Election specific campaign has brought 38x spike in viewership numbers on counting day, says ZEE5
MUMBAI: Over the top (OTT) ZEE5 has said that its election campaign ‘Iss Baar Sahi Ungli Karna’ has brought a 38x spike in viewership numbers. Spanning between 19th April to 23rd May, the three-phase campaign was divided into pre-voting, voting and results and allowed users to catch up all news related to the 2019 Lok Sabha elections.
ZEE5’s analysis of the viewing pattern shows that the live TV got viewers logging in between 11 am – 12 noon while video on demand (VoD) spiked between 11 am – 1 pm.
Highlights of the campaign included 15+ live channels across languages, real-time analysis of elections, special carousels such as debate shows, expert analysis, voters FAQs, political campaigns, election phases, exit polls, special language-based carousels for regional viewers in Marathi, Gujarati, Hindi etc.
As a part of its first phase, ZEE5 focused on warm up, countdown and early trends. However, the second phase highlighted the impact on the trade market during the day and phase 3 tracked developments during the day on real times basis. Phase 4 and 5 included interesting memes and campaigns to engage viewers.
ZEE5 India chief revenue officer and business head – new projects Taranjeet Singh said, “Lok Sabha election of India is the most watched event across the world and we have witnessed a significant surge of 38x news viewership during this season. With this campaign, we established ZEE5 as a one-stop destination for all the news coverage related to the 2019 polls. We associated with some of the top news channels such as Republic TV, Bloomberg Quint, Zee News among others with new features such as live auto play feature carousel, picture in picture, in-app flash cards and polls that helped us engage and feed content to our audience on a real-time basis. Our live TV offering has seen huge traction across the country and on the back of the results from this feature, we are proud to achieve more than we expected in this historic event.”