Why Pogo and CN got a ratings spike in TAM week 18

MUMBAI: Week 18 of TAM Media Research's weekly TV ratings monitor turned up a surprise for Turner International India which runs the kids channels Pogo and Cartoon Network.


Pogo notched up 183 GRPs (4-14 all C&S homes), the highest GRPs for any kids channels in the past seven years. Cartoon Network (CN) on its part also reported high GRPs of 134 placing it at the number 2 spot. They also grabbed a combined near 50 per cent of the viewership share of the kids channel genre - Pogo had a share of 28.7 per cent and Cartoon Network of 21.1 per cent. This data was provided to by a channel.


What happened? What got it those unexpected numbers at a time of an intense focus on cricket courtesy the IPL and when the GEC genre has been losing ratings and viewer share?


"The kids genre on the whole did really well in week 18. The summer vacations are on and kids are home from school," explains Turner senior director & head of kids vertical south Asia Krishna Desai. "Also, Chota Bheem did very well for us on Pogo. We had Chota Bheem's birthday celebrations in week18 which ran through the week like previous years. On 1 May, we premiered the movie 'Chota Bheem and The Crown of Valhalla' which also contributed to the record setting GRPs."


"Kids like to watch marathons of two to three of their favourite shows. Increasing the frequency of these shows leads to higher viewership for the channel," adds Turner vice president ad sales south Asia Juhi Ravindranath.


Juhi says the high viewership despite, the kids channel genre and pricing for it needs to be looked at with a different set of eyeglasses.


"The kids channel genre accounts for approximately six per cent of overall viewership (CS 4+ All India). In terms of revenue share, it is around 2.5 to three per cent," she highlights. "So yes, it is definitely underpriced as a genre. If one looks at the past few weeks' data, Pogo and CN are ranked at number 11 and number 12 respectively in terms of viewership amongst all channels. Unfortunately the rates commanded by the genre are not at par. However, year on year, there is growth in effective rates for the genre. We are, however, pushing for very aggressive rate hikes this year and are seeing success."


She says her team is increasingly getting aggressive on bringing in non-traditional advertisers to hoick revenues. "While kids form the core audience, any household with kids would also see substantial viewership coming from parents. For example, Pogo and Cartoon Network would be ahead of most news channels in the male 15+ target group. Categories like computers, telecom and other durables are forming areas of growth for us. Apart from this, we are actively using non-FCT areas like licensing of our characters, vignettes, on-ground events and our online websites to help us drive revenues."


Will week 19 of TAM's ratings see Pogo and CN maintaining the tempo? Desai says the team is gung-ho about this. "We put in our best, however, we leave to the kids' audience the rest," he ends with a smile.

Latest Reads
BIG Magic acquires 'Boonie Bears' exclusive FTA rights

BIG Magic has acquired exclusive FTA rights of ‘Boonie Bears’, the No.1 and most popular animated series in China. BIG Magic has renamed it ‘Babloo Dabloo’ for the Hindi viewing audience. Babloo Dabloo airs every Monday – Sunday 10 am – 11 am & 5 pm – 6 pm only on BIG Magic

Television TV Channels GECs
PBL: Setting stage for next big thing on Indian sporting landscape

India has witnessed the emergence of a multi-sports culture over the past few years. This significant development has come on the back of a promising display by Indian sportspersons across various disciplines, the meteoric rise of home grown leagues and the consequent widening of the fan base of...

Television TV Channels Sports
CNNMoney new section will be about the fastest growing economy; MoneyStream app launched

MUMBAI: Attracting 1.8 million average monthly page views, witnessing a 37 per cent growth in video consumption and 16 per cent in unique browsers month-on-month from India in less than a year’s time is not smooth. In its ambitious plan of global expansion, CNN Digital is leaving no stone unturned...

Television TV Channels News Broadcasting
Content a 'Game of Thrones'; AT&T's control over HBO, Cartoon Network, Warner Bros faces regulatory lens

The global media landscape is resulting in a new juggernaut as an internet and cable behemoth yesterday purchased an entertainment conglomerate making the former unmatched in its size and reach to consumers through home broadband, smartphones, satellite television and a battery of movies and cable...

Television TV Channels English Entertainment
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

MUMBAI: Can businesses and industries practise their art of selling fairly although they have 'Fair Practices' training during academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India. If the traffic cop is watching,...

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories