MxMIndia

Category: TAM

  • A loss in time spent causes the Hindi Movie Genre to drop 5 percent in Week 18 as compared to the previous week, as per S-Group, the strategic consulting arm of TAM Media Research

    Hindi movie channels drop 5% in Week 18: TAM

    A loss in time spent causes the Hindi Movie Genre to drop 5 percent in Week 18 as compared to the previous week, as per S-Group, the strategic consulting arm of TAM Media Research

     

     

    :: Wk 18, 2015 saw Hindi Movie Genre dropping by 5% as compared to the previous week. While overall genre’s sampling remained at similar levels, it was the drop in Time Spent that led to the loss in viewership.

     

    :: This drop was driven by a drop in viewership of Sony MAX, which shed 50 GRPs in Wk 18.

    > Further, Z Cinema and UTV Action both dropped by 8%.
     
    > However, other channels of the genre increased significantly, especially Movies OK and &Pictures.

    > &Pictures gained primarily in Prime-Time, with movies like ‘Ramaiya Vastaviaya’ and ‘Main Tera Hero’ bringing in viewership.
    > On the other hand, Movies OK’s Non Prime-time day-part led to the hike, with ‘Kick’ garnering the second highest rating during Non Prime-Time across channels.
    > UTV Movies gained 20% viewership in its Prime-Time due to ‘Tevar’ which brought in 3.6 GRPs for the channel.
    :: ‘Hum Aapke Hain Kaun’ on Z Cinema was the highest rated movie of the week.


  • TAM has released data for Week 19 for CS Households and Individuals for HSM and All-India, offering a comparison between Week 19 and Week 18.

    Hindi GEC pecking order same as last week as TAM releases Week 19 individual & household data

    The Hindi GEC pecking order same as last week as TAM releases Week 19 individual & household data

     

  • The Hindi movie genre regained viewership in Week 19 of 2015 (May 3 to 9, 2015) after having dropped for two weeks straight, as per S-Group, the strategic consulting arm of TAM Media Research

    Hindi movie channels regain viewership in Week 19: TAM

    The Hindi movie genre regained viewership in Week 19 of 2015 (May 3 to 9, 2015) after having dropped for two weeks straight, as per S-Group, the strategic consulting arm of TAM Media Research

     

    :: While the genre’s Reach has remained at the same threshold (more than 78.5%) in recent weeks, it was the increase of almost 5% in the Time Spent that led to the increase of 33 GRPs.

     

    :: While Total TV saw a 1% drop in viewership, Hindi Movie genre increased its overall share by 1% this week.

     

    :: Sony Max remains the genre leader, and also the main source of the hike.

     

    :: Z Cinema, which came close to being replaced by Star Gold as the 2nd ranked channel in Wk 18, managed to strengthen its position by gaining 7 GRPs. Star Gold remained stable at 85 GRPs.

     

    :: Movies OK and &Pictures are the only channels to have dropped this week, both losing similar viewership share. The two channels which had witnessed a hike in Wk 18 have returned to their average weekly viewership levels.

     

    :: Both channels from the UTV group have seen an increase in viewership, UTV Movies more so than UTV Action.

     

    :: For all channels that have seen a significant increase, weekend has played an important part, Sunday off-prime specifically for UTV Movies and Z Cinema.

     

     

    :: Only Sony MAX and Z Cinema increased during primetime, both Reach and Time Spent playing a role in it. The top-rated movie for Z Cinema during PrimeTime was ‘Entertainment’.

     

    :: On the other hand, UTV Movies and UTV Action saw heavy increase during off-prime, driven by increase in their respective Time Spent.

     

    :: For UTV Movies, ‘Tevar’ and ‘R Rajkumar’, aired in succession on Sunday afternoon, brought in a total of 6.3 GRPs.

     

    :: ‘Hum Saath Saath Hain’ on Z Cinema was the highest rated movie of the week on the genre.

  • As per data released on Thursday for Week 20, there wasn't much of a change in the pecking order of the all-important Hindi general entertainment channels (sorry, it's not that the others aren't important, it's just that the HGECs are the most talked about 🙂 )

    Pecking order of Hindi GECs same in TAM Week 20 – HH & Individual Data

  • The Hindi movie genre shrunk a bit in Week 21 of 2015 (May 17 to 23, 2015), as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research

    Hindi movie channels shrinks a bit in Week 21: TAM

    The Hindi movie genre shrunk a bit in Week 21 of 2015 (May 17 to 23, 2015), as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research

     

     

    :: In Wk 21 – 2015 (17th – 23rd May), Hindi Movie Genre shrunk by 3% as compared to Wk 20. This drop comes in the wake of IPL entering the play-offs week.

