Television
Report on Hindi News Viewership

IPL, festive season expected to push up ad rev for GECs

GECs have resumed shootings with full force.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/08/03/pepsi.jpg?itok=zJC71SBk

MUMBAI/NEW DELHI: After almost four months of hiatus, advertising spend is slowly inching up on TV, especially GECs, which saw shows resume some weeks ago. Experts suggest that whenever consumer behaviour sees a shift, advertising spends have also adjusted.

Havas Media Group MD--India Mohit Joshi says that growth would have been much sharper if the unscheduled one-off lockdowns in several parts of the country had not happened. He is expecting an overall increase in TV ad revenues in the coming weeks since brands want to make the best use of the remaining five months. Not to mention that IPL is also expected to take place in the last quarter coinciding with festive season.

DDB Mudra Group executive director and OMD Mudramax president Sathyamurthy Namakkal says that August and September will continue to be lower than the previous years, but October-December should witness some positive growth,( as compared to the previous six months), due  to optimism about a vaccine solution for Covid2019 and festival advertising needs. However, he feels that IPL is likely to impact the viewership of GECs across markets.

They are of the opinion that while many GECs haven’t yet matched their viewership numbers pre-Covid2019, there is an improvement in viewership post the revival of original content, a few weeks ago.

Namakkal says, “Many advertisers have moved from negative sentiment to a more neutral sentiment as manifested in the planning process that has been reactivated after a gap of three months.”

As per TAM media research the tally of advertisers on both national and regional news channels increased by four per cent and three per cent respectively during week 29 (12 July to 18 July)  to week 30 (19 July to 25 July)  compared to week 27 (28 June to 4 July) to week 28 (5 July to 11 July).

The data further reveals that ad volume on both national and regional news channels increased by 18 per cent and 15 per cent respectively during week 29 to week 30 compared to week 27 to week 28.

Channels began luring its viewers back to TV after some of them shifting off GECs due to lack of content. Zee Entertainment Enterprises Ltd (ZEEL) chief consumer officer Pratyusha Agarwal says, “Our comeback strategy was planned meticulously with the objective of reinstating the habit of appointment viewing for our audience across our GECs. We harnessed the power of digital and social platforms, PR, outdoor, print and the biggest asset of all, our network strength.”

Zee TV engaged audiences with a combination of artist interviews and behind-the-scenes footage from primetime shows, building curiosity around the return of fresh programming.

“Given that we are a video-led medium, we have continued to use video-led media as a predominant vehicle and the others being fit-to-purpose added as complimentary media. But with people not stepping out much or being a lot more careful when they step out, we are looking at in-home media a lot more with TV being our primary tool,” shares Agarwal.

Dangal was the first channel which started airing fresh content from 2 July. Enterr10 Television (Dangal TV) COO Deep Drona shares, “An interesting part was that during lockdown a lot of sampling has happened by fresh viewers. We need to see if they change habits or go back as pause and play viewers.”

However, Zee TV launched a mega OOH campaign announcing the resumption of its shows. On the other hand, Dangal will not be taking up OOH anytime soon. But, Dangal has increased its digital footprint in order to communicate with its prime audience in tier I and tier II cities.

According to the tenth edition of BARC-Nielsen data, since 11 April total television consumption increased by 40 per cent. The data also reveals that news and movies continue to grow. April onwards, news has registered 16 per cent growth while GEC from 52 per cent from pre-Covid2019 is now steady at 44 per cent.

The major revelation is that re-run driven Hindi GECs obtained all-time viewership high post exit from DD Free Dish. In fact, April onwards, overall FCT observed seven per cent growth. There is a significant growth in FCT across news, movies and kids genre. Major FMCG companies continue to advertise on GECs along with some new players.

Even though news channels became the viewers’ darling for the last few months, Namakkal feels that it will continue to get its regular loyal advertisers. To this, Joshi says, “Each genre has a role to play in the plan. News has seen a lot of surge in viewership. Even today, this continues to be at a higher than pre-Covid2019 levels. Given their performance, their role as a reach driver in the plan has further been consolidated.”

As primetime viewership starts to return to normalcy, advertiser spends will follow suit.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/25/cma1.jpg?itok=PNQp77ga
Striking the right note: Clef Music Awards'22 unveils the winners in a glitzy ceremony

It was a scintillating Saturday night at Mumbai’s Sahara Star hotel as the stars aligned to stage the second edition of Indiantelevision.com's Clef Music Awards.

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/zee-media1.jpg?itok=DDUdy99m
Zee Media's permission to transmit channels in Ku Band, revoked

The disgruntled TV networks couldn’t be any happier. In what seems to be a relief for most TV networks, an order passed by the Ministry of Information & Broadcasting (MIB) on 23 September

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/bb9.jpg?itok=G_ZQkx1d
Colors Kannada gets innovative to market Bigg Boss Kannada-9

Colors Kannada is getting one step closer to its audiences with standout marketing innovations and initiatives for the ninth season of Bigg Boss Kannada.

Television TV Shows Reality
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/100.jpg?itok=-aTgC0Ay
Shemaroo TV’s ‘Waah Bhai Waah’ hits a century

Shemaroo TV’s marquee show, Waah Bhai Waah marks a new milestone of completing 100 episodes. The show, which features Shailesh Lodha as host, will present its centennial episode on Monday, 26 September from 9 p.m. to 10 p.m.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/23/itv-group.jpg?itok=RRVvFnId
India Today brings 'Democratic Newsroom' to television

India Today TV launches Democratic Newsroom, a prime time show devoid of any agenda, where news anchors are given free rein to present their diversified viewpoints about the same issue across the table. The show will premiere on 23 September 2022 at 7 p.m.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/22/eurosport1.jpg?itok=-xH9jxhx
Eurosport acquires broadcast rights for international football friendlies of India

Warner Bros. Discovery's premium sports brand Eurosport India has acquired broadcast rights for the upcoming international football friendly match of the Indian national men’s football team against Singapore and Vietnam.

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/22/shibasish-sarkar_0.jpg?itok=kJ9yxk6S
Producers Guild of India elects Shibasish Sarkar as president

Shibasish Sarkar was unanimously elected as president of the Producers Guild of India at the first meeting of its newly constituted Guild Council of Management, which was held immediately after the 68th annual general meeting on 21 September.

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/22/rohit-chadda.jpg?itok=eDt5DCJm
Times Network appoints Rohit Chadda as president and COO of its digital business

Times Network has announced the appointments of Rohit Chadda as president and COO-digital business and Vinay Sarawagi as senior vice president of digital content.

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/22/25.jpg?itok=SuM9yBk3
Manoj Jagyasi and the promise of Bharat24

Referred to as the turnaround man amongst kith and kin, Manoj Jagyasi was recently appointed as a chief business officer & strategic advisor to the board of month-old Hindi news channel Bharat 24.

Television TV Channels Viewership