Star Plus is the No. 1 Hindi GEC of India. As per the TAM data, Star Plus easily maintains more than a 60% lead over the number two and three TV channels. But this No.1 spot is as capricious as ever.
Simply grabbing eyeballs does not satisfy advertisers now and they look forward to engaging audiences. In terms of brand association, winning content that attracts viewers and keeps them glued is what advertisers are looking for. Star Plus works hard to keep their audiences engrossed and the ‘moolah’ rolling in. to maintain its No.1 spot intact among viewers and advertisers, the channel has always strived to outdo its competitors with serious twists and turns in a very appealing content form.
Ever since its inception as a Hindi TV channel in the mid-90s, Star Plus has targeted women audiences above the ages of 16 and has kept pace with them. As the homely ‘saas & bahus’ changed, so did the storylines on the channel. Where earlier heroines like Tulsi and Parvati stayed at home to take care of their families, today’s heroines on Star Plus dream of conquering the Everest and carving a niche for herself in the Airlines industry. The gala Star Plus affair with ambitious women has seen Akshara of Yeh Rishta Kya Kehlata Hai starting as a docile housewife and turning into a successful business woman.
But being a woman-centric channel doesn’t stop Star Plus from attracting male viewers. Shows like ” Yeh Hai Mohabattein” and “Mahabharat” have been equally popular amongst viewers, recording a 40:60 male-female ratio. The right amount of drama, the perfect pinch of melodrama and a stir of emotions ensure to tackle the entertainment buds of the Star Plus audiences irrespective of their genders. Also, it gives advertisers an omnipotent opportunity to tackle both male and female decision-makers at one go.
Associating your brand with this TV channel drives home the ad message to its target audiences.
Star Plus extensively researches before deciding the fate of any show, and this is evident in its grappling episodes. TV channel advertising has got easier and more segmented due to this approach. Each show on Star Plus is created for one segment of the population who are more inclined to enjoy it. Both Navya and Suhaani Si Ek Ladki on Star targeted younger women in the age brackets of 22 to 24 and found resonance. Promoting your brand in well-researched shows with clear segmented target audiences not only reduces ad spillage but helps in boosting ROI too!
Advertisers also realize that no other Hindi GEC offers such a lengthy band of original fiction content. When you advertise with Star Plus, you are sure to find your target groups from 6pm to 11pm every day of the week. It is this fiction that keeps Star Plus far ahead of its competitors. After all, research shows, although reality programs generate a lot of buzz they cannot retain audiences after a while, and the viewers slink back to fiction.
Of late the stories on Star Plus have shifted base from the Metro cities to smaller more obscure towns and cities. This has made sure to take your ads to the interiors of India. With stories from small towns like Pushkar(Diya Aur Baati Hum), Mughalsarai(Mere Angne Mein), Rajkot(Saath Nibhana Saathiya), Benaras(Tere Sheher Mein) etc. Star Plus has created a loyal fan base in these small pockets of India. This has given a new dimension to advertisements on Star Plus.
Advertising on Star Plus remains one of the best bets for scaling a nationwide TV ad campaign. The channel is amongst the most brand-friendly TV channels which help you to bond your brand with your target groups.
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