     

    :: While genre Reach has remained stable at 78.3%, it was a drop in Time Spent by Viewers by 10 Minutes that led to the decrease.

     

    :: However, this loss was only observed on Sony Max. The other two channels in the top 3, Star Gold and Z Cinema, benefited and crossed the 100 GRP mark, a first for Star Gold in 2015, which also managed to hold on to its second position in the genre.

     

     

    :: Total TV increased marginally and the movie genre obtained a share of 22%.

     

    :: Only &Pictures lost viewership in Wk 21, decreasing by 1 GRP. Other channels in the Top 6 held on to their viewership as well as their genre rankings.

     

    :: With only four days of the week seeing IPL-action, Sony MAX saw a drop during Prime-time as well as Off-Prime. The largest drop was observed on Saturday as it was IPL-free.

     

    :: Z Cinema and Star Gold, on the other hand, saw an increase across day-parts.

     

     

    :: While Star Gold raked in 19 GRPs through two airings of ‘Baby’ on Sunday and Saturday, Z Cinema relied on its consistent performers – ‘Ramaiya Vastavaiya’ and ‘Main Tera Hero’ to bring in 13 GRPs.

     

    :: ‘Baby’ on Star Gold was the highest rated movie of the week on the genre.

     

     

  • Vital data and comparison of IPL8 and IPL7 viewership as also the top brands and endorsement this season. Data courtesy TAM Sports

    The IPL8 wrap-up from TAM

     

    By Our Research Editor

     

    Although TAM is not being officially followed by most top broadcasters and media agencies, the fact is that many still look at it with reasonable intent.

     

    And until there’s some historic data available with BARC, comparisons with programming of yore is impossible. Given this, it makes sense to compare IPL 8 viewership data with that of the previous edition.

     

     

    What the TAM Sports PowerPoint Screenshare here offers is:

    Comparison of IPL 8 and IPL 7 viewership:

    • Top 10 matches of IPL 8
    • Match wise rating of IPL matches
    • Audience Profile of IPL 8
    • Top 3 metros and Top 5 states contributing to IPL 8 viewership

     

    A look at Advertising: 

    • Count of brands in IPL 8 and IPL 7
    • Top 10 brands in Commercial, On-screen and Instadia Advertising
    • Rank shift of top 10 categories in commercial advertising (IPL 8 vs. IPL 7)
    • Celebrity endorsement during IPL 8 commercial breaks
    • Celebrity endorsement trend since IPL 4

     

    Read on.

     

  • Relative to pre-IPL weeks, the genre finds itself on a stronger footing thanks to the work of high TSV, genre reach having seen a drop from 77% pre-IPL to 76% in Week 23, as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research

    Hindi movie channels more robust in Week 23 vis-a-vis pre-IPL weeks: TAM

    Relative to pre-IPL weeks, the genre finds itself on a stronger footing thanks to the work of high TSV, genre reach having seen a drop from 77% pre-IPL to 76% in Week 23, as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research.

     

     

    :: With IPL completely out of the picture in Wk 23 – 2015 (31st May – 6th June), Hindi Movie Genre went down by 6% as compared to Wk 21.

     

    :: Top 6 channels of the genre have all been on an increasing trend; Movies OK emerging as the star performer being one of the three channels in the Top 6 to have increased their viewer base post-IPL. It breached the 40% Reach mark in Wk 14 (for the second time in 2015) and has stayed above that since then. The other two channels to have grown in terms of Reach are Sony Max and UTV Movies.

     

    :: Movies OK has seen its Reach and TSV growing hand-in-hand with each other over the past 10 weeks. There are a select group of titles that provide high ratings on a consistent basis, like ‘Kick’, ‘Jai Ho’, ‘The Real Jackpot’, ‘Singham’ series; all of these belonging to Action genre.

     

    :: Across editions, IPL hasn’t disturbed the movie genre in a major way. In fact, this year, the genre (comprising of 16 channels, excluding Sony Max) grew during IPL weeks and this growth has continued in Wk 23.

     

     

    :: In Wk 23 – 2015, gap between the genre leader and second ranked channel has dropped to 7 GRPs and the competition is expected to get fiercer in coming weeks. Other rankings remain the same.

