Trends across last 4 years suggest that the Hindi GEC genre takes a plunge to the extent of 15% in viewership on the day of Laxmi Poojan. Interestingly, Total TV viewership on the auspicious does not change much.
On the other hand, it is observed that Hindi Movies, Hindi News, Music & Kids Genres witness viewership growth on Laxmi Poojan. Hindi Movies & Music Genres have seen maximum growth in terms of viewership across years.
The drop in viewership of GECs has been caused by lesser sampling of the genre on Laxmi Poojan also the Time spent levels on the genre witness a drop. At the same time Hindi Movies, Kids, Music & Hindi News witness increase in of both reach & time spent.
As we expect this trend to continue this year too, it is imperative for GECs to take proactive steps to minimize the drop. At the same time it is an opportunity for other genres especially Hindi Movies to capitalize on this opportunity by airing their best Movies.
Source: S-Group, an analytical division of TAM Media Research