CAN’T STOP media and STB, one of the leading free to air channel in Ukraine (part of StarLightMedia) are revealing that a second season of the local adaptation of MUM OF THE WEEK, (Super Mama – Супермама) has just been commissionned. The network will produce 72 new episodes, launching mid-September and airing 4 days a week in access primetime for a run across the entire fall schedule.
The first season of 56 episodes which started early April was a massive ratings hit: on the channel’s main demo, Urban 18-54, it averaged 9.5 in market share – an increase of +40% vs. the daily channel’s average in the period. It was even stronger on younger demos with +45% on 18-24 and +75% on 25-34, vs. daily averages in the period (Source: Gfk Ukraine). In addition to the linear success, the first season is also scoring big numbers across non-linear platforms: on the dedicated YouTube channel, episodes are regularly hitting over 500K views, STB’s catch-up player has recorded an average of 27,000 views per episode while on Teleportal.ua, the average number of views stands at 37,000.
These great results have driven huge interest from advertisers and sponsors which have been flocking to be attached to the show: from online banners to product integrations, a wide array of brands such as environmentally friendly household products, over the counter kids medicines, organic fruit juices and even world’s top condom brand, have partnered to be associated to the show.
The local series marks the 8th adaptation of the show after successful runs in France, Germany, Italy, Russia, Finland, Turkey and Poland. In the format, each week, 4 mothers from different social backgrounds and lifestyles agree to rate each other’s way of raising their children. For better (and sometimes for worse), all will discover parenting styles very different from theirs. At the end of the week, one mother is crowned “Mum of the Week” by her peers. In the Ukrainian version, TV star