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How women consume TV on weekdays
MUMBAI: Women drive television viewership in India. Understanding their TV consumption patterns has become very important for broadcast executives, content creators, advertisers and researchers.
So, how do women behave as TV consumers on weekdays? They are heavy consumers of fiction during the 7-10 pm slot, evident from the fact that general entertainment channels invest the most in these time zones on weekdays. In the afternoons, women are high on movies.
News content is preferred by women during the early morning hours, according to an analysis by BARC. The female viewership for kids enjoys the highest share of pie in the early morning slot for both urban and rural India.
An important thing to note is that the viewership pattern of women on weekdays is almost identical in urban, rural and mega cities with fiction programmes being the most consumed content across time bands.
The consumption of fiction programmes is the highest during the 7-10 pm slot with the viewership share in this time band being above 70% in all three markets. The share is highest in rural, followed by urban and mega cities.
The share of women audiences watching fiction content is strong in other time bands as well barring the morning time band 7-10 am band when news, kids and music genre see sizeable consumption. Even in this time band fiction rules the roost across the three markets; it is just that the share is lower when compared with other time bands.
After fiction programmes, movie is the most preferred genre among women during the weekdays across the three markets. The share of this genre among women is relatively higher during the day part between 1-4 pm as compared to other day parts. The consumption of movies is higher in rural markets compared to urban and mega cities.
These are the findings of Broadcast Audience Research Council (BARC) as the TV rating agency decoded the viewership pattern of female audiences across time bands and markets.
The data is for females aged 15+ (Weeks 1 to 16). Time bands reported are 7 to 11.30 for visible viewership pie. Fillers and missing feed have not been considered in programme theme time table.
Contrary to conventional wisdom, the TG also consumes a lot of news related content with consumption of this genre being the most during 7-10 am. The 10-11.30 pm slot is the only other time band in which the consumption of news is in double digits. In most other time bands, it falls to single digits.
While the share of fiction content is more than news in urban and rural markets in the morning time band, it is equal in mega cities.
There is a lot of consumption of kids genre, particularly in the early time bands. The female viewership for kids enjoys the highest share of pie during 7-10 am as compared to any other time band for both urban and rural India. In case of women from mega cities, the viewing is uniform from 7 am to 7 pm.
Is there any difference in viewership pattern between women in Hindi-speaking markets (HSM) and South? When it comes to fiction, there are no drastic changes. However, news and movie genres are consumed higher among women in South compared to those in HSM.
Weekday time band analysis for urban, rural and mega cities
7-10 am band
According to the BARC study, content such as news and non-fiction series are urban skewed in the morning time band whereas movies and kids are rural India skewed. In fact, kids, music and news as programme theme are watched highest during this day part than any other day part across urban, rural and mega cities.
10 am-1 pm band
The female viewership share of fiction is almost more than double the viewership share of previous day parts and drops significantly in their consumption of news, music and kids content across urban, rural and mega cities.
1-4 pm band
As day progresses, viewership share of news, music, and kids content marginally drops and stays high on consumption of series across urban, rural and mega cities. Movies as content theme are highest during this day part for urban, rural and mega cities.
4-7 pm band
Indian women from urban India, rural India and mega cities drop their movie consumption and increase news, kids and music consumption marginally. This could be the result of less available time for watching TV for longer duration for content like movies.
7-10 pm band
During this day part Indian women across urban, rural and mega cities drop visibly in their viewership share for news, music, kids and movies and sharply increase their consumption of fiction series. This fact is very much in line with what is known as per conventional wisdom.
There is a sharp decline in the share of fiction in this time band while the share of news becomes almost double the previous day part. Non-fiction viewership share of Indian women goes up sharply.
HSM vs South
There are no drastic changes in viewership pattern of women in Hindi-speaking markets (HSM) and South as far as fiction content is concerned.
However, news and movie genres have higher consumption among women in South compared to their counterparts in HSM. Kids viewership by women is more in HSM than South.
On a typical weekday, women from South start their day with relatively higher share of viewership of news and non-fiction content on TV, whereas women from HSM start their day on TV with higher pie for ‘fiction series’, ‘news’ and ‘kids’ content.
Women from HSM and southern market have relatively higher share of music and kids related content in the morning time band as compared to any other time bands on both weekdays and weekends.