Hindi general entertainment channels (GECs), which faced a 10-15% drop in viewership during the World Cup (WC), are back on track after the tournament. According to TAM data, the aggregate gross rating points (GRPs) of the top four GECs ? Star Plus, Colors, Zee and Sony ? stood at 955 at the start of the World Cup and dropped to an yearly low of 846 as the tournament progressed.
As the cricket fever died down, GECs recovered, with the top four posting GRPs of 956 for the week ended April 10. World Cup saw prime-time ratings soar for ESS (ESPN Star Sports) and DD1, with the latter rising from 19 GRPs in the 12th week to 91 in the 13th and 194 in 14th. DD1?s channel share grew from 7% to 14.6%, only third behind Colors and Star Plus with 22.6% and 19.7% respectively.
Anuj Kapoor, executive VP and business head, SAB said, ?Cricket always challenges GECs. Hence to stay afloat, we promoted afternoon repeats of prime-time shows Tarak Mehta Ka Oolta Chashma and Mrs Tendulkar. That balanced our weekly GRPs.?
However, media planners feel the IPL which succeeded the World Cup has failed to inject enough hysteria, ?owing to its timing? as viewers experience ?cricket fatigue.? The opening match of IPL generated ratings of 7.4, indicates a stat from TAM sports, as opposed to the WC final that posted a record 23.2 TRPs across analog and digital homes. High ratings for GECs after the Cup indicates lack of viewer interest in the initial stages of IPL.