Zee TV is one of the few orgnisations to heave a sigh of relief that the Indian Premier league (IPL) numbers not eating into its channel shares. Zee TV has cited aMap data for the target C&S 4+ in the Hindi speaking markets to emphasise that in the first three days of IPL, it has managed to grow its daily GRPs.
Quoting aMap data, an official communiqué said, “On April 18, 2008, Zee TV’s daily GRPs grew to 29.7 GRPs from 25.8 GRPs on the same day in the previous week. On April 19, 2008, the channel garnered 26.6 GRPs as compared to 17.7 GRPs in the last week. Finally, on April 20, 2008, Zee TV achieved 35.5 GRPs, which was double of 17.6 that Zee TV achieved on the previous Sunday, across the full day even though MAX got 84 GRPs on the same day.”
Tarun Mehra, Business Head, Zee TV, commented, “Cricket is like a religion in India and hence, we were closely watching the trend of GECs once the matches began. I am very happy to note that besides cricket, there is another habit that is hard to break and that’s daily soaps. Our growth is ample proof of the same.”
The press statement further stated, “Zee has bucked the GEC trend of this first IPL weekend by growing on all three days, as all other channels have fallen. All other GECs, including Star Plus, have shown a decline in numbers in this first IPL weekend.” The communiqué stated that Star Plus had dropped from 32.7 GRPs to 27.7 GRPs on Friday, from 29 GRPs to 24 GRPs on Saturday, and from 35.9 GRPs to 25.2 GRPs on Sunday.
It also said that data from TAM Media Research that was released for week 16 for Mumbai, Delhi and Kolkata also “proves that Zee TV was hit the least by the cricket matches”.
IPL’s ratings of 8-plus justifies the media hype; media heads react
Team loyalty a paramount factor for IPL: TAM Media Research