With the start of the Indian Premier League 2020, Hindi General Entertainment Channel primetime viewership impression has slipped 7.7 percent week on week, according to a research report released by ICIC Securities.
The report says in week 38 (19 September to 25 September), Hindi GEC (general entertainment channel) primetime viewership impression has slipped in the wake of the 13th season of IPL. While Colors saw a rise in viewership by 220 basis points week on week (WoW) to 22 percent, Zee TV stayed constant at 18 percent. Star Plus came down 24.4 percent, losing about 30 basis points (bps) viewership, while Sony SAB lost approximate 100 bps viewership market share at 12.9 percent.
According to the report, IPL had a great start with average viewership impression per match rising by about 21 percent to 39 million in IPL (2019) and 25.8 million in IPL(2018). The advertisers count in IPL 13’s first week saw a growth of 19 percent to 81 while brand count is up by 22 percent to 143. Disney-Hotstar saw a 99 percent week on week rise in user base in week 38.
Sun TV is now ranked No. 2 in Tamil GEC primetime just below Star Vijay. Tamil primetime viewership impression grew 0.7 per cent WoW despite IPL 13. Star Vijay continues to build on its gains in viewership market share, raising it to 35.3 percent in week 38, up 140 bps week on week. This compared to pre-Covid (Q4FY20) viewership when its market share was 25.3 percent.
The reports says Sun TV viewership came in at 33.5 percent, up 70bps WoW, but much lower than the 47.6 percent pre-Covid (Q4FY20) viewership. This makes Sun TV lose its No. 2 slot in Tamil GEC primetime viewership market share. Zee Tamil viewership market share has dipped 170bps to 25.4 per cent WoW, but the viewership market share is better than its 22.9 percent score in Q4FY20.
Telugu GEC viewership market share shows Sun TV (Gemini TV) further losing its low market share at 15 percent in week 38 versus 20.8 per cent in Q4FY20. Zee Telugu and Star Maa gained 330bps and 300bps viewership market share in Telugu all-day GEC at 36.5 percent and 27.5 percent, respectively.
In Kannada all-day GEC, Zee Kannada has yielded part of its viewership gained in Q4FY20 while Sun TV continues to perform below par. Star Suvarna put up a strong showing, with a viewership gain of 670 bps to 27.5 percent, while Colors (including Colors Super) continues to hold its viewership market share.
In Marathi all-day GEC, Star Pravah got
a massive lead in viewership market share of 16pps to 35.4 percent (vs Q4FY20),
while Zee Marathi dropped 670 bps to 42.4 percent, and Colors Marathi dropped 820
bps to 14.9 percent.
In Bangla all-day GEC, Star Jalsha gained 630 bps viewership market share to 44.1 percent vs Q4FY20. This follows a dip in Zee Bangla’s viewership market share by 675 bps to 40.2 percent.