Analyzing Bollywood on TV: When stars leverage talk shows to promote movies – Research from Zapr
We previously talked about the performance of actors and actresses by their viewership on TV. We ranked top Bollywood movies of 2016 by their combined unique reach and also listed out the most popular ones in India’s major metropolitan cities.
Next we present the reach impact of top Bollywood stars in two popular talk shows on Indian TV.
Zapr analytics can help marketers boost movie ticket sales or brand campaigns for these stars who are ambassadors for major brands. This can be done by precisely identifying who the promo viewers are – their consumption patterns and preferences. Advertisers can target the same people on their smartphones on any app, exchange and social media site.
First up, The Kapil Sharma Show on Sony Entertainment TV.
Akshay Kumar topped the chart with 43.4 million tuned in for the promotion of his latest hit film Jolly LLB 2. Alia Bhatt and Shah Rukh Khan’s promotion of Dear Zindagi with 41.4 million was the next highest viewed followed by Vidya Balan’s Kahaani 2 with 41.2 million.
Now moving to Koffee With Karan:
The SRK – Alia Bhatt pair turned out to be the most popular stars on Koffee With Karan with 1.27 million viewers.
The episode featuring Salman Khan was second highest viewed with 1.17 million.
Up next, check out the reach impact of Bollywood’s biggest glam events as Zapr analyzes the top watched Bollywood awards on TV.
About Zapr: ZAPR was cofounded in 2012 by IIM Ahmedabad batchmates, Deepak Baid, Sajo Mathews and Sandipan Mondal. The company is India’s largest media consumption repository and audience targeting platform. ZAPR’s proprietary technology profiles the offline media consumption behaviour of millions of people, enabling content owners and brands, for the very first time, to identify their offline audiences and re-engage with them on digital and mobile. 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.
Methodology
Zapr uses automatic content recognition (ACR), to detect ambient media for identification. A smartphone or tablet periodically creates fingerprints and sends them to the Zapr server to try to find a match. A fingerprint is a digital code generated from identifying the unique frequencies in an audio signal that can be used to identify ambient offline media. Every time the media is recognized and the fingerprint is matched against the corresponding content fingerprint in the ZAPR server, that data point gets added to a user’s profile. This technology is similar to other popular fingerprinting products such as Shazam.
