Top Story

e4m_logo.png

Home >> Media - TV >> Article

GECs continue to face the ratings heat in Week 2 of IPL 6

19-April-2013
Font Size   16
Share
GECs continue to face the ratings heat in Week 2 of IPL 6

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

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...