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