Colors tops charts in the 15-50 ABC HSM Urban markets

Hindi general entertainment channel Colors said on Monday that it has become the No. 1 Hindi GEC in the 15-50 ABC HSM Urban segment by recording 234 GRP in Week 4 of 2024.

In comparison to 126 GRP in Week 14 of 2023, the Hindi GEC from Viacom18 has recorded a growth of 85%.

“The channel’s impressive lead of 37% over its closest competitor in megacities and 16% lead in the 15+ HSM 1Mn+ segments solidify its appeal to advertisers as these markets form the bulk of the consumption territories for a vast majority of brands across industries,” the channel said in a press statement.

The GEC shared that its current market share of 27.9% is the highest the channel has achieved in 12 years.

“The channel also achieved an overall reach of 52 mn, extending its lead for the 44th week now, going 16% ahead of its closest competitor. Furthermore, Colors has also achieved an astounding 114% growth in prime time since the beginning of the financial year (HSM Urban 15+, wk 3, 2024 vs wk 14, 2023),” it added.

Colors said that it has been diversifying its content offering since July 2023 – from mythological saga Shiv Shakti – Tap Tyag Tandav to reality shows like Bigg Boss and Khatron Ke Khiladi to social drama Doree to love stories like Neerja Ek Nayi Pehchaan and Chad Jalne Laga and family dramas like Parineeti.

“The channel's success is further enriched by standout shows such as Udaariyaan, Mera Balam Thanedar and Suhaagan, each making substantial contributions to the viewership growth,” said Colors.

Colors will be launching 4 new shows across genres within a month, be it the love story Qayamat Se Qayamat Tak to historical drama Pracchand Ashok to family drama Mangal Laxmi to reality show Dance Deewane.

Buoyed by the emphatic growth of Colors at 84%, the entire Hindi GEC category has clocked a robust 21% growth which in turn has led to the entire TV viewership growing, a fact recently underlined by IBDF, concluded the GEC.

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