11 April), Week 14 (week starting 4 April), Week 13 (week starting 28 March) VIEWERSHIP HAS DROPPED BY 46% AS RAMAYAN ADVANCED ANALYTICS TRANSITIONED TO UTTAR RAMAYAN IN WEEK 16
Morning 0900-1000 Imp'000 (Avg) Morning 0900-1000 hrs 54,657 2,021
18,493 New Viewers -36,164 -8,259 -8,973 Shifted TV Off -20,952 Viewers Ramayan Uttar Ramayan Common WK15 (Mon - Fri) WK16 (Mon - Fri) Viewers -36,164.16 Total DIff Prime Time 2100-2200 Prime Time 2100-2200 hrs Imp'000 (Avg) 4,717 68,407
48,553 New Viewers -19,853 -5,031 -6,690 -12,849 Shifted TV Off Common Viewers -19,853.98 Viewers Total DIff Ramayan Uttar Ramayan WK15 (Mon - Fri) WK16 (Mon - Fri) Source: BARC Advanced Analytics || Channel Deep Viewing HSM/2+ MORNING VIEWERS MOVED TO NEWS, KIDS & MUSIC ADVANCED WHILE EVENING VIEWERS MOVED TO OTHER GEC & MOVIES ANALYTICS
GEC Movies News 38.6% 32.9% 23.1% 20.6% 23.7% 26.0%
Morning Prime Time Morning Prime Time Morning Prime Time 0900-1000 2100-2200 0900-1000 2100-2200 0900-1000 2100-2200
Kids Music In the morning time band viewers tuned into News, Kids and Music 12.1% 11.4% In the Prime-Time, viewers preferred more GEC 3.6% and Movies. Most viewers who shifted to other 1.5% GEC channels preferred Mythological dramas
Morning Prime Time Morning Prime Time 0900-1000 2100-2200 0900-1000 2100-2200
Source: BARC Advanced Analytics || Channel Deep Viewing VIEWING BEHAVIOUR OF THE *HEAVY VIEWERS OF ADVANCED IPL 2019 ANALYTICS ➢ During week 13-16, IPL core viewers had 20% viewership contribution from Sports Channels which reduced to 2% in 2020 ➢ Their viewership largely shifted to GEC, Movies and News 1% 1% 1% 4% 3% 1% Core Viewers of IPL-12 GEC ATS on TV 6% 6% Movies 05:28 04:48 9% Sports 38% 40% News 19%
W13-16 2019 Kids W13-16 2020
20% Music 2%
Infotainment 21% W13-16' IPL 2019 W13-16' CoVID 2020 Others 28%
*Heavy Viewers : Top 33% audiences for the entire IPL season SMH Analysis to find the heavy viewers of IPL-12 season, Advanced analytics to compare viewing behaviour in current COVID period and last year same period India/2+ “CHHOTA BHEEM” ON DD NATIONAL IMPROVES SLOT 3030 VIEWERSHIP ➢ Kids (2-14 years) contributed 38% of the slot viewership
11x 20x
1729 662 154 34
Pre COVID-19 Pre COVID-19 Week 16 Week 16 HSM/2-14 yrs HSM/2+
HSM / Imp’000 {Avg}/All days at 14:00-14:30 Week 16 (week starting 18 April), Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) IS OTT AUDIENCE DIFFERENT THAN TV PERFORMANCE OF WEB ORIGINALS IN HINDI GEC:HSM URBAN 3232 ➢ Web Originals have not worked well among HSM Urban Audiences ➢ All shows have dropped compared to immediate week as well as Pre COVID period
Star Plus Zee TV 6650 7293 2987 547 255 837
