Bigg Boss helps channel gain eyeballs in GEC space

The reality show, hosted by Kamal Haasan, enjoys an average viewership of 5 million per episode

Season 3 of Bigg Boss Tamil, a reality TV show, has helped Star Vijay gain viewership in the General Entertainment Channel (GEC) space.

According to viewership data provided by the Broadcast Audience Research Council (BARC), Bigg Boss 3 has an average viewership of 5 million per episode (data provided for the first 41 episodes). The data given is for Tamil Nadu and Puducherry.

The launch episode (on Sunday, June 23) witnessed a 73% spurt in viewership when compared to the previous four Sundays for Star TV. Data provided by BARC also showed that Bigg Boss season 2 had an average viewership of 3.5 million per episode, while the first season had an average viewership of 5.1 million per episode.

According to Kotak Institutional Equities, Star Vijay’s viewership increased to 26.4% as on August 2, from 23.5% in April-June 2019. However, Sun TV, the market leader, held its pole position, which it has enjoyed for over a decade.

Sun TV’s viewership shot up to 40.7% (as on August 2), from 39.6% during the April-June 2019 quarter. Its viewership hovered in the range of 45.5%-40% in the first quarter of the financial year 2019, till August 2. According to the research firm, the recent marginal recovery in Sun TV’s viewership is partly due to its tactical measures (such as airing more movies).

The third season of Bigg Boss started on June 23 with 17 contestants, including wild card entrants. Actor-turned-politician Kamal Haasan has been its host for all three seasons.

“The first two seasons of Bigg Boss have been very successful. We have received good response so far for this season too. The show has performed well on weekdays and weekends. It has been encouraging,” said Krishnan Kutty, business head of Star Vijay. “Consumers have got attached not just to the show but the contestants too. They are also eager to see Mr. Hasaan every week,” he added

Mr. Kutty said the average age of the viewer was between 15 and 40. “That’s where we see more traction,” he said.

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Printable version | Feb 27, 2020 1:58:07 AM |

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