The news slots in West Bengal, Assam, Tamil Nadu and Kerala witnessed a rise in viewership on counting day and then again during the swearing-in ceremonies
BestMediaInfo Bureau | Mumbai | June 6, 2016
After an overwhelming response on the counting day of the Assembly election, the regional news channels in the four states continued to garner extra eyeballs on swearing in ceremonies too. Such peak events are important for the genre as there is no appointment viewing otherwise.
Malayalam news channels gained double the viewership on May 25, Wednesday of week 21 (when Kerala CM Pinarayi Vijayanâ€™s swearing-in ceremony was telecast) as compared to the Wednesday of week 20. On May 25, the genre garnered 24,445 impressions, against previous weekâ€™s 11,360 impressions.
As per BARC India data mapped on Assam/NE/Sikkim/ 4+/ 30 minutes split, the viewership on May 25 in the Assam news genre gained 7,822 impressions, against 4,778 impressions of week 20, showing a 60 per cent rise. BJP's Sarbananda Sonwal was sworn in as the Chief Minister of the state on May 25.
In West Bengal market too, the news genre saw a 40 per cent rise on May 25 vis-a-vis the Wednesday of the previous week. May 25 gained 15,356 impressions for the genre against 10,931 of week 20. Trinamool Congressâ€™ Mamata Banerjee took oath as Chief Minister.
The Tamil Nadu market too saw a rise in numbers on swearing-in day, though a very marginal rise of 20 per cent. It gained 34,667 impressions on May 25 against 28,760 of the previous week. Jayalalitha of AIADMK was sworn in as Chief Minister.