Television news viewership, which experienced a surge at the onset of the pandemic and subsequently waned as daily life began to regain normalcy, is now on the rise once again. This resurgence comes at a crucial juncture as several state and general elections are approaching. The initial surge in news viewership during the lockdown was driven by the public’s heightened need for information related to the evolving pandemic situation.
At the peak of the lockdown, the news category claimed nearly 20% of total TV viewership due to the lack of fresh content and the audience’s appetite for COVID-19 updates. However, as economic activities resumed, the news category’s share dipped to around 4%. Presently, the latest data accessed by Mint shows that news viewership has climbed back up to 7.1%.
Industry experts attribute this renewed interest in news content to significant events and impactful stories. Instances such as the political crisis in Maharashtra, discussions around the Uniform Civil Code, incidents in Manipur, and the Gyanvapi issue have played a role in driving viewers back to news channels. M.K. Anand, CEO of Times Network, anticipates a strong performance for the news category in the near to mid-term, with state and general elections acting as primary catalysts for increased viewership.
During the lockdown period, news channels saw a surge in viewership as people sought reliable updates amidst panic and confusion. The absence of new content in General Entertainment Channels (GECs) and sports events redirected attention towards news channels, further contributing to the growth in viewership. While news channels experienced a data blackout between Week 39 of 2020 and Week 10 of 2022, the gradual restoration of ratings saw the news genre returning to its earlier levels.
Advertisers are also showing renewed interest in the news genre, with a 28% growth in the first quarter compared to the same period in the previous year. Advertisers are drawn to the reach and ratings offered by news channels. The upcoming elections are expected to attract even more attention, with increased election-related content and ancillary events contributing to advertiser interest.
However, industry experts also foresee potential challenges. While the election period is anticipated to boost news viewership in the coming year, the growing digital viewership of news content might affect traditional linear TV viewership. As more viewers turn to digital platforms for news updates, traditional television networks will need to find ways to maintain and engage their audience.
