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ICICI Securities Report
Broadcast Audience Research Council India viewership shows significant shake-up in market share post Covid-19 outbreak, though we have not seen much change in programming.
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Hindi general entertainment channel (GEC) primetime had a more stable viewership market share.
However, Zee Entertainment Enterprises Ltd. is planning to launch multiple new shows, which should help gain some market share in coming weeks sans the launch of KBC-12 and Bigg Boss-14.
Sun TV Network Ltd. has dipped to No.2 in Tamil GEC primetime with viewership market share slipping to 33.5% (versus 47.6% in Q4 FY20) behind Star Vijay at 35.3%.
Sun TV has lost viewership market share across slots from 19:00-23:00hrs.
Zee had weak performance in Marathi and Bangla with viewership market share dip of 670 basis points to 42.4% and 675 basis points to 40.2% (versus Q4 FY20), respectively.
Indian Premier League-13 had a good start with its first week average impression per match up 21%, and ad volumes up 15% versus IPL-12 first week performance.
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