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  • Amazon most advertised brand in BARC week 42

    Amazon most advertised brand in BARC week 42

    MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 13-19 October 2018.

    The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals.

    The data demonstrates ads that were inserted the most in week 42 of 2018.

    Top Advertisers:

    For week 42, Hindustan Unilever Ltd retained its position as the top advertiser and led with 1,20,675 ad insertions on television. HUL’s products include foods, beverages, cleaning agents, personal care products and water purifiers.

    Kolkata based ITC group that stood fourth last week, came in second in week 42 with 71,200 ad insertions.

    Reckitt Benckiser Ltd, maker of Dettol, Veet, Durex condoms, Strepsils, Air Wick, Harpic came in third with 70,594 ad insertions followed by Amazon India with mere 29,856 insertions.

    Procter & Gamble retained its last week’s position and stood fifth with 27,742 insertions.

    Top Brands:

    Amazon

    Flipkart

    santoor

    Triage

    Policy Bazaar

    PolicyBazzar that came in fifth last week, didn’t make it in the top 10 list of most advertised brands in week 42.

    amazon.in, the e-commerce player that has been pushing Amazon Alexa and its annual festive sale, retained its last week’s position and was the most advertised brand with 11,473 ad insertions.

    Hotel searching website Trivago came in second followed by Santoor soap with 10,837 and 9,795 ad insertions respectively.

    Reckitt Benckiser’s Dettol came in third with 9,605 ad insertions followed by Honda with 9,447 ad insertions.

  • Zee Anmol leads GEC (U+R) in BARC week 42

    Zee Anmol leads GEC (U+R) in BARC week 42

    MUMBAI: Zee Anmol and Star Utsav swapped their first and second positions in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 42 of 2018. Zee Anmol retained its leadership position in the rural market. No changes were observed this week in the urban market.

    Hindi GEC (U+R)

    Zee Anmol and Star Utsav swapped their first and second positions with 847399 impressions ‘000s and 800897 impressions ‘000s respectively. Star Plus and Star Bharat also exchanged their third and fourth positions respectively with 702026 impressions ‘000s and 692457 impressions ‘000s.

    Zee TV, Sony Pal, Sony Entertainment Television, Colors, Dangal TV and Rishtey managed to continue to stay on third, fourth, fifth, sixth, seventh, eighth, ninth and tenth positions respectively with 653759 impressions ‘000s, 579069 impressions ‘000s, 573252 impressions ‘000s, 545284 impressions ‘000s, 459287 impressions ‘000s and 418833 impressions ‘000s.

    Hindi Rural GEC

    Zee Anmol, Star Utsav, Sony Pal, Star Bharat, Dangal TV and Rishtey held on to their first, second, third, fourth, fifth and sixth positions with 698322 impressions ‘000s, 567728 impressions ‘000s, 410956 impressions ‘000s, 363500 impressions ‘000s, 355655 impressions ‘000s and 324843 impressions ‘000s respectively.

    Big Magic, Zee TV, Star Plus and Colors stood at seventh, eighth, ninth and tenth positions respectively with 265900 impressions ‘000s, 264186 impressions ‘000s, 212748 impressions ‘000s and 167078 impressions ‘000s.

    Hindi Urban GEC

    No changes were observed in the urban market. Star Plus, Sony Entertainment Television, Zee TV, Colors, star Bharat, Sony Sab, Star Utsav, Sony Pal, Zee Anmol and &TV retained their first, second, third, fourth, fifth, sixth, seventh, eighth, ninth and tenth positions with 489278 impressions ‘000s, 432580 impressions ‘000s, 389573 impressions ‘000s, 378206 impressions ‘000s, 328957 impressions ‘000s, 316131 impressions ‘000s, 233169 impressions ‘000s, 168113 impressions ‘000s, 149077 impressions ‘000s and 126947 impressions ‘000s respectively.

  • News18 India commands 13.5% of overall Hindi news market: Prabal Pratap Singh

    News18 India commands 13.5% of overall Hindi news market: Prabal Pratap Singh

    MUMBAI: The Hindi news genre is going to enter its peak time with five assembly elections coming up followed by general elections in 2019. With 22 channels in the genre, the audience can expect a deeper coverage from all the channels as well as tough competition to gain their attention. In 2018, the genre has contributed 5 per cent to the total TV viewership from week 1 to week 39. Election coverage is crucial for news channels to increase viewer loyalty.

    Indiantelevision.com caught up with News18 India managing editor Prabal Pratap Singh to talk about the channel’s plan for the upcoming election and the challenges faced by the Hindi news channels.

    If we look at the BARC rating of week 41, News18 India sits comfortably on second position in both Hindi news (urban+rural) and Hindi news urban market. If we talk about the rural market, the channel is at the third position behind Aaj Tak and ABP News, respectively.