     

    :: Z Cinema and Star Gold saw a rise during Prime-Time. Z Cinema got 20 of its 40 Prime-Time GRPs from the premiere and repeat airing of ‘Lingaa’. Star Gold aired Action movies during evening prime-time all seven days of the week and reaped benefits mainly from South Dubbed titles like ‘Jeene Nahi Doonga’ and ‘The Real Jackpot’.

     

    :: Growth of UTV Movies can be attributed to ‘Bhool Bhulaiya’ and ‘Khiladi 786’ during prime-time and ‘ABCD (Any Body Can Dance)’ during rest-of-day-part.

     

    :: Apart from Sony Max, UTV Action saw a high drop, decreasing during Prime-Time as well as Off-Prime. In Wk 18 ’15, the channel had ventured into the Action/Thriller space by introducing the dubbed version of ‘NCIS Los Angeles’ at 2000 Hrs. However, the slot viewership has more than halved since then.

     

    :: Weekend continues to rule the top rating list with ‘Lingaa’ and ‘Heropanti’ grossing the highest ratings.

     

     

  • The gap between the top two channels has narrowed down further with Sony Max beating Zee Cinema to the top spot by just 4 GRPs, as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research

    Hindi movie genre drops marginally as Max beats Zee Cinema in Week 24: TAM

    The gap between the top two channels has narrowed down further with Sony Max beating Zee Cinema to the top spot by just 4 GRPs, as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research

     

     

    • Total TV as well as Hindi Movie Genre have dropped marginally in Wk 24, 2015 (7th – 13th June) with the share of the genre standing undisturbed at 19%, as compared to last week. A drop in Reach as well as Time Spent on the genre led to its decrease by 7 GRPs.

     

    • UTV Movies, which edged past &Pictures last week, has stuck on to the fourth position by a whisker. Other rankings remain unchanged.

    • The top 3 channels lost viewership during Prime-time, with only Star Gold managing to make up for it by increasing during off-prime, both the changes being minimal.

     

    • The movie channel premiere of ‘Khamoshiyan’ on Sony Max helped Saturday’s viewership. However, it didn’t compensate for the overall decrease.

     

    • Star Gold continues to rely on the Action genre. Last week, South Dubbed titles brought in viewership, while this week Salman Khan’s movies like ‘Jai Ho’, ‘Ready’, and ‘Bodyguard’ helped it sustain.

     

    • Z Cinema increased throughout the weekdays, but lost 7 GRPs during weekend prime-time due to lack of titles with TSV as high as that of ‘Lingaa’ last week. On the other hand, Drama movies came through for the channel and ‘Vivah’ scored a rating of 0.9 to help it gain viewership during rest-of-day-part.

     

    • Saturday did well for UTV Movies due to the premiere of ‘Ek Paheli Leela’ that garnered 4 GRPs. UTV Action, which had dropped last week, regained lost viewership owing to high Time Spent. ‘Journey to the West – Conquering the Demons’, aired during weekday prime-time was the top rated movie for the channel.

     

    • Top 3 movie airings for the week are as shown below:


  • The increase in viewership levels is majorly because of increase in TSV levels, as per analysis conducted by S-Group, the analytical arm of TAM Media Research

    TAM DataCheck: Sports genre gained 21% viewership in Wk 25,2015

    By A Correspondent

     

    The sports genre has seen a 21% viewership gain in Week 25 of 2015, as per analysis conducted by S-Group, the analytical arm of TAM Media Research. The recent India-Bangladesh first ODI saw a viewership growth of approx 120%  with reference to the previous India-Bangladesh encounters in 2014.

     

     

    • The increase in viewership levels is majorly because of increase in TSV levels in the current week
    • Star Sports 1, Star Sports 3 & Ten Sports have seen a major growth in the week 25 2015.
    • Ind vs Ban 1st ODI & WWE- Money in the bank feature in the top programme list in wk 25 2015

    • Current Ind/Ban 1st ODI has seen a viewership growth of approx 120%  w.r.t previous Ind/Ban encounters in 2014.
  • Both Hindi and English news channels covered Yoga Day on June 21 extensively, as per S Group, the analytical arm of TAM Media Research

    Yoga Day earns big dividends on news channels: TAM data

    By A Correspondent

     

    Both Hindi and English news channels covered Yoga Day on June 21 extensively, as per S Group, the analytical arm of TAM Media Research.

     

    The news channels took the opportunity on International Yoga Day to give viewers a break from the Lalit Modi case which had been dominating the coverage since the previous week.

