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India's Got Talent rules weekend 9pm slot; Kapil Sharma Show lags behind

23-May-2016
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India's Got Talent rules weekend 9pm slot; Kapil Sharma Show lags behind

Last week we reported that the first episode of ‘India’s Got Talent’ (IGT) brought up the ratings of the 9pm slot to 7 million impressions in week 18 (30 April-6 May, 2016) which was 5 million impressions in the previous 13 weeks. Interestingly in the week 19 (7-13 May, 2016) the reality talent-hunt show generated average viewership of 8.5 million across India, followed by ‘Comedy Nights Bachao’ which garnered 6 million impressions according to BARC data.

The most touted and hyped up ‘The Kapil Sharma Show’ (TKSS) continues to disappoint viewers in living up to their expectation in Week 19, garnering only 5.5 million impressions, lesser than the two comedy shows (‘Comedy Nights Bachao’ and ‘Comedy Nights Live’) on Colors thereby relegating it to No 3 in the comedy space and No 4 in the non-fiction space, according to data sourced from BARC subscribers.

Zee's ‘Sa Re Ga Ma Pa’ is at no 5. In fact, ‘India’s Got Talent’ viewership is 58% higher than ‘The Kapil Sharma Show’ which started off with nearly 9 million impressions in the first week. While &TV’s latest reality dance show starring Bollywood star Madhuri Dixit, ‘So You Think You Can Dance India’ attracted 1 million impressions in Week 19.

At HSM Urban too, ‘India’s Got Talent’ generated average viewership of 6.0million, while ‘The Kapil Sharma Show’ got a viewership of 4.2million.

For the first two episodes, average of 36million viewers sampled ‘India’s Got Talent’ while for ‘The Kapil Sharma Show’ got eyeballs from 32million viewers. The story remains same across strata, be URBAN HSM or RURAL HSM (Urban HSM: 22million vs 21million, Rural HSM: 12million Vs 9million). This clearly indicates the universal appeal of IGT across urban and rural market.

From the above chart  it is clear that ‘IGT’ attracted the maximum attention on May 1, garnering over 8.8 million impressions and dropped to 8.7 million impressions on May 7 followed by 8.4 million impressions on May 8. For ‘TKSS’, on the other hand, the viewership went down from 9.2 million impressions on April 23 to 6 million impressions on May 8.

Going by gender preference, both male and female viewers preferred ‘IGT’ and Color’s ‘Comedy Nights’ over ‘TKSS’ in Week 19, with 2.9 million and 3.1 million viewers respectively for IGT. For ‘TKSS’ it’s 2.2 million and 2 million respectively. The viewership of ‘IGT’ in the key age group of 15yrs+ (in HSM Urban) is 4.8million, ‘Comedy Nights’ is 4.0million while ‘TKSS’ is 3.6 million.

Both the classes and masses seem to prefer ‘IGT’ and ‘Comedy Nights’ over ‘TKSS.’ NCCS ABC viewership for ‘IGT’ is 5.8million, ‘Comedy Nights’ is 4.5million while ‘TKSS’ is 4 million. NCCS BCD viewership for ‘IGT’ is 3.6million, ‘Comedy Nights’ is 2.9 million and ‘TKSS’ is 2.2million.

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