The Kids genre has the 4th highest Viewership Share in Television after Hindi GEC, South Regional and Hindi Movies. After gaining 13 GRPs this week Hungama has risen to no. 2 position from No.5 in week 47 according to Analysis conducted by S-Group, an Analytical arm of TAM Media Research.
The average Rank of Hungama for all weeks in 2015 is 4, whereas it jumped to Rank 2 for the first time in 2015. Nick has been the leader throughout 2015.
Hungama saw a gradual rise in viewership in the past weeks, whereas in Week 48, suddenly overtook Pogo and Cartoon Network to claim the 2nd spot.
Reach has seen a sudden rise in Week 48 for Hungama. Also, Hungama received the highest Time Spent in the entire Kids genre in Week 48, 2015. So, it's been both Reach and Time Spent that contributed to this growth for Hungama.
Almost all dayparts have performed better for Hungama with respect the previous week. Doraemon and Shinchan continue to be the properties with highest coverage and Viewership for Hungama. Hungama has increased the Feature Film content in the recent weeks by 77% with respect to three weeks prior.
The duration of breaks have been massive in the earlier weeks. It is clear that audiences are disinterested during breaks and move out of the channel. The reduction in the duration of Breaks has helped increase the Time Spent as Hungama was successful in retaining the viewers.
There has been a 14% drop in Break duration in Week 48, with respect to Week 47. Especially in the 1000 hrs to 1500 hrs daypart, when Hungama has clearly gained the most with respect to last week, the breaks have gone down by 60%.
Is this a temporary rise or a beginning of continued supremacy in the Kids genre for Hungama in the coming weeks?