This October, two popular Hindi movies premiered on Star Gold: ‘Pink’ starring none other than the Big B of Bollywood – Amitabh Bachchan, and Disney India’s ‘Mohenjo Daaro’ starring Hrithik Roshan. The channel’s weekend viewership moved up 8% compared to the previous month. Interestingly, both movies witnessed higher viewership in the afternoon telecasts compared to the Prime-time telecast. Here’s a look at some the viewership trends:
The Star Gold premiere of the last Hindi film produced by Disney India before its exit from the industry – ‘Mohenjo Daaro’ garnered 66.2 million viewers. The movie aired on 9th October across two time slots: 1:00 PM and 9:00 PM. The Prime-time telecast experienced 52% fall in viewership compared to the afternoon telecast.
Maharashtra witnessed the highest viewership for the movie premiere – 9.8 million TV viewers. Uttar Pradesh followed with 7.9 million viewers and Gujarat with 5.7 million viewers.
A month after its release in theaters flanked by active social media buzz, The TV premiere of ‘Pink’ garnered 46.2 million viewers. Similarly, the Prime-time telecast experienced 17% dip in viewership compared to the 1:00 PM telecast.
Maharashtra, Uttar Pradesh, West Bengal, Gujarat and Andhra Pradesh featured in the Top 5 states which experienced the highest viewership for the movie premiere.
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ZAPR profiles the TV viewership behavior of tens of millions of individuals across India. The audiences considered in this study are part of ZAPR’s TV viewership audience pool. Additionally, through the ZAPR Audience Platform, millions of TV viewers can now be targeted and engaged with interactive mobile content and ads.