‘KBC 2’ has given the media industry much to speak about with the record breaking launch numbers. A study from the TAM Analysis Desk brings out factors that reflect the show’s evolution and also some reasons behind the opening numbers. Industry experts comment on these findings, concurring that it is the road ahead that really matters.
TAM Media Research shows that STAR Plus garnered over 40 per cent of all television viewing during ‘KBC 2’. Earlier, the slot took anywhere between 9 per cent and 20 per cent in 2005. Even Jassi’s wedding on Sony couldn’t draw more than 2.88 TVR on the day.
As per TAM study ‘When KBC did a Dviteeya’, which observes only the ratings of the first day of the show, KBC 2 has topped ratings among the ‘One hour time slots’ at an all India level in 2005. Where the show delivered 19.75 in the Hindi speaking markets, at an all India level, it has thrown a 13.8, the other top rated episodes (‘Indian Idol’ finale on Sony, ‘Kahaani…’ and ‘Kyunki…’ specials) being at an 11+.
The viewership of the slot from 10 per cent (absolute) during four weeks prior to its launch moved up to 38 per cent at a six metro market level (Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad). The weekday 9 pm slot had seen a similar jump in July 2000, when the show had launched.
Looking at a market wise segmentation, KBC 2 has clocked the highest TVR in the Madhya Pradesh 1 million plus towns at 38, followed by Gujarat and Rajasthan. Cities of Mumbai and Delhi, too, see some high numbers at 19 TVR.
For the television industry on the whole, these are very encouraging numbers and the industry sure is positive. Ashutosh Srivastava, CEO, GroupM, said, “These numbers are a little above expectations and so obviously are good.”
Agreeing with him, Shashi Sinha, President, Lodestar Media, said, “The expectations from the property were high and these numbers reflect it.”
A point that both experts offer here is that much of the credit of these numbers can be given to the marketing and word of mouth around the show as well. Accotding to Sinha, “The show has made a comeback after a long time and gathered a lot of publicity and the channel really pushed it.”
Srivastava added, “The curiosity level around the show was naturally high, given the success it had previously seen. More importantly, it is one of the biggest marketing campaigns ever.”
The TAM study ratifies this. Looking at reach numbers, which is a function of marketing efforts, in comparison to the 15 per cent reach, that ‘KBC’ had, ‘KBC 2’ delivered a 24 per cent reach – in other words, reaching to 20.5 million audiences.
Also, for the pre-launch phase (July 2005), STAR Plus grabbed a media editorial share of 41 per cent among the entire coverage on Hindi mass entertainment channels. In addition to this, there is an increase in the time spent on the show, from the 29 minutes of KBC to 35 minutes in the second season, indicating that the content clicked with the audience – in all giving the show such high numbers.
The sponsors are excited, but at the same time are waiting for the following weeks to unfold. Hemant Sachdev, Group CMO and Director, Mobility, BTL, said, “We are quite satisfied with the initial trends and we are watching it very closely to leverage it for further opportunities.”
According to Nokia’s Brand Marketing and CRM manager, Ravneet Phokela, “These numbers were more or less expected. We are happy with the positive buzz that the association with the show has created, but it is the way ahead that really matters. The challenge is to sustain these numbers.”
Reiterating that the present run has more to do with marketing, Srivastava voiced the future expectations from the show. “Anywhere between 10 and 14 is what we are looking at,” he observed – a point that the other experts agree with.
Interests are really piqued. If KBC 2 manages to stay in the 10-14 bracket and the other weekend shows from the channel – ‘Baa, Bahoo aur Baby’, ‘Shanno ki Shaadi’ and the forthcoming ‘Kaboom’, too, play in close lines, Plus weekends will see a high that will expand Hindi GEC on the whole.