Pre Pre Week 14 Week 15-16 Week 11 Week 12-16 COVID-19 COVID-19
3898 3859 750 1654 2228 497
Zee TV Zee TV Pre Pre Week 11 Week 12-16 Week 11 Week 12-15 COVID-19 COVID-19
HSM Urban / 2+/ Imp’000 {Avg}; Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan) Hostages:2230-2300 ; Karrle Tu Bhi Mohabbat: 2100-2200; Baarish: 2200-2230; Kehne ko Humsafar hain: 2230-2300 PERFORMANCE OF WEB ORIGINALS IN HINDI GEC:PRIMAVU 3333 ➢ Web Originals have been able to perform well among Premium Audiences ➢ Largely all shows have increased compared to previous week
Star Plus Zee TV 19 4 7 25 24 16
Pre Week 14 Week 15-16 Pre Week 11 Week 12-16 COVID-19 COVID-19
10 13 11 13 18 2
Zee TV Zee TV Pre Week 11 Week 12-16 Pre COVID-19 COVID-19 Week 11 Week 12-15 PrimaVU/ HSM/ Megacities/ 2+/ Imp’000 {Avg}; Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan) Hostages:2230-2300 ; Karrle Tu Bhi Mohabbat: 2100-2200; Baarish: 2200-2230; Kehne ko Humsafar hain: 2230-2300 ADVERTISING TRENDS 35 OVERALL FCT: AD VOLUME LARGELY STABLE IN THIS WEEK
253 7% -1% 221 219 207
Week 13 Week 14 Week 15 Week 16
FCT in Lacs Week 14 (week starting 4 April); Week 15 (week starting 11 April); Week 16 (week starting 18 April) 36 AD VOLUME BY GENRE: MOST OF THE GENRES ARE STABLE ➢ Movies increase FCT in Week 16
Week 14 Week 15 Week 16 100 86 82 84 80
60 49 49 48 42 44
40 36 FCT in Lacs in FCT
20 14 16 16 6 6 5 3 3 2 2 2 2 0 News GEC Movies Music Kids Infotainment Business News
*Only a few Genres mentioned above FCT in Lacs Week 14 (week starting 4 April); Week 15 (week starting 11 April); Week 16 (week starting 18 April) 37 AD VOLUME IN NEWS BY LANGUAGE: OVERALL NEWS GENRE GROW VS PRE-COVID PERIOD
➢ Highest growth in Hindi, English, Gujarati Oriya
45 38 40 38 35 W 2-4 W 14 W 15 W 16 35 32 30 25 20
FCT in FCTin Lacs 15
8.7
8.0
7.2 6.6
10 6.6
6.0
5.9
5.7
5.6
5.6
5.5
5.5
5.5
5.3
5.0
4.9
4.9
4.5
4.3
4.3
4.1
4.1
4.0
4.0
3.9
3.8
3.7
3.6
3.5
3.5
3.4
3.1
3.0
2.9
2.9
2.8
2.7
2.6
2.6
2.4
2.3
2.0 1.9
5 1.8
0.7
0.5
0.4 0.1 0
FCT in Lacs Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan); Week 14 (week starting 4 April); Week 15 (week starting 11 April); Week 16 (week starting 18 April) FILLS PER HOUR IN 8:00 – 24:00 Top Standard Definition Channels *GEC FILL LEVELS: HINDI AND TAMIL GEC DECLINED LESSER 39 DECLINE AS COMPARED TO PRE COVID PERIOD
Fills in Mins/ Hr 11.6 11.8 10.8 10.3 9.9
6.7
5.2 4.5 4.2 4.5
Hindi GEC Kannada GEC Malayalam GEC Tamil GEC Telugu GEC Wk 2-4 WK 16
Time Band : 08:00-24:00 *Hindi GEC:-Top 8 Channels basis viewership & DD National and DD Bharathi considered Rest regional GEC:- Top 5 channels considered Pre Covid i.e. Week 2 to Week 4 compared against Week 16 NEWS FILL LEVELS: MARGINAL DECLINE IN HINDI & ENGLISH NEWS 40
