Video Research Ltd. Survey Amid the COVID-19 pandemic, programs related to Mr. Shimura achieved high ratings.
Video Research Ltd. announced on May 22 the impact of the novel coronavirus outbreak on television viewing, releasing April viewing data.
(Graphs/Tables provided by Video Research Ltd.)
In a release dated April 23, the company had previously announced findings on TV viewing during the pandemic, based on ratings data from February onwards and web-based surveys, amid the nationwide state of emergency declaration, reduced outings, and increased time spent at home due to remote work. This latest release compares April 2020 viewing patterns with those of April 2019, highlighting trends in TV viewing by time slot and characteristics of high-rated programs. (All data: TV ratings survey, Kanto region, April 1-30, 2019 and April 1-30, 2020)
Related Article:Video Research Ltd. Survey "How Has TV Viewing Changed During the Pandemic?"[2020.04.24]
1. Changes in Viewers' Behavior Seen Through Time-Slot Ratings
Television viewing increased throughout the day due to remote work and school closures, with the morning peak shifting from the 7 o'clock hour to the 8 o'clock hour
≪Comparison of Viewing Behavior Every 60 Minutes≫
Looking at daily TV viewing trends via household ratings, the total real-time household ratings were higher in April this year during the 8:00 PM to 11:00 PM time slots.
April 2020 showed consistently high viewing throughout the day, with a distinct shift in the morning peak compared to last year. The morning peak, which occurred in the 7 o'clock hour last April, shifted one hour later to the 8 o'clock hour this April. This likely reflects factors like school closures, remote work, and staggered commuting schedules, which led to later wake-up times. (Individual viewing rates, representing personal viewing, showed a similar trend to household rates).
Significant increase in TV viewing between 12:00 PM and 6:00 PM
≪Viewing Behavior by Time Slot≫
Examining ratings by time slot reveals that the total household real-time ratings for all time slots shown in the graph were higher in April this year than in April last year. Notably, the ratings increased by about 10 points during the "12-15 PM" and "15-18 PM" time slots. Additionally, the timeshift viewing rate showed a slight increase, particularly during the "12-15 PM" slot.
(Similar trends were observed in individual overall viewership ratings as well as household ratings)
The 12:00 PM to 6:00 PM time slot typically sees many people out due to school or work. However, with school closures and remote work, the percentage of people at home has increased, likely leading to more television viewing.
2. Changes in Viewing Trends Seen in High-Rated Programs ※All scores are for the Kanto region and individual overall ratings
【Live Viewing Ratings】
News programs achieved high ratings as attention focused on information about the spread of COVID-19. Programs related to Ken Shimura also consistently achieved high ratings.
Comparing April this year to April last year, variety shows still accounted for about half of the top 30 programs. However, looking at specific programs, those related to Ken Shimura, who passed away on March 29, ranked highly.
Furthermore, in April this year, the number of news and information programs covering the novel coronavirus that ranked high increased. This suggests that factors such as increased time spent at home, COVID-19-related news coverage, and reports of famous people contracting the virus and passing away influenced the programs people watched.
[Time-shifted Viewing Ratings]
April this year saw variety shows and rerun dramas rank alongside new dramas
This April season saw many new dramas postponed, leading to more variety shows ranking compared to last April when dramas dominated the top spots. Another notable feature this year was the high number of reruns of previously aired dramas (including special editions and best-of selections) ranking.
【Overall Ratings】
Programs related to Ken Shimura and news programs around the state of emergency declaration garnered high ratings
≪Top 30 Programs by Overall Ratings≫
While dramas dominated the top spots last April, only one drama made this year's top 10, reflecting the impact of broadcast delays. Replacing them in the top rankings were variety shows and news programs. News programs saw particularly high ratings on April 6th and 7th, indicating heightened public interest in news surrounding the state of emergency declaration.
The company stated, "Comparing with the same month last year, we found that special factors such as changes in consumers' environments and programming schedules affected TV viewing this April. Even after the state of emergency is lifted, lifestyles different from those before the spread of the novel coronavirus, such as changes in work styles and leisure activities, may become more prevalent.
We will continue to use TV ratings as one perspective to capture changes in consumer lifestyles."
Press Release: https://www.videor.co.jp/press/2020/200522.html
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