MasterChef Won the Viewers in Competition with the New Reality Show of the Second Most Watched Media
The new season of bTV’s cult culinary format reaffirmed the channel’s leadership position in the country in this genre
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The beginning of the fourth season of the most loved culinary show MasterChef Bulgaria held the interest of 35.8% of the entire television audience. At the peak of audience interest, the show gathered more than 1,190,000 viewers (All 4+) in front of the TV screen.
The television format for culinary talents has been produced in more than 34 countries and reaches more than 200 million viewers. The show has turned more than 100 amateur chefs into professionals. The audience results are excellent for the fourth consecutive year in Bulgaria. The first episode of the new season was preferred by 40.1% (W25-54) of the female audience and 33.2% of the male audience (M18-49). The culinary show is also the choice of the young audience - 38.3% (A18-34).
On February 26th and 27th the viewers witnessed the battle among the best hobby cooks in Bulgaria for the MasterChef apron. The audience saw the final selection of gladiators of the distinguished Chef Andre Tokev, the master of Japanese cuisine Chef Petar Mihalchev, and the business-savvy restaurateur Leo Bianchi. This year the contestants compete not only for the MasterChef title, the 100,000 leva prize, but also for a course at the world's most prestigious culinary academy - Le Cordon Bleu in London. The international selection of participants, their undeniable gift and flair for culinary masterpieces, as well as their intriguing life stories, prompted even greater interest in the show compared to previous seasons.
The second episode overruled the competition of our main market rival, who placed a reality show with contestants in the culinary genre in the same timeslot. MasterChef Bulgaria reaffirmed its successful start on Monday, and on Tuesday, February 27, attracted 31.6% of all viewers in the 21.00 - 22.30 time slot. This is 32.2% more than the premiere of the yet another reality show in the style of Big Brother - Hell's Kitchen. The show on Nova TV was watched by 23.9% of all viewers.
The episodes of the most popular culinary show on Bulgarian air are available for free up to 7 days after airing on the bTV Plus platform. Just for the first 24 hours the first episode was watched 4915 times, and the second - 4597 times.
MasterChef registers a high interest in social media too. The Facebook page of the show has 153,000 fans at the moment, who actively commented on the start of the new season and its participants. The average daily reach and average daily engagement of the page are 100,000 and 30,000, respectively, making the show the most liked and commented culinary program not only on the screen but also in social networks.
Serious user activity is also reported in Instagram, where just on the evening of the start of the fourth season of MasterChef there were 7,200 engagements, of which about 6,000 were voters in polls.
The positive assessment and interest in MasterChef by the print and online media outside bTV Media Group is higher compared to the competing show on Nova.
The distribution of MasterChef's content on all platforms and the high interest in the episodes and participants’performance provide an exclusive opportunity for advertisers to link their brands to high-quality content. Of course, any alternative forms of advertising may be part of a highly effective communication campaign that reaches the largest and highest quality viewer audiences.
Contacts:
bTV Media Group
Sales department
Sofia 1463
Bulgaria sq. No. 1
National Palace of Culture, 11th floor
Тel. (+359) 2 9176 800
Тel. (+359) 2 9156 564
Fax: (+359) 2 9176 886
e-mail: [email protected]