12.6 12.0 Fills in Mins/ Hr
10.5 9.6 9.2 9.0
6.3 5.9 5.8 5.3 5.6 4.1
English News Hindi News Kannada News Malayalam News Tamil News Telugu News Wk 2-4 WK 16 Time Band: 08:00-24:00 Only top 5 channels basis viewership considered Pre Covid i.e. Week 2 to Week 4 compared against Week 16 MOVIES FILL LEVELS: HINDI MOVIES HAS LESSER DROP 41
Fills in Mins/ Hr 12.0 11.1 10.2 9.6 9.8
8.2 7.1 7.3 6.4 5.1
Hindi Movies Kannada Movies Malayalam Movies Tamil Movies Telugu Movies Wk 2-4 WK 16 Time Band: 08:00-24:00 Only top 5 channels basis viewership considered Pre Covid i.e. Week 2 to Week 4 compared against Week 16 INVENTORY LEVELS TOP 10 AND NEXT 40 (WEEK 16 VS WEEK 15) 42 ➢ Top 10 Advertiser inventory drops marginally by 4% ➢ While Next 40 drops by 10%
60 Wk 14 Wk 15 Wk 16 51 50 46 46
40
29 30 27 26
20 20 19 13 10 9 10 7 5 6 5 6 4 5 5 4 4 4 4 4 3 3 3 3 2 1 1 1 1 0 HUL RB GOVT OF Colgate GSK GCMMF ITC LTD WIPRO GOVT OF P&G Next 40 INDIA MADHYA GSK – includes Horlicks & Boost Brands PRADESH Top 10 Advertisers basis Week 16 FCT in lacs Week 14 (week starting 4 April); Week 15 (week starting 11 April); Week 16 (week starting 18 April) TOP ADVERTISERS: GEC GENRE 43 ➢ GSK, ITC & Colgate have increase FCT compared to last week
Week 15 Week 16 12.0 10.8 10.3 10.0
8.0
6.0 FCT in FCTin Lacs 3.6 4.0 3.3 3.4 3.0 2.6 2.0 1.8 2.0 1.4 0.81.1 0.91.1 0.6 0.40.4 0.20.4 0.4 0.0 HUL RECKITT GOVT OF INDIA GSK WIPRO (G) ITC LTD COLGATE ABBOTT (G) NATIONAL RBI INFORMATICS CENTRE
FCT in Lacs (Excluding Broadcaster inventory) GSK – includes Horlicks & Boost Brands Week 15 (week starting 11 April); Week 16 (week starting 18 April) TOP ADVERTISERS: NEWS GENRE 44 ➢ Reckitt, HUL, National Informatics Centre increase FCT
Week 15 Week 16 4.0 3.7
3.5 3.2 2.9 3.0 3.0 2.8 2.7 2.5
1.9 2.0 1.9 1.9 2.0 1.8 1.8 1.6 1.4 1.5 1.4 FCT in FCTin Lacs 1.5 1.3 1.0 1.0 0.6 0.5 0.4
0.0 RECKITT GOVT OF MP GCMMF HUL PICCADILY GOVT OF NATIONAL COLGATE LIC INDIA AMAZON AGRO DELHI INFORMATICS ONLINE INDUSTRIES CENTRE LTD
FCT in Lacs (Excluding Broadcaster inventory) GSK – includes Horlicks & Boost Brands Week 15 (week starting 11 April); Week 16 (week starting 18 April) TOP ADVERTISERS: MOVIE GENRE 45 ➢ GSK, Colgate & Amazon have increased their FCT
Week 15 Week 16 12.0
9.8 10.0 9.7
8.0
6.3
6.0 5.2 FCT in FCTin Lacs 4.0
2.1 2.0 1.81.7 1.7 2.0 1.7 1.5 1.4 1.1 1.2 1.2 1.0 0.8 1.11.0 0.9
0.0 HUL RECKITT GSK COLGATE GOVT OF AMAZON ITC LTD NETFLIX INTL GCMMF WIPRO INDIA ONLINE
FCT in Lacs (Excluding Broadcaster inventory) GSK – includes Horlicks & Boost Brands Week 15 (week starting 11 April); Week 16 (week starting 18 April) TOP ADVERTISERS: KIDS GENRE 46 ➢ ABBOTT, Flipkart and Think & Learn increase their FCT
