Limelight on East; What worries regional PR?; BARC’s new format


Will BARC’s switch in viewership data publishing format cause a lack of transparency?

BARC (Broadcast Audience Research Council India) has stopped publishing genre-wise TV viewership data from last June 17, 2021, Thursday, for the non-subscribers. Instead, the TV measurement body released data for the highest 5 channels in several states and markets, and therefore the Top 10 channels for All India, +2. BARC has continued by providing data for the highest Top 10 Brands and 10 Advertisers across genres.

How did podcasting become increasingly mainstream during the pandemic times?

Podcast listening has increased markedly in India within the past few years. consistent with a PwC report, monthly listeners (defined as people that listened to a minimum of one podcast within the last month) totalled 4 crores at the top of 2018, up a pointy 57.6% from 2.54 crore within the previous year. This made India the world’s third-biggest podcast-listening market (after China and therefore the US), although it ranks very low on a per capita basis. Growth is about to continue over the forecast period with listener numbers set to extend at a 34.5% CAGR to 17.61 crores by 2023.

What worries regional PR?

Amid the primary wave of the pandemic, it had been the Tier 2, 3 and rural market that led the revival as India unlocked. For a while now, regional markets are the focus of brands and marketers. The large base of aspirational consumers is what every marketer wants to focus on. While the metros and larger cities have a well-oiled PR and media network to stay informed, the smaller regional markets pose several challenges for the general public relations industry.

Netflix, Disney find themselves at the opposite end of the sentiments spectrum in India: GlobalData

American over-the-top (OTT) content platform Netflix controls certain Asia-Pacific (APAC) countries like Malaysia and  Australia, consistent with the subscription video on demand (SVOD) forecasts by GlobalData, a number one data and analytics company. Yet, Netflix has significant ground to realize in India, with sentiments around India down every year in 2021 (Until Commonwealth Day, 2021), while Disney’s sentiments are up, discloses GlobalData.

TV medium showed high growth at 57% in Jan-Apr’21 in East markets: TAM AdEx

For the East Market – Bihar, Jharkhand, Chhattisgarh, Orissa, Assam, West Bengal – Radio, TV and Print showed optimistic growth in Ad Volumes in Jan-Apr’21, compared to Jan-Apr’20, as per TAM AdEx’s ads outlook for the East Market. Tv Medium showed the very best growth at 57% in Jan-Apr 2021, compared to Jan-Apr 2020.

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