    Excerpts:

    Q: After the channel revamp in 2016, how has the channel performed in terms of viewership and the overall performance?

    For some time now, we are there in the top slot of Hindi news ranking. When the channel was re-launched, our total ratings were floating between 5-6.5 per cent. Now, we are at 13.9 per cent, which is more than a 100 per cent growth, if you look it from the point of view of ratings and market share.

    Additionally, our prime time shows are doing very well. If we talk about evening prime time, the 7-11 pm time band, it has been doing extremely well for a long time now; the performance has been consistent.

    Morning shows, from 7-10 am are also doing very good. At times, we are number one in the morning time bands also. So, that speaks for itself. Overall, our performance has been stellar

    Q: Any new show launches in the pipeline and which time slot and which show is getting the highest viewership?

    I’ll answer the second question first. Sau Baat Ki Ek Baat is doing really well. It is one of the most popular shows across HSM market and it has been consistent with almost 15-16 per cent of market share. If you look at the competition, we are facing tough competition, it is the nature of the industry, yet this show is doing really well.

    As for new show launches, we have certain plans but it’s not proper to reveal it at the moment.

    Q: How do you see the competition from other players in the Hindi news genre?

    The other players have a history and legacy. They have been into the news genre from almost over a decade and hence, they have brand recall value – they are an old hand, in a way.

    Having said that, we launched News18 India afresh and with no legacy of IBN7. So, it was a completely new product but despite that, we have been able to get ahead of our competition. Our ratings speak for us – they have been growing consistently.

    Q: According to you, what are the challenges faced by the Hindi news broadcasters in this industry?

    I won’t put them as problems, but, yes, the challenge is there. The challenge is that the viewer wants something new every day and that is the one challenge which we encounter while planning our show flow. Second is that there is no appointment viewership in the sense that the viewer will definitely come to you and watch your channel. The viewers’ commitment to a particular channel, I think, is missing. So, that is one challenge on which we are working – how do we handle this and ensure loyalty for News18 India.

    Q: How are you planning to cover the upcoming assembly elections at the year end?

    We have great plans for the elections. Without going into the details of those plans, I can share some overview. There will be more of the popular shows on News 18 India even as we step up outdoor coverage on the elections. We are planning to take the debates out of the studio. We have plans to re-do Lapete Mei Netaji – one of our most popular shows. We will also see how even with our current shows and those that we are planning specifically for the elections we can engage the viewers more and more.

    Q: What are the content and marketing strategies of the channel going forward?

    To put it in one line, it is to outsmart our competition.

    Our primary aim is to push our shows and channel’s faces in the markets which contribute most to the Hindi news genre. We always reach out to viewers whenever the channel introduces a new element in its line-up. The idea is to keep our viewers updated with what News18 India has in store for them.

    Editorial has planned various election based shows including on-ground shows for upcoming state elections. Our strategy will be to reach out to maximum number of people of these states by doing various branding-cum-engagement activities. This is a key element of our strategy wherein content and marketing will go hand in hand to create greater affinity amongst the viewers.

    We are also keen on building the perception of the channel as a category leader. This, in our opinion, will further drive viewership. Viewers typically depend more and more on channels that they think are the leaders in the category. To that end, we had even done a tactical campaign titled Aaj Ka No. 1 asserting News18 India’s leadership. It directly took on the competition and asserted that News18 India has altered the pecking order in the category. This will be a recurring theme in our marketing communication wherein we would like to position the channel clearly as the leader in the category.

    Q: What is the total reach of News18 India? Which region is contributing to the highest viewership?

    Our cumulative reach is 206.2 million* and major Hindi speaking markets (HSMs) like UP/UK, Mah/Goa & MP/Chhattisgarh contribute maximum to News18 India’s viewership

    (Source: BARC, NCCS All 2+, Wk 36-39'18, 24 Hrs, All Days, All India)

    Q: On the back of the significant growth, how are you planning to keep the growth momentum going to be the leader in the category?

    Our channel is already appreciated by the viewers and our numbers are a testimony to our claim. While we have witnessed more than a 100 per cent growth since the channel’s relaunch, we already command a market share of 13.5 per cent (Source: BARC, NCCS All 15+, Wk 36-39'18, HSM)

    We are the leaders in the evening primetime with a market share of 17.3 per cent (Source: BARC India Market: India Urban TG: 15+ Time Period: Wk 36 2018 -40 2018 Mon-Fri 1900-2300)

    Our differentiated content is another growth driver. We have always come out with new concepts of news telling. We are continuously setting new benchmarks in the Hindi television news. We were the first channel which launched two back-to-back debates and no other channel was doing it. Then, a third debate which was out of the studio. Our shows are performing really well and now everybody is imitating us.

