Mukesh Ambani-owned Network 18 and Viacom 18’s flagship channel Colors’ viewership has been soaring ever since the debut of ‘Naagin’ season 2 on October 8.
Colors has been dominating the top position at the BARC Hindi GEC charts for past three weeks at BARC starting from week 42 (October 15-21). The recent week 44 (October 29- November 4) saw the Hindi GEC topping the BARC charts both in urban plus rural and urban markets with 638 million impressions and 430 million impressions respectively. And, this is on the backing of ‘Naagin’ and its other popular show ‘Shakti - Astitva Ke Ehsaas Ki’ which incidentally replaced the former as the most watched programme with 6.8 million impressions in the urban market. ‘Naagin Season 2’ got pushed to No.2 with 6.6 million impressions but continued to lead in the urban plus rural market with 11.745 million Impressions. Its other Udaan made a quiet entry in the urban market occupying the fifth spot with 5.7 million Impressions. It came second in Top 10 channels across genre with 672 million impressions.
From week 42 (October 15-21), the channel started riding the wave of success in the urban and U+R combined markets with 495 million impressions and 732 million impressions respectively and gained significantly large viewership on the back of its popular fiction properties ‘Shakti’ and ‘Naagin.’ These two shows have listed themselves in the list of top five most watched shows. In the urban market, the supernatural show ‘Naagin’ season 2 grabbed the top spot with 8.27 million impressions, followed by Shakti which clocked 8.24 million impressions. In the combined urban plus rural market as well, ‘Naagin’ continued to be on the top spot for its second week after launch on October 8, garnering 13 million impressions followed again by ‘Shakti’ with 12 million Impressions.
In week 41 (October 8-14) even though Colors was on the second spot, both its properties were the top two watched shows in the urban and urban plus rural market. In combined U+R markets, the debut episode of Colors’ ‘Naagin’ Season 2 has become the most watched show among Hindi GECs with 13.8 million Impressions. The other show from Colors, ‘Shakti’ stood second with 10.5 million Impressions. Before ‘Naagin,’ ‘Shakti’ had been appearing in the top 10 shows for past few weeks. Now with both these shows Colors has created a success formula as both the shows were garnering maximum viewership ratings.
The similar trend followed in week 43 where these two shows helped Colors lead both the urban plus rural and urban markets of BARC India data with a viewership of 683 million impressions and 454 million impressions respectively. ‘Naagin’ was the most watched show registering 7.9 million impressions in urban areas, and 12.6 million impressions among urban and rural areas. It was, again, followed by ‘Shakti’ in the second position in the list of top five most watched shows with 11.5 million impressions among urban and rural areas and 7.6 million impressions among urban areas.
The last time it claimed the top spot in the urban plus rural market was in week 24 (June 11- 17) when its then new show ‘Kawach’ became the most watched Hindi general entertainment programme with 10.9 million impressions garnered across both rural and urban markets, replacing its popular ‘Naagin’ season 1. It’s clear that now with the return of the second season of ‘Naagin’ and ‘Shakti’ managing to be in the top five shows, Colors will expect to claim the top position in the urban and urban plus rural markets. We have to wait and watch how this goes.