Sony Entertainment Television has been banking on the ‘The Kapil Sharma Show’ to improve its ranking in BARC charts. Following the actor’s unceremonious exit from Colors last year, Sony announced its new primetime weekend show with Kapil Sharma couple of months back.
The hype was noticeable with the channel organising a high-impact launch campaign using print, radio, TV and on-ground activities. The promotions for the show began with the team doing a multi-city tour starting with Amritsar followed by Bhopal and Lucknow, giving fans an opportunity to interact with their favourite stars from the show. These tours culminated in Delhi where the team shot its first episode with a ‘live’ audience along with Bollywood superstar Shah Rukh Khan.
The first episode of the show on April 23 took the 9pm slot on the channel up by 5 times to 9 million impressions according to BARC. The show also made an entry into the list of the top five watched shows across Hindi GECs. It boosted Sony Entertainment Television’s weekend ratings for the same week as it recorded a surge in its ratings from 21 million to 74 million impressions (9pm to 11.30 pm time slot).
Despite IPL running on parallel side, the channel garnered 347 million impressions for the same week higher than previous week’s 278 million. However, this was not reflected in its ranking on BARC’s top 10 Hindi GECs chart as it remained stagnant at the 10th position.
Not the same can be said about Week 18 (30 April-6 May, 2016). The average viewership of ‘The Kapil Sharma Show’ dropped to 5 million impressions. The channel’s weekend ratings for the same time slot (9pm to 11.30 pm) stood at 42 million while its weekly viewership dropped to 297 million impressions. It lost out its fifth position among the top five watched shows to Zee Anmol's ‘Jodha Akbar.’
Before the launch of ‘The Kapil Sharma Show’, Sony Entertainment Television’s weekend ratings had been pretty dismal, often fluctuating between 18 million and 25 million impressions from Week 11(12-18 March, 2016) to Week 16 (16-22 April, 2016). Only in week 12 (19-25 March, 2016) the ratings shot up to 40 million impressions. But ironically the channel lost out its 10th position to Sony SAB in BARC’s top 10 GECs for that week.
The channel has been consistently working on its content line up with new shows being launched to boost its rankings. However, one still needs to wait and watch how the primetime comedy weekend show will fare and impact Sony Entertainment Television’s rankings in the coming weeks.