Top Story


Home >> Media - TV >> Article

Beauty Pageants: Audience - Advertiser mismatch

Font Size   16
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.


Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016