    We plan to keep on doing what we are doing best and improve upon the rest to consolidate our position as the leader in the category.

  • Social govt ads, toilet soaps most advertised during festival

    Social govt ads, toilet soaps most advertised during festival

    MUMBAI: While spikes in viewership could be fuelled by unplanned happenings and topical events, there are special events where television plays the role of a common entertainer for the entire family through collective television viewing.

    Broadcasters on their part, make these days attractive for the viewers through compelling and clever programming and scheduling. Increase in viewers results in increase in advertisers as well. 

    Festivals form a part of India all through the year, but the September to December period is the euphoric period for Indians when most festivals are celebrated. There is Ganesh Chaturthi in Maharashtra, Durga Puja, Navratri and Dussehra celebrated across the country. Also, Diwali and Christmas have an additional bonus of kids’ vacations in most parts of India. There is a culture of buying new things, gifting to family and friends and communication on latest offerings, deals are welcomed by consumers in these festive months. The advertisers love this spending period and loosen their purse strings too. 

    Advertising volume during some of the important festival days always have more ads than the rest. Festivals which are celebrated at home with family gain more ad duration than the ones which are celebrated outside of home.

    As we step into the festive season, BARC India has launched its report on advertising during festivals that throws light on how the viewers and advertisers have evolved during festivals especially in the high decibel festival season between 2015-2018 for September to December. 

    The report shows that television viewership has been rising over the last three years where the average weekly viewership of ads in India is growing steadily each year. From 2016 to 2018, the advertising impressions have increased by a phenomenal 45 per cent from 521 billion to 755 billion with 2018 yet to witness its festive season.

    The growing viewership has seen endorsement from the advertising fraternity with average weekly advertising volume clocking 31 million seconds from January to August 2018

    The peaks in advertising coincides with planned tentpole events related to sports or national interest topics like budget and elections, or with the festive season.

    There is a definite impact of festivals on weekly advertising duration. India is a land of diversities and this diversity reflects in the way we Indians celebrate festivals too. Some are longer, bigger, brighter, high on fun quotient while others are a tad subtle.There are distinct trends in terms of quantum of advertising as well as viewership emergence depending on various factors like the duration of a particular festival or whether it is celebrated indoors or outdoors with family and friends.

    Online shopping, auto, telecom and chocolates sector continue to be the mainstays of the festival season where contribution of categories like internet services, jewellery, paints grow over the years and jewellery emerged as the close second category for the 2017 festive season, just below online shopping. 

    Online shopping portals now advertise all around the year and hence have reduced dependency on the festive season alone. Consumer durables maintains status quo with not much movement in advertising seconds across all years. 

    With more and more advertisers jostling for viewers' eyeballs, mind space and attention the festive season witnesses more and more action across years and the contribution from the usual suspects of festive advertising is reducing over the years.

    The broadcasters also strategically use the festive period for announcing special programming, blockbusters, festival omnibuses in addition to the regular programme line up. 

    But where does the viewership come from? Hindi! Most of the viewership on festival days comes from major Hindi speaking markets (HSM) across the year where Maharashtra, UP/Uttarakhand followed by Gujarat / D&D / DNH and MPCG and are the biggest contributors to viewership on festival days. Festival viewership is on the rise in 2018 as compared to 2017. For 2018, Holi and Janmashtami viewership in HSM markets have increased by 19 per cent and 29 per cent respectively.

    Hindi is the most preferred choice in the Hindi speaking markets on festival days too with over 70 per cent viewership coming from Hindi channels. But with the growing advent of regional channels, improvement in programming quality and television penetration growing in the bottom of the pyramid, there is an increased focus on regional language channels.

  • Don’t believe in just passive communication: BTVI’s Anuj Katiyar

    Don’t believe in just passive communication: BTVI’s Anuj Katiyar

    MUMBAI: It’s been two years since BTVI has come into the English business news picture. A tough nut to crack, the channel has been at it by first challenging the incumbents and later by revamping itself to suit the new generation of business news viewers.

    Money Mantra, an on-ground event introduced by BTVI is an attempt to raise awareness regarding personal finance management, current market trends and investment. In order to educate its viewers about financial matters, BTVI decided to host the Money Mantra event across eight different cities in India. With its Mumbai event being wrapped up, Money Mantra is scheduled for Delhi-NCR, Bangalore, Chennai, Hyderabad, Ahmedabad, Surat and Kolkata.

    At Mumbai’s Money Mantra event, BTVI COO Megha Tata and BTVI head of marketing, research and branded content Anuj Katiyar got conversing with Indiantelevision.com. They spoke about the channel growth, its strategies beyond television, attracting new audiences and reaching out to viewers in the interior parts of India.

    Excerpts:

    How has the year been for BTVI and what do you have in the pipeline?

