| Date |
TVR
(%) |
| 22
Monday | 5.3 |
| 23
Tuesday | 4.8 |
| 24
Wednesday | 3.5 |
MUMBAI: Cricket has done a number on Star Plus' Kaun Banega Crorepati,
which opened with a big bang clocking 5.3 TVR, but saw a significant ratings
drop on Wednesday. In a downward trend, the ratings for the show have slipped
by 1.8 per cent to 3.5 (aMap TG C&S4+ in the North West East India market)
on its third day of telecast. Clearly, KBC received a kick on 24 January
due to the India Vs West Indies ODI match telecast on Neo Sports and DD1, which
garnered a market share of 27.8 per cent on an All-India level. Could this
be a dampener for Star? Star India president advertising sales and distribution
Paritosh Josh tells Indiantelevision.com, "I would not be too excited
about the ratings generated on the first day, as it would be the outcome of the
hype created by the enormous marketing and media coverage."
| Date |
Market
Share | | 22
Monday | 24.1 |
| 23
Tuesday | 24.0 |
| 24
Wednesday | 15.4 |
aMap's overnight television ratings system indicates that the market
share for the show has dipped from 24 per cent on the first two days to 15.4 per
cent on the third. Although good opening ratings is not a bad thing, what
is required is 'stickiness' that has to be built and sustained over time, says
Joshi. A point of note is that all genres suffered as a result of the cricket
with the hardest hit being the regional satellite channels, which saw viewing
plummet 31.9 per cent. GEC channels followed closely at 29.4 per cent while south
satellite and cable saw a drop in market share of 20.4 per cent. As opposed to what KBC
set out to target, in terms of a more 'youth' based audience to be drawn in with
SRK's charms, ratings suggest that the average age for the viewers is 32 years.
Joshi however is optimistic and says that he would not subscribe to the mentioned
ratings, but instead await TAM's report on Monday 29 January to further comment
on the response that KBC has garnered. | 
