Hindi GECs gain after losing for two weeks

MUMBAI: The Hindi general entertainment channels (GECs) gained 23 GRPs last week after losing viewers to live T20 World Cup cricket matches in which India played in two previous weeks.

The India vs Pakistan clash did attract a lot of viewership but its impact was not felt as it was on a Sunday, which resulted in viewers not normally watching television on the weekend being glued to TV sets, and GECs too had strong content in programmes like the finale of Jhalak Dikhhla Jaa.

As per TAM (HSM, 4+, C&S) data provided by GECs, the India vs Pakistan match fetched 6.4 TVRs in its first innings when India batted and 7.6 TVRs in its second innings during Pakistan?s batting.

The GECs had taken a hit in previous two weeks because of start of the T20 World Cup on 18 September (week 38 of TAM). The combined GRPs from Hindi GECs fell to 1271 from 1322 in week 38 as the T20 matches were telecast live during evening prime time. In week 39, when India played against Australia on 28 September (Friday), the genre further lost GRPs to register 1233 GRPs. However, GECs have seen an improvement in ratings in week 40 when the genre added 23 GRPs to clock 1256 GRPs.

According to ZenithOptimedia managing partner Navin Khemka, The India vs Pakistan match was able to attract more viewers onto the television screen and people who wanted to watch GECs too saw their favourite programmes. "India vs Pakistan match was able to get light viewers onto the television screen on that day. It had driven up the overall viewership of that day, therefore people who wanted to watch GEC for a particular time period, be it because of the airing of Jhalak finale or Ishaqzaade, watched it."

"The impact of live cricket on GECs is more if the matches are played during weekdays. The India vs Pakistan match was played on the weekend against big properties like Jhalak Dikhhla Jaa that aired its final episode," Khemka added.

Weekly GEC update:

Star Plus continues to lead the GEC genre with 274 GRPs, having added five gross rating points (GRPs) during week 40. The channel has crossed the 270 GRP-mark after a gap of seven weeks. In fact, this is the highest recorded rating of any channel in the genre in six weeks.

Star Plus has extended the telecast of two of its weekday shows, ?Yeh Rishta Kya Kehlata Hai? and ?Diya Aur Baati Hum?, which rated 4 TVR and 2.8 TVR respectively on Saturday (6 October). However, the average ratings of both the shows dropped; ?Yeh Rishta?? rated 3 TVR (last week 3.4) while ?Diya?? fetched 4.9 TVR (last week 6.7) in the week ended 6 October.

Colors held on to its second position with its GRPs unchanged. The channel aired the finale of ?Jhallak Dikhhla Jaa? which notched 3.5 TVR on 30 September. The finale episode helped the channel stabilise itself despite India and Pakistan playing against each other in the same time slot. However, the fiction shows of the channel have seen a drop in viewership. The channel ended the week with 233 GRPs.

Zee TV closed the week with 231 GRPs (last week 217), just two GRPs away from Colors. The ratings of its singing reality show ?Sa Re Ga Ma Pa? fell from 2.5 TVR to 1.9 TVR, though its fiction shows have seen a rise in eyeballs.

Sony Entertainment Television (Set) added three GRPs to end the week with 205 GRPs. It had premiered ?Ishaqzaade? on 30 September, which rated 1.9 TVR in its 12 noon airing and 1.4 TVR in the 8.30 pm telecast. Set did not air its ?Kaun Banega Crorepati-6? episode at 8.30 pm on 30 September. Daily soaps of the channel lost numbers but its crime-based shows - CID (3 TVR) and Crime Patrol (2.7 TVR) and KBC (3.4 TVR) saw an increase in viewership.

Meanwhile, Sab added six GRPs to end the week with 128 GRPs. Life OK with 121 GRPs (last week 124) follows. Sahara One with 33 GRPs (last week 34) remains at the bottom.

Latest Reads
Avon partners Bajaj Electricals Pinkathon 2018

Extending its support to the cause of breast cancer awareness, women’s beauty brand Avon has tied up with Bajaj Electricals Pinkathon 2018 - presented by Colors. The women-only marathon aims to highlight the same issue.

MAM Marketing Brands
Sihasn launches 'We CARRY our culture in our own way' campaign

Luxury premium furniture brand Sihasn has launched its latest campaign “We carry our culture in our own way”. Through this campaign, Sihasan aims to showcase and promote Indian culture.

MAM Media and Advertising Ad Campaigns
Havas Gurgaon appoints Manas Lahiri as GM

Havas Group India has announced the appointment of Manas Lahiri as general manager of Havas Gurgaon.

MAM Media and Advertising People
Zee Business Strengthens Programming, launches campaign to take CNBC Awaaz head on

Emerged as a reigning player in the business news genre, ZEE Business has shown remarkable growth in recent times. The avg market share of the channel grew from an avg of 23% in Q4 17-18 to over 35% in Q3 18-19. The channel has been extremely aggressive in relooking at its programming as well as...

MAM Media and Advertising Ad Campaigns
iCubesWire bags digital mandate for Singer India

iCubesWire has bagged the digital mandate of Singer India Ltd, one of the leading manufacturers and sellers of sewing machines and home appliances.

MAM Media and Advertising Account
Star India invests into Zapr Media Labs

According to a report by Brand Equity, media company Star India has made investment of Rs 55 crore in media-tech start-up Zapr Media Labs.

MAM Marketing MAM
Dentsu Webchutney with UN Women launch #DrawALine campaign

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has announced its partnership with UN Women with its new campaign #DrawALine.

MAM Media and Advertising Digital Agencies
Langoor partners The Younion

Langoor, a full-service digital-first agency, and marketing company The Younion have announced a strategic partnership to help blue chip brands consolidate and strengthen their positions in India.

MAM Media and Advertising Digital Agencies
BharatMatrimony launches 'Find Your Equal' campaign

Matrimony Service, BharatMatrimony, has launched a new TV commercial “Find Your Equal”, starring MS Dhoni.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories