CID Returns: Can ACP Pradyuman stay strong on the viewership trail?

After a six-year hiatus, the crime thriller CID returned to television on December 21, 2024. The relaunch sparked nostalgia and industry discussions about its performance and marketing potential. According to data accessed by e4m, ratings fluctuated, starting at 1.27 in the launch week, dipping to 0.96 in the second, and rebounding to 1.3 in the third week.

While there's no single, universally accepted threshold for a successful TVR, industry experts generally consider ratings above 2.0 or 3.0 to indicate strong audience popularity. This threshold can vary depending on the specific market and time slot. Typically, an average TVR falls within the 1.0 to 2.0 (or 3.0) range, while ratings below 1.0 suggest a smaller viewership.

With respect to CID, Sony has been focusing on revitalising its entertainment content, and the return of the show seems to be a move in that direction. Was it a successful move? The show's numbers suggest a mixed outcome.

Adding to the discussion, Sony’s decision to shift CID from its traditional 5-day format to a Saturday-Sunday schedule has raised questions about whether this is a cautious, low-risk strategy to mitigate potential fluctuations in viewership.

What still works for CID? One word: nostalgia.

While the long hiatus and evolving content landscape may deter some viewers, the strong nostalgic appeal of CID among a loyal fanbase makes the show a calculated risk with potential for success, said most experts.

Manesh Swamy, MD and CCO of LS Digital Group, describes the show’s performance as a nostalgic journey that continues to stay relevant in today’s fast-paced media landscape.

“It’s been a rollercoaster of nostalgia, like any old good show when they are back. Initially, there was a bit of a dip in ratings dropping in the second week, but that’s not necessarily a sign of doom. Like Daya’s famous line, ‘Daya, darwaza tod do!’ sometimes, you need to break down a few doors before the real magic happens,” he said.

“By the third week, CID managed to claw its way back showing resilience, like ACP Pradyuman always does when the case seems unsolvable. It’s clear that the show has stayed relevant, and its loyal fanbase, particularly those who grew up with CID’s thrill and iconic moments, is tuning in and introducing them to the younger audiences.

Commenting on the Saturday-Sunday slot for CID and its alignment with current viewership patterns, Swamy said that “Switching from Monday to Friday to a weekend slot is like switching from a 9-to-5 routine to being an ‘off-duty detective’, you get to relax, catch up with the family, and indulge in a bit of mystery.”

The shift in CID's broadcasting schedule to a weekend format also seems to be paying off for advertisers, according to some experts.

Limited weekend inventory is driving increased interest from categories like FMCG, tech, wellness, and home improvement

“Brands in health, wellness, and home improvement are particularly eyeing inventory for CID. After all, when your audience is hanging on to every meme-worthy dialogue of the characters, you’ve got their undivided attention. The shift to a weekend slot also allows advertisers to reach a more diverse, relaxed audience who have the time to engage with their ads,” said a media buyer servicing some of the top FMCG companies in the country.

Given the evolution of crime thrillers – with a focus on gadget-driven narratives, young protagonists, and high-octane action – a Monday-Friday format might not have resonated with audiences. Shifting to a weekend slot proved to be a strategic move.The weekend slot caters to both nostalgic long-time fans and a new generation curious to explore the show, thanks to memes and online discussions.

Anita Nayyar, former COO of Patanjali Ayurved, also weighs in on the show’s performance, suggesting that the strategic change to a two-day format could be a wise move given the competitive content landscape. With OTT platforms and endless viewing options on the rise, the decision to scale back and focus on weekends could allow stakeholders to assess the show’s response while keeping costs in check.

Nayyar acknowledges the challenges of reviving CID after a six-year hiatus, including shifting audience viewing habits and increased competition from streaming platforms. While nostalgia may draw in loyal fans, the success of the revival hinges on navigating these challenges with a strategic approach

“One has to keep in mind the gap of 6 years and the changes in content viewing by audiences. For some the show may not mean much but for many nostalgia would have brought them back to view one of the favourite, long running and high viewership shows. Given the many content options available for audiences, they are spoiled for choices and this show may not be the only one on their wish list.

“The 10 pm weekend slot is a good slot for viewing given there is not much being offered on TV. Also 2 days may be a better option versus the 5-day format for the stakeholders to observe the viewership given there is an overdose of content especially across OTT’s. It is a calculated risk and a sensible one. Also a good opportunity to gauge the response with less at stake. It’s 5 episodes vs 2. Cost of production etc would have increased across 6 years,” she said.

Ultimately, the revival of CID presents a mixed bag. While nostalgia has driven initial viewership, the show faces an uphill battle against established competition.

Sustaining viewership and achieving consistent ratings will be crucial for the show's long-term success.

The weekend slot, while strategic, may limit its overall reach. The coming weeks will determine whether CID can capitalise on its nostalgic appeal and carve out a niche in the evolving television landscape.