The TAM ratings for week 19 (May 5-May 11) of 2013 show Star Plus gaining ground to return to its No. 1 position. Sony Max has fallen behind by eight points to follow in second position in the sixth week of this IPL season.
According to viewership data for CS 4+, HSM markets, Star Plus garnered 232 points, adding eight points since week 18 (224 GRPs), leaving behind Sony Max, which remained stagnant at 224 GRPs in week 19. It may be recalled that Max had clocked 276 GRPs during IPL week six in 2012.
Zee TV clocked 174 GRPs, losing one point (last week 175 GRPs). Sony Entertainment Television stood at 166 GRPs, gaining 11 points (last week 154 GRPs). Colors lost one point to record 165 GRPs (last week 166 GRPs). SAB TV too lost one point, garnering 130 points (last week 131 GRPs). Life OK recorded 123 GRPs this week, adding 21 points week 18 (last week 102 GRPs).
With the new digital universe in TAM, it can be observed that while Star Plus, Life OK and Sony Entertainment Television have grown, others have remained almost stagnant.
Our typical marketing budget is usually 10 per cent of the topline spend