Week 15 Week 16 1.4
1.2 1.2
1.0 0.9 0.9 0.9
0.8
0.6 FCT in FCTin Lacs 0.4 0.4 0.4 0.4 0.4 0.4 0.3 0.3 0.3 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.1 0.1 0.0 RECKITT HUL COLGATE ABBOTT (G) ITC LTD GSK FLIPKART GCMMF THINK & LEARN P&G PVT LTD
FCT in Lacs (Excluding Broadcaster inventory) GSK – includes Horlicks & Boost Brands Week 15 (week starting 11 April); Week 16 (week starting 18 April) FCT CONSUMPTION FOR WK 16: ESSENTIAL AND SOCIAL CONTRIBUTE 47 TO ABOUT 77% OF THE OVERALL INVENTORY IN WEEK 16
Week 15 FCT % Week 16 FCT %
20 Lacs 20 Lacs 9% 9% 30 Lacs 101 Lacs 99 Lacs 29 Lacs 13% 14%
46% 45%
32% 32% 70 Lacs 70 Lacs
*Essential Products considered from current scenario: Banking/Finance/Investment, Food & Beverages, Household Products, Personal Care/Personal Hygiene, Personal Healthcare, Telecom etc. Week 16 FCT % Brand Countwise Week Pre MARGINAL MARGINAL DROP IN WEEK 16 vsPREVIOUS WEEKS TOTAL BRANDS ON TV: 1000 1500 2000 2500 3000 3500 Covid 500 0 i.e. Week 2 to Week 4 (11 Jan to 31 Jan); Week Week Jan); 31Week to Janto Week (114 i.e. 2
Count of Brands
3206 14 (week starting 4 April); Week (weekApril); starting 14(week4 starting Week 15 11 Wk2-4
2051 Week 14 April); Week April); (weekApril) starting Week 1618 Week 15 2013 Week 16
1947 48 Week Week Brand Countwise Week New Brands 100 150 200 250 300 MARGINAL MARGINAL DECLINE IN NEW BRANDS THIS WEEK NEW BRANDS WEEK ON WEEK: 50 0 14 (week starting 4 April); Week 14(weekApril);4 starting Week (week starting 1511 – Brands present in CurrentBrandspresentinweekweek and previous in not Count of Brands April); Week April); Week (weekApril) starting 1618 280 Wk14 Wk15
265 Wk16
258 49 INVENTORY LEVELS OF ‘SUMMER SKEWED’ CATEGORIES 50 ➢ Most of the categories sustained FCT levels in Week 16 ➢ Soft Drinks & Squashes have marginally grown
2019 Wk 14-16 Wk 14 Wk 15 Wk 16
4.0 3.5 3.5 3.2 2.9 3.0 2.5 2.0 1.9 2.0
2.0
1.6 1.5 1.5 1.2
1.0 0.8
0.50
0.47
0.47
0.46
0.37
0.33
0.25
0.24
0.22 0.2
0.17 0.2 0.15
0.5 0.15
0.13 0.12
0.10 0.1
0.06
0.06
0.06
0.04
0.04
0.04
0.04
0.04
0.02
0.02
0.02 0.01
0.0
FANS
MINERAL WATER
PRICKLYHEAT
AIRCONDITIONERS
POWDERS/LOTIONS
APPLIANCES
RETAILOUTLETS-
SOFTDRINK AERATED
ELECTRONICS/DURABLES
SOFTDRINK NON AERATED
CONSUMER DURABLES/HOME
SQUASHES/CORDIALS/SYRUPS ICECREAM/FROZEN DESSERTS
*Only a few Categories mentioned above FCT in lacs Week 14– 16 2019 Avg FCT Excluding IPL compared with Week 14 (week starting 4 April); Week 15 (week starting 11 April); Week 16 (week starting 18 April) SMARTPHONE CONSUMPTION LANDSCAPE SMARTPHONE HIGHLIGHTS FROM TODAY’S SESSION
