TV Viewership Analysis

Over a cup of Koffee: Celeb Talk Show becomes No.1 viewed Primetime English Entertainment show on Indian TV

The fifth season’s launch episode on 6th November gave Star World a 3x rise in its Weekend Primetime viewership. Only three episodes into the season, the show has emerged as the Number One most watched show among Primetime English Entertainment shows on Indian Television.

The first Indian produced English Entertainment show to get high rating in India, Koffee With Karan, is back with all the Celeb glamour and innuendos accumulated over four seasons. The fifth season’s launch episode on 6th November gave Star World a 3x rise in its Weekend Primetime viewership. Only three episodes into the season, the show has emerged as the Number One most watched show among Primetime English Entertainment shows on Indian Television.

Are the audiences of Koffee With Karan absolutely hooked on getting a glimpse of the ‘good life’? Do they also watch other popular Celebrity reality shows on Indian Television?

Let’s find out.

KWK-episodeViewership-18112016.jpg

Aired from 9:00 PM to 10:00 PM every Sunday, a total of 1.6 million unique viewers have tuned into Koffee With Karan so far in the season.

In a mark of high show loyalty, a whopping 70% of viewers who watched the first episode on 6th November came back a week later to watch the second episode on 13th November.

KWK-overlap.png

1.2 million individuals watched the launch episode of Koffee With Karan. Although the hour witnessed a gradual decline in the number of viewers, Karan Johar’s 60 minutes of celebrity sleaze received high continuity in viewership – 48% of viewers who tuned in during the first half hour continued watching the the second half of the show.

KWK-15min-18112016.jpg

Koffee With Karan has outdone the viewership of other popular English Entertainment shows aired during the same 9:00 PM to 10:00 PM slot: Fear Factor U.S. on AXN, How To Get Away With Murder on Star World and My Kitchen Rules on Colors Infinity.

KWK-TOPSHOWS-18112016.jpg

Metropolitan cities featured in the Top 5 cities with highest viewership for the show. Unsurprisingly Mumbai, being the hub of Bollywood, garnered the largest number of viewers – 0.2 million. Bangalore followed with 0.15 million and Hyderabad with 0.1 million unique viewers.

KWK-TOPCITIES-18112016.jpg

Research at Zapr Media Labs shows that Koffee With Karan viewers express significant interest in other Celebrity shows on Television: 9.3% of them watch a similar Indian produced Celebrity talk show in English language – ‘Vogue BFFs’ on Colors Infinity.

KWK-celebtalkshowsOverlap.jpg

Interestingly, 55.7% of Koffee With Karan viewers also watch The Kapil Sharma Show on Sony Entertainment TV – a popular Hindi Celebrity show which runs during the same 9:00 PM to 10:00 PM slot on weekends.

From the above viewership metrics, we can infer that Koffee With Karan viewers are highly interested in Bollywood Celebrity content. Hence they most likely have high affinity towards other Celebrity shows and Celebrity related ad content.  

Using Zapr’s TV-to-Mobile platform, TV viewers can be identified and traced across their interests in particular genres and shows. Zapr’s smartphone technology allows for TV broadcasters, brands and OTT content providers to identify who watches what and engage with them in the most optimized way.

Read more on how Zapr can bolster Audience Engagement, Brand Reach and Top-of-mind recall; upscale Product Monetization and more. Click here.


Found these insights interesting? visit http://www.zapr.in

Reach out to us at hello@zapr.in to know more about TV to Mobile Audience targeting, Indian Television Analytics and cutting edge use-cases with Zapr technology.

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.

truste-privacy.jpg

0 comments on “Over a cup of Koffee: Celeb Talk Show becomes No.1 viewed Primetime English Entertainment show on Indian TV

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: