The Broadcast Audience Research Council of India (BARC) recently released a report on the impact of seasons and other external factors on viewership. For the purpose of this analysis, the agency has considered the 15 years and above segment as the target group (TG) since the kids TG has not been considered to maintain consistency in analysis. Quarterly trends The April-June quarter is traditionally the least performing quarter, as the viewership is seen to dip during this period.
This could be because of summer vacations in schools and colleges combined with a possible increase in power cuts and load shedding in the summer. Viewership starts picking up in July-September quarter. The quarter witnesses a growth of 5 per cent in overall TV viewership from 2016 to 2017. This is the highest viewership growth across the four quarters and may be an ideal time to hook viewers returning to television after a short hiatus, by debuting new content and programmes.
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