Top Story


Home >> Media - TV >> Article

Diwali doesn’t manage to light up Hindi GEC genre even this year

Font Size   16
Diwali doesn’t manage to light up Hindi GEC genre even this year

Diwali viewership deficit made its presence felt in Hindi GEC genre in Week 46 of TAM data, with week 46 encompassing all 5 days of Diwali.

Almost all players in the genre witnessed a drop in the Diwali week, which in turn escalated to a drop in the genre by 52 GRPs although Any Channel witnessed a growth in Week 46. Even in the past during Diwali, Hindi GEC genre witnessed a drop & this trend has been ongoing for past few years. Star Plus, despite of losing 6 GRPs, managed to regain its No.1 spot in the genre which was lost to Colors in last week.

Although the drop was seen majorly throughout all days of the Diwali week, Laxmipujan witnessed the highest drop.

The drop was majorly seen in the prime time day part by Hindi GEC genre.

Besides, if we take a look at market level & demographic level performance of Hindi GEC, we witness a drop across major contributing markets & target groups.

The drop in ratings is more prominent in the 3 Metro's of HSM - Mumbai, Delhi & Kolkata. Whereas on TG level the drop was more because of fall in viewership of females, age group 25-34 & higher SECs AB.

In the past some players in the Hindi GEC Genre were able to counter this effect of drop in ratings in Diwali either by airing a World Television Premiere or an Event on the Sunday before start of Diwali.

Source : Analysis conducted by S-Group, an Analytical arm of TAM Media Research

Tags Diwali

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.