The Hindu Business Line : `Events give better mileage for brands'

EVENTS have become an invaluable tool regularly used by media planners to augment their brand activity. And with channels promoting events hugely, the winner is the brand in terms of sheer visibility it manages to garner.

Ask Manikchand or Whirlpool. They would vouch by events, says the latest research study done on television shows done by Lodestar Media.

"Star power cuts across and all film awards perform exceedingly well. Even the repeat telecast of the Zee Cine awards got higher TRPs than leading prime time soaps," claims Ms Arpita Menon, General Manager, Lodestar Media.

Sony, in fact, has created a regular weekend band for airing repeats of star-studded event. A new trend has been the saas-bahu `Parivaar' TV star awards, which has mass appeal.

According to Lodestar Media's current findings, Star Plus is a clear winner. It has a large and loyal viewer base, which is directed to events very effectively. It ensures higher TVRs than its next rival Sony.

Award shows perform the best followed by New Year specials. Award shows have the `dazzle' appeal - bigger than the biggest. New Year specials capitalise on a very captive audience. Their popularity can be credited to their innovative formats. Stage performances and mimicry still have appeal.

However, the latest buzz is TV serial characters coming together to entertain the audiences such as Kassam Se, the New Year special programme on Star Plus.

Even within award shows, it is TV awards, which are ruling rather than the Big Screen awards. The reasons are:

Novelty Value - Film award shows have been around for years, TV award shows are a phenomenon of the last two years.

Clutter - There are too many film award shows. Thus the high amount of clutter.

The other genre, which has been introduced by Whirlpool called the Gr8 Woman award, is also performing well due to its novelty value and `one-of-its-kind' appeal.

An advertiser associated with events gains twofold - from viewership of the event and its promotion. Regular programmes get dramatically lesser number of promos per month. This ensures events ensure instant visibility.

Studying the falls in TVRs during breaks of events in context to regular programming, the actual deliveries differ. Higher the break fall, more viewers tune out during commercial breaks. It indicates the retention of the viewers from the programme to the commercial break.

Events are clear winners. They have on an average 12 breaks and have a break fall of just 14.3 per cent. Regular programmes on the other hand have on an average 3 breaks and yet a fall break index of 18 per cent. Thus events are able to hold on to the viewers for a longer period of time.

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