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WEEK 26: TAM vs BARC; Colors gets BARC advantage...!

The industry, so it appears, is settling down to the co-existence of two audience measurement systems.   Would the two meters coexist like IRS and NRS for a number of years before merging or one would nudge the other out is not something industry is in a mood to debate and discuss.

The fact remains that as of now ratings from both the measurement systems are available and are being used. Having said that, ratings shared by the two are quite different. Though, interestingly, top slot by both in most cases is same, be it Hindi GEC, English News of Hindi News. Is it because the leader is way ahead of others? Well, we would discuss that once we dig deeper into data.

At the moment, let us talk of Hindi GEC. While top two GEC in both TAM and BARC rankings are same: Star Plus followed by Colors, number three four and five are not.

TAM data declares Sony Entertainment, Zee TV and Sony SAB to be on third, fourth and fifth slot, as per BARC data the sequence is Zee TV, Life OK and Sony Entertainment. 

As for the top five shows on Hindi GEC, let us first look at TAM numbers: 

1. HFF PK (Sony)
2.  Ye Hai Mohabbatein   (Star Plus, 23.6.2015, start time: 7.29 pm)
3.  Yeh Rishta Kya Kehlata Hai  (Star Plus, 25.6.2015, start time: 21.31)
4.  Saathiya Saath Nibhana     (Star Plus, 25.6.2015, start time 7.01 pm)
5.  Kumkum  Bhagya (Zee TV, 25.6.2015, start time: 9 pm)

BARC ratings too declare HFF PK to be at the top slot.  However, there are changes post that:

1. HFF PK (Sony)
2. Saath Nibhana Sathiya (Star Plus)
3. Ye Rishta Kya Kehlata Hae (Star Plus)
4.  Sasural Simar Ka (Colors)
5. Chakravartin Ashoka Samrat (Colors )

BARC ratings are for HSM: NCCS All: Week 25: Individuals: C&S 1Lac+, and TAM for HSM without LC1 4+. 
A quick look now at top 10 channels as per BARC ratings (All India, All Genre). The list comprises of six Hindi GEC, one Regional GEC and three Hindi Movie Channels. Sun TV at number two is second only to Star Plus.  Here goes the complete list of top 10:

1

STAR Plus

2

Sun TV

3

Colors

4

Zee TV

5

Life Ok

6

Sony Entertainment Television

7

Sony MAX

8

Zee Cinema

9

SONY SAB

10

STAR Gold

We are quite sure broken by the TG, the picture would change to a very large extent.  

In the end a look at the brands that had the maximum share of voice on TV in the previous week.  FMCG buzzed the most with eight out of 10 ranks belonging  to Home and personal Care products (in fact only one of these is from homecare), and other two belonging to food and beverages:

Rank

Brands

Insertions

1

Cadbury

30070

2

Vim

13262

3

Horlicks

12810

4

Fair & Lovely

12728

5

Lifebuoy

12487

6

Fogg

12430

7

Godrej

12294

8

Colgate

12089

9

Axe

11428

10

Pond's

10639

TOP 10 BRANDS*Across Genres : All India : Individuals: C&S 1Lac+

Are these the brands you thought had the maximum share of voice? Or, was it a celebrity driven innerwear, automobile or cosmetics brand?

 

 

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