30% increase in TVR for Big Boss: MEC Study
As part of their Television rating estimation series, MEC has announced the rating estimate for this season of Big Boss which is launching on 7 October, 2012.
Big Boss is moving from the late night slot of 10:30 pm last season to the prime time slot of 9 PM this season. This in itself should lead to an increase in rating compared to last season. However, it will compete with KBC in this time slot.
Geetha Shiv, National Director, Analytics & Insight, MEC says, “We have found in our model that promos are a key influencing factor. While the promos on Colors are comparable to last season, we are seeing a spike in promos on other channels in the last one-week. This can add to the rating increase.”
MEC has estimated the opening TVR for this season to be at 3.9 among All Adults, 15 years+, SEC ABC, All India. This is 30% higher compared to the opening TVR of 3 in the last season.
It may be noted that Colors has been holding its share in the 9 to 10 pm slot with Jhalak Dikhla Ja even post the launch of KBC.
The search volume index which has been taken as an indicator of buzz is comparable to the last season.
Sunder Muthuraman, Managing Partner, Meritus Analytics commented, “Analytical process of forecasting is fine-tuned with testing/ validating various variables that are affecting the results and a sound business appreciation of those variables. Continuous forecasting helps in managing and timing investments better.”
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