IIFA 2018 Emerges as the Highest Rated Event of the Year; Triumphs All Other Awards This Season
by Shantanu Jain Industry Watch | August 10, 2018 | News
IIFA Colors Nexa
The 19th edition of the star-studded NEXA IIFA Awards styled by Myntra was aired on Colors Sunday, July 29th, 2018 at 8 PM. Known for taking Bollywood to the world, IIFA 2018 was a triumphant show yet again as it thrived on the new and emerging stars of this generation.
With scintillating performances by Riteish Deshmukh, Ranbir Kapoor, Arjun Kapoor, Varun Dhawan, Rekha, Kriti Sanon, Shraddha Kapoor, Kartik Aaryan, Bobby Deol, Lulia Vantur, a rib-tickling script and a fantastic programing set overall, IIFA Awards 2018 has emerged as not only the top-rated awards and event show this season but also the highest rated event of the year, fetching an impressive 2.25 rating on Urban HSM. With this achievement, IIFA 2018 has also become the most watched awards show in recent history given these ratings on Urban HSM which represents more millions per rating point.
This major accomplishment by IIFA organizers Wizcraft International seems even more impressive when you take into account the fact that none of the big Khan actors (Shahrukh Khan, Salman Khan, Saif Ali Khan) who’ve not only performed but also hosted the previous editions of the property, were a part of the show this year.
Here is what the other awards shows this year garnered in ratings: Filmfare Awards: 1.0; Zee Cine Awards: 1.5; Gold Awards: 1.2 Star Screen Awards: 2.4 (All ratings on Urban HSM). It is also to be noted that IIFA managed a 2.25 rating in spite of Sony airing the first episode on Indian Idol on the same day as the IIFA telecast.
Commenting on the content for this year’s awards, Sabbas Joseph, Director, Wizcraft International said: “I think what has contributed to this year’s outstanding viewership is that we featured some very unique content, including Rekhaji’s performance. Working on the youth dynamics, we had a lot of young, talented stars, who have a great following, including Ranbir Kapoor, Karthik Aaryan, Kriti Sanon, Arjun and Shraddha Kapoor. Also, the sharp editing, selection of songs and amazing choreography definitely contributed to a more entertaining show."
Commenting on their association with IIFA Awards Raj Nayak, COO, Viacom 18 shared: “We are extremely happy with our association with IIFA. It is the highest rated event of the year and the viewership has grown from 2.8 million to 5.9 million which is almost double than the previous year.”
“If Bollywood is popular on the world stage today, I wouldn’t hesitate to say it is because Wizcraft sowed the seeds 18 years back by taking Bollywood to the world.”- he added.
The custodians at Maruti Suzuki who have been a important partner to brand IIFA were also elated with the award show this year. Speaking about the association with the awards, Tarun Garg, Executive Director, Marketing, Maruti Suzuki India said: “NEXA in its grand journey over the last three years has been pioneering the Automotive Landscape in the country and creating benchmarks for others to follow. We at NEXA are extremely proud of our association with IIFA. At NEXA we believe in the power of creating inspirations and IIFA complements this by honoring the best in Bollywood.”
It is also to be noted that IIFA managed this rating in spite of Sony airing the first episode on Indian Idol on the same day as the IIFA telecast.