How Colors grew its viewership to 505 mn and captured 21.1% market share

Colors, the Hindi general entertainment channel from Viacom18 Media, was placed in the numero uno spot in Week 7 of 2020, garnering gross viewership of 697,606 [BARC data: HSM (U+R) : NCCS All : 2+ Individuals]. 

As per BARC data, Colors has emerged as the dominant leader of the Hindi GE category with 505 million impressions and 21.1 per cent market share. Colors is also the premier primetime destination for viewers on both weekdays and weekends with 370 million impressions and 25.4 per cent market share. The channel ranks #1 in all day PT even amongst 15+ All Adults and HGEC core TG of Females 15+. 

Colors’ success story is propelled by marquee properties like ‘Bigg Boss’, ‘Naagin’, ‘Chotti Sardaarni’, ‘Shakti’, ‘Vidya’, ‘Naati Pinky Ki Lambi Love Story’ and the recently launched ‘Barrister Babu’. 

Show-wise success story 

Reality show ‘Bigg Boss’ has emerged to be #1 Non-Fiction property of the Hindi GE category, reaching out to over 213 million viewers across all its airing on both Colors SD and HD feed (Source: HSM Urban 2+, Pay+Free Universe, All NCCS, Week 40’19-7’20). 

‘Bigg Boss Season 13’ has become the highest-rated season ever, with the finale episode aired on February 15, 2020 garnering 10.5 million impressions, not only making it the highest-rated finale episode across non-fiction shows of the category (in the BARC universe), but also the highest-rated finale episode on the history of ‘Bigg Boss; (since BB Season 1). 

‘Naagin’ in its fourth installment was the best launch of Hindi GE category of 2019. It is the highest-rated fiction show of the category since launch (Source: HSM Urban 2+, Pay+Free Universe, All NCCS, Week 53’19-7’20, Saturday-Sunday). 

‘Chotti Sardaarni’ was the reviving factor for Colors’ fiction line-up. The show has witnessed the best growth in the category with a 2.6x (multiplier) growth. The show now continues to be amongst the Top 3 weekday fiction shows. 

‘Shakti’ continues its successful run and maintains its slot leadership, featuring in the Top 10 fiction shows of the category. ‘Shakti’, with the leap, new characters, and fresh look, has touched the right chord with audiences all over again. 

‘Barrister Babu’, since its launch in Week 6 of 2020, features in the Top 10 fiction show list of the category, along with ‘Naagin’, ‘Choti Sardarni’, and ‘Shakti’. 

[Source: BARC, HSM Urban 2+, Pay+Free Universe, Average Week 53’19-7’20, Prime Time: 18:00 – 24:00 hrs]