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Conversion of Promo Viewers to Program Viewers
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This research deals with the viewers of program promos of three dailies (Program A, B and C) on two leading GEC's. It aims at understanding the viewership habits of the viewers who consumed at least one promo for the respective program in week 7 and went on to watch the program in week 8.
Base population: Viewers of Promos of the above said programs (Week 7) between 20:30-23:30, TG: All India C&S4+
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| Program A |
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| Figure 1:
NR% for Program A in week 8 with week 7 promos (20:30-23:30 as base)
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22 to 28 % of the viewers (Fig. 1) of the promos of program A in week 7 watched the program on various days of week 8. |
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| Program B |
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| Figure 2: NR% for Program B in week 8 with week 7 promos (20:30-23:30 as base) |
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| 19 to 21% of people that watched the promos of program B in week 7 watched the program on various days in week 8. |
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| Program C |
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| Figure 3:
NR% for Program C in week 8 with week 7 promos (20:30-23:30 as base)
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21 to 26% of viewers that watched the promos of program C in week 7 watched the program on various days in week 8.
The study clearly establishes the fact that the reach of a particular program in the general universe is very low, as compared to the reach of the same program into a universe defined by the audiences who have watched one or more promos of the program under analysis. |
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