IPL3 is believed to have delivered as per expectations and season three has undoubtedly come with a bang, celebrating the home coming season. Like every year, this year too GEC ratings were closely watched to see the impact IPL had on GEC viewership. Interestingly, this year GEC’s seem to have kept a united front to show that they are not impacted from IPL nonetheless their viewership for the top programmes is more than IPL3.
While this is not the first time that Star Plus and Zee TV have joined hands to prove that their top shows receive higher loyalty and more viewership than IPL, this is perhaps for the first time both Star Plus and Zee TV have jointly advertised on ET (Economic Times) stating that their top Hindi serials have outperformed IPL (Indian Premier League) in terms of viewership and that their viewership is intact. The advertisement was placed in the front page of the business news paper covering the lower half of the page.
The data was sourced from TAM, in the CS4+ category, Hindi speaking market from week 11 to week 14. The ad said that according to the 30 minutes average ratings, the top four Hindi GEC shows delivered 5.5 TVR thus outperforming IPL 3’s TVR of 5.0 per cent. The highest TVR was received for Star Plus show- Bidaai 5.9 per cent, Yeh Rishta with 5.8 per cent. Balika Vadhu of Colors received 5.4 per cent and Pavitra Rishta of Zee received 5.3 per cent as compared to 5.0 per cent TVR of IPL3. As of now the duo have published the advertisement only in ET but, are yet to decide on others, they will only be using the print media.
Prior to this advertisement on ET, Star had in March 2010 had released a study saying their year-long Hindi soaps have a more loyal viewership than the IPL, which runs for a little over a month.
In conversation with exchange4media, Anupam Vasudev, EVP - Marketing, Star India said, “There was a common understanding between Star Plus and Zee TV that brought us together. There has been unfair comparison of IPL to GEC’s and the hype that IPL is the most important property today. While IPL is certainly a strong property but, GEC’s have more loyal audience than IPL and hence it was time to bring the facts to the table and clear the perception that not everyone is watching IPL.”
“I believe that content needs to be kept interesting, if there is great content and characters are bonding well with viewers then viewers will remain loyal to the show. In fact our Star plus ratings have grown even during IPL. Every year it’s only about 3-5 per cent impact that IPL has on the overall GEC which is insignificant” added Vasudev.
TAM data before and during IPL3:
According to TAM in the CS4+ category, in the Hindi speaking market, the data for the average TVR per cent of the top shows before IPL3 (February 28 to March 13, 2010) and during IPL3 (March 14 to April 3, 2010) show that most of these top shows have seen a marginal drop in their ratings.
Take for instance Balika Vadhu of Colors received a TVR of 5.3 per cent during IPL3 as compared to 5.7 per cent before IPL3. Yeh Rishta Kya Kehlata Hai used to enjoy a TVR of 7.0 per cent before IPL3 but, during IPL3 it received a TVR of 5.4 per cent. Pavitra Rishta on Zee TV received a TVR of 5.2 per cent during IPL3 as compared to 5.4 per cent before IPL. Pratigya on Star Plus however is the only one among the top programmes to have seen an increase in its ratings with 4.1 per cent during IPL3 as compared to 3.8 per cent before IPL3 which is a marginal increase. Uttaran on Colors received a TVR of 5.0 per cent during IPL3 as compared to 5.2 per cent before IPL3. Bidayi on Star Plus received a TVR of 5.7 per cent during IPL3 as compared to 6.2 per cent before IPL3 and Na Aana is Des Laado received a TVR of 3.8 per cent during IPL3 as compared to 4.3 per cent before IPL3.
While most of the ratings of the top programmes have witnessed TVR mainly over 5 per cent, the average TVR of the last 33 matches during IPL3 received 4.67 per cent.
What industry observers say?
According to Shailesh Kapoor, Director, Ormax Media, “The impact on GEC’s is to an extent of 15- 20 per cent. However IPL does not impact the serials beyond a point, as the stories are placed intelligently keeping in mind the IPL. Both IPL and GEC’s have very different audience base, yes both IPL and GEC’s receive good number of viewership from both the genders. However for cricket or IPL the primary audience is definitely male.” “
He further said, “The impact on GEC is temporary in nature but, it is the weaker serials which tend to suffer and the stronger one remains high on loyalty. While there is an impact on GEC viewership during IPL, it is only a short term impact.”
Dinesh Vyas, VP and Head, TME, Mumbai explained, “IPL in its third has seen people increasingly viewing selective matches and that is why GEC’s have not been affected to the level of season one. GEC’s should be concerned about the amount of time spent and not the viewership of the top programmes because the top programmes will continue to deliver as they have had.”
“If IPL3 has delivered a TVR of 4.67 per cent across 33 matches then it is phenomenal because even is in its third year IPL continues to get consistent viewership across matches. However we cannot compare it to season one and two” he added.
Nikhil Rangnekar, Executive Director, India West, Starcom noted, “Major metros have delivered over 4-5 per cent TVR during IPL3, so it will have an impact on GEC’s. No one had expected IPL to deliver such great viewership but, it has delivered as per expectations.”