IPL-2015 Total loss for Hindi GECs now stands at 15% compared to pre-IPL week 14

Total loss for Hindi GECs now stands at 15% compared to pre-IPL week 14

Author | Priyanka Mehra | Monday, May 18,2015 9:12 AM

Total loss for Hindi GECs now stands at 15% compared to pre-IPL week 14

While the 45 IPL matches played during this season were sampled by 182 million unique viewers according to TAM data. IPL 8 in comparison with IPL 7 grew by 22% in TVRs during the same period. IPL 7 brought in 3.0 TVRs, IPL 8 brought in 3.6 TVRs during the 45 matches, this doesn’t spell good news for the Hindi GEC Genre .

The total viewership for television dropped this week by 0.6 percent, while the Hindi GEC viewership saw a drop of 1.5percent, according to TAM data. Though the magnitude of drop was just about 1.5% this week; the genre viewership is down 15% if compared with Pre IPL week 14.

It has been five weeks since the beginning of IPL and Hindi GEC ratings have lost 18 GRPs this week according to TAM data. The  total loss now stands at 15per cent if compared with pre IPL week 14.

For the 1st time since July 2013, Zee TV has gone below 160 GRPs; further widening the gap between it and Colors. 8 out of 11 GRPs lost this week were lost during weekend. The experiment done in the form of running the marathi dubbed shows (Mile Sur Mera Tumhara & Mohe Pia Milenge) in the pre prime time slot 5-6 PM don’t seem to have worked for the channel as of now  as the ratings for the slot declined.

Life OK lost 8 GRPs this week, afternoon and pre prime time day parts being at the centre of loss. Sony dropped to 90 GRPs which is a new lowest for the channel this year.

The Sunday marathon of Nach Baliye helped Star Plus to gain 3 GRPs this week. Colors continued to be at no. 2 position gaining 4 GRPs.

'Sankat Mochan Mahabali Hanumaan' a mythological show launched by Sony in 8 PM weekday slot has intensified the competition in the genre. It took the  slot from 0.2 to 0.7  TVR%.

Another new show 'Gulmohar Grand' which was launched by Star Plus on Sunday 10 PM received a modest opening of 0.7 TVR%.

Source : TAM Media Research
Analysis conducted by S-Group, a strategic consulting arm of TAM Media Research

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