New Delhi: Zee TV, the Hindi general entertainment channel from Zee Entertainment Enterprises Ltd, announced its agreement with Nielsen Company to monitor and measure its television ratings and trends in the US. With this tie-up, Zee TV becomes the first and the only south Asian network to be rated by Nielsen. The Nielsen Company is a global marketing and advertising research company headquartered in New York .
The ratings are based on local people meters (LPM), the electronic boxes installed by Nielsen in different households to study and measure television ratings every night.
Currently Nielsen measures Zee’s viewership in the top seven markets, including New York, San Francisco, Los Angeles, Dallas, Chicago, Washington DC and Philadelphia.
Neilsen’s LPM market data show that Zee TV, for the month of June, has garnered an average of 4.6 rating in primetime (21+ age group, Monday-Thursday, 7-11 pm) in Asian Indian households in New York. This translates roughly into 16.5% share of viewing in New York with south Asians comprising 3.8% of the total population in the city. Americans spend an average of five hours watching television across all networks and viewers tune to Zee TV for an average 57 minutes each day during primetime.
“Nielsen’s ratings will enable us to deliver exceptional programming to the millions of South Asians who tune into Zee TV every day. It will also provide advertisers with deeper insight into audience behavior and TV trends,” said Bharat Ranga, COO, (international business), Zee Entertainment Enterprises Ltd.