India's Got Talent 4 to record 25% decrease in TVRs: MEC Study

Media planning agency, MEC, a founding partner of Group M, announced their estimation of Television rating for the fourth season of India’s Got Talent (IGT) premiering 23rd September 2012.

 

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

 

Geetha Shiv, National Director, Analytics & Insight, MEC says, “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”.

 

MEC has estimated the opening TVR for this season to be at 2.4 in All Adults, 15 years+, SEC ABC, All India. This is 25% lower compared to the opening TVR of 3.18 in the last season. Contrary to 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:

 

 

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”.