Trivandrum: According to the data released by BARC for week 52, Kerala market has witnessed the highest viewership with all time highest Average Time Spend (ATS) seen at both Total TV as well as Malayalam GECs level. This can be attributed to the Christmas and New Year special programming lined-up by Broadcasters in Kerala Market on account of Holidays and Special occasion.
BARC data reveals that the Total TV impressions in the market (TG: Kerala, 2+) was recorded at 1.3 billion Impressions in week 52, which is the highest. With 1.27 billion Impressions, the second and third highest viewership was garnered during Onam (week 36) and Dushera (Week 42) respectively.
With an ATS of 4 hour 14 min 13 seconds, Kerala recorded the highest ATS in this week. The second highest was in week 36 (Onam) 4 hour 06 min 45 seconds, followed by 4 hour 06 minutes 39 seconds in week 42 (Dushera).
Malayalam GECs too recorded the highest viewership and ATS. With 843 million Impressions in week 52, Malayalam GECs were the highest; In week 36, the genre garnered 816 million Impressions and in week 42 recorded 740 million Impressions.
ATS in Week 52 for Malayalam GECs was also the highest at 2 hour 56 minutes; Week 36 (2 hour 50 minutes) and Week 42 (2 hour 38 Minutes) were the second and third highest for the genre.
Reasons for the spike in week 52:
Week 52 (Christmas Week): Growth was led by Kerala GECs.
Kerala GECs aired 8 WTPs and 2 Special Events on 25th Dec (week 52).
GECs changed their FPC. In the Non-Prime Time band, serials were replaced by Movies.
The following are the Top 5 events aired on 25th December that helped boost viewership:
|Time Band||channel||Top 5 Events||Impressions ‘000s|
|8:30-12:00||Asianet||MLFF- Bahubali 2 The Conclusion||2046|
|19:00-22:00||Mazhavil Manorama||MLFF-Adam Joan||1505|
|12:00-16:00||Flowers TV||Dishgold Malayali Veettamma- GF||1408|
|12:00-16:00||Asianet||Asian Paints Asiavision Movie Awards 17||1322|