Hindi movie channels shrinks a bit in Week 21: TAM

01 Jun,2015

The Hindi movie genre shrunk a bit in Week 21 of 2015 (May 17 to 23, 2015), as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research



:: In Wk 21 – 2015 (17th – 23rd May), Hindi Movie Genre shrunk by 3% as compared to Wk 20. This drop comes in the wake of IPL entering the play-offs week.


:: While genre Reach has remained stable at 78.3%, it was a drop in Time Spent by Viewers by 10 Minutes that led to the decrease.


:: However, this loss was only observed on Sony Max. The other two channels in the top 3, Star Gold and Z Cinema, benefited and crossed the 100 GRP mark, a first for Star Gold in 2015, which also managed to hold on to its second position in the genre.



:: Total TV increased marginally and the movie genre obtained a share of 22%.


:: Only &Pictures lost viewership in Wk 21, decreasing by 1 GRP. Other channels in the Top 6 held on to their viewership as well as their genre rankings.


:: With only four days of the week seeing IPL-action, Sony MAX saw a drop during Prime-time as well as Off-Prime. The largest drop was observed on Saturday as it was IPL-free.


:: Z Cinema and Star Gold, on the other hand, saw an increase across day-parts.



:: While Star Gold raked in 19 GRPs through two airings of ‘Baby’ on Sunday and Saturday, Z Cinema relied on its consistent performers – ‘Ramaiya Vastavaiya’ and ‘Main Tera Hero’ to bring in 13 GRPs.


:: ‘Baby’ on Star Gold was the highest rated movie of the week on the genre.



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