Impact of Celebs on TV Ratings

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Impact of celebrity hosts / celebrity
guests on TV programmes
A BARC India Ratings Fidelity Analysis
30.08.2015

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

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

All India – 60%+ drop in Times Now ratings;
Ratings for other English News Channels grow
0
10
20
30
40
50
60
70
80
90
100
Mon,
06 Jul
Tue,
07 Jul
Wed,
08 Jul
Thu,
09 Jul
Fri, 10
Jul
Sat,
11 Jul
Sun,
12 Jul
Mon,
13 Jul
Tue,
14 Jul
Wed,
15 Jul
Thu,
16 Jul
Fri, 17
Jul
Sat,
18 Jul
Sun,
19 Jul
Mon,
20 Jul
Tue,
21 Jul
Wed,
22 Jul
Thu,
23 Jul
Fri, 24
Jul
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

Mega Cities – 50%+ drop in Times Now ratings;
Ratings for other English News Channels grow
0
10
20
30
40
50
60
70
Mon,
06 Jul
Tue,
07 Jul
Wed,
08 Jul
Thu,
09 Jul
Fri, 10
Jul
Sat,
11 Jul
Sun,
12 Jul
Mon,
13 Jul
Tue,
14 Jul
Wed,
15 Jul
Thu,
16 Jul
Fri, 17
Jul
Sat,
18 Jul
Sun,
19 Jul
Mon,
20 Jul
Tue,
21 Jul
Wed,
22 Jul
Thu,
23 Jul
Fri, 24
Jul
Times Now Other Eng News
M, 22+, AB, 6 Mega Cities
Sum of 30
min Rat’000
Sum of 30 min Ratings’000 between 21:00-23:00

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

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

All Viewers - Colors lost more than 1 in 3 eyeballs when Kapil
was absent; Other Hin GECs did not get these eyeballs
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
Week 27 Week 28 Week 29 Week 30 Week 31 Week 32
Colors Other Hin GEC
HSM, All 4 yrs+, C&S HHs 1L+
Sum of 30
min Rat’000
Sum of 30 min Ratings’000 between 22:00-23:30 on Sunday

Female TG - Colors lost more than 1 in 3 eyeballs when Kapil
was absent; Other Hin GECs did not get these eyeballs
0
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

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+

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

Slight dip in Week 33, but no significant variations
No impact of different celebrities in different episodes
0
10,000
20,000
30,000
40,000
50,000
60,000
HSM, All 4 yrs+, C&S HHs 1L+
Sum of 30
min Rat’000
Abhishek Bachchan
/ Rishi Kapoor
Saif Ali Khan
/ Katrina Kaif
Salman Khan
Sum of 30 min Ratings’000 between 21:00-22:30 on Saturday

No impact of different celebrities in different episodes in the
Core Hindi GEC TG
0
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+
Sum of 30
min Rat’000
Abhishek Bachchan
/ Rishi Kapoor
Saif Ali Khan
/ Katrina Kaif
Salman Khan
Sum of 30 min Ratings’000 between 21:00-22:30 on Saturday

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

ಧನ್ಯವಾದಗಳು
‫شکریہ‬
நன்றி
ਤੁਹਾਡਾ ਧੰਨਵਾਦ
धन्यवाद
ధన్యవాదాలు
આભાર
Solving the Puzzle
© Broadcast Audience Research Council
August 2015
www.barcindia.co.in

Impact of Celebs on TV Ratings

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