HOW ARE MEDIA HABITS CHANGING AS INDIA ENTERS 5TH WEEK OF LOCKDOWN - EDITION 6 30TH APRIL 2020
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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
40% 39% 38% 39% 36%
46% 43%
48% 50% 48%
76% 75%
21% 23%
23% 24%
19% 22% 30%
22% 22%
26%
37% 40% 38% 41%
14% 14% 35% 35%
30% 30% 31%
24%
10% 11%
OVERALL CHINA INDIA NORWAY UNITED SPAIN FRANCE NETHERLANDS ITALY SWEDEN GERMANY UNITED
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
6
THE TELEVISION VIEWERSHIP CONTINUES TO GROW ACROSS THE GLOBE
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 TV viewership increased
21% in W16’20 w.r.t. pre-
period (W10’20) 52% (W16’20 vs W11’20)
COVID period (W10’20)
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
7
CHANGES IN MEDIA CONSUMPTION
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
NEWS ABOUT CORONAVIRUS (COVID-19)
29%
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
8
THE SCOPE OF OUR ANALYSIS: INDIA
Television Behavior Smartphone Behaviour
Market Coverage
Urban 1 Lakh+,
Market Coverage
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
40% MP/
HP / J&K
Chhattisgarh
43%
48%
Growth in Week 16
Region Rajasthan
over Pre COVID-19 62%
21%
India 31%
31% Assam/
HSM 37% NE/Sikkim
Guj / 42% 23%
D&D / DNH India
South 21%
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 80
Time Time
India 31% 67% 0%
60
HSM 37% 81% 3%
40
South 21% 48% -7%
20
Growth in Week 16 (During COVID-19) 0
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
data as compared to Week 2 to Week 4 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% 27% 28%
30% 26%
23% 24%
21% 18% 17%
20% 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 homes17
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%
49% 50% 51%
50% 47%
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% 100%
199% 73%
58%
35% 38%
141%
India Rural Mega Cities
81%
55% 55%
Prime-Time
32%
200%
5% 3%
117%
58%
India Rural Mega Cities 17% 12% 16%
GEC Kids Movies News -20%
-25%
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 )0
120
140
160
100
20
40
60
80
06 - 06:30
07 - 07:30
2+/Avg. Imp in Mn
08 - 08:30
09 - 09:30
10 - 10:30
11 - 11:30
12 - 12:30
13 - 13:30
RURAL MARKET
Pre COVID-19
14 - 14:30
15 - 15:30
16 - 16:30
India Rural
17 - 17:30
18 - 18:30
Week 16
19 - 19:30
20 - 20:30
21 - 21:30
➢ Rural Market sleeps earlier than Megacities
Week 16 (week starting 18 April), Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan )
22 - 22:30
23 - 23:30
0
5
10
15
20
25
30
35
40
06 - 06:30
07 - 07:30
08 - 08:30
09 - 09:30
10 - 10:30
11 - 11:30
12 - 12:30
13 - 13:30
14 - 14:30
Pre COVID-19
15 - 15:30
16 - 16:30
PRIME-TIME OPERATED AT LOWER LEVEL IN WEEK 16 IN
Mega Cities
17 - 17:30
18 - 18:30
19 - 19:30
Week 16
20 - 20:30
21 - 21:30
22 - 22:30
23 - 23:30
22
2223
NEWS: VIEWERSHIP DURING PRIME-TIME ACROSS MEGACITIES
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 )24
MOVIES & GEC: VIEWERSHIP FOR MOVIES DURING PRIME-TIME IN
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
product aims to do a deep dive to understand viewing behavior of audience and provide
By ANALYTICS
competitive advantage to decision makers
*Uttar Ramayan has 1 original airing a day at 9PM unlike Ramayan with 2 original airings at 9AM & 9PMDROP 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
W15-Mon
W13-Sat
W13-Mon
W13-Wed
W14-Sat
W14-Mon
W14-Wed
W15-Sat
W15-Wed
W16-Sat
W16-Mon
W16-Wed
W13-Sun
W13-Fri
W14-Sun
W14-Fri
W15-Sun
W15-Fri
W16-Sun
W16-Fri
W15-Thu
W13-Tue
W13-Thu
W14-Tue
W14-Thu
W15-Tue
W16-Tue
W16-Thu
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
New
18,493 Viewers
-36,164 -8,259 -8,973
Shifted TV Off
Ramayan Uttar Ramayan -20,952 Viewers
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
-6,690
-19,853 -5,031
-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
ANALYTICS
WHILE EVENING VIEWERS MOVED TO OTHER GEC & MOVIES
GEC Movies News
38.6%
32.9%
23.1%
26.0% 20.6%
23.7%
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 ViewingVIEWING BEHAVIOUR OF THE *HEAVY VIEWERS OF ADVANCED
