TV Viewership Analysis

The reason behind Jhalak Dikhhla Jaa’s 33.5 Mn viewership: Do promos really make people watch a show? 

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The TV promo of ‘Jhalak Dikhhla Jaa season 9’ was released on June 21st and broadcast on several channels while popular shows aired. The promo features actress and model Jacqueline Fernandez – who recently got “married” to Hindi entertainment kingpin, Kapil Sharma, on his hit TV show –  as the brand ambassador and show judge. The show premier had 33.5 million viewers tuned in during the 8 PM telecast on 30th July. 17% of the people who watched this first episode had previously been exposed to the show promo on TV. Who were these viewers and what made this audience come back for the real deal?

The first episode of Jhalak Dikhhla Jaa garnered the highest viewership between 10:30 PM and 11:00 PM. The second episode on 6th August experienced a slight dip in viewership with 29.4 million viewers, out of which 32% had watched the first episode in the previous week.

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84% of viewers who watched the premier episode of Jhalak Dikhhla Jaa also watch ‘The Kapil Sharma Show’. Across Hindi Entertainment, viewers of Jhalak Dikhhla Jaa heavily consume other dance reality TV shows: 57% of them watch “Dance+” on Star Plus and 43% of them watch “So You Think You Can Dance” on And TV.

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Besides popular Hindi dance TV shows, certain sections of the viewers who watched Jhalak Dikhhla Jaa also follow dance shows in other regional languages. These intersections point towards audiences whose viewership is perhaps driven majorly by dance content on TV.

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The viewership for the launch night of Jhalak Dikhhla Jaa season 9 leaned heavily towards urban population among the states which saw the highest viewership for the show:

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How can you ensure that your target audience watches your show  promo for just the right number of times so that it translates to viewership of the show? Or if you are a brand, how many times do you push your ads on audiences for a desirable brand recall?

ZAPR identifies individuals who have watched an ad or a show promo on TV, and retargets them on mobile making previously impossible engagement possible. This way, a brand or TV broadcaster can reach not only the ones who missed their ads and promos, but also make sure that target audiences have had the right amount of exposure to ad campaigns and promos.

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ZAPR profiles the TV viewership behavior of tens of millions of individuals across India. The audiences considered in this study are part of ZAPR’s TV viewership audience pool. Additionally, through the ZAPR Audience Platform, millions of TV viewers can now be targeted and engaged with interactive mobile content and ads.

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