Trivandrum: This year Vishu has not only brought in all the Malayali households together but has also significantly pumped up the weekend television consumption keeping the wholesome family viewing tradition alive.
Malayalam GEC genre garnered 273 Mn Impressions on weekend in Wk 16’ 2018 despite IPL being present on the weekends. This is the highest garnered weekend viewership since week 8 2017 (Feb 2017) for the genre from Kerala market. Vishu was celebrated on 15th April 2018.
Compared to data of Wk15’ 2018 this translates to a growth 34% across the GECs in Kerala Market.
Kerala has a total TV population of around 30 mn. The total coverage for the weekend has recorded at 24.4 mn. This means that around 8 out of 10 people have tuned in to watch TV over the weekend.
Total time spent has also increased from 2 hrs 35 mins 39 secs to 3 hrs 16 mins 19 secs which is an increase of 26% compared to Wk 15’18.
Movies have always been receptive specially in South India and the following line up aided in achieving these numbers. There were around 8 special programming events across GECs. Some of the special weekend programming which did well are mentioned below.
| Channel | World Television Premieres | Impressions (000s) | Slot gain vs Previous 4 Weeks |
| Asianet | Bhaagamathie | 2821 | 102% |
| Asianet | Aadu 2 | 3802 | 55% |
| Mazhavil Manorama | DJ-Dhruvaraja Jagannadh | 787 | 76% |
| Mazhavil Manorama | Ramaleela | 2828 | 83% |
| Flowers TV | Aana Alaralodalaral | 988 | 22% |
The Vishu weekend viewership has overtaken a recently observed surge in weekend viewership in Wk 14 of this year which garnered 248 Mn Impressions on account of Easter celebrations.
The line up during Easter also included World Television Premieres like Mudhugauv which garnered 1.7 Mn Impressions on Asianet, Shikkari Shambu with 3.6 Mn Impressions on Mazhavil Manorama, Punyalan Private Limited with 1.5 Mn Impressions on Surya TV.
During week 16, Asianet stood on top as undisputed leader with 342756 (000s) impressions, followed by Surya TV 133125 (000s) Impressions, Mazhavil Manorama stood at No. 3 with 106517 (000s) impressions and Flowers TV at No. 4 has scored 101801 (000s) impressions.
We should wait and see if this viewership gets beaten any time soon !!!
