Idols on kykNET outgunning the rest

Razor's Kalay Maistry and NTT Data's Marian Scala named in Provoke Media’s Innovator 25 EMEA

Danette Breitenbach

Idols on kykNet has increased viewership for its timeslot by 753% against DStv Afrikaans Adults and 1016% against DStv Adults, according to the latest SAARF TAMS data from Oracle Airtime Sales. The show launched on 28 May 2006 with an average rating of 15.6 ARs and a 36% audience share against the core target market of DStv Afrikaans Adults. Against DStv Adults, an average of 6.7ARs and 18% audience share was reflected.

kykNET now enjoys a 33% audience share against DStv Afrikaans Adults and a 17% share against DStv Adults. In Week 22, Idols on kykNET was ranked as the fifth most popular show on the channel, ahead of popular shows like 'Super Rugby' and 'Villa Rosa'.

The first three Sunday episodes averaged 14.5 ARs, which represent over 138 000 DStv Afrikaans Adults. DStv Adults averaged 6.7 ARs, which translates to almost 150 000 viewers.

The headline sponsor of Idols on kykNET is the Afrikaans Language & Cultural Organization, ATKV. Other sponsors on board are Look & Listen (sponsor of the Idols' and viewer prizes); @lantic Internet Servers (laptop & Internet services sponsor); Peugeot; Truworths; Gallagher Estate; USN, the sports nutrition company (sponsoring mineral water for the Idols and judges) and Shure provides the microphones.

Contestants have now been whittled down to the Top 32 - vying for the Idols crown, a record deal from Sony BMG, R50 000 from ATKV and a Peugeot 307. The finale takes place on 27 August 2006.