1. Covid saliency in search waning, Down to 32% now, in Top 100 Google Searches..
2. From the Peak increase of 3 hrs 48 mins/ day in W3 on their Smartphone, W6 saw 3 hrs 41 mins /day
3. Gaming, Education & Video Conference apps , the Biggest Gainers during Covid lockdown.
4. Covid Lockdown leads Audiences to their interests - Increase for Cooking Apps / Fitness / Self Dev Apps
5. News Continues to evoke Massive Interest among Audiences.
6. SMARTPHONEStrong gains for MoviesBEHAVIOUR & Original Series within OTTs continue.
7. Social Media continues to ride High on a large user base.
8. Lack of Sports pushes the Sports Audiences to more Virtual Connectedness & Gaming Apps.
9. Digital Video Ad Spends (select platforms studied) - Between W 3/4/5 > W5 was the lowest across most
catg. 52 A LOOK AT SOME TRENDS SEEN GLOBALLY 54 US : STREAMING TIME ON CONNECTED TELEVISION SEES A MASSIVE SPURT Om 121%
WEEKLY VS. YEAR AGO 168.7 131% Weekly,Persons 2+, Percent of Total Streaming Minutes 161.4 OTHERS YOUTUBE 28% 29% NETFLIX
HULU 76.4 69.8 21% 19% AMAZON 23% 24%
(Billions) 19% % Increase v/s 21% same period in 32% 33% 2019
35% 34%
Total Streaming Minutes P2+ Minutes Streaming Total 12% 12% 15% 12% 8% 7% 9% 7%
2019 WEEK OF... 2020 WEEK OF...
Source: Nielsen, Custom Streaming Meter Report, Sum of Daily Streaming Minutes (weighted), P2+, Total Day, Others calculated as the difference between total streaming and the sum of the major 4 digital publishers 55 INCREASES ALL OVER, SPECIALLY NEWS. COVID-19 AND THE STATE OF MEDIA IN THAILAND
ZERO COVID PROPERTY ADS 56 OVERALL EXPANSION OF TV VIEWING SOME INCREASE IN TRUST FOR ONLINE NEWS IN MALAYSIA
MALAYSIA PHILIPPINES INDIA SMARTPHONE BEHAVIOR
57 COVID RELATED SEARCHES SEEN TO WANE IN WEEK 6 58 Om TOP GOOGLE SEARCHES OVER THE WEEKS
39% 37% 32% 8% WEEK 4 WEEK 5 WEEK 6 PRE COVID-WEEK 1 COVID RELATED SEARCH TERMS 4th April 11th April 18th April COVID-19 Disruption
Top 100 Google Searches by Frequency are considered for above Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 59 FROM A 12% INCREASE SEEN IN WEEK 3, THE INCREASE VERSUS PRECOVID IS NOW DOWN TO 9%
SHARE OF TIME SPENT ON VARIOUS ACTIVITIES ON THE SMARTPHONE-COVID DISRUPTION IN Pre COVID-19 COVID-19 Disruption WEEK 6
Week 4 Week 5 Week 6 Others Daily Time Spent 16.1 18.1 17.8 17.7 11% Chat & VOIP on smartphone Billion mins Billion mins Billion mins Billion mins 18% Browsing 6%
Gaming 3 HRS 41 MINS 10% Social +9% per day Networking +9% 15% Calling 9% Data Consumption per Utility & 1 GB 1.19 GB 1.16 GB 1.16 GB day per user Video Phone (in GB) Streaming Features 14% 16%
Others includes-Offline Multimedia, BFSI/Payment, E-Commerce, News Apps, Education, Health, .Astrology, Dating Apps, Mobile Coupons,etc. Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 THE WATERFALL OF INCREASE : SOCIAL NETWORKING CONTRIBUTION IN 60 INCREASE STAYS STRONG, GAMING A HUGE CONTRIBUTOR !
Week 3 Vs Pre-COVID Week 5+6 Vs Pre COVID
Daily Avg. Time/Consumers 3 hrs 48 mins 3 hrs 42 mins
Increase in Daily Avg Time +12.4% +9.8%
% CONTRIBUTION OF VARIOUS ACTIVITIES IN INCREASE
Chat & VOIP 34% 28%
Social Networking 28% 27%
Gaming 22% 30%
VOD 10% 8%
Others 5% 8%
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 61 DIFFERENT STROKES IN DIFFERENT AUDIENCE GROUPS !! SPURT OF INCREASE FOR FEMALES IN GAMING & EDUCATION LARGELY ON ACCOUNT OF OLDER FEMALES
Premium % CHANGE IN TIME SPENT PER USER PER All Smartphone Male Females Audiences WEEK BY CATEGORIES Users (WEEK 6 VS PRE COVID) (Metros,NCCS A1)
SOCIAL NETWORKING +36% +39% +32% +37%
GAMES +49% +48% +55% +52%
NEWS APPS +27% +31% +21% +90%
CHAT & VOIP +28% +27% +28% +36%
EDUCATION +38% +30% +53% +27%
VIDEO STREAMING +7% +9% +5% +27%
VIDEO CONFERENCING +427% +363% +494% +266%
Virtual Drives include: Google Drive app, OneDrive, EasyShare app, MEGA, Dropbox, Samsung Cloud, JioCloud, Slideshare presentation app, MyAppSharer app, ASUS web storage, etc Education includes: Doubtnut,Google Classroom,Unacademy Learning App,Udemy,GradeUp,Byjus,etc. Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 COVID Disruption W6 as compared to Pre COVID-19 PEOPLE SEEN TO BE USING THE LOCKDOWN PERIOD TO HONE NEW 62 SKILLS, WORK ON THEIR HEALTH & WELLNESS AND EXPLORE OTHER INTERESTS!
