No doubt Satyamev Jayate has successfully created a brand of its own and therefore, from Khan's perspective, the show is a clear 'hot' success; but from a hardcore buyer and advertiser's perspective, the show has failed in efficient delivery.
The weekly ratings from TAM are out and this time, surely with some surprising revelation. Much against anticipation, Satyamev Jayate on Star Plus has failed to make it to the Top 10 shows list in the Hindi speaking market (HSM) for the week ended May 12, 2012. Instead, according to TAM's latest data, the much-touted property - garbed in Aamir Khan glory - has opened with a TVR of 3.02 on Star Plus to occupy the 12th spot in the most-watched show hierarchy.
No doubt, Satyamev Jayate has successfully created a brand of its own and therefore, from Khan's perspective, the show is a clear 'hot' success; after all, the property has fruitfully established itself as a socially relevant show with Khan at the helm, simultaneously awakening the 11 am slot on a Sunday.
But, here is the let down! From a hardcore buyer and advertiser's point of view, the show has failed in efficient delivery. "While the expectations were very high at the initial stage, the levels are much lowered now. And, if such a rating trend continues, then the expectations will significantly diminish. Evidently, this also means that advertisers will not be ready to pay such high premium on the property," says a top media buyer.
Nevertheless, the brands which have come on board as sponsors and advertisers have sure had a positive effect on the audiences due to their association with the show. And, in that case, the show has delivered in terms of a positive rub off, says Rajni Menon, associate vice-president, Carat Media.
According to Gayatri Yadav, executive VP marketing and communications, the key for any given show lies in its time spent. "And for a new morning habit like Satyamev Jayate, the time spent stands at an approximate 35 per cent which is almost equivalent to KBC." Also, the show delivers three vital elements - an aggregation of national audience, a prime platform to connect and finally exclusivity to the sponsors and advertisers. "This means that if a brand is on the show, no other competing brand will be a part of the show either as a sponsor or as an advertiser," she defends.
According to TAM, the Sunday 9 pm DID Little Master 2 audition episode (May 6) scored 4.82 TVR in Week 19 to become the second most-viewed show of the week.
Overall, Star Plus continues to rule the roost with 276 GRPs in its kitty, up from the 262 points (C&S 4+, HSM) that it had registered in the previous week. Meanwhile, its relative market share has moved up from 21.3 per cent in Week 18 to 22 per cent in Week 19.
Stable at No. 2 for the third consecutive week, Zee TV has scored 224 GRPs, down from previous week's 239 points. Its relative share has also slipped - from 19.5 per cent to 17.9 per cent.
At No. 3, Sony Entertainment is at 217 GRPs (220 points in Week 18), while its relative share is 17.3 per cent (17.9 per cent in Week 18).
Colors, at No. 4, witnessed an increase of 6 GRPs during the week - up from 195 GRPs in Week 18 to 201 GRPs in the given week. Its channel share, too, saw a minor upswing (from 15.9 per cent in the previous week to 16 per cent in Week 19).
SAB TV is at No. 5, with its relative share up from 8.5 per cent to 10.5 per cent. The channel's GRPs have also moved up from 104 points to 131 points.
Life Ok continues to be at No. 6 with 91 GRPs (up from 85 GRPs in Week 18). Its relative share, too, has moved up from 6.9 per cent to 7.2 per cent in the current week.
Sahara One is at No. 7, with a relative share of 3.2 per cent (3.3 per cent in the previous week) and 40 GRPs (down from 41 GRPs in Week 18).
STAR Utsav is at No. 8 with 2.9 per cent share, as compared to 3.1 per cent in Week 18, while its GRPs have decreased marginally from 38 points to 36 points in the given week.
Imagine TV occupies the ninth spot with 18 GRPs (26 points in the previous week) and 1.5 per cent (2.2 per cent in the previous week).
DD National and Zee Smile follow next with 14 GRPs and 6 GRPs, respectively. Their relative shares stand at 1.1 per cent and 0.4 per cent.
Diya Aur Baati Hum (Star Plus) leads the list of the 10 most-watched programmes, clocking a TVR of 4.94, followed by DID Little Master 2 audition and Ek Hazaron Mein Meri Behna Hai (Star Plus), with TVRs of 4.82 and 5.56, respectively.
Meanwhile, Colors' Uttaran stands at No. 4 with 4.48 TVRs in its kitty. The fifth most-watched programme is Crime Patrol, with 4.03 TVR.
Yeh Rishta Kya Kehlata Hai (3.83 TVR) and C.I.D. (3.58 TVR) follow next. Punarvivah, Is Pyaar Ko Kya Naam Doon and Saathiya Saath Nibhana are also a part of the Top 10 list, with 3.42, 3.36 and 3.22 TVRs, respectively.