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KBC 2012 to deliver 10% higher viewership: MEC

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KBC 2012 to deliver 10% higher viewership: MEC

MEC has announced its estimation of television ratings for popular show ‘Kaun Banega Crorepati’ (KBC) which premieres this weekend.

Geetha Shiv, National Director, Analytics and Insight, MEC said, “The performance of this season of KBC will be followed closely by media and clients given that last season had helped Sony displace competition.”

MEC partnering Meritus Analytics India has taken up the challenge of estimating KBC ratings. Unlike the IPL, which has had a consistent history, KBC has seen changes in the broadcast channel, time band and anchor over the years. MEC, hence, had to recast factors that could influence viewership.

The approach used for KBC was based on past learning from IPL estimation and the fact that increase in TVRs for a new programme is due to a combination of increase in PUT (People Using Television) and people already viewing television moving to the new programme from their regular programming. MEC and Meritus built a statistical model using a set of TV shows to understand the factors affecting PUT and channel share for such non-sports programmes.

The key influencing factors delineated are:

• Program promotions on the channel, network and also other channels
• Promotion across other media such as radio and newspapers
• Search volume index as a measure of viewer buzz
• The base channel share of the airing channel

Based on this methodology, our estimate of KBC rating for the opening weekend is 5.4 TVR among for the SEC ABC 15+, in the All India market. This is a 10 per cent increase over the opening TVR of 4.9 in the last season, shared an official release.

MEC estimates that the programme will deliver higher than last year due to three reasons:

1. Sony as a channel has grown its viewership base since the launch of KBC last year. Therefore, the base viewership for the channel is at a higher level compared to the last season.
2. Search volumes indicate that the buzz is almost double of last season.
3. The show has moved to the weekend without clashing with the weekly soaps could add to viewership.

Sunder Muthuraman, Managing Partner, Meritus Analytics commented, “For big properties wherein the cost of association is high, the rating the programme delivers can be looked at as a very simple measure of RoI. We have used best-in-class statistical methods to estimate KBC ratings.”

“Our finding that KBC advertising on other channels had the highest impact on the increased
PUT of the programme time slot seems to suggest that substantial part of the increased rating is likely from viewers of other channels and time bands tuning into Sony during KBC,” he added.


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