     

    Celebrated on June 21, the event was also covered outside the news genre, on various Doordarshan regional channels along with DD National, which garnered the rating of 0.09 at an All India level. (All 4+)

     

    Among the Hindi news channels, Aaj Tak witnessed maximum viewership for Yoga Day coverage which devoted 50% of its content time to the same on June 21. However, it was IBN 7 which covered this story most heavily with 9 hours content.

     

     

    The viewers entered the genre earlier than usual on Yoga Day.

     

    Times Now was the leading English News channel to gain viewership from Yoga Day coverage, which garnered 47% of the overall viewership of this news within the English News Genre.

     

    Both Aaj Tak and Times Now maintained their leadership position in the respective genres in week 26.

     

  • Aaj Tak garnered maximum ROI for the Lalit Modi story, followed by India TV within the Hindi news genre (HSM, CS 15+). Times Now secured ROI three times that of genre average (All India 1 Mn+, CS 25+ Males AB), as per analysis conducted by the S Group, the analytical research arm of TAM Media Research

    TAMWatch: Aaj Tak, Times Now gain much on Lalit Modi story

    By A Correspondent

     

    The focus of all news channels has shifted to the ‘Vyapam Scam’ while the ‘Lalit Modi Immigration Case’ (or ‘LalitGate’) has witnessed a sudden drop in coverage. It would be interesting to see if the ‘Vyapam Scam’ turns out to be the next big thing for news channels in terms of viewership. Aaj Tak garnered maximum ROI for this story, followed by India TV within Hindi News Genre. (HSM, CS 15+). Times Now devoted the maximum time to ‘LalitGate’, that too with the ROI three times that of genre average (All India 1 Mn+, CS 25+ Males AB). The coverage of ‘Lalitgate’ on Times Now was highest among all the news channels. This emerged from the analysis conducted by the S Group, the analytical research arm of TAM Media Research.

     

     

    Both Hindi and English news channels covered the Lalit Modi case extensively till July 1, post which there has been a shift of focus. Before that, news channels have made sure to gain viewership from the same.

     

    Both Aaj Tak and Times Now would be hoping to carry the momentum into ‘Vyapam Scam’. As on July 8, both these channels were leading in terms of coverage. We will have to wait for the next week’s TAM data, to see who the winner in ‘Vyapam Scam’ battle is.

  • Some of the features this version boasts of are: TV Viewership data in GRPs, TVRs for unique TV programmes and data for new two markets – Assam & Orissa

    TAM fortifies its mobile App with Version 2.0

    By A Correspondent

     

    Highlights of TAM Mobile App Version 2.0 are:

     

    • GRP Numbers: The new version will have TV Viewership GRP data sets for all markets and all genres along with existing data points (GVT, Reach & Relative Shares)
    • TVR Data: Along with TVTs for the Programs, TAM India Mobile App 2.0 will provide TVR for Top Unique Programmes
    • Addition of Markets: As compared to the earlier version, TAM India Mobile App 2.0 will have data sets for Assam & Orissa along with existing 7 Markets (Maharashtra, Andhra Pradesh, Karnataka, Kerala, Tamil Nadu, West Bengal, PHCHP)
    • Modified TG: Every Genre and market will have a TG as per the requirements of each section
    • Modified Graphical Representation: TAM India Mobile App 2.0 will have Graphs representing weekly data instead of the earlier format of 4 weeks average.
    • New Pay Version: TAM India Mobile App 2.0 will be accessible even to the non-TAM subscribers at a minimal subscription cost.

    After a successful launch of its TV viewership mobile app last year, TAM Media Research has released an upgraded Version 2.0 of the same application. This new version is fortified with added data sets and customized user friendly features that will make the mobile consumption of TAM’s TV viewership data even more easier and enjoyable, notes a communiqué. It is available for Android and Apple devices.

     

    Some of the features this version boasts of are: TV Viewership data in GRPs, TVRs for unique TV programmes and data for new two markets – Assam & Orissa.

     

    Talking about the upgraded app, LV Krishnan, CEO, TAM Media Research, said, “We set a trend last year when we provided this mobile App facility to Industry users. We have received tremendous response during the last one year. Version 2.0 is a fortified version that will allow not only existing but even new users to enjoy the benefits. The purpose behind this Mobile App, very simply, is to enable users to access viewership information anytime, anywhere on the go so that they can take informed business decisions at the spur of the moment.”