When Colors launched the 13th season of Bigg Boss on September 29 last year, perhaps even the channel did not know how the show would do as it progressed. There is no denying that the show maintained its strong position for 13 long years despite the natural fatigue that comes with time.
Bigg Boss opened as per expectations and continued to fetch viewership in the normal range for four weeks. Then the USP of the reality show came into play and with all the spiced-up content, it grew by more than 60% after that.
"Such high ratings at the 10.30 pm slot is something commendable and very positive," said Hema Malik, COO, Lodestar UM and Managing Director, Magna.
Bigg Boss 13 dominates the slot leadership on both weekdays and weekends. Bigg Boss has seen a continuous growth week on week on both weekdays and weekends. The show has grown by 63% on weekends and 59% on weekdays (Week 53â€™19-3â€™20 vs Week 40-44â€™19).
"The show is creating a lot of buzz and the viewership has gone up. Audiences love the strategy of the contestants to out-shout (literally) each other," said Anita Nayyar, CEO, India & South East Asia Havas Media Group.
Since its launch, the current season of Bigg Boss has reached out to more than 200 million viewers across India across all its airing on both Colors SD and HD feed (Week 40â€™19 - Week 3â€™20)
All this made Bigg Boss the #1 non-fiction property of the Hindi general entertainment category.
Ad rates for Bigg Boss increased by 30-40%
Given the high viewership of the show, the number of advertisers flocking to advertise during Bigg Boss has also grown manifold.
According to Havas Media Group's Nayyar, there's been an uptick in the number of advertisers.
Talking about the increase in the ad rates, she said, "Yes, the rates have gone up, especially for advertisers who want to ride the upswing now and have not been a part of the show earlier."
Shilpi Tibrewal, Senior Vice-President, Vizeum India, said there has been a 30-40% escalation in ad rates.
"Rates for weekdays and weekends are different; the latter is higher. Having said that, there is been push at the market by Colors which has proposed a 30-40% escalation in rates. Primarily itâ€™s a reflection in terms of performance of Bigg Boss," Tibrewal said.
Talking about the new advertisers joining the show given its increased viewership, she said, "Many new advertisers have come on board for the remaining season to benefit from the show as an impact property in terms of awareness, reach etc."
Malik of Lodestar UM said that though Bigg Boss has been successful in getting the audiences, not all advertisers are choosing to advertise in the extended period because of a fixed budget. Hence, Colors would have opened the slots for new advertisers.
"Not all advertisers have continued with the five-week extension of the show because of their fixed budgets. Therefore, the channel must have enough inventories to sell," she said.