Three seasons on, 'Naagin' continues to rule the viewership charts

The show's popularity among the urban audiences, and more specifically, in the affluent audience segments, makes it a lucrative option for advertisers looking to advertise on GEC's during the weekends

Colors' costume drama Naagin, currently in its third season, boasts consistent audience in urban markets, taking the sting out of the myth that the show's viewership is rural-skewed.

According to data from the Broadcast Audience Research Council of India (BARC), 66 per cent of the show's viewership comes from urban India. For season one, the contribution of urban India was 65 per cent, and in season two, it was 64 per cent.

One of the major reasons for the urban skew would be because Naagin is aired on Colors, a paid channel, and hence is more widely distributed in urban