A spectacular mélange of glitz, glamour, Bollywood celebrities and global dignitaries – the 19th edition of the International Indian Film Academy (IIFA) was a roaring success not just on ground but on air as well. The prestigious award ceremony that premiered on COLORS, India’s No 1 premium Hindi entertainment channel set a new benchmark for itself as one of the highest rated award shows with a listed 2.2 TVR.
As per BARC data (Week 31), this season of IIFA ranks as the second highest rated award show in the last one and a half year (FY 18 & FY 19 YTD). It also beat its own ratings of the previous 4 editions this year.
Celebrating Indian cinema worldwide, NEXA IIFA Awards Styled by Myntra was hosted in the cosmopolitan city of Bangkok, Thailand at the reputed Siam Niramit Theatre. The event was graced by the timeless beauty Rekha, who performed live for the first time after 20 years on this grand stage. In what was a fitting tribute, the Gen X of Bollywood – Ranbir Kapoor, Kriti Sanon, Arjun Kapoor, Varun Dhawan, Kartik Aryan and Nushrat Bharucha descended on the stage to celebrate with the veteran star.
The segment featuring her scintillating performance was the highest rated segment for the show with 3.1 TVR that peaked at 3.6 TVR, the highest for the entire duration of the award show. In fact, IIFA 2018 managed to double its viewership vis-a-vis last year – from 2.9 million in 2017 to 5.8 million in year 2018. The show further garnered a reach of a phenomenal 32 million viewers and has been the highest sampled event since January 2017.
The NEXA IIFA Awards has been conceptualized and produced by Wizcraft International.