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Impact of celebrity hosts / celebrity guests on TV programmes

A BARC India Ratings Fidelity Analysis30.08.2015

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Impact of Celeb Anchors and Celebrities on channels and genres

• Arnab Goswami on leave – News Hour, Times Now

• Kapil Sharma absent – Comedy Nights with Kapil, Colors

• Different celebrities in different episodes – Jhalak Dikhla Jaa, Colors

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Times Now and the English News genre• Arnab Goswami was on vacation on 20-22 July• Impact on Times Now ratings

• More than 60% Drop in Ratings ’000 between 9-11 pm All India

• Increase again on Thu, 23 July• The next slide attempts to see if there is an impact on overall

English News as well, in two markets• All India• Mega Cities All analysis in Rat’000

for Males, 22+, NCCS AB

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All India – 60%+ drop in Times Now ratings; Ratings for other English News Channels grow

Mon, 06 Ju

l

Tue, 07 Ju

l

Wed, 08 Ju

l

Thu, 09 Ju

l

Fri, 1

0 Jul

Sat, 1

1 Jul

Sun, 1

2 Jul

Mon, 13 Ju

l

Tue, 14 Ju

l

Wed, 15 Ju

l

Thu, 16 Ju

l

Fri, 1

7 Jul

Sat, 1

8 Jul

Sun, 1

9 Jul

Mon, 20 Ju

l

Tue, 21 Ju

l

Wed, 22 Ju

l

Thu, 23 Ju

l

Fri, 2

4 Jul

0102030405060708090

100

Times Now Other Eng News

M, 22+, AB, All India

Sum of 30 min Rat’000

Sum of 30 min Ratings’000 between 21:00-23:00

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Mega Cities – 50%+ drop in Times Now ratings; Ratings for other English News Channels grow

Mon, 06 Ju

l

Tue, 07 Ju

l

Wed, 08 Ju

l

Thu, 09 Ju

l

Fri, 1

0 Jul

Sat, 1

1 Jul

Sun, 1

2 Jul

Mon, 13 Ju

l

Tue, 14 Ju

l

Wed, 15 Ju

l

Thu, 16 Ju

l

Fri, 1

7 Jul

Sat, 1

8 Jul

Sun, 1

9 Jul

Mon, 20 Ju

l

Tue, 21 Ju

l

Wed, 22 Ju

l

Thu, 23 Ju

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Fri, 2

4 Jul

0

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40

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Times Now Other Eng News

M, 22+, AB, 6 Mega Cities


Sum of 30 min Ratings’000 between 21:00-23:00

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Highlights• Times Now ratings dropped 60% in All India and 50% in Mega

Cities between 9 and 11 pm on days that Arnab was absent• Interestingly, the drop between 9:00-9:30 was only 13%,

indicating that people came in, realised that Arnab was not on air, and switched the channel

• English News genre did not have a drop in this time band• Indicating that people switched on to other English News

channels on these days

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Colors - Comedy Nights with Kapil• Kapil Sharma did not host Comedy Night with Kapil in Weeks

30 and 31 (10-11:30 pm)• Wk 30 - Arshad Warsi

• 35% drop in Ratings’000• Wk 31 - Sajid Khan

• 38% drop in Ratings’000• Increase again in Week 32

All analysis in Rat’000 for 2 TGs in HSM• All Individuals• Females, 15+, NCCS AB

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All Viewers - Colors lost more than 1 in 3 eyeballs when Kapil was absent; Other Hin GECs did not get these eyeballs

Week 27 Week 28 Week 29 Week 30 Week 31 Week 320

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

Colors Other Hin GEC

HSM, All 4 yrs+, C&S HHs 1L+


Sum of 30 min Ratings’000 between 22:00-23:30 on Sunday

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Female TG - Colors lost more than 1 in 3 eyeballs when Kapil was absent; Other Hin GECs did not get these eyeballs


2,000

4,000

6,000

8,000

10,000

12,000

14,000


HSM, F 15 yrs+ AB, C&S HHs 1L+

Sum of 30 min Rat’000 It took Colors one additional week

to regain the Core Hindi GEC TG

Sum of 30 min Ratings’000 between 22:00-23:30 on Sunday

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Highlights• Colors lost 35% and 38% eyeballs in the two weeks respectively when

Kapil was absent

• Other Hindi GECs did not gain from this loss of Colors

• Loyal viewers of Kapil Sharma came back in Week 32, when he returned

• It took Colors one additional weeks to regain the Core Hindi GEC TG of F, 15+, AB in HSM 1L+

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Do different celebrities on every episode impact ratings?

• Jhalak Dikkhla Jaa on Colors, Sat 9-10:30 pm

• Week 32-Rishi Kapoor and Abhishek Bachchan to promote All is Well

• Week 33 - Saif Ali Khan + Katrina Kaif to promote Phantom• Week 34 - Salman Khan to promote Hero

All analysis in Rat’000 for 2 TGs in HSM• All Individuals• Females, 15+, NCCS AB

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Slight dip in Week 33, but no significant variationsNo impact of different celebrities in different episodes


10,000

20,000

30,000

40,000

50,000

60,000


HSM, All 4 yrs+, C&S HHs 1L+


Abhishek Bachchan/ Rishi Kapoor

Saif Ali Khan/ Katrina Kaif Salman Khan

Sum of 30 min Ratings’000 between 21:00-22:30 on Saturday

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No impact of different celebrities in different episodes in the Core Hindi GEC TG


2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000


HSM, F 15 yrs+ AB, C&S HHs 1L+


Abhishek Bachchan/ Rishi Kapoor

Saif Ali Khan/ Katrina Kaif Salman Khan

Sum of 30 min Ratings’000 between 21:00-22:30 on Saturday

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Highlights• Celebrities have very little impact on ratings of a show having

different celebrities in each episode

• Even a big name like Salman Khan generates similar ratings as any other star

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ಧನ್ಯವಾದಗಳು

شکریہ

நன்றி

ਤੁਹਾਡਾ ਧੰਨਵਾਦ

धन्यवाद

ధన్యవాదాలు

આભાર

Solving the Puzzle

© Broadcast Audience Research CouncilAugust 2015

www.barcindia.co.in

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Entertainment & Humor