Do long-running shows enjoy a higher share in ad volume?

As per TAM AdEx data, ‘Tarak Mehta’, ‘Bhabhiji Ghar Par Hain’ and ‘Saath Nibhaana Saathiya’ have been on top of the ad volume charts for June-July & Aug-Sept

e4m by Sonam Saini
Updated: Oct 7, 2020 9:31 AM

Are advertisers going for long-running TV shows that may not be high on TRPs?

A closer look at the TAM AdEx data for shows in June-July and August-September on the basis of the total ad inventory reveals that ‘Tarak Mehta ka Ooltah Chashma’ on Sony Sab, which recently completed 3,000 episodes, was leading across Hindi General Entertainment Channels (GECs).

While Tarak Mehta had 5% of ad volume share (% share is based on ad volumes during all telecasts of the programme in the specified period), it is followed by ‘Bhabhiji Ghar Par Hain’ on &TV with 4% share in August-September (in June-July the share was 3%) and ‘Saath Nibhaana Saathiya’ on Star Plus with a 3% share in both the periods. 

Media experts believe the list of top 10 shows on the basis of ad volumes doesn’t necessarily mean that they are high on viewership ratings too. However, with most of these shows being the longest-running ones on TV with a loyal audience base advertisers have the confidence that these shows will also fetch them a strong ROI.

Most of these shows are also picked up for their increased frequency of telecast, thus guaranteeing a better reach but it does not ensure higher ad rates.

According to Sujata Dwibedy, Group Trading Director, Amplifi India of the Dentsu Network, the ratings as well as cost efficiencies play a critical role in deciding the programmes to be taken by the advertisers and the agencies.

“More inventory does not necessarily mean high ratings, it could be related to cost. We need to see the average of weekly or monthly ratings from BARC. Ratings measure the popularity of a programme or advertisement by comparing the number of target audience viewers who watched against the total available audience. It is time-weighted.”

Sharing more on the shows, Dwibedy said: “In the Urban + Rural market, many shows from the FTA channels are in the top 10. Shows based on mythologies like ‘Shree Krishna’ and ‘Mahima Shani Dev Ki’ are in the lead. These shows have a tough competition with each other and the numbers are quite dynamic and keep changing week on week. While some of these shows have been running for years, they remain popular amongst the audience and hence garner good ratings. On the other hand, mythology and old repeat shows picked up during the lockdown. Hence, these also work for the advertisers.”

Meanwhile, Dinesh Singh Rathore, CEO, Madison Omega said, “All these shows have a loyal viewer base. Even when they came back after a gap, the characters and the shows remained quite popular and managed to get good ratings. Marketers are buying audiences so whichever show gives them the audience they will want to put their money behind that. Another reason that shows like The Best of Kapil Sharma, CID or Savdhaan India get viewership is that you can watch the show anytime. The viewer doesn’t need to know the history or the story, these are episodic shows.” 

Sharing more was Rohit Gupta, President (Network Sales & International Business) Sony Pictures Network, “During the lockdown the shows were on repeat as there was no fresh programming. Since these shows are episodic in nature, the audience doesn’t have to watch the whole series. They can just watch new episodes. In the times of Covid, these did extremely well. The new launches take about 3-4 months to start getting higher audiences, whereas these are already established and hence are getting audiences.”

Sharing an advertisers’ perspective, Mayank Shah, Sr. Category Head, Parle Products, explained that a brand considers both ratings and cost effectiveness while putting money behind any show. “You definitely look at shows that give you high ratings so that you reach more people but at the same time they are also costly. There is metrics for both reach and cost efficiency which is CPRP. While you always try to go for lower CPRPs, typically shows with higher TVRs have higher CPRPs too because you can reach so many people at one go and without duplication.”

Advertisers pick shows depending on the objective of the campaign, the target audience and market. For instance, if the campaign requires a unique reach then they will go for shows with high TVRs but if the campaign needs to reach out to a larger base of the audience then they will target those with more repeats. 

For Shah both high unique reach and the frequency are important. “If an advertiser wants to reach a consumer four-five times through its campaign frequency becomes important. CPRPs are a major factor for advertisers to come to a decision but the overriding factor has always been the objective of the campaign. At Parle, we always choose which shows to advertise based on our campaign’s objective. The changes from campaign to campaign depending on the objective,” Shah noted.  

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