    Megha Tata – We’ve had a fantastic year. We just completed two years in August and it’s been an incredible journey so far. From the previous year to the current year we’ve had a phenomenal growth in every way, not only in terms of our shares but also for in revenue, and also in terms of our platforms which we have partnered with in order to reach a larger base of audience. Basically, we had realised that one of the challenges was to bring consumers. So, we said let’s go to where the consumers are. So, we looked at partnering with a whole lot of digital platforms. Hence, we are available on Hotstar, Jio and many more. We have also partnered with trading apps which we believe would be the perfect partners because that’s a very concise audience we want to reach out to and as they didn’t have a live streaming for any business news channel happening, so we brought that into the mix. So it was a win-win for both. We are also evolving in our digital strategy with more focused content on our digital platforms whether it’s our web portal or our Twitter feeds or our Facebook page and so.

    Being a TV channel why would you do Money Mantra as an on ground event?

    Anuj Katiyar – We are not a TV channel which believes in just passive communication of giving out information to people. For a business news channel, if I just keep giving information and keep giving news which we think is relevant but the consumers does not feel any value in that, what is the point? So, from a business news channel point of view, a two way interaction is very critical because if I give you news and if that news is not of any use to you, will you watch my channel? If I tell you that NIFTY is soaring and you know SENSEX is dropping and some new policies are coming but if I don’t translate that into the common language which you understand, you will not watch my channel. It is a very logical extension to take our channel offering to on ground and meet people and tell them that, you know this is the benefit that you get by watching BTVI, this is who we are, we are here not to give information that we feel is right, we are here to give you news and we are here to give you opinions and any kind of content that will benefit you directly.

    What all has gone behind planning the event?

    Anuj Katiyar – Any event requires immense planning, so there are different teams who have worked in it. The editorial team in terms of who should be the panellists, the marketing team in terms of how to execute the event, the research team in deciding which all cities we should go out and where are the people who are watching BTVI and who are the people who would benefit from this information and the production team that is shooting it and putting it on air. There’s a lot of effort which goes into doing anything and especially when this is just a first event. This event will get into different cities, Bombay, Delhi, Bangalore, Chennai, Calcutta, Hyderabad, Ahmadabad and Surat. After we finish this phase we’ll get into smaller towns because normally people just ignore and they forget that there are people in smaller towns as well who are ready to invest money. There are individuals who have that kind of disposable income. And also their requirements should be met in terms of pure knowledge and information about the economy of the country and the business. So, phase two will be moving into smaller cities.

    How do you plan on to moving to these smaller cities?

    Anuj Katiyar – There are multiple things. Our event covers mutual funds, market, personal finance, certain amount of investment in equity, so this is the far broader offering from this event. So, multiple cities will have multiple offerings. We have another show on Mutual Funds called The MF Guide, it is all about queries regarding mutual funds and it also has an on ground extension. Then we also have a show called Call BTVI, which involves interaction with the people. In Call BTVI, people call in and have their equity queries answered. Broadly we will take Money Mantra to different cities but in different phases, we’ll have more events of Money Mantra. They will be far more focused in a market where there are more mutual fund investors or if there’s a city which has more clients in equity investors, the conversation in those events will be far more associated with equity. But it’s not that we will change the format, it’s going to be the same format, the offerings of the event and conversation will be relevant and related to the people who are going to attend the event.

    Has the advertiser’s interest increased or decreased?

    Megha Tata – From previous year to this year, it’s a 60-70 per cent growth in terms of overall business. The previous year was a pretty bad year for us. Since then we have had a great year. Shilpa Shetty, who is the head of revenue, her team has done a fantastic job in growing the advertising base. Not only in terms of the number of clients who have come on board but the yield on the channel has also increased and obviously, the total revenue has increased.

    What is your content strategy for the upcoming assembly and general elections?

    Megha Tata – We are primarily a business news channel but obviously any political change brings impact on economy and policies. So, we will up the game on our political coverage and we’ll share more on that shortly. But basically, we are going to increase our political coverage which obviously will have an impact on business and economy.

    How do you plan to catch up with the other news channels which are leading in the BARC ratings in your competing genre?

    Megha Tata – CNBC obviously is a clear leader as they have been around for much longer. However, for sure we also kind of have a great story among them, from where we were and today where we are. Also, in one particular week we beat ET Now. We are moving in the right direction but as I said in today’s time it’s just not about television viewers but you have to grow outside of that. We were once talking about direct to consumer (D2C), your ability to reach to your consumer and as consumers are not consuming content only from television but they are moving out. Especially in our genre, a lot of business news is getting consumed on the go, whether it’s your mobile, tablet, and any other platform. We have the ability to be on those platforms and that is a milestone itself for us. That is the plan for us to grow. Unfortunately, the Bible of the country and industry is the BARC ratings and that we too value, but we are also looking to grow through other partnerships and through other platforms. Unfortunately, BARC is one quantifiable data but the rest of the quantifiable data is through these platforms. So, if the advertisers can look at us in totality, you know, how many consumers we are able to reach between linear and non linear, they will see the value.

