MUMBAI: Hindi GEC saw eight percent growth in non-prime time slots in 2020 as compared to 2019, revealed the tenth edition of BARC-Nielsen data. However, there is a dip of two per cent in prime time shows. Kids non-prime time shows saw a growth of 32 per cent and in prime time shows it is 28 per cent.

In week 26, TV viewership is 15 per cent higher than pre-Covid2019 times. Apart from that, TV viewership peaked by 43 percent in week 13. In week 26, daily viewing reach continues to be over 600 million.

Average daily time spent on television is higher than pre-Covid2019 times but it is lower than usual peak time. The data also reveals that the total number of channels watched per viewer has decreased from the peak. In week 13 it was 23 channels which has now declined to 19 channels in week 26. 

GEC channels have dominated the television market. The data highlights that TV consumption is higher than pre-Covid2019 time across all markets. The Hindi speaking market has seen a growth of 49 per cent.

The data also reveals that the share of GECs has consistently increased in the past five weeks. From being at 52 percent in the pre-Covid2019 times it has seen a decline in week 22, but it picked from there and now it is at 48 per cent in week 26. 

Apart from Hindi GEC, kids and English GECs are also performing better in non-prime time slots as compared to prime time. GECs that recently chose to  be on free platforms have seen growth.