Kaun Banega Crorepati Dwitiya
Promo
Planning of KBC 2. 2
The
Launch of KBC.. 5
Impact
on Hindi Mass Entertainment Channels. 10
Reach
of KBC.. 10
Ratings
of KBC.. 10
Market
Share. 12
Genres. 12
Looking
Ahead. 14
Home
The following analysis is divided
into three parts viz. the on air promotion of KBC, first three episodes of KBC
and the impact of KBC on other Mass Entertainment Channels, as well as impact
of cricket on KBC.
This analysis is limited to the on air promotion of KBC on
Star Plus and does not include off air promotion or network promos run on other
Star TV channels.
The programme promotions of
KBC started from16th May 2005; in total 3660 promos were run on Star Plus till 5th evening garnering a GRP of 3513 in
Mumbai and 2709 in Delhi
(CS4+ Amap).
Running a post campaign evaluation on this campaign we
clearly see that that high-pressure campaign delivered results as the
cumulative ratings reached 86 at 1+ in Mumbai and 82% at 1+ in Delhi. The cumulative ratings for Mumbai at
10+ were 60 and for Delhi
it was 48 at 1+. Figure 1&2 clearly demonstrate the high priority that STAR
Group has awarded to promoting the programme to the
masses.
Figure 1 Mumbai CS4+(Amap)
Figure 2 Delhi
CS4+(Amap)
Figure 3 Cumes for Mumbai CS4+
(Amap)
The scheduling of the promotions was done in such a manner
that it does not eat into their most lucrative prime time slots and of all the
promos aired 56% of the promos were in the three dayparts
viz. 2AM to 6AM, 6AM to 12PM and 11PM to 2PM. The efforts was
on accumulating audiences from all dayparts and
pushing them to sample the programme. The prime time
slots were used judiciously and 10% of the promos were aired between 8PM to 10
PM and another 5% were spread out between 10PM to 11PM. Same
was the case of Weekend Vs Weekday Promotions with each day of the week getting
between 12 to 16% of the promotions. Table 1 gives out the exact spread of
their airing across various days.
Table 1 Spread of Promos across
weekdays
|
Monday
|
Tuesday
|
Wednesday
|
Thursday
|
Friday
|
Saturday
|
Sunday
|
|
14
|
15
|
14
|
12
|
13
|
15
|
16
|
Weekends got a
slightly more weight as compared to weekends for two primary reasons viz. weakness
of Star Plus during weekends and the show itself was planned for a weekend
entry.
The first four weeks (Wk 20 to 23) were used to increase
reach and take it up to 63% and the last four weeks were used primarily to build
up the frequency. Keeping the recency theory in mind
the advertising pressure was much higher than the first four weeks.
With all this investment in precious airtime KBC 2 was ready
for a mega launch and the next section will demonstrate the opening that the
show took in the first episode.
KBC 2 is one of the most hyped up launches of the recent
time and it makes interesting reading to see how it has impacted viewership
behaviour across cities of Mumbai and Delhi
and also the Hindi heartland of MP and PHCHP.
The response in all the markets on the day of launch was
indeed great as huge number of viewers sat down in from of their television
sets to sample the Big B and the biggest show launched by Star Plus.
Unfortunately it also meant a clash with Star Plus’s own sister channel Star
One and the Great Indian Laughter Challenge. Other television channels have
laid out a fare. Sony Entertainment Television promised Marriage of Jassi and Arman on Friday and Devdas on Sunday. Another competitor in the shape of
Cricket on Ten Sports too was round the corner.
The weekend viewers never had it so good.
Weekends programming was never too strong on any of the mass
entertainment channels and historically movies ruled the roost. All this is now
changed with every mass entertainment channel now trying to woo the weekend
viewer who has sacrificed its weekend commitment to be with in front of their
sets waiting to be charmed by cricket, the Big B and the Badshah
(Devdas) of the silver screen.
A key learning of this exercise is:
Competition is good for the television industry in the
long run for three primary reasons:
- It
drives various channels to invest more resources into programming and
quality.
