If television ads are of any indication, then there is certainly a huge jump in the number of brands that are seeking to ride the popularity of crime based shows.
MUMBAI: It’s true, sex and Shahrukh Khan sells, but so does crime. If television ads are of any indication, then there is certainly a huge jump in the number of brands that are seeking to ride the popularity of crime based shows.
Be it ICICI Bank, Intel’s Pentium, Tata Sumo or Central board for Indirect Taxes, every one is jumping in to cash on the popularity of crime based shows, which have seen a boom with almost all leading satellite TV news channels launching their second crime based shows this year.
According to the latest data provided by TAM media research, in January-October, there was a 76% rise in the number of brands that were advertised during the crime-based programmes as compared to a 68% rise in the number of brands advertising in Hindi news channels. While the crime based shows witnessed a 78% rise in the number of ads being aired during the programme, Hindi news channels saw only 65% rise in this. “Crime based shows have always had high viewerships but it did not attract many advertisers because of the brand fit and viewer’s profile. This is same with horror shows, which despite having a high viewership, seldom attract many advertisers,” said Pradeep Hejmadi, vice-president, TAM Media Research
“The current rise and the advertisers profile across the categories clearly show that crime based shows are now much more accepted by the advertisers as a platform for communication than earlier, Hejmadi said.
Topping the list for crime-based shows is Sansani from Star News, which has the highest TVR rating of 1.4. This is followed by the channel’s another show, Red Alert, which bagged a rating of 1. Aaj Tak stood next with Vardat and Jurm bagging rating of 0.71 and 0.56, respectively.
“We saw a need for programmes which would educate and empower the society for a better future. And the numerous responses that we get on the helpline for Sansani give it a very positive outlook. No wonder advertisers find it an appropriate place to showcase their brands,” said a spokesperson for Star News.
About Channel 7’s crime show Main Bhi Jassos, Ajit Sahi, executive editor for the channel said, “Crime is something that concerns common man. So, instead of following the political news mindlessly, news channels are developing the content to suit the common man’s concerns. And the increasing popularity of the genre has certainly helped boosting the ad revenue for news channels.”
Popularity of these shows has been such that TRPs jump by 26% during the telecast. This has prompted the channels to increase the duration of the usual prime time of 9-11 pm by another 30 minutes.
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