For the first time ever in the history of Tamil Television Industry, Disney Star India’s Tamil entertainment channel Star Vijay has emerged as the topper by eclipsing the market leader Sun TV.
According to the BARC data for week 24 – 2023, Star Vijay has surpassed Sun TV by clocked a record breaking 772 GRPs in the TG that matters the most for advertisers (BARC: TN/Pondicherry, Urban, 15 – 50 ABC).
Although the phenomenal rise of Star Vijay started couple of years back, the breach has happened in week 24. After conceding its crown for the first time – Sun TV stood at no. 2 with 749 GRPs while Zee Tamil at No. 3 scored 381 GRPs.
In the past couple of years Star Vijay has fortified its Fiction line-up with top rated shows like Bagyalakshmi and Pandian Stores which happens to be the top two fiction shows in Tamil Television industry while four of its Prime Time shows are slot leaders for the past five weeks. For instance Bagyalakshmi is the number one show in Tamil Nadu for 20 weeks and Pandian stores is the number two show in Tamil Nadu for 9 weeks. Moreover, Data also reveals that Twelve original programs of Star Vijay are slot leaders in week 24.
- Female leadership for past 3 weeks
Sun TV is known for its very high stickiness with Female audience started lost its based steadily in past couple years despite a regains enjoyed by the channel in the aftermath of covid induced lockdown. However, it failed to arrest the fall beyond certain limits. Analysis of BARC data in the past three weeks revealed widening gap between Star Vijay and Sun TV in which the former has over powered the later with 58 GRPs (Table: Female leadership)
Sun TV has also lost its battle with Star Vijay on both Prime Time and Non Prime Time with widening gap in viewership. For past 7 weeks (Monday to Friday, 6 pm to 12 AM) Star Vijay (293 GRP) stood ahead of Sun TV (272 GRP) with a lead of 21 GRP in Prime Time. Similarly in Non Prime Time the channel stood ahead with 38 GRPs more than Sun TV in the respective TG.
Chennai leadership for past 5 weeks (Chennai, Urban, 15 – 50 ABC )
In Chennai City Star Vijay stands way ahead of Sun TV by continuously dominating the viewership charts for the past five weeks with surging trend. Star Vijay (989 GRP) has clocked 137 GRPs higher that Sun TV (852 GRP) in week 24.
