Calendar year 2015 (December month not considered) saw Salman Khan Starrers dominating all three forms of media – print, television and e-media. Bajrangi Bhaijan topped the charts followed by Prem Ratan Dhan Payo, Tanu Weds Manu 2 and ABCD 2 in the second, third and fourth spot respectively.
“While Print and TV drove Bajrangi Bhaijan’s visibility among all top movies, Prem Ratan Dhan Payo had a more fluctuating breakout. It topped all movies in the web space and managed to retain the second spot in print, but lagged to the third spot in TV. Tanu Weds Manu 2 ranked third overall, but managed to pip Prem Ratan Dhan Payo to the second spot in Internet visibility,” says Ashutosh, Founder & CEO, Kanalytics, the firm that conducted the research.
Launched as India’s first comprehensive trans media intelligence tool by media honcho Ashutosh and Bollywood singer Kailash Kher, Kanalytics uses a proprietary technology based platform to map the presence of brands across media including print, television and the digital space. It uses algorithms to measure the context they have been presented in and the tone and tenor used to describe them both by the traditional as well as the digital media.
For Bajrangi Bhaijan, Salman Khan grabbed 28.4% of total media attention. Of the total write ups in print media, Salman’s share was 47% against 31% in the e-media. Kareena Kapoor trailed him with a share of 16 and 15% in print and e-media respectively. “Interestingly, child Artist Harshaali grabbed more attention than Nawazuddin Siddhiqui. Apart from actor related stories, box office collection based stories drove Bajrangi Bhaijaan visibility. This was followed by music and marketing stories,” says Ashutosh.
“If we were to summarize 2015, Bollywood coverage was singlehandedly dominated by Salman Khan. Among movies that did not feature Salman Khan, the lead actresses, in contrast, dominated coverage. In Tanu Weds Manu 2 Kangana Ranaut grabbed 44% media attention against R Madhavan’s 16% and Shraddha Kapoor led with 33% against Varun Dhavan’s 31% in print and TV in ABCD 2. Also interesting to note was that by and large industry coverage was positive. A negligible 1% coverage was devoted to negative or controversial stories, Bajrangi Bhaijan being the only notable exception grabbing some negative buzz. Box office and other cast stories were also key driver for movies in 2015. But here too, Bajarangi Bhaijaan bucked the trend with music related stories getting a fair share of the exposure,” concludes Ashutosh.