With Total TV consumption witnessing a hike this week, Hindi GEC genre has declined further as its share has gone down from 40% in week 14 to 39% in week 15 to 37% according to TAM Data. The drop in viewership was majorly due to low time spent by audience as walk-ins on the genre largely remained unaffected. Out of 80 million GVTs which the genre shed this week, 76 million GVTs were lost in weekday prime-time wherein IPL matches are scheduled.
Interestingly the second week of IPL saw a continued growth in viewership, and increase in viewership by 30% in comparison to IPL 7 according to TAM data for the period of April 7th – 18th, 2015 (since the start of the tournament) CS4+ All India market on channels Sony Max, Sony SIX, Sony Aath and Sony Kix the average was 4.1 TVR in comparison to 3.2 TVR during IPL7. This is a 30 per cent rise in viewership.
The average TVTs had increased by 31 per cent for IPL 8 where it brought in 11,050 TVTs in comparison with 8,430 TVTs in IPL 7. The TAM data shows that 54 per cent of the All India Universe tuned to watch IPL 8 matches. The reach however increased marginally by 5 per cent from 138 million during IPL 7 to 145 million during IPL 8.
Star Plus is the worst hit channel this week losing 56 million GVTs, the centre of this loss being weekday prime time which saw a drop of 34 million GVTs, whereas viewership gap between Zee TV & Colors has increased further from 10 million GVTs to 20 million to 26 million GVTs in last three weeks.
Amidst IPL fever, &TV managed to gain in week 16 to reclaim 7th position in the genre majorly led by the hike in Weekend RODP with airing of movies like Ramaiya Vastavaiya and Holiday. Kumkum Bhagya which held the no.1 position in the genre last week slipped to number 3 in week 16.
The top 5 shows of week 16 (CS4+)Market HSM remain Saathiya Saath Nibhana (9662 TVTS) Yeh hain Mohabatein (9515 TVTS) KumKum Bhagya (8639 TVTS)Yeh Rishta Kya Kehlata Hain (7709 TVTS) and Diya Aur Baati Hum (7148 TVTS) .
(Source : TAM Media Research, Analysis conducted by S-Group, a strategic consulting arm of TAM Media Research)