- Good
quality programming keeps the audience interested in the medium
- Audience
interest keeps the industry alive by garnering good ratings and
advertising rupee; the major revenue source (Till addressability comes in)
for television channels.
Starting with Delhi
where all the action happened and the viewers toggled between Big B and Cricked
sampling the Badshah (Devdas)
for a while. The audience flow graphs tell a tale wherein audiences moved
between Ten Sports, Sony and Star Plus. All in all an interesting weekend for
the media watchers, professionals and academicians like me.
Looking at the television usage figures of individuals for
the last 12 weekends (Friday, Saturday and Sunday) we see a distinct surge in
the 9 PM to 10 PM slot (Fig 1) the television viewership for this time band is
the highest on Friday, Saturday and Sunday in the decreasing order. Sunday
being the least preference day for television viewing, Friday belonged to Star
Plus apparently due to extension of its popular weeknight shows; Saturday and
Sunday belonged to ZEE TV in this particular time slot.
Star Plus started preparing its scheduling strategy much in
advance and to give KBC a good lead in audience extended Kasauti
Zindagi Kay to Friday and Launched Ba, Bahoo Aur
Baby at the 10 PM slot to give it a good start assuming that the lead off
audience of KBC will give it a higher than average start.
Figure 4 People Using Television (Amap)
With all the preparation Star Plus launched KBC 2 on 5th
August and it was on air till Sunday 8th August. It did indeed do a
whole lot of good for the weekend television consumption (combined with
cricket) and as Fig 5 indicates the people using television figures for this
week were considerable higher than the last twelve week average (Table 2).
Table 2 CS4+ PUT figures (Amap)
|
9PM to 10PM
|
12 Weeks Before KBC
|
KBC Week 1
|
|
|
Min
|
Max
|
Min
|
Max
|
|
Friday
|
15.5
|
17.8
|
17.9
|
22.4
|
|
Saturday
|
14.8
|
17.2
|
18.1
|
20.7
|
|
Sunday
|
13.8
|
15.5
|
19
|
21.9
|
The most prominent increase is on Sunday as KBC was coupled
with Indo West Indies match that incidentally India won and it did go to the last
over for a decision to come about.
Figure 5: PUT 9PM to 10 PM (Amap)
KBC (Ratings) across the country
|
|
Friday 5th August
|
Saturday 6th August
|
Sunday 7th August
|
|
KBC Delhi
|
7.41
|
4.03
|
3.37
|
|
KBC MP 10L+
|
15.4
|
13.5
|
10.7
|
|
KBC HPCHP 10L+
|
4.3
|
5
|
4.3
|
|
KBC Mumbai
|
10.1
|
9.2
|
7.3
|
The programme in its second avatar has clearly caught the
fancy of the Hindi heartland with the exception of HPCHP, but the huge sampling
that happened during the first episode clearly settled down with the third
episode in almost all the markets with Delhi
giving the biggest thumb down to the third episode of the programme. The reason
could be the interesting cricket broadcast on Ten Sports as the people using
television figure has not declined on Sunday the 8th in Delhi but
Ten Sports has managed to garner a clear lead over KBC in terms of reach
figures. The next week figures will tell a clearer picture whether the drop was
due to cricket or the viewers did not find the KBC in its second avatar very
promising.
In terms of audience flow Fig 3 exhibits a clear drifting of
audiences between the cricket match and KBC in both Mumbai and Delhi. In Delhi only 52.1% of individuals
stayed with Star Plus as compared to 61.4% in Mumbai but there figures were
lower than August 5th figures. On August 5th Episode the
percentage of people staying with KBC on a 3min slices basis were 75% both in
Mumbai and Delhi.
