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High on viewership, low on ad revenue: Bumpy road for kids broadcasters
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While the kids genre grew and now dominates, at 7.4 per cent of the overall TV viewership, in terms of advertising, it gets three per cent of the total ad volumes.
During the COVID-induced national lockdowns, kids genre witnessed 44 per cent growth in TV viewership compared to the same period last year (2019), according to Broadcast Audience Research Council (BARC) India. Normally, the genre sees growth during the summer and winter vacations, when the broadcasters release new episodes of existing shows, and also launch new intellectual properties (IPs).