Urban female viewership slows down on Hindi GEC, rises for sports and news: BARC

In 2019, women viewership saw a de-growth of four per cent

MUMBAI: Women viewership is always seen dominating the Hindi GEC space and the total TV viewership of female continues to remain at 49 per cent. However, in the urban market of Hindi GEC, women viewership has declined by 4 per cent in 2019 compared to 2018 but interestingly sports and news genres has witnessed 8 per cent and 18 per cent rise in women viewership respectively.

As per BARC India data, sports genre's women viewership had 17.6 billion impressions in 2018 while the viewership grew by eight per cent to 19.1 in 2019. Women viewership in news grew by 19 per cent to 129.4 billion impressions in 2019 from 108.5 billion impressions in 2018. In infotainment genre the female viewership has declined by nine per cent from 3.997 billion impressions in 2018 to 3.6 billion impressions in 2019.

India 2+, Female
India 2+, Female
2018 Sum of Impression Bn
2019 Sum of Impression Bn
Growth Impressions
HSM Urban 2+
HSM Urban 2+
Hindi GEC 
Hindi GEC HSM 2+
Hindi GEC

“TV is the screen of the household and a medium which binds the family together. Female contribution to overall TV viewership continues to remain at a healthy 49 per cent. While GEC consumption continues to dominate, a sizeable time is spent by females consuming news and sports genres,” says BARC India chief operating officer Romil Ramgarhia.

In HSM urban 2+ markets the women viewership in Hindi GEC space has witnessed a negative growth of four per cent. In 2018 the women viewership was around 85.8 billion impressions which have fallen to 82.4 billion impressions in 2019.

As per BARC data the viewership dispersion in India 2+ market in 2018 was – sports channels witnessed 46 per cent female viewership and 54 per cent male viewership. News channels had 46 per cent female viewership and 54 per cent male viewership. Infotainment channels had 44 per cent female viewership and 56 per cent male viewership.

In 2019, viewership dispersion in India 2+ market was - male viewership on sports channel was 59 per cent and female was 41 per cent female viewership was witnessed. In news genre viewership dispersion was at 46 per cent female and 54 per cent male. The infotainment channels had 44 per cent female and 56 per cent male viewership.

The viewership dispersion in Hindi GEC witnessed a slight change. In 2018, Hindi GEC had 53 per cent female viewership and 47 per cent male viewership. In 2019 the percentage of female viewership reduced to 52 per cent and male viewership increase to 48 per cent.

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