Colors has bridged the last few GRPs to overtake Star Plus this week. It is for the first time in nearly nine years that any Hindi general entertainment channel is overtaking Star Plus on all-day GRP level. This week’s TAM Media Research data shows Colors to be at 292 GRPs, while Star Plus is at 267 GRPs. Both the channels have dropped in numbers from the last week – Colors was at 298 GRPs last week, while Star Plus was at 307 GRPs.
Zee TV is at around the same numbers as last week, at 236 GRPs.
It may be recalled that last week, Colors had turned pay even though the channel is offering promotional schemes in CAS markets and hence, is still on air in these pockets. However, the uncertainty on the impact of going pay on ratings settles a bit now considering that the channel has managed to stay around its numbers for two weeks now.
As for the other channels this week, NDTV Imagine is at the fourth place at 90 GRPs – last week the channel was at 81 GRPs. Sony has scored 79 GRPs, which is a drop from the 82 GRPs that it had last week. Star One is at 60 GRPs, just one point up from the 59 GRPs of last week.
SAB has nabbed 49 GRPs this week, Sahara One has 48 GRPs, 9X has 23 GRPs, while Real is at 19 GRPs.
Congratulations, but the challenge has just begun
The media services industry is in no hurry to get too excited with the development. R Gowthaman, Leader, Mindshare South Asia, explained, “It is great that Colors has finally managed to get ahead in overall GRPs, but you must not forget that the difference between the No. 1 and No. 2, and the No. 2 and No. 3 is nearly the same. From that point of view, for me, this is now a three-way game where any of the three channels can change the pecking order at any point.”
Gowthaman reiterated that the game was of ‘Even Stevens’ at the top and getting ahead in GRPs had more to do with the psyche than on-ground realities.
NP Sathyamurthy, COO, Lintas Media Group, opines on similar lines. He said, “It is commendable that Colors has managed to reach the No. 1 position in this small a time, but maintaining the numbers is the challenge now. Star has maintained the numbers for almost nine years now and that is a huge ordeal. It is not going to be easy to match that.”
Sathyamurthy added, “What one needs to watch out for is how does Colors offer more value to advertisers now. The general tendency is to get hyper and revise rate cards, but the channel should stay calm and maintain the lead and widen the gap. From an overall perspective, once a channel crosses 150-200 GRPs, it is in the consideration set, and a difference of 25-30 GRPs really doesn’t make a difference. What is more important is how many cost-effective programmes is any channel offering.”
Watch this space for a more detailed analysis on what tipped the scales in Colors favour.