Analysis Done For - Premium Audiences - Metros NCCS A1
TIME SPENT ON FITNESS = 1.4X TIMES
TIME SPENT ON COOKING RECIPES = 2.7X TIMES
TIME SPENT ON SELF HELP = 2.8X TIMES
TIME SPENT ON OTHER INTERESTS = 2.6X TIMES OTHER INTERESTS: READING,CODING,SKETCHING,PLAYING MUSICAL INSTRUMENTS,ETC. Basis Apps and Top 100 YouTube channels
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 COVID Disruption W6 as compared to Pre COVID-19 COVID-19 INDUCED VOLATILITY RESULTS IN INCREASED CONSUMPTION OF 63 TRADING APPS OBSERVED DURING CORE TRADING TIME AND AROUND MARKET CLOSURE % USERS/WEEK TIME SPENT/USER/WEEK(Min)
TRADING APPS 4% +31% 57 mins +1%
STOCK MARKET BEARS & BULLS 13% +19% 1 hr 52 mins +19%
Stock Market Bears & Bulls - NCCS A Working Males over 25+ coming from Metros
SHARE OF TIME SPENT BY DAYPARTS FOR THE STOCK MARKET BEARS & BULLS 5% 58% 56% PRE COVID
COVID DISRUPTION (WEEK 4-6)
18% 18% 25% 40% 33% 9% 20% 7% 6% 4% 3% 5% 5% 4% 4% 3% PRE MARKET MARKET OPEN TRADING TIME MARKET CLOSURE EVENING NIGHT LATE HOURS OPEN (9:00 AM-10:00 AM) (10:00 AM-3:00 PM) (3:00 PM-4:00 PM) (4:00 PM-8:00 PM) (8:00 PM-11:00 PM) (11:00 PM-4:00 AM) (4:00 AM-9:00 AM)
Trading Apps included:Olymp Trade,Angel Broking,IQ Option,Expert Option-Binary Options,Kite 3 by Zerodha,5Paisa Trading & Robo Advisory,Binomo,Moneycontrol,ShareMobile Pro,MCX Live by Market Pulse,etc. Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 64 NEWS CONTINUES TO EVOKE MASSIVE INTEREST
NUMBER OF % USERS/WEEK VIEWS/WEEK/USER TOTAL NEWS 46% +22% 20 +38% (APPS+WEBSITES+VIDEO)
NUMBER OF NUMBER OF % USERS/WEEK VIEWSWEEK/USER % USERS/WEEK VIEWS/WEEK/USER
NEWS APPS 21% +11% 16 +21% NEWS WEBSITES 14% +20% 24 +51%
News Apps includes all types of apps like aggregators, Hindi, Websites includes top 50 news websites English, Regional. Examples of apps are Dailyhunt, Newspoint, Dainik Bhaskar, Aaj Tak # News Pre Week Channels COVID 5+6 NUMBER OF % USERS/WEEK VIEWS/WEEK/USER Average 2.2 2.6 Share of Users VIDEO NEWS 26% +52% 10 +41% 1 53% 42%
2 20% 22% Video News includes TV news channels streamed on YouTube, JioTV, Hotstar, MX Player & Zee5 >3 27% 35%
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 COVID Disruption W5+W6 as compared to Pre COVID-19 Based on COVID Weeks 4,5,6 (4th Apr - 24th Apr) 65 TOP VIDEO NEWS CHANNELS IN COVID TIMES ON SMARTPHONE
VIDEO NEWS 26% +52% 10 +41%
Ranked in order of gross consumption (time spent on a content aggregated across all users who watched that content) 1 2 3 4 5 6 7 8 9 10
TV9 Marathi Aaj Tak ABP News India TV Zee News TV9 Telugu NDTV India ABP Ananda V6 News ABP Majha
Ranked in order of % unique users who watched the content
1 2 3 4 5 6 7 8 9 10
Rajasthan Patrika Aaj Tak India TV Zee News NDTV India TV9 Telugu BBC News Hindi ABP News NTV Telugu India Today
Based on TV news channels streamed on YouTube, JioTV, Hotstar, MX Player & Zee5 Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 IN THE SPOTLIGHT : - EVOLUTION OF GAMING - SPORTS ENTHUSIASTS
