These are some of our findings as we analyzed the TAM viewership data for the past 2 months on top-three entertainment channels- Star Plus, Zee TV and Sony.
To begin reporting on our finding, on Saturdays and Sundays, during peak viewing hours (13:00-26:00 Hrs), Hindi movies were running for half the total time. That implies 3 movies per channel on virtually every day on a weekend! Sony and Star Plus were outpacing each other while Zee was more hopeful from its doze of mythological. See chart below for details.
|
Channel
|
No of weekend movies
(last 8 wks*)
|
|
Star Plus
|
32
|
|
Sony
|
29
|
|
Zee
|
15
|
|
Grand Total
|
76
|
|
* Data for 8 weeks. 18th Nov to 13th Jan
|
Which channel had maximum viewship. Look at the chart below. 8 out of 15 top movies were run on Star Plus. It seems the momentum generated on Star Plus has helped Star. 'Raju Chacha', which wasn't exactly a hit on the silver screen, managed an impressive TVR of 7.82%. 'Badal' and 'Kurukshetra' also gained from the cross platform promos run on Star Network. Its worth mentioning that Kaho Na Pyar hai, aired on Sony, was not included in the analysis since it ran on a Monday -31st December.
Refer chart below for top 15 movies.
Top 15 Hindi movies in last 2 months
TG: Male/Female/Sec ABC/C&S homes, Hindi Speaking Markets for TVR
Source: TAM
Which products categories use movies the most? With mass appeal and high female ratings, movies seem to be ideal platform for FMCGs. Detergent Powder, Toilet Soaps and Fairness Cream were top-three categories.
To look at how each category was using the three channels, look at the legend alongside the chart. The blue band denotes GRPs or Duration that were achived thru Sony. Sony has contributed maximum number of GRPs for almost all product categories. 29 movies in 8 weeks and almost 3000 seconds in each of the movie explains this.
Top Product Categories (by duration)
What is interesting to note is that Sony had twice the advertising pressure, compared to Star Plus. Average movie on Sony had 3000 sec of advertising while Star Plus had 1500 sec. See chart below. While this is great news for Sony, it is not quite the same for advertiser. Twice the number of brands and commercial messages were jostling for share of consumers mind.
