The grand finale episode of Colors’ ‘Bigg Boss 10’ aired on January 29 garnered 9.2 million impressions collectively and 7.1 impressions in the urban market according to BARC Week 5 (January 28- February 3). In fact collectively the ratings of its last two episodes (on January 28 and 28) helped it take the second place in the BARC’s Top 10 programmes for that week in the urban market with 6.1 million impressions.
Moreover, the finale performed much better than its premiere (on October 10) which couldn’t make to the Top 10 shows in the urban market for Week 42 (October 15-31,2016) with its 5.8 million impressions and 7.7 million impressions overall.
The stakes were higher this season as the makers made a change in the concept by pitting common man against the celebrities. But lately the show which feeds on the voyeuristic side of Indians has been on the receiving end of social media flak. According to the media reports the ninth season is remembered as the worst season in the history of ‘Bigg Boss.’
We compared the BARC ratings of these two episodes (of the current season) with that of previous season. The finale of ‘Bigg Boss 9’ aired on January 23, 2016, fetched only 6.1 million impressions for the Week 4 (January 23- 29, 2016) compared to 7.1 million impressions for this season in the urban market. Meanwhile, its launch episode on October 11, 2015 in the Week 41 (October 10-16) brought in 6 million impressions, as against the current 5.8 million impressions for the same market.
Dinesh Vyas, Associate Vice President (Planning) at OMD, shares his views on the show, “The show is becoming too crass. It’s getting force fed. Audience can make out that a lot of instances are being enacted by script. But if viewership numbers are delivering then sponsors would be happy. However, there will be some clients who won’t be happy with the sentiment that ‘Bigg Boss’ generates which is not always positive. Brand-integrations have become a part and parcel of the programme. I doubt it’s going to help the regular consumer go ahead and buy product with same sentiment. But having said that, there’s always an audience for this show. Everything is orchestrated to make it a big success.”