|
|
|
Switching to
|
StarPlus
|
Switching from
|
|
|
|
OFF
|
TenSport
|
Other
|
|
|
OFF
|
TenSport
|
Other
|
|
from
|
|
 duration
|
|
NR T
|
NR T
|
NR T
|
NR T
|
|
 Stay
|
|
NR T
|
NR T
|
NR T
|
|
21:00
|
3'
|
|
|
|
695.5
|
446.5
|
|
|
|
|
21:03
|
3'
|
|
|
|
797.6
|
627.4
|
|
|
|
|
21:06
|
3'
|
|
|
|
879.9
|
693.7
|
|
|
|
|
21:09
|
3'
|
|
|
|
877.5
|
331.3
|
|
|
|
|
21:12
|
3'
|
|
|
|
696.4
|
334.5
|
|
|
|
|
21:15
|
3'
|
|
|
|
818.9
|
737.0
|
|
|
|
|
21:18
|
3'
|
|
|
|
936.1
|
668.3
|
|
|
|
|
21:21
|
3'
|
|
|
|
936.5
|
354.7
|
|
|
|
|
21:24
|
3'
|
|
|
|
787.6
|
396.7
|
|
|
|
|
21:27
|
3'
|
|
|
|
967.3
|
759.4
|
|
|
|
|
21:30
|
3'
|
|
|
|
1053.6
|
821.8
|
|
|
|
|
21:33
|
3'
|
|
|
|
973.9
|
437.4
|
|
|
|
|
21:36
|
3'
|
|
|
|
677.7
|
298.8
|
|
|
|
|
21:39
|
3'
|
|
|
|
742.1
|
456.7
|
|
|
|
|
21:42
|
3'
|
|
|
|
932.2
|
501.5
|
|
|
|
|
21:45
|
3'
|
|
|
|
785.0
|
572.0
|
|
|
|
|
21:48
|
3'
|
|
|
|
1142.1
|
289.3
|
|
|
|
|
21:51
|
3'
|
|
|
|
1228.8
|
462.5
|
|
|
|
|
21:54
|
3'
|
|
|
|
1349.7
|
1060.8
|
|
|
|
|
21:57
|
3'
|
|
|
|
1283.1
|
1231.9
|
|
|
|
Figure 6: Audience flow in Mumbai on 7th
August
Once again whether its because of
the cricket match or the ace from the stable has failed to deliver its hyped up
launch will be clear when the second weekend episodes are aired. Clearly in the
two top metros the years gone by have had an impact both on the acceptability
of the format as well as the time poverty of the audiences.
In all these years media has got fragmented and so have the
attention spans which the media formats aggregate to sell to the audiences. In
the Hindi heartland the ratings show that the charisma of Big B still works and
it will be interesting how they react to the future episodes of the programme.
One trend is universal that the show could not hold on to the opening numbers,
at least during the next two appearances.
|
|
|
Switching to
|
StarPlus
|
Switching from
|
|
|
|
OFF
|
TenSport
|
Sony
|
Other
|
|
|
OFF
|
TenSport
|
Sony
|
Other
|
|
from
|
|
 duration
|
|
NR T
|
NR T
|
NR T
|
NR T
|
NR T
|
|
 Stay
|
|
NR T
|
NR T
|
NR T
|
NR T
|
|
21:00
|
3'
|
|
|
|
|
234.5
|
141.4
|
|
|
|
|
|
21:03
|
3'
|
|
|
|
|
211.4
|
166.6
|
|
|
|
|
|
21:06
|
3'
|
|
|
|
|
223.7
|
193.7
|
|
|
|
|
|
21:09
|
3'
|
|
|
|
|
240.6
|
95.2
|
|
|
|
|
|
21:12
|
3'
|
|
|
|
|
228.8
|
63.1
|
|
|
|
|
|
21:15
|
3'
|
|
|
|
|
318.8
|
222.8
|
|
|
|
|
|
21:18
|
3'
|
|
|
|
|
334.9
|
228.2
|
|
|
|
|
|
21:21
|
3'
|
|
|
|
|
368.5
|
119.5
|
|
|
|
|
|
21:24
|
3'
|
|
|
|
|
248.7
|
114.8
|
|
|
|
|
|
21:27
|
3'
|
|
|
|
|
398.3
|
244.5
|
|
|
|
|
|
21:30
|
3'
|
|
|
|
|
422.8
|
226.5
|
|
|
|
|
|
21:33
|
3'
|
|
|
|
|
471.9
|
154.0
|
|
|
|
|
|
21:36
|
3'
|
|
|
|
|
283.3
|
84.9
|
|
|
|
|
|
21:39
|
3'
|
|
|
|
|
432.9
|
142.5
|
|
|
|
|
|
21:42
|
3'
|
|
|
|
|
452.8
|
229.6
|
|
|
|
|
|
21:45
|
3'
|
|
|
|
|
382.2
|
260.1
|
|
|
|
|
|
21:48
|
3'
|
|
|
|
|
490.3
|
122.4
|
|
|
|
|
|
21:51
|
3'
|
|
|
|
|
469.6
|
151.8
|
|
|
|
|
|
21:54
|
3'
|
|
|
|
|
471.1
|
349.5
|
|
|
|
|
|
21:57
|
3'
|
|
|
|
