This sounds really interesting, however I couldn’t find out much beyond a couple of pretty basic press releases.
The essence of this is that the cost of sponsoring big-ticket TV shows is going through the roof, so someone has to figure out whether this money is really worth spending. As an example, the ‘Presenting Sponsorship” rights for Bigg Boss went to Vodafone for Rs.20 Cr.($4.4 mil)
Synovate India and Domor Communications (who previously worked on the CRIC metrics for IPL 3) have developed a research program with the catchy but weird title: Consumer Response to Investment in Entertainment Properties (CRIEP). This will hopefully allow marketing managers to cover their asses, and allow the channels to charge even more.
Since it will be a pretty big kick in the teeth for a lot of people if the report shows the money is wasted, I’m curious about how unbiased this is really going to be. It could so easily turn into a big lovefest. Sort of like FICCI Frames which every year announces that this is the year for the film industry to grow by 18%.
They claim they will be surveying around 6000 people across 9 cities, using pre and post measurement. To launch the product, they are tracking the current seasons of two shows: Bigg Boss 4 and KBC 4.
The research tries to answer questions such as:
- How is my brand competing for consumer mind space against all other brands on the same property, across categories?
- What were the most recalled elements of the show and what brands were they associated with?
- Is there a difference in the impact of the two Entertainment Properties?
- Does the impact vary by geographies/ age/ SEC?
- Does the noticeability of my campaign impact the effect of the properties on the brand metrics?
- What price does my competitor pay for staying away from these properties?
- How does it impact my channel’s imagery / loyalty – providing valuable inputs for the channels marketing Big Boss Season 4 and KBC Season 4.
Wonder how much they are selling all the goodies for?
When did ‘TV shows’ become ‘entertainment properties’?