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Beauty Pageants: Audience - Advertiser mismatch

01-July-2002
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Beauty Pageants: Audience - Advertiser mismatch

Women's magazines have a considerable male readership and men's magazines have a considerable female readership- we very well know that! What bothered us was, does the same hold true for TV, specifically pageants like the Miss Universe?

So this time we analyze pageants and try to find out the viewership trends for the same, along with what media planner and buyers do or don't do right. Our scope of study would be the three recent events: Miss Universe pageant, Grasim Mr. India and Gladrags Mega Model.

Take a look at the graphs below; the viewership of the Miss Universe pageant. While the ratings are decent, clearly, the pageant viewership was skewed towards males; the highest being in Delhi with almost no female audience. The city of Mumbai was an exception though, with more female viewers for the beauty pageant.

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