The Hindi GEC genre seems to have seen a recovery of sorts with an increase of 18 GRPS in Week 21, according to TAM data. Interestingly this was also the last week of IPL this year. Last week the total viewership for television dropped by 0.6 percent, while the Hindi GEC viewership saw a drop of 1.5 percent. Though the magnitude of drop was just about 1.5% last week; the GEC genre viewership was down 15% in totality if compared with Pre IPL week 14.
The end of the IPL season seems to spell good news for the Hindi GEC genre though the increase in GRPS are a result of non prime time for week 21, the genre could see a rise in GRPS in prime time from week 22 onward as well.
The Growth of 18 GRPS of viewership came from the non prime Time day part. SAB & Sony gained maximum 13 & 6 GRPs respectively whereas Colors and Zee TV lost maximum viewership with 7 and 4 GRPs. SAB managed to grow on the back of its signature show Taarak Mehta Ka Ooltah Chashma & Balveer.
Viewership loss suffered by fiction heavy channels Star Plus and Zee TV during IPL was double (Avg 14% each) of that suffered by Colors, SAB, Life OK & Sony (Avg 7% each) who have greater contribution from other programming genres like comedies, Action Thriller, Reality shows & Talent search. After a gap of 4 weeks Z Anmol came ahead of Star Utsav after gaining 5 GRPs this week. Another Free To Air channel Big Magic which derives 40% of its viewership from 4-14 Age group managed to gain 3 GRPs to reach 23 GRPs level which is a new high for the channel since February.
Bindass managed to increase the lead to 3.5 GRPs over channel V which is a new high for Bindass in this year so far. Both these channels carry the tag of Youth GEC.
Source : TAM Media Research
Analysis conducted by S-Group, a strategic consulting arm of TAM Media Research