66 GAMING HAS SEEN A CONTINUAL INCREASE OVER THE WEEKS ON BOTH 67 REACH & TIME SPENT, A MIX OF BOTH ADULTS & KIDS AT HOMES, GAMING
% USERS/WEEK TIME SPENT/USER/WEEK(Min)
GAMING 72% +20% 3 hrs 45 mins +49%
HOW REACH FOR GAMING HAS MOVED W-O-W COMPARED TO PRE- HOW HAS TIME SPENT ON GAMING MOVED W-O-W COMPARED TO COVID? PRE-COVID?
20% 3 hrs 45 mins 72%
60% 2 hrs 31 mins
PRE COVID WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 PRE COVID WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6
COVID Disruption as compared to Pre COVID-19
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 GAMING SHOWS DYNAMIC EVOLUTION WITH SHIFTS IN TOP RANKING 68 PLAYERS AND SOME NEW ENTRANTS INTO THE TOP 30!
% USERS/WEEK TIME SPENT/USER/WEEK(Min)
GAMING 72% +20% 3 hrs 45 mins +49%
SORTED BASIS % USERS/WEEK
COVID DISRUPTION PRE COVID WEEK 6
PUBG LUDO KING NEW ENTRANTS IN THE TOP 30
CANDY CRUSH SAGA PUBG
FREE FIRE CANDY CRUSH SAGA Mini Joy Lite Ludo Club DREAM 11 FREE FIRE Dr Driving Call Break
LUDO KING CARROM POOL
Rummy Circle MPL-MOBILE CARROM POOL PREMIER LEAGUE Ace2Three Rummy
Bubble Shooter GOLD QUIZ PUBG LITE
PUBG LITE BULB SMASH
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 LACK OF SPORTS PUSHES THE ENTHUSIASTIC AUDIENCES TO 69 GREATER VIRTUAL CONNECTEDNESS & ALSO TO GAMING APPS !
GOING INTO THE LOCKDOWN ENTHUSIASTS Analysis Done For - Sports Enthusiasts WERE 12% HIGHER ON THEIR SMARTPHONE COVID CONSUMPTION.. NOW THEY ARE AT PARITY % CHANGE IN TIME SHARE ON PRE-COVID DISRUPTION DIFFERENCE CATEGORIES SHARE (WEEK 4-6 VS PRE COVID) SHARE COVID PRE COVID DISRUPTION SPORTS APPS WEEK 6 10% 1% -9% VIDEO STREAMING 15% 14% -1% +9% Time Spent 3 Hrs 3 Hrs SHOPPING 2% 1% -1% day/user 24 Mins 41 Mins (All Users) SOCIAL NETWORKING 10% 14% +4%
CHAT & VOIP 12% 15% +4%
GAMING (EXCL SPORTS APPS) 5% 9% +4% Time Spent/day/ BROWSER 6% 6% 0% user -3% (Sports 3 Hrs 3 Hrs MOBILE PAYMENT 2% 2% 0% Enthusiasts) 48 Mins 42 Mins NEWS 1% 1% 0%
SEARCH 1% 1% 0%
OTHERS 36% 35% -1%
Sports Enthusiasts who were heavy on Sports Apps or Sports Streaming on Hotstar or Both Sports Apps includes Fantasy Sports Apps like Dream11, Halaplay and Live Score Apps like Cricbuzz Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 WHAT’S HAPPENING IN THE VIDEO STREAMING SPACE
70 COVID PERIOD VIEWING RESULTS IN A VERY STRONG GROWTH ACROSS 71 ALL SEGMENTS OF OTTs
% USERS/WEEK TIME SPENT/USER/WEEK(Min)
VOD 96% - 3 hrs 48 mins +7%
VOD= Video Streaming Platforms,including Youtube
Below Table : YT Not included, OTT Apps included below are : Amazon Prime, Hotstar, MX Player online, Netflix, Voot, Zee5
CHANGE IN TIME CHANGE IN % USERS/WEEK SPENT/USER/WEEK
LIVE TV +4% +59%
MOVIES +42% +82%
ORIGINAL SERIES +115% +57%
SYNDICATED SERIES -44% -10%
SPORTS -97% -99%
