8 out of 10 people in Kerala sampled news channels in week 32: BARC

MUMBAI: As incessant rains and the deadly floods battered Kerala, the citizens of the flood-hit state were glued to their television sets to keep track of the situation.

The viewership figures provided by BARC India bear testimony to this fact. The TV viewership agency stated that 8 out of 10 people in the state sampled news in week 32 (4-10 August).

Kerala has a total TV population of close to 31.3 million while 25.8 million people watched Malayalam news in week 32.

As a result, the Malayalam news genre saw a whopping 98% growth in the week compared to the average of the previous 4 weeks. With 214.1 million impressions, the week 32 saw the highest peak for Malayalam News genre in 2018.

This is the second highest viewership peak recorded for Malayalam news genre since BARC India started measuring TV viewership. The highest so far was 215.1 million Impressions generated on the back of coverage of molestation case filed against a leading Actor in the Malayalam Film industry.

Out of the state’s total TV viewership, 17% came from Malayalam news genre alone, with every viewer spending an average of 1 hour 3 minutes watching the news. The viewership recorded in this period was the highest for the year in the Kerala market.

Thursday and Friday (9 and 10 August) alone accounted for 56% of the total news viewership for the week at 72.8 million impressions.

The viewership was almost evenly split between different age groups. The highest viewership share came from youth (15-30-year-olds) at 21% followed by 51-60 and 61+ at 18% each.

Asianet News, Manorama News, and Mathrubhumi News were the biggest gainers in that order.

While Asianet News stood at the top with 36% of total news viewership, Manorama News, Media One TV, People TV and News 18 Kerala also gained more than 2 times the average ratings of its previous four weeks.

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