5.2 million viewers tuned in to watch the premiere telecast of ‘Ant-man’ on Star Movies on 11th September. This being the second Marvel hero movie premiered on the channel this year, Star Movies has definitely bagged another successful telecast with a 16.4% rise in weekend viewership compared to the average viewership in the past few weekends.
The movie was showcased across two time slots and contrary to popular TV viewing behavior, the afternoon telecast at 1 PM received higher viewership of 3.7 million viewers while the prime-time telecast at 9 PM garnered 3.1 million viewers. In an interesting show of loyalty for the movie, a large percent of the viewers who watched the first telecast came back to watch it for the second time on the same day.
Among English movies telecast on the same day, ‘Ant-Man’ was the most watched film, followed by IP Man which was broadcast on Star Movies Action.
Across the top metropolitan cities in India, Mumbai garnered the highest share of viewership for the movie followed by the cities of Hyderabad and Chennai.
Zapr Media Labs has previously undertaken campaigns for brands in which English movie viewers constitute an important audience for premium products. Viewers of specific English shows and movies can now be identified and engaged with in real-time for advertisements, show promos and updates.