New Year’s Eve was a Bollywood party right at home for 71.4 million Indian TV viewers who tuned in to watch the last Hindi movie award show of 2016. The 'Star Screen Awards' gave Star Plus a whopping 1.6x rise in Primetime weekend viewership compared to previous weeks in December. Zapr Media Labs tracks viewership for the show which gripped viewers up till the very last hour of the year.
Using cutting edge TV-to-Mobile mapping technology, we identified these viewers and profiled their award show consumption in 2016. Our insights reveal an audience segment who tuned into almost every major Hindi movie award show aired on Television.(more…)