The TAM ratings for Week 15 (April 7 – April 13) 2013 are out and IPL fever has hit the GECs again. Although Star Plus remains at the top spot, it has lost on the GRP front. According to viewership data for CS 4+, HSM markets, Star Plus garnered 252 GRPs, while Sony Max had 234 GRPs in Week 15. Star Plus lost 32 points as compared to its last week’s GRPs of 284.
Zee TV recorded 163 GRPs, signaling the loss of viewership to IPL this week (last week 185 GRPs). Sony Entertainment Television stood at 160 GRPs (last week 164 GRPs), Colors stood unmoved at 156 GRPs as compared to last week, and SAB TV was a notch higher at 137 GRPs (last week 136 GRPs).Life OK recorded 111 GRPs this week (last week 110 GRPs).
Kartik Sharma, Managing Partner, Maxus commented, “All the matches have been very close this season, and almost all the teams have performed well. This is one reason why people are hooked on to their TV sets and GECs are getting affected. The tournament has been going on in a more sustained manner and the future trend will depend on the quality of matches. If the matches go on sustaining the excitement till the last level, GEC business will get affected.”
“Since 80 per cent of the households in India are single TV households, therefore, the bulk of viewership over and above goes to IPL,” remarked T Gangadhar, Managing Director, MEC. He added, “But I don’t think GECs are much affected by IPL. Viewers have become much more smarter than before and they very well know what to watch. Earlier, there used to be a wariness in launching new shows or even Bollywood films at the time of IPL, but now that trend seems to have gone. Although reach has gone up, but the overall time spent in watching IPL has gone down.”
As more and more audiences get hooked to IPL via multi screens in malls, pubs and shops, it will be interesting to see whether advertisers consider ratings or gut interest of the audiences as benchmark in allocating their marketing budgets this season of IPL.
Our typical marketing budget is usually 10 per cent of the topline spend