ANALYTICS
IPL 2019
➢ 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
9% Sports
04:48
38%
19% 40%
News
W13-16 2019 Kids
W13-16 2020
20% Music 2%
Infotainment
W13-16' IPL 2019 W13-16' CoVID 2020 21% 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+3030
“CHHOTA BHEEM” ON DD NATIONAL IMPROVES SLOT
VIEWERSHIP
➢ Kids (2-14 years) contributed 38% of the slot viewership
11x 20x
1729 34
662
154
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
3232
PERFORMANCE OF WEB ORIGINALS IN HINDI GEC:HSM URBAN
➢ 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 837
2987 547 255
Pre Week 14 Week 15-16 Pre
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: 2230-23003333
PERFORMANCE OF WEB ORIGINALS IN HINDI GEC:PRIMAVU
➢ 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
2 10 13
11 13 18
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: 2230-2300ADVERTISING 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
FCT in Lacs
60
49 49
48 42 44
40 36
20 14 16 16
5 6 6 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
38
40
35
35 W 2-4 W 14 W 15 W 16
32
30
FCT in Lacs
25
20
15
8.7
8.0
7.2
6.6
6.6
10
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
1.8
5
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
39
*GEC FILL LEVELS: HINDI AND TAMIL GEC DECLINED LESSER
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 1640
NEWS FILL LEVELS: MARGINAL DECLINE IN HINDI & ENGLISH NEWS
12.6
12.0 Fills in Mins/ Hr
10.5
9.6
9.2 9.0
6.3
5.9 5.8 5.6
5.3
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 1641
MOVIES FILL LEVELS: HINDI MOVIES HAS LESSER DROP
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 1642
INVENTORY LEVELS TOP 10 AND NEXT 40 (WEEK 16 VS WEEK 15)
➢ 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
4 5
6 5 5 6 5 4 4 3
3 3 4 4 4 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)43
TOP ADVERTISERS: GEC GENRE
➢ GSK, ITC & Colgate have increase FCT compared to last week
Week 15 Week 16
12.0
10.8
10.3
10.0
8.0
FCT in Lacs
6.0
4.0 3.6 3.4
3.3
3.0
2.6
2.0
1.8
2.0 1.4
0.8 1.1 0.9 1.1
0.4 0.4 0.6 0.4
0.2 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)44
TOP ADVERTISERS: NEWS GENRE
➢ 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
FCT in Lacs
1.9 2.0 1.8
1.9 1.9
2.0 1.8
1.6
1.4 1.5 1.4
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)45
TOP ADVERTISERS: MOVIE GENRE
➢ GSK, Colgate & Amazon have increased their FCT
Week 15 Week 16
12.0
9.8 9.7
10.0
8.0
FCT in Lacs
6.3
6.0 5.2
4.0
2.1 2.0
1.7 1.5 1.8 1.7 1.7
2.0 1.4
1.0 1.1 1.2 1.1 1.0 1.2
0.8 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)46
TOP ADVERTISERS: KIDS GENRE
➢ 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
FCT in Lacs
0.8
0.6
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)47
FCT CONSUMPTION FOR WK 16: ESSENTIAL AND SOCIAL CONTRIBUTE
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 %48
TOTAL BRANDS ON TV:
MARGINAL DROP IN WEEK 16 vs PREVIOUS WEEKS
Wk 2-4 Week 14 Week 15 Week 16
3206
3500
3000
2500
2051
2013
1947
Count of Brands
2000
1500
1000
500
0
Brand Count Week wise
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)49
NEW BRANDS WEEK ON WEEK:
MARGINAL DECLINE IN NEW BRANDS THIS WEEK
Wk 14 Wk 15 Wk 16
280
300
265
258
250
200
Count of Brands
150
100
50
0
New Brands – Brands present in Current week and not in previous week
Brand Count Week wise
Week 14 (week starting 4 April); Week 15 (week starting 11 April); Week 16 (week starting 18 April)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
0.8
0.50
0.47
0.47
0.46
1.0
0.37
0.33
0.25
0.24
0.22
0.17
0.15
0.15
0.13
0.12
0.10
0.2
0.06
0.06
0.06
0.04
0.04
0.04
0.04
0.04
0.02
0.02
0.02
0.01
0.5 0.2 0.1
0.0
MINERAL WATER
FANS
AIR CONDITIONERS
SOFT DRINK NON AERATED
ELECTRONICS/DURABLES
POWDERS/LOTIONS
SOFT DRINK AERATED
ICE CREAM/FROZEN DESSERTS
SQUASHES/CORDIALS/SYRUPS
CONSUMER DURABLES/HOME
PRICKLY HEAT
RETAIL OUTLETS-
APPLIANCES
*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. SMARTPHONE BEHAVIOUR
Strong gains for Movies & 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.
