 "Satyamev Jayate 2 more popular among online viewers")
Anchored by actor-director-producer Aamir Khan, the show hit the small screen on March 2 and continued to make conversation around socially relevant issues plaguing the Indian Society.
The show's season 2 has recorded over 520 million impressions on digital and its online fan community hasdoubled versus season 1 at 3.98 million fans. Videos of Satyamev Jayate season 2has recorded more than 17.6 million views online with over 14,00,000hours of content consumption.
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The digital buzz has grown by 40% in season 2 versus seasons 1 informs the company. The numbersare especially impressive considering that last season had 13 episodesat a stretch while this year's figures reflect the impact of the five episodes that make up the first tranche of season 2.
However media planners say the the television viewership in millions (TVM) has seen a decrease from last season to this season by around 25 to 30% . Says Karthik Lakshminarayan COO of Madison Ultra: "There has been a drop in ratings by 25% to 30% which is primarily due to the length of the show which is one and a half hour instead of one hour last season. Also the novelty factor which was there in season one has started to wear off and impacted ratings."
Media planners believe that this was to be expected since the first season had the novelty and curiosityfactor. Also, a show like Satyamev Jayate calls for emotional andmental investment from viewers and thus some amount of fatigue alsosets in among the audience.
Season2 registered average TVM of 6.6 for the first three episodes amongthe cable and satellite (CS) viewers above four years of age (4+)all over India. These are simulcast ratings of the third episodeaired on Sunday morning 11 am across 7 channels (Star Plus, StarPravah, Star World, Star Utsav, Star Vijay, Asianet and Doordarshan)along with the 1pm original airing on ETV Telugu. However Star declined to give the TVM's for last season saying that the metric has changed so has the measurement environment .
A spokesperson from the channel added, "The show has reached 30 crore Indians at the end of 4 weeks, this includes originals and repeats across the Network . As per TAM data for week 13, the show's cumulative reach for the first 4 weeks now stands at 10 crore viewers. (This when extrapolated to All India Universe, as per standard industry conversions, means that over 30 crore Indians have watched the show.)"
It is important to keep in mind thatthe environment for television measurement has undergone a changeover the past couple of years and with the inclusion of LC1 marketsand the change in the metric of measurement, like to like comparisonof ratings for the two seasons would not be accurate.
The show premiered in the second seasonwith TVM of 7.4 million (CS4+, all India) and 6.7 TVM in the Hindispeaking market (CS4+). The ensuing episodes saw a drop to 5.9 TVM(CS4+, HSM) in the second episode and 5.04 TVM (CS4+, HSM) for thethird episode.
But Star has managed to maintain the ad rates given the brand it build for the show last time. The same goes for sponsorship rates. According to planners it was charging Rs 2.5 lakh to Rs 3 lakh per ten seconds ad spot.
In fact, with ad rates staying constantand the show length increasing, the total ad revenues from the secondseason will be more than the previous season.
The talk show that brought to the foresocial issues like female foeticide, child sex abuse and medical mal-practice in season 1, flagged off its season 2 with a two hour launch episode on rape and how the Indian society, judicialsystem and law enforcement system react to an instance of rape in thecountry.
Having started on a bold note, the showcaught the attention of the viewers on TV and on social media. Thisset the tone for the ensuing episodes which then covered topics likepolice and how they function in India, elections, wealth of thenation and garbage recycling. Also, this season will be telecast in 3tranches or installments rather than showing 13 episodes in a row.