Syndicated Shows - Includes shows from parent brand, which were not originally created for the OTT platform Original Series- Content that is tagged as original or exclusive on the platform Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 COVID Disruption W6 as compared to Pre COVID-19 Data TOP MOVIES IN COVID TIMES ON SMARTPHONE Based on COVID Weeks 4,5,6 (4th Apr - 24th Apr) 72
Ranked in order of gross consumption (time spent on a content aggregated across all users who watched that content) 1 2 3 4 5 6 7 8 9 10
Angrezi Medium, Mission Mangal, The Lion King, Housefull 4, Avengers Bala, Aladdin, Shubh Mangal India’s Most Hit Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar Endgame, Disney+ Hotstar Disney+ Hotstar Zyada Saavdhan, Wanted, (The First Case), Disney+ Hotstar APV Disney+ Hotstar APV
Ranked in order of % unique users who watched the content
1 2 3 4 5 6 7 8 9 10
Housefull 4, Bala, Captain Marvel, Frozen, The Lion King, Angrezi Medium, Frozen II, Aladdin, Avengers Tanhaji, Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar Endgame, Disney+ Hotstar Disney+ Hotstar
Content based on: Amazon Prime, Hotstar, MX Player (online), Netflix, Voot, Zee5
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 ADVERTISING ON DIGITAL
SMARTPHONE BEHAVIOUR
73 DIGITAL VIDEO**: WEEK 5 SHARE WAS THE LOWEST FOR MOST CATEGORIES. 74 CORPORATE /BRAND IMAGE WAS AN EXCEPTION AS IT SAW THE HIGHEST SHARES
MEDIA EDUCATION AUTO BFSI
WEEK OF WEEK OF WEEK OF 28TH MARCH 4TH APRIL 11TH APRIL
FOOD & CORPORATE / RETAIL GAMING BEVERAGES BRAND IMAGE
Unique video creatives for Hotstar & YouTube (Pre roll & Mid roll) and TikTok ** : Current capability of Ad Scanning covers Video Ads, Above Data covers Youtube/ Hotstar / TikTok largely Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44 SUMMARIZING THE KEY POINTS FROM TODAY’S SESSION
75 76 SUMMARY 1. “CORONA Virus” searches now waning - down to 32% among Top 100 Google searches
2. TV consumption seems to be stabilising now - at 1.16 Trillion minutes this week, a drop from last week but growth of 31% over pre-COVID period - Growth in Mega Cities is higher than growth in Rural
3. The new normal of around 3 hrs, 40 minutes spent per day on Smartphone seems to have set in
4. News and Movies on TV have started to taper off as compared to last few weeks but continue to operate at 2X levels over the pre-COVID period
5. News franchise on Smartphone continues to evoke massive interest among Audiences
6. Hindi GEC in Urban HSM grew by 31% over the pre-COVID period whereas strong gains for Movies and Original Series on OTT platforms continue on the Smartphone
7. Drop observed in viewership as Ramayan transitioned to Uttar Ramayan
8. Heavy viewers of last year’s IPL watched just 2% of sports in the last 4 weeks (down from 20% last year) - viewership shifted to GEC, MOvies, News
9. Lack of Sports pushes the Sports Audiences to more Virtual Connectedness & Gaming Apps
10. FCT on TV stable this week whereas Digital Video Ad spends (select platforms) at the lowest among last three weeks across most categories ONE MEDIA TRUTH™
77