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Shifting sands: Life of Hindi GECs in new HSM

The five new LC1 markets carry 20 per cent weightage in the new HSM universe. Zee TV gains maximum as Colors and Sony drop in new HSM. Star Plus remains at the top, so far

BestMediaInfo Bureau | Delhi | February 8, 2013

The TAM Universe Update with the inclusion of five “Less than Class 1” (LC1) markets came into effect from Week 1 of TAM 2013 and the data for Weeks 1-5, 2013 (December 30, 2012 – February 2, 2013) were released together. The new LC1 markets are Gujarat, Madhya Pradesh, Uttar Pradesh, PHCHP and Rajasthan where MP does not include Chhattisgarh but UP includes Uttaranchal. With the release of these markets, now TAM is covering 92 per cent of the HSM urban markets from the earlier 74 per cent. Also, the size of new HSM universe post inclusion of 5 LC1 markets has moved to 202 million from the earlier 161 million.

The five new LC1 markets carry 20 per cent weightage in the new HSM universe among which UP LC1 has been given maximum weightage. UP LC1 carries 8 per cent weightage followed by MP LCI with 4 per cent, PHCHP LC1 and Rajasthan LC1 with 3 per cent each and Gujarat LC1 with 2 per cent.

In the new HSM, the Analog-Digital split has also moved up slightly in favour of Analog. The share of Analogue has moved up to 57 per cent post inclusion of 5 LC1 markets from 54 per cent pre-inclusion. Simultaneously, Digital has reduced to 43 per cent from 46 per cent.

These changes have had obvious and significant impact on Hindi general entertainment channels. On the basis of data sourced from TAM subscribers, the average GRPs of Hindi GECs pre- and post-inclusion of 5 new LC1 markets, only Star Plus and Zee TV have benefited while the average GRPs of the others have fallen. For comparison, we have taken the average GRPs of 4 weeks (Weeks 1-4) without new LC1 markets and 5-week average (Weeks 1-5) with new LC1 markets.

In the new HSM, Star Plus remains the leader with an average of 257 GRPs against 249 GRPs without new LC1 markets. Zee TV, which was behind Colors without LC1, is ahead of Colors in new HSM. Zee TV averages at 224 GRPs in new HSM compared with 214 pre-inclusion of 5 new LC1 markets. Colors and Sony have dropped drastically in new HSM. While Colors has dropped to 208 GRPs from 228 GRPs, Sony has dropped to 173 GRPs from 191 GRPs. SAB has also dropped to an average of 141 GRPs from 149 GRPs. Life OK has witnessed a marginal shift of 2 points. The channel has an average of 117 GRPs post inclusion of 5 new LC1 markets against 119 GRPs without 5 new LC1 markets.

Average GRPs post inclusion of 5 new LC1 markets (Week 1-5):

Star Colors Zee Sony Sab Life OK

257

208

224

173

141

117

 

Average GRPs without 5 new LC1 markets (Week 1-4):

Star Colors Zee Sony Sab Life OK

249

228

214

191

149

119.5

 

(Data sourced from TAM subscribers is based on TG CS 4+ years, HSM markets.)

Info@BestMediaInfo.com

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