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MEC estimates 25% fall in TVR for India’s Got Talent Season 4

The media agency has estimated the opening TVR for this season to be at 2.4 in All Adults, 15 years+, SEC ABC, All India

BestMediaInfo Bureau | Delhi | September 24, 2012

Media agency MEC, part of GroupM, has announced its estimation of television rating for the fourth season of ‘India’s Got Talent’ (IGT) that premiered on Saturday, September 23, 2012 on Colors channel. MEC has estimated the opening TVR for this season of ‘India’s Got Talent’ to be at 2.4 in All Adults, 15 years+, SEC ABC, All India. This is 25 per cent lower compared with the opening TVR of 3.18 in the last season.

Continuing on the success of its IPL rating estimation and the recent KBC opening rating which was an exact match of its estimated 5.4 TVR, MEC, alongside Meritus Analytics India, has extended the same methodology to estimate IGT ratings.

Geetha Shiv, National Director, Analytics & Insight, MEC, said, “Though the formats of KBC and IGT are completely different, both being reality shows, there could be some duplication between audiences. With IGT being scheduled immediately after KBC in this season, there could be viewer fatigue which can lead to dip in rating compared to last season.”

Unlike in this season, KBC and IGT were scheduled in totally non-conflicting time bands in the last season; KBC during weekdays and IGT during weekends. The key influencing factors remain the same for IGT as in the case of KBC, which are: programme promotions on the channel; network and other channels; promotions across other media platforms like radio and newspapers; search volume index as a measure of viewer buzz; and, the base channel share of the airing channel.

It has been observed that the promo levels are currently similar to last year and therefore there is nothing additional to drive viewership for a tight time slot.

Sunder Muthuraman, Managing Partner, Meritus Analytics, commented, “In difficult times, planning investments and ROI is critical. Forecasting trends and results help in doing the right levels of investment and avoid over/ under spending. This applies to media business (and any business) today. Meritus has tested frameworks to help forecast results with given inputs and help businesses plan for better ROI.”


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Comments (1)
  • rinku- 8 years ago

    Reallu very upset with this show, judgement is really wrong, beeing in senior position these guys dont know how to respect the contestants....if the participants are not performing well than give red signal but laughing at them making fun of them, insulting them... seriously ur letting ur country down in front of other country.... If Kiron is not in a position to watch than she dont deserve the seat of Judgement..... Really upset really shame on u guys.... I respect the channel a lot but this season Indias Got Talent its really waste....