Ormax Media launches study to track Bollywood stars' popularity

MUMBAI: Media research and consulting firm Ormax Media has launched ‘Stars India Love‘, a monthly Bollywood study that will track popularity of film stars.

As part of the study procedure, ‘Stars India Love‘ is conducted across five markets - Mumbai, Delhi, Ahmedabad, Lucknow and Indore, among 2000 respondents every month, in the target group 15-34 years, SEC A and B. In the research, each respondent is asked to name his or her top two favorite male and female film stars each.

In the first track, conducted in November 2010, Salman Khan and Katrina Kaif have ranked as the most popular male and female star respectively. Among the female stars, Katrina (50 per cent share) is followed by Aishwarya Rai Bachchan (30% share). However the battle is tougher among males, with Salman (34 per cent share), closely followed by Shah Rukh Khan (31 per cent).

Among female stars, Kareena Kapoor, Kajol and Priyanka Chopra are on third, fourth and fifth place with 20 per cent, 18 per cent and 14 per cent share respectively. Whereas among the male stars, Aamir Khan (23 per cent), Hrithik Roshan (21 per cent) and Akshay Kumar (16 per cent) are among the top five list.

Speaking on the relevance of the monthly popularity tracking of Bollywood stars, Ormax Media CEO Shailesh Kapoor said, "With big releases every month and fresh stars constantly bursting on the seams, star popularity is a very dynamic parameter. Hence, a monthly track has wide usage across various industries.

"For an advertiser, it becomes imperative to know these changing trends, so that they can encash them in time for endorsement-related decisions. For TV channels, the findings can be useful inputs while deciding on celebrities for various reality shows. For film producers, it can affect casting and pricing decisions for upcoming film projects."

Ormax Media had launched a similar tool in January, Small Wonders, a quarterly kids television study that ranks kids‘ favourite characters on television. In August 2009, it had launched a similar product for the Hindi GEC universe called ‘Characters India Loves‘, which is a quarterly study measuring the favourite television characters of Hindi GEC viewers.

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