Zee TV has inked an agreement with The Nielsen Company, wherein the latter will monitor its television ratings and trends in top US markets. The agreement is claimed to be the first-of-its-kind in the South Asian entertainment industry.
Commenting on the pact, Bharat Ranga, COO - International Business, Zee TV, said, “We’re very excited to be the first and only South Asian network to be rated by Nielsen in the US. As the dominant market leader in South Asian entertainment, this is a groundbreaking moment for Zee TV’s growth and expansion in the US. Nielsen’s ratings will not only enable us to deliver exceptional programming to the millions of South Asians who tune in to Zee TV every day, but will also provide advertisers with deeper insight into audience behaviour and TV trends.”
According to a company release issued, while Americans spend an average of five hours throughout a full day watching television across all US networks, viewers tune in to Zee TV for an average of 57 minutes each day during primetime viewership (Monday-Friday, 7-11 pm) in New York.
The measurement by Nielsen will be an invaluable tool for Zee TV’s diverse base of advertisers. While other South Asian entertainment networks sell advertising air time based upon their assumed reach and distribution, Zee claims to be the only network with the tools to provide actual viewership estimates and deliver maximum ROI to the advertisers, thereby empowering them to invest their advertising monies in a way that’s smart, efficient and, most importantly, accountable.