The Hindi GEC genre has continued its trend of declining viewership during the IPL matches this week as well. Total television consumption saw a drop by 3% this week. Hindi GEC viewership on the whole saw a decline of 5% .
Last week the Hindi GEC genre also showed a decline as its share went down from 40% in week 14 to 39% in week 15 to 37% according to TAM Data. The drop in viewership was majorly due to low time spent by audience as walk-ins on the genre largely remained unaffected. Out of 80 million GVTs which the genre shed, 76 million GVTs were lost in weekday prime-time wherein IPL matches are scheduled.
This week the Hindi GEC genre declined further losing 5% viewership. Majority of this loss came from prime time where IPL matches are scheduled, taking loss to 12% compared to a non IPL week 14.This week Star Plus lost whopping 26 GRPs and10 GRPs were lost on Sunday. For Star Plus during Sunday Prime Time Hindi feature film 'Ekkis Topho Ki Salami' did not perform as well as 'Master Chef India Grand Finale' performed in the previous week. On Sunday Prime Time where Star Plus took the maximum hit, Colors managed to grow with its newly launched show India's Got talent getting 3.4% TVRs which added 4 extra GRPs to the Colors basket.
&TV also managed to maintain its 7th position in the genre with its weekday fictions 'Bhagya Laxmi' & 'Bhabhiji Ghar Pe Hai' seeing an upward trend.
The heavily promoted show Fear Files which was launched on 25th April received TVR of 2.7% helping Zee TV to grow by 4.5 GRPs in the Saturday 10.30pm-11.30pm Slot.
(Source : TAM Media Research )Analysis conducted by S-Group, a strategic consulting arm of TAM Media Research)