IPL4 fails to impact GEC viewership

MUMBAI:The biggest monster for the Hindi general entertainment channels – Indian Premier League (IPL) – has been tamed this year.

One may call it overdose of cricket or better programming on GECs or the charm of IPL wearing thin, but the fact of the matter is that for the first time in the last four years, the GEC genre did not see any fall during the IPL and, indeed, has seen a healthy growth.

As per data provided by TAM for C&S, 4+ years, in the Hindi speaking market, the overall genre share of the Hindi GECs has actually gone up compared to its share in the two weeks prior to the IPL.

Also, with the new shows post IPL, the GEC genre has actually stepped up the ladder.

Last year, Star Plus had released a research report noting that Hindi GECs had seen over 10 per cent drop in the genre share during the IPL period. However, the top three channels - Colors, Star Plus and Zee TV- were the least affected, while the second rung channels like Sony Entertainment Television, Sab and Imagine TV had lost more share.

This year, despite adding two more teams, the IPL was a below average tourney compared to the standards it had set in the previous seasons.

The only highpoint this season was that the total IPL viewers grew to 160.2 million, according to the All India market data from TAM Sports. In the last season, 143.7 million viewers had tuned in to the event.

Latest Reads
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns
Interactive Television's Buzz Index to help advertisers make smart investment in movies

Interactive Television, a unit of WPP, has launched ‘Buzz index’- a revolutionary buzz measuring tool for helping advertisers to make informed decisions for cinema advertising.

MAM Media and Advertising Media Agencies
India's AdEx revised to Rs 62,483 cr. by EEMA; includes 'experiential' with 13.6 per cent share

MUMBAI: ‘Experiential Marketing’ or the concept of creating a bond between the consumer and the brand beyond ‘buying and selling’ by immersing them in an experience, is an underrated and underrepresented form of marketing, several marketers guiltily admit.

MAM Marketing MAM
WATConsult asks 'WAT's your Big Idea?'

WATConsult has launched of one of its kind ideation competition for colleges across the country - WAT’s your Big Idea (#WYBI).

MAM Media and Advertising Digital Agencies
iProspect campaign features Olympians

iProspect, the global business performance agency, has launched a new global brand campaign “It’s Who We Are” featuring six members of its staff. The agency held a search for the ‘faces of iProspect’ across its network of 84 offices across 52 countries. The campaign showcases how the talents and...

MAM Media and Advertising Digital Agencies
'Baahubali' forays into licensing with 'Black White Orange'; targets Rs 25 cr in retail sales

The brand is targeting 20-25 crore of retail sales alone from their merchandising & licensing revenue

MAM Media and Advertising Media Agencies
Google renovates AdSense UI for publishers with Material Design

Google's ad management platform for publishers, AdSense is to get a Material Design make-over much like their consumer-facing products like Google Maps, the tech giant recently announced.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories