Ormax Media predicts bumper opening for Gulaal, modest for Pratha

MUMBAI: The media research and consulting firm, Ormax Media, has predicted a bumper opening for Star Plus’ Gulaal and a modest opening for Colors’ Pratha.

As per Ormax’s awareness tracking product Showbuzz, Star Plus’ new fiction show Gulaal, which is launching today at 9 pm, is likely to average about 4.8-5.2 TVR in its first week.
The company has noted two primary reasons for such high viewership numbers. Firstly, Gulaal is replacing Bidaai, and hence has a slot with ready audiences waiting for it. Secondly, the awareness scores for Gulaal have been quite healthy, touching 21 per cent ‘Unaided Awareness‘ and 84 per cent ‘Total Awareness‘ on the Friday before launch.

Meanwhile, on Colors, Rishton Se Badi Pratha is likely to open at an average first week TVR of about 1.9. Ormax said that the programme’s awareness scores were exceptionally good, at 36 per cent ‘Unaided‘ and 91 per cent ‘Total Awareness‘ on Friday. However, weak viewer base for Colors in the 7.30 pm slot would come in the way of a higher opening.
The show is replacing Thoda Hai Bas Thode Ki Zaroorat Hai, a 1-TVR show. Pratha seems set to double the slot performance because of its successful campaign.

Showbuzz tracks awareness of new programmes across six markets. Data over the last 20 months has been used to create a predictive model for fiction shows. The model predicts the opening week reach of the launches, which can then be used to arrive at indicative TVR, assuming a certain level of content.
The model takes into account the marketing buzz created by the show, the performance of the slot, competitive scenario and overall channel performance. Ormax claims that the error margins have been less than 15 per cent in most predictions done using the model so far.

Latest Reads
Havas appoints Mediacom's Karl Wu as Greater China CEO

Havas Media Group has appointed media and marketing specialist, Karl Wu, as the CEO for Greater China. Based in Beijing, Wu will be responsible for Havas's brands -- Havas Media and Arena Media, as well as Havas Group pure player agencies Socialyse, Affiperf, Ecselis and Mobext. The media group...

MAM Media and Advertising People
Gulzar lightens up Luminous's Diwali

MUMBAI: Luminous has launched a unique social campaign that celebrates a part of Diwali that we often forget to talk about. While most Diwali campaigns talk about spending and splurging, others talk about the display of lights and fireworks across the country. This campaign, however, goes away from...

MAM Marketing MAM
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories