Bear Grylls' episode with Rajinikanth ups Discovery's channel share to 89%
Discovery channel created history yet again, with the premiere of Into The Wild with Bear Grylls & superstar Rajinikanth, after the historic high touched by Man Vs Wild with Bear Grylls & PM Modi. The premiere on Discovery Network (across 12 Discovery channels) delivered highest rated TV show in the genre this year so far and second highest ratings in the history of the genre delivering an impressive 4 million impressions*. The cumulative reach of the premiere across network was 12.4 million, solid 86% higher than the previous 4 weeks**. The premiere helped the network garner 89% share in the infotainment genre***. The slot viewership grew 5 times as compared to previous 4 weeks***.
The simultaneous premiere of the show on regional entertainment brand DTamil grew the slot by 20 times and helped DTamil nudge ahead of leading channels including Colors Tamil, Jaya and Raj TV during the slot****.
The show created huge buzz on the social media with #ThalaivaOnDiscovery reaching out to 1.41 billion individuals delivering 3.32 billion impressions (Source: Meltwater)
Into The Wild with Bear Grylls is an innovative new format inspired by Man Vs Wild, which is one of the most watched wilderness survival television series in the world. Last year, ‘Man Vs Wild with Bear Grylls & PM Modi’ episode disrupted the Indian media landscape, establishing itself as the TV event of the year. Beyond Prime Minister Narendra Modi, Bear Grylls has also hosted prominent celebrities in the past such as then sitting American President Barack Obama, Kate Winslet, Roger Federer, Julia Roberts and many more.
* Source: BARC India|TG:All2+|Market:India(U+R)|DNI Infotainment Network|Period:23th March 8pm-9pm|Impressions
** Source: BARC India|TG:All2+|Market:India(U+R)|Period:23rd March’20208pm-9pmPremier Slot|Cumulative Reach
***Source: BARC India|TG:2+|Market:India (U+R)|23rd March 8pm-9pm |Channel Share%
**** Source: BARC India|TG:2+|Market:TN|Period:23rd March 8pm-9pm|Impression’000