International Uniformity in TV ratings remains elusive

Uniformity in TV ratings remains elusive

Author | NULL | Friday, May 11,2001 12:00 AM

Uniformity in TV ratings remains elusive

The latest TV ratings, put together by the two leading research agencies—AC Nielsen and ORG-MARG—throw up some interesting facts and figures. Even as the top few ranks in the two charts have some common TV programmes, the overall scenario offered by one is quite distinct from the other. A comparison of the two ratings may confuse TV viewers and even advertisers, but the difference is mainly due to the extent of coverage.

First the similarities between A C Nielsen’s TAM ratings and Intam ORG-MARG Peoplemeter Survey of cable & satellite households for a period between April 23 and 29, 2001. As per these surveys, the ‘K’ factor proved lucky on both. Two soaps on Star Plus Kyunki Saas Bhi Kabhi Bahu Thi and Kahaani Ghar Ghar Ki are reigning in the top two slots. The similarities end there.

While AC Nielsen’s ratings show that Zee aired 11 of the top 50 programmes during the week, the ORG-MARG research indicates that Zee bagged seven of the top 50 programmes. Similarly, Sony Entertainment Television (SET) got 10 of the top 50 as per A C Nielsen, while ORG-MARG put the SET tally at just three of the top 50. STAR, which had 29 of the top 50 programmes in the AC Nielsen ratings, got 12 of the top 50 in the ORG-MARG ratings.

Of the top 10 slots, STAR was the highest scorer with nine programmes in the week under review, says the A C Nielsen research. However, the ORG-MARG ratings give only three of the top 10 places to STAR. As per the Intam ORG-MARG Peoplemeter survey, Zee has four and Sun has three in the top ten programmes.

Interestingly, STAR’s Kaun Banega Crorepati (KBC), which had been a topper on the ratings charts for several weeks, is still quite hot in the ORG-MARG scale. The ORG-MARG survey puts KBC on number three spot just after the other two STAR performers Kyunki Saas Bhi Kabhi Bahu Thi and Kahani Ghar Ghar Ki, while AC Nielsen ranks KBC at number nine position. Both the surveys, however, retain KBC in the top ten, with AC Nielsen giving it 5.7 per cent TVR and ORG-MARG 4.55 per cent.

Of the new entrants, Ji Mantri Ji on STAR, opened its account on both the ratings charts. It got 2.9 per cent TVR on its very first day, as per A C Nielsen, and quite close to that at 2.08 per cent, according to the ORG-MARG survey.

Jeeto Chappad Phaad Ke on SET, managed a TVR of just 2.2 per cent on the A C Nielsen list, as against 1.73 per cent on the ORG-MARG list.

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