52A 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 OTHERS
161.4
YOUTUBE
28%
29%
Total Streaming Minutes P2+
NETFLIX
HULU
76.4
69.8 21% AMAZON
19%
(Billions)
23%
24%
19% % Increase v/s
21% 32% 33% same period in
2019
35% 34%
12%
15% 12%
12%
9% 8% 7%
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 publishers55
INCREASES ALL OVER, SPECIALLY NEWS.
COVID-19 AND THE STATE OF MEDIA IN THAILAND
ZERO COVID
PROPERTY
ADS56
OVERALL EXPANSION OF TV VIEWING
SOME INCREASE IN TRUST FOR ONLINE NEWS IN MALAYSIA
MALAYSIA PHILIPPINESINDIA
SMARTPHONE BEHAVIOR
5758
COVID RELATED SEARCHES SEEN TO WANE IN WEEK 6
Om
TOP GOOGLE SEARCHES OVER THE WEEKS
39% 37% 32%
8%
COVID RELATED SEARCH TERMS WEEK 4 WEEK 5 WEEK 6
PRE COVID-WEEK 1
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, 15-4459
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
10% 3 HRS 41 MINS
Social
+9% per day Networking
15%
+9%
Calling
9%
Data
Consumption per Utility &
1 GB 1.19 GB 1.16 GB 1.16 GB Video
day per user 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, 15-44THE 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, 15-4461
DIFFERENT STROKES IN DIFFERENT AUDIENCE GROUPS !!
SPURT OF INCREASE FOR FEMALES IN GAMING & EDUCATION LARGELY ON ACCOUNT OF OLDER
FEMALES
% CHANGE IN TIME SPENT PER USER PER Premium
All Smartphone
WEEK BY CATEGORIES Male Females Audiences
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-19PEOPLE 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-19COVID-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% 33%
40%
9% 20%
4% 7% 6% 4%
3% 5% 5% 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, 15-4464
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-19Based 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
India TV Zee News TV9 Telugu NDTV India TV9 Marathi ABP Ananda V6 News ABP Majha
Aaj Tak ABP News
Ranked in order of % unique users who watched the content
1 2 3 4 5 6 7 8 9 10
Rajasthan
Aaj Tak India TV Zee News Patrika
NDTV India TV9 Telugu BBC News Hindi NTV Telugu India Today
ABP News
Based on TV news channels streamed on YouTube, JioTV, Hotstar, MX Player & Zee5
Based on Nielsen Android Smartphone Panel representing 1L+, NCCS ABC, 15-44IN THE SPOTLIGHT :
- EVOLUTION OF GAMING
- SPORTS ENTHUSIASTS
66GAMING 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, 15-4468
GAMING SHOWS DYNAMIC EVOLUTION WITH SHIFTS IN TOP RANKING
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, 15-44LACK 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
CONSUMPTION.. NOW THEY ARE AT PARITY % CHANGE IN TIME SHARE ON COVID
PRE-COVID
CATEGORIES DISRUPTION DIFFERENCE
SHARE
(WEEK 4-6 VS PRE COVID) SHARE
COVID
PRE COVID DISRUPTION
WEEK 6
SPORTS APPS 10% 1% -9%
VIDEO STREAMING 15% 14% -1%
3 Hrs +9% 3 Hrs
Time Spent 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, 15-44WHAT’S HAPPENING IN THE VIDEO
STREAMING SPACE
70COVID 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 DataBased on COVID Weeks 4,5,6 (4th Apr - 24th Apr) 72
TOP MOVIES IN COVID TIMES ON SMARTPHONE
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
Aladdin, Avengers Tanhaji, Housefull 4, Bala, Captain Marvel, Frozen,
The Lion King, Angrezi Medium, Frozen II,
Disney+ Hotstar Endgame, Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar Disney+ Hotstar
Disney+ Hotstar Disney+ Hotstar 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, 15-44ADVERTISING ON DIGITAL
SMARTPHONE BEHAVIOUR
73DIGITAL 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 BFSI
AUTO
WEEK OF WEEK OF WEEK OF
28TH MARCH 4TH APRIL 11TH APRIL
FOOD & CORPORATE /
RETAIL BRAND IMAGE
GAMING BEVERAGES
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, 15-44SUMMARIZING THE KEY POINTS FROM
TODAY’S SESSION
7576
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 categoriesONE MEDIA TRUTH™
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