  • Sun TV, Star Maa only non-Hindi GEC channels in across genre list

    Sun TV, Star Maa only non-Hindi GEC channels in across genre list

    BENGALURU: For the second consecutive week in a row, the Sun TV Network’s flagship Tamil GEC and Star India’s flagship Telugu GEC Star Maa were the only non-Hindi GEC channels in Broadcast Audience Research Council of India (BARC) weekly list of top 10 channels across genre. The other eight channels in BARC’s weekly across genres list in week 41 0f 2018 (Saturday, 6 October 2018 to Friday, 12 October 2018) were all Hindi GECs. Besides the two South Indian languages channels, BARC’s weekly list normally had at least one channel from the Hindi movies genre in the past. During important sports events such as the Indian Premier League or IPL, at least one Hindi channel that aired sports was also present in BARC’s across genres lists.

    The same channels that were present in BARC’s across genres weekly list in week 40 were present in the week 41 of 2018 list, but with a change in order of ranking. Like last week, from the network’s perspective, there were four channels from Star India, two channels each from SPN and Zeel and one channel each from the Sun TV Network and Viacom18.

    As mentioned above, at its normal first rank in week 41 was the Tamil GEC Sun TV with 1,003.083 million weekly impressions as compared to 1,048.662 million weekly impressions in week 40 of 2018. Sun TV also led BARC’s weekly list of top 5 Tamil channels in the Tamil Nadu and Puducherry market and the first four of the 5 programmes in BARC’s list of top 5 Tamil programmes during primetime in these markets based on average rating across all airings (original and repeat) in the week under review were aired on Sun TV.

    Retaining its previous week’s second place in week 41 of 2018 was Star Utsav with 883.504 million weekly impressions as compared to 841.719 million weekly impressions in week 40. Star Utsav was ranked first in BARC’s list of top 10 Hindi GECs in HSM (U+R), second in HSM (R) and was ranked seventh in HSM (U). The soaps Rabba Ve and Veera aired on Star Utsav were ranked third and fourth in BARC’s weekly in BARC’s list of top 5 Hindi GEC programmes during primetime based on average rating across all airings (original and repeat) in the week in HSM (R).

    Also retaining its previous week’s third rank in week 41 of 2018 was Zeel’s FTA Hindi GEC Zee Anmol with 806.664 million weekly impressions as compared to 833.614 million weekly impressions in week 40. Zee Anmol was also ranked second in BARC’s weekly list of top 10 Hindi GECs in the combined urban and rural Hindi speaking markets lists or HSM (U+R), first in rural HSM or HSM (R) and was ranked ninth in HSM (U). The Balaji Telefilms-produced soap Kumkum Bhagya aired on Zee Anmol was ranked second in BARC’s list of top 5 Hindi GEC programmes during primetime based on average rating across all airings (original and repeat) in the week in HSM (U+R) and was ranked first in HSM (R). Another soap from the channel, Mahek, was ranked second in HSM (R).

    Star India’s Hindi GEC Star Bharat climbed up one place to fourth rank in week 41 of 2018 with 756.584 million weekly impressions as compared to 769.987 million weekly impressions in week 40. Star Bharat was also ranked third, fourth and fifth in BARC’s weekly list of top 10 Hindi GECs in HSM (U+R), HSM (R) and HSM (U) respectively. The mythological drama Radhakrushna aired on Star Bharat was ranked fifth in BARC’s weekly list of top 5 Hindi GEC programmes during primetime based on average rating across all airings (original and repeat) in the week in HSM (U+R).

    Star India’s flagship Hindi GEC Star Plus also climbed up one rank to fifth place in week 41 of 2018 with 746.196 million impressions as compared to 739.660 million weekly impressions in the previous week. Star Plus was ranked fourth in BARC’s weekly lists of top 10 Hindi GECs in HSM (U+R) and was ranked first in HSM (U) and eighth in HSM (R). Director’s Kut Productions produced Hindi soap Yeh Rishta Kya Kehlata Hai  and 4 Lion Films soap Kulfi Kumar Bajewala aired on Star Plus were ranked third and fourth respectively in BARC’s weekly list of top 5 Hindi GEC programmes during primetime  based on average rating across all airings (original and repeat) in HSM (U).