|
630.8
|
454.8
|
|
|
|
|
Figure 7: Audience Flow in Delhi on 7th August
Table 3 Change in Ratings on KBC Days
(9PM to 10PM)
|
|
Friday
|
Saturday
|
Sunday
|
|
|
8 week
|
5th Aug
|
8 weeks
|
6th Aug
|
8 Weeks
|
7th Aug
|
|
Zee TV
|
.8
|
.6
|
1.4
|
1
|
1.6
|
.3
|
|
Star Plus
|
2.3
|
9.5
|
2.6
|
8.3
|
2
|
6.5
|
|
Sony Ent.
|
2.2
|
2.5
|
1.8
|
1.7
|
2.2
|
2.3
|
The effect that KBC has had on this particular day part (including
ad breaks) and resultant impact on the Star Plus ratings is there to see, but
Sony Entertainment Television has managed to retain its ratings for this time
band where ZEE TV has been impacted the most. On 7th August Devdas saved the day for Sony, but there was no such
respite for ZEE from the Cricket match that was being played on Sunday 8th
August.
In the first three episodes KBC managed to cumulatively
reach 33.1% of all individuals residing in cable and satellite households. Converting
this into numbers would mean 31 lac viewers of age 4
and above.
- First
episode garnered a reach of 21 lacs individuals
- Second
episode added on another 11 lacs and
- Third
episode added 7 lac viewers
Generating this kind of reach with the first three episodes
is indeed an end product of three month of marketing activities by the STAR India group.
Figure 8 Delhi
CS4+(Amap)
The sea saw graph (fig 8) shows the programme
and break ratings for the one-hour time slot and also the decreasing ratings
from 1st till third episode. As written earlier the drop in ratings
has been most pronounced, but if we look at the ratings as compared to the last
eight-week ratings there is a huge jump in the ratings for this time slot. (Table 3). The jump is more than 200% for each of the
episodes.
A similar trend, though less dramatic is visible in Mumbai
where the downward trend is visible but not so pronounced. But the overall trend is that the ratings are
moving downwards. The drop on Sunday can be attributed to the cricket match and
Devdas but the drop started on Saturday itself.
Figure 9 Mumbai CS4+(Amap)
Other measure of success of a programme
in a given daypart is the market share that gives an
indicator of the relative success of a programme with
regards to the other channels.
Table 4 Market Share in Mumbai 9PM to
10PM
|
|
Friday
|
Saturday
|
Sunday
|
|
|
9 Weeks
|
5th Aug
|
9 weeks
|
6th Aug
|
9 weeks
|
7th Aug
|
|
Star Plus
|
10.7
|
34.2
|
11.2
|
32.6
|
8.6
|
24.2
|
|
Sony
|
10.3
|
9
|
7.9
|
6.8
|
7.3
|
8.7
|
|
Zee
|
3.7
|
2.1
|
6.5
|
3.7
|
7.2
|
.9
|
As is clearly visible Star Plus is the biggest gainer of the
market share but the Sunday shares drop quite a bit from the peak Friday
figures, where as ZEE is the biggest loser as its market share hit rock bottom
on Sunday.
A closer look at the market shares (table 5) of six top
genres of channels reveals the fascination of Mumbaikars
for cricket. In the nine weeks prior to the launch of KBC the market share of
Mass Entertainment channels dropped from Friday to Sunday and that of Hindi
Movies increased.
