After reading the umpteenth article about Aamir Khan’s Satyamev Jayate, I decided it was finally time to do some good old fashioned digging, using Google Trends. All trend graphs in this post are for query term “satyamev jayate”. I might dig into episode-specific query terms in a subsequent post.
Changing the time frame to “Last 30 days” yields the expected weekly (Sunday) trend. Jun 17 episode (domestic violence) drew more searchers than Jun 24 (pesticides & organic food). The Sunday search volume probably correlates with TRPs.
Where (in the world) are Indians searching for “satyamev jayate”? While UAE & Singapore near the top of the list are not surprising, US and UK at the bottom of the Top 10 regions does surprise me. Availability/cost of the Star Plus channel in certain international markets? More theories in the last section below.
Drilling down into the “India searchers” – THIS is where it gets really interesting.
The table (on the left) shows top 10 states and cities for the last 12 months; the table (on the right) shows top 10 states/cities for the last 30 days. Surprising findings:
- Not a single South Indian state/city in the Top 10.
- Mahape is a suburb of Navi Mumbai (yes – had to look that up)
- Assam the top state in the last 30 days! There are no densely populated cities in Assam and the entire state population is about 35 million.
- Punjab tears into the Top 10 in the last 30 days — possibly due to the episode on pesticides?
Who are these searchers?
Web searchers of “satyamev jayate” fall into one or more of these buckets (let me know if I missed any):
- They either don’t subscribe to Star Plus, or have missed the show and want to watch it online at satyamevjayate.in
- They want to engage/interact with the show – the website offers numerous interaction features – comments, Ask a question, Share your story, Share your solution… It’s quite exhaustive actually.
- Call to action (polls, donations, etc.) for people who’ve watched the show