For broadcasters, the year 2020 did not start too well, for the obvious reasons that most of us are well aware of. However, for COLORS, the year 2020 has started off on a great note and this not me talking these are purely the numbers speaking.
COLORS has become the prime-time destination for viewers on both weekdays and weekends which is across fiction and non-fiction shows. In fact, all day primetime viewership according to BARC data is led by COLORS with 365 GVMs which totals to a 24.8% market share. From week 53 2019 to week 3 of 2020, COLORS became the number one Hindi GEC with 497 GVMs and holds a commanding market share of 20.6%.
The channel has proved to be extremely popular among 15+ all adults and the HGEC core TG of Females 15+ (all day viewership). And is a clear slot leader in 6 out of 12 all day prime time slots.
The immense popularity that the channel has gained is not just from the viewership it gets from Metro cities such as Delhi, Mumbai and Kolkata but also from key markets such as UP, PHCHPJK, Rajasthan and West Bengal.
Source: BARC, HSM Urban, All NCCS 2+ (unless stated), Week 53’19-3’20
The success story of the channel has been scripted by properties such as Bigg Boss, Naagin, Chotti Sardaarni, Shakti, Vidya and recently launched Shubharambh.
Bigg Boss has become the number one Non-Fiction show across the Hindi GEC category. With a reach exceeding more than 200 MN viewers across the country (collectively on COLORS SD and HD feed week 40’19 – week 3’20), this is no doubt the best season in the history of Bigg Boss.
A slot leader that dominates both the weekday and weekend slot on the channel, it has seen continues growth week-on-week on both weekdays and weekends. The show has grown by 63% on weekends and 59% on weekdays (Week 53’19-3’20 vs Week 40-44’19)
According to Ormax Character India Loves, December’19 Bigg Boss contestants Siddharth Shukla, Shehnaz Kaur and Asim Riaz feature in Top 10 Non-Fiction “Character India Loves”.
While Bigg Boss leads the non-fiction category, Naagin is the highest rated fiction show of the category with 7.9 Mn impressions since launch (Avg. Week 50’19 – 3’20, All days). After completing three successful seasons and ruling the charts on a week-on-week basis, COLORS launched the fourth season of Naagin in week 50 of 2019; the show has garnered 9.6Mn impressions in the launch episode making it the best launch of Hindi GE category of the year, 2019.
Other Fiction shows
COLORS’ Vidya, Chotti Sardaarni and Shakti dominate viewership in their respective slots with Chotti Sardaarni in the Top-3 weekday fiction shows, whereas Shakti continues to feature within the Top-10 weekday fiction show list of the HGEC (Avg. Week 49’19 – 3’20, Monday-Friday).
The show has witnessed the best growth in the category with a 2.6x (multiplier) from 2.9 Mn impressions (launch week) to 7.7 Mn impressions in the latest week (Week 27’19, Week 3’20, Monday-Friday)
Who said people only love Bigg Boss contestants? According to Ormax Character India Loves, December’19 Meher, the show protagonist, from Choti Sardaarni features in Top 5 Fiction “Character India Loves”
On the other hand, Shakti features within in the Top-10 weekday fiction show list of the HGEC (Avg. Week 49’19 – 3’20, Monday-Friday). With the leap, fresh look and obviously the new characters, Shakti has touched the right chord with audiences all over again; the show has seen a 22% growth in viewership with the leap track (Week 3’20 vs Week 52’19-2’20).
Vidya and the new show Shubharambh both have been growing slow and steady and continues to help COLORS gain weekday prime time leadership
Source: BARC, HSM Urban, All NCCS 2+ (unless stated), Week 40-52’19, All Days