Table 5 Mumbai and Top 6 Genres
(Prior to KBC)
|
|
Market Share 9 weekends (CS
4+ Amap)
|
|
|
Friday
|
Saturday
|
Sunday
|
|
Eng Movies
|
2.3
|
1.8
|
2.5
|
|
Hindi Movies
|
8.6
|
12.5
|
19.0
|
|
Reg
|
11.7
|
7.5
|
9.3
|
|
Hindi News
|
6.7
|
6.6
|
6.6
|
|
Mass
|
32.9
|
31.6
|
26.4
|
|
Sports
|
2.5
|
5.2
|
3.1
|
|
|
64.7
|
65.2
|
66.9
|
Table 6 shows the impact of KBC wherein market share of Mass
entertainment channels shoots up from an average of 32.9% on nine previous Fridays
to 48.4% on the day KBC was launched. All this happened at the expense of Hindi
movies and regional language programmes. Sunday too
the market share of Mass entertainment channels was higher than the average.
When compared to previous two days the market share dropped mainly due to a 10%
increase in market share of sports channels riding on the back of India’s victory over West
Indies. The match ended at 9:50PM and this is amply reflected in
the increased market share of sports and decreased market share of hindi mass entertainment channels.
Table 6 Mumbai and Top 6 Genres
|
(CS 4+ Amap)
|
Market Share for during KBC
week ends
|
|
|
Friday
|
Saturday
|
Sunday
|
|
Eng Movies
|
0.5
|
1.5
|
1.5
|
|
Hindi Movies
|
5.7
|
6.1
|
6.2
|
|
Reg
|
7.9
|
5.3
|
4.4
|
|
Hindi News
|
4.5
|
5.4
|
7.6
|
|
Mass
|
48.4
|
45.8
|
37.8
|
|
Sports
|
3.6
|
6.6
|
16.2
|
|
|
70.6
|
70.7
|
73.7
|
Delhi
The situation of weekend viewing in Delhi
is similar to Mumbai apart from regional channels that are less prevalent in Delhi due to Hindi being
the primary language. Sunday belongs to Hindi Movies (table 7), as was the case
in Mumbai. The top six genres together commanded almost 60% of market share.
Table 7 Delhi Top 6 Genres (CS4+ Amap)
|
MS prior 9 weeks
|
Friday
|
Saturday
|
Sunday
|
|
|
Sports
|
3.6
|
4.6
|
4.1
|
|
|
English Movies
|
1.4
|
1.4
|
1.5
|
|
|
Hindi Movies
|
9.4
|
11.0
|
14.9
|
|
|
Hindi News
|
7.1
|
7.4
|
8.0
|
|
|
Mass
|
36.3
|
32.4
|
28.5
|
|
|
Reg
|
1.9
|
0.6
|
1.4
|
|
|
Total
|
59.7
|
57.4
|
58.4
|
Again the opening episode of KBC on Friday 5th
August, 2005 changed a lot of this. The combined market share of top six genres
went up to 77% on that day and remained high at above 70% for the next two
days. The major gainer was sports genre that cornered 22.6% of market share on
7th August.
Table 8 Delhi Top 6 Genres
|
|
5th Aug
|
6th Aug
|
7th Aug
|
|
Sports
|
8.4
|
11.6
|
22.6
|
|
Eng Movies
|
0.7
|
1.0
|
0.3
|
|
Hindi Movies
|
6.3
|
7.8
|
4.7
|
|
Hindi News
|
7.8
|
11.6
|
10.3
|
|
Mass
|
52.9
|
36.7
|
34.4
|
|
Reg
|
0.6
|
2.1
|
1.2
|
|
|
76.7
|
70.8
|
73.5
|
Looking at table 7 and 8 for Delhi
and combining this with the audience flow graph (fig 7) we can clearly see that
the major reason for the declining fortunes of KBC in Delhi has been cricket and this also
demonstrates another fact that Delhites are more
dedicated to cricket than Mumbaikars. The biggest
loser in the bargain was Hindi movies in Delhi
as it lost 10% market share on Sunday 7th August, 2005.
The analysis will be updated next Monday when we will have
two weeks of KBC and some definite trends will be visible in terms of the
appeal of the format and the anchor and audience verdict will be clearer.
