Even as the Pathans and the Tendulkars continue to fire from their willows, it is just not enough to bowl over Hindi general entertainment. Based on viewership, reach and ratings, some of the popular serials on Hindi general entertainment channels like Yeh Rishta, Bidayi (Star Plus), Balika Vadhu (Colors) and Pavitra Rishta (Zee TV) are bigger TV properties, compared to the Indian Premier League (IPL).
These are the findings of a research-based study undertaken by Star India, the leading broadcaster in the country. Titled, IPL versus Hindi GEC, Debunking the Myths, the study uses criteria like television viewership, ratings (TRP and GRP), and time spent by viewers on IPL broadcast vis-a-vis Hindi general entertainment programmes among others.
According to the findings, the average half-hour ratings of top general entertainment shows are around 10-12% more than IPL III during the first nine days of the T20 tournament (see table). When compared on the average time spent by the Hindi speaking audience, the Hindi programmes prove 12-15% popular among its loyal audience than the viewership of IPL III on Set Max channel.
In terms of reach of these shows compared to IPL as a television property, the Star India research shows both properties are equally strong. While the last edition of IPL reached 89.5 million viewers during the six weeks of the tournament, the cumulative reach of the top Hindi GEC shows was 86 million.
?The purpose of undertaking the research is to keep the facts upfront. Our shows like Yeh Rishta or Bidayi are bigger brands, reaching more people and giving a higher TRPs compared to IPL, which is played for six weeks,? Anupam Vasudev, executive vice-president (marketing) at Star India told FE.
?We want to break the myth that IPL is bigger than top shows of Hindi GECs; that IPL has very high involvement and, therefore, gets additional audiences or IPL attracts Men viewership more than the Hindi GECs,? adds Vasudev. ?And our research just proves that,? he points out.
According to the study, while IPL I and IPL II reached an average of around 34 million male viewers, during the same period, top Hindi GEC soaps also reach an average of around 35 million male viewership, confirming the hypothesis that the loyal male viewers of Hindi soaps continue to stick to them whether IPL is present or not.
The findings of the study is contrary to the common belief that during the live telecast of IPL cricket matches, the ratings of Hindi GECs tend to drop by 10-15% which in turn contributes to a price-drop of advertising during the prime time (7pm-11pm).
?I can?t speak for other Hindi GECs but Star Plus has not seen any drop in its prime-time spot rates because of IPL. Advertisers have realised that Hindi GECs on a weekly basis generate GRPs of 1,300-1400 while IPL is around 10% of this,? said Vasudev.