    Zeel’s flagship Hindi GEC also climbed up one rank to sixth place in week 41 of 2018 with 722.309 million weekly impressions as compared to 728.065 million weekly impressions in week 40. Zee TV was ranked fifth in BARC’s weekly list of top 10 Hindi GECs in HSM (U+R), seventh in HSM (R) and third in HSM (U) during the week. Kumkum Bhagya’s spinoff Kundali Bhagya was at third rank in BARC’s list of top 5 Hindi GEC programmes during primetime based on average rating across all airings (original and repeat) in the week in HSM (U+R) while Kundali Bhagya was ranked second in HSM (U).

    Star Maa fell three places to seventh rank in week 41 of 2018 with 702.617 million weekly impressions as compared with 809.562 million weekly impressions in week 39. Star Maa was ranked first in BARC’s weekly list of top 5 Telugu channels in the Andhra Pradesh and Telangana market. Five programmes that were aired on Star Maa were present in BARC’s weekly list of top 5 Telugu programmes during primetime based on average rating across all airings (original and repeat) in the week in the same market.

    SPN’s flagship Hindi GEC Sony Entertainment Television (SET) also climbed up – two ranks to eighth place in week 41 of 2018 with 623.976 million impressions as compared to 635.564 million impressions in week 40. SET was ranked seventh in BARC’s weekly list of top 10 Hindi GECs’ in HSM (U+R) and second in HSM (U). Big Synergy’s Indian edition of British program Who Wants to Be a Millionaire? aka Kaun Banega Crorepati? hosted by Amitabh Bachchan was ranked fifth in BARC’s list of top 5 Hindi GEC programmes during primetime based on average rating across all airings (original and repeat) in the week in HSM (U).

    SPN’s women focused Hindi GEC Sony Pal dropped one place to ninth rank with 606.739 million weekly impressions as compared with 690.261 million weekly impressions in the previous week. Sony Pal was ranked sixth and eighth in BARC’s weekly list of top 10 Hindi GECs in HSM (U+R) and HSM (U) respectively and was ranked third in HSM (R). The sitcom Tarak Mehta ka Ooltah Chashmah on Sony Pal was ranked fifth in BARC’s weekly list of top 5 Hindi programmes during primetime based on average rating across all airings (original and repeat) in the week in HSM (R).

    Viacom18’s flagship Hindi GEC Colors also dropped down a rank to tenth place in week 41 of 2018 with 602.469 million weekly impressions as compared to 637.777 million weekly impressions and seventh rank in week 40. Colors was ranked eighth in BARC’s weekly list of top 10 Hindi GECs in HSM (U+R), fourth in HSM (U) and tenth in HSM (R). The third season of the Balaji Telefilms produced supernatural drama Naagin 3  aired on Colors was among BARC’s top 5 Hindi GEC programmes during primetime based on average rating across all airings (original and repeat) in the week in HSM (U+R) and HSM (U).

  • Amazon most advertised brand in BARC week 41

    Amazon most advertised brand in BARC week 41

    MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 6-12 October 2018.

    The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals.

    The data demonstrates ads that were inserted the most in week 41 of 2018.

    Top Advertisers:

    For week 41, Hindustan Unilever Ltd retained its position as the top advertiser and led with 1,11,221 ad insertions on television. HUL’s products include foods, beverages, cleaning agents, personal care products and water purifiers.

    Running neck to neck with HUL in terms of ad insertions, Reckitt Benckiser Ltd, maker of Dettol, Veet, Durex condoms, Strepsils, Air Wick, Harpic retained its last week’s second position with a mere 94,500 ad insertions.

    Ahead of its Great Indian Shopping Festival, Amazon Online came in third in week 41 with 68,228 ad insertions followed by ITC with 34,758 insertions.

    Procter & Gamble dropped down from its last week’s fourth position with a mere 32,440 ad insertions this week.

    Top Brands:

    Cleaning disinfectant Lizol that was the most advertised brand last week, didn’t make it to the top 5 in week 41.

    amazon.in, the e-commerce player that has been pushing Amazon Alexa and its annual festive sale, was the most advertised brand this time with 49,293 ad insertions.

    Flipkart was the second most advertised brand with 18,763 ad insertions followed by Santoor with 12,049 insertions.

    Hotel searching website Trivago came in fourth followed by Policybazaar.com with 11,261 and 10,956 ad insertions respectively.

  • No changes in Bhojpuri, Kannada, Marathi segments in BARC week 41

    No changes in Bhojpuri, Kannada, Marathi segments in BARC week 41

    MUMBAI: In the Bengali space, Jalsha Movies and Colors Bangla swapped their third and fourth positions in BARC data week 41. No changes were observed in the Bhojpuri, Kannada and Marathi segments. Moreover, Gemini TV and Zee Telugu swapped their second and third positions in the Telugu sector. Flowers TV and Surya TV exchanged their second and third positions in the Malayalam segment. While in Tamil, market Zee Tamil and Star Vijay interchanged their second and third positions.

    Bangla

    Zee Bangla and Star Jalsha continued to be on the first and second positions respectively with 382780 impressions '000s and 332389 impressions '000s. Jalsha Movies and Colors Bangla swapped their third and fourth positions with 76057 impressions '000s and 61831 impressions '000s respectively. Sony Aath remained at its fifth position with 51304 impressions '000s.

    Bhojpuri

    This week, no changes were in this sector. Big Ganga, Bhojpuri Cinema, Bhojpuri Dhamaka Dishum, Housefull Action and Oscar Movies Bhojpuri retained their first, second, third, fourth and fifth positions with 57026 impressions '000s, 54151 impressions '000s, 16562 impressions '000s, 5974 impressions '000s and 3852 impressions '000s respectively.

    Kannada

    No changes were observed in this segment. Colors Kannada and Zee Kannada continued to be at first and second positions with 459362 impressions '000s and 407731 impressions '000s respectively. Udaya TV, Udaya Movies and Star Suvarna also retained their third, fourth and fifth positions with 220046 impressions '000s, 194338 impressions '000s and 161084 impressions '000s respectively.

    Malayalam

    Asianet, the Malayalam general entertainment channel from Star TV retained its first position this week as well with 290139 impressions '000s. Flowers TV and Surya TV exchanged their second and third positions with 96184 impressions '000s and 81179 impressions '000s respectively.

    Mazhavil Manorama and Asianet Movies retained their fourth and fifth positions respectively with 79272 impressions '000s and 64440 impressions '000s.

    Marathi

    Zee Marathi retained its first position with 364531 impressions '000s. Star Pravah and Colors Marathi swapped their second and third positions respectively with 140521impressions '000s and 133337 impressions '000s. Zee Talkies and Zee Yuva also continued to be in the fourth and fifth positions respectively with 101420 impressions '000s and 41954 impressions '000s.

    Tamil

    Sun TV retained its first position with 941998 impressions '000s. Zee Tamil and Star Vijay interchanged their second and third positions with 490228 impressions '000s and 469215 impressions '000s after interchanging their places. KTV and Sun Life retained their fourth and fifth positions with 283853 impressions '000s and 103492 impressions '000s.

    Telugu

    Star Maa continued to be on the first position with 660235 impressions '000s. Gemini TV and Zee Telugu swapped their second and third positions respectively with 494389 impressions '000s and 474375 impressions '000s. ETV Telugu and Gemini Movies also retained their fourth and fifth positions with 438988 impressions '000s and 216632 impressions '000s respectively.

  • Star Utsav bags leadership in GEC (U+R) in BARC week 41

    Star Utsav bags leadership in GEC (U+R) in BARC week 41

    MUMBAI: Star Utsav and Zee Anmol swapped their first and second positions in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 41 of 2018. Star Plus and Big Magic exchanged their eighth and ninth positions in the rural market. Star Bharat and Sony Sab swapped their fifth and sixth positions in the urban market.

    Hindi GEC (U+R)

    Star Utsav and Zee Anmol swapped their first and second positions with 868404 impressions ‘000s and 804142 impressions ‘000s respectively.

    Star Bharat, Star Plus, Zee TV and Sony Pal managed to continue to stay on third, fourth, fifth and sixth positions respectively with 748473 impressions ‘000s, 705121 impressions ‘000s, 681698 impressions ‘000s and 600804 impressions ‘000s.

    Sony Entertainment Television climbed to the seventh position from eighth position with 595453 impressions ‘000s. Colors, Dangal TV and Rishtey stood at eighth, ninth and tenth positions respectively with 577002 impressions ‘000s, 451825 impressions ‘000s and 414987 impressions ‘000s.

    Hindi Rural GEC

    Zee Anmol, Star Utsav and Sony Pal held on to their top three positions with 660152 impressions ‘000s, 631126 impressions ‘000s and 428047 impressions ‘000s respectively.

    Star Bharat, Dangal TV, Rishtey and Zee TV retained their fourth, fifth, sixth and seventh positions respectively with 389642 impressions ‘000s, 352157 impressions ‘000s, 319579 impressions ‘000s and 264997 impressions ‘000s.

    Star Plus and Big Magic exchanged their eighth and ninth positions with 218724 impressions ‘000s and 211855 impressions ‘000s respectively. Colors retained its last position with 168602 impressions ‘000s.

    Hindi Urban GEC

    Star Plus and Sony Entertainment Television continued to be at first and second positions respectively with 486397 impressions ‘000s and 456007 impressions ‘000s.   

    Zee TV and Colors swapped their third and fourth positions respectively with 416701 impressions ‘000s and 408400 impressions ‘000s. Star Bharat, Sony Sab, Star Utsav, Sony Pal, Zee Anmol and &TV retained their fifth, sixth, seventh, eighth, ninth and tenth positions respectively with 358832 impressions ‘000s, 307855 impressions ‘000s, 237279 impressions ‘000s, 172756 impressions ‘000s, 143990 impressions ‘000s and 118907 impressions ‘000s.

  • Rural markets drive Hindi GEC FTA channels

    Rural markets drive Hindi GEC FTA channels

    BENGALURU: Hindi GECs or general entertainment channels draw some of the largest eyeballs across India. “My aim is to get that extra tear from the housewife’s eyes during primetime. I want to keep her riveted to my programmes, to my channel,” the head of a cluster of channels in South India once said.
     
    Hindi GECs are certainly the most important medium for any media planner. A 2017 Pitch Madison report estimated that Hindi GECs including FTA Hindi GEC channels had about 28 percent or Rs 5,500 to Rs 6,000 crore of the advertisers’ television ad expenses pie, which the report pegged at Rs 19,650 crore. Reports of various agencies spoke about the growth of FTA channels – be it the number of FTA channels, growth in viewership or growth in advertisements and revenues from FTA channels. FTA Hindi GEC channels contributions to ad revenue to grow from 20 percent in 2017 to 25 percent in 2018. Fears were voiced about FTA channels’ cannibalisation of subscription revenues.

    Explaining the growth of FTA, an Ernst & Young report in 2017 said that FTA growth was supported by the entire ecosystem. The greater visibility on rural viewership made the FTA option very attractive for Hindi news channels, almost all of which had turned FTA. The EY report said broadcasters opened up to the idea of providing many FTA options because the free TV market in India was poised to grow primarily due to the rise of DD Free Dish, which had become the largest DTH operator in the country and the availability of increased rural data from Broadcast Audience Research Council of India or BARC, which had provided greater visibility to broadcasters. This, in turn, opened up avenues to advertisers who could not earlier afford the higher ad rates of the mainstream GEC said the EY report.

    A September 2018 KPMG report on the status of the Media and Entertainment Industry (M&E) said that besides increased digital access resulting in increased consumption, growing demand from rural and regional markets was attracting the attention of both advertisersand content platforms. The KPMG report said that in the long term, these markets – digital and rural are expected to provide significant support for growth of the Indian M&E industry.

    So which were the most watched Hindi GECs until week 40 of 2018 (Saturday, 29 September 2018 to Friday, 5 October 2018). And how do FTA Hindi GECs’ stand in relation to their pay TV siblings?

    BARC data for 2018 seems to substantiate the conclusions by a number of reports. It is rural HSM that drives ratings up for FTAs and consequently in combined HSM (U+R). BARC publishes weekly data of the top 10 Hindi GEC channels in the combined urban and rural hindi speaking markets or HSM (U+R), and the HSM urban –HSM (U) and HSM rural – HSM (R). BARC defines HSM as all states in the country except for the four South Indian language markets. These languages are Kannada, Malayalam, Tamil and Telugu. The latest data available at the time of writing this paper was for week 40 of 2018.

    According to BARC data for weeks 1 to 40 of 2018 (Saturday, 30 December 2017 to Friday,5 October 2018), four of the seven channels that appeared for each of the 40 weeks of 2018 in HSM (U+R) were Pay TV channels and three were free to air or FTA . In the case of HSM (U), of the nine channels that appeared in BARC’s lists of top 10 Hindi GEC urban weekly lists during each of the first 40 weeks or 2018, six were pay TV and three were FTA. In the case of rural HSM, five of the nine channels that have appeared in their respective BARC weekly lists, five were FTA and four were pay TV.

    The four major networks that cater to the HSM GEC market – Star India, Sony Pictures Network India (SPN), Viacom 18 and Zee Entertainment Enterprises Ltd (Zeel) each have at least one FTA Hindi GEC each.  

    It is Zeel’s FTA Hindi GEC that has been the most consistent in terms of presence in BARC’s weekly lists in the combined HSM urban and rural, as well as in HSM rural. Overall, it was the most watched Hindi GEC during the first 40 weeks of 2018. Next in terms of ranking is Star India’s pay TV Hindi GEC Star Bharat that has also dominated HSM (U+R). In individual HSM (U) and HSM (R) Star Bharat had the fifth and fourth most weekly impressions respectively during the first 40 weeks of 2018.

    Urban audiences seem to prefer Pay TV to FTA based on weekly data for first 40 weeks of 2018. Six of the nine top Hindi GECs were pay TV, followed by three FTA channels. Based on BARC data, Sony Pal was the most watched FTA channel among urban HSM.

    In the case of rural audiences, FTA channels ruled in terms of weekly impressions during the first 40 weeks of 2018. The first four ranked Hindi GECs during the first 40 weeks of 2018 were FTA. Zee Anmol’s dominance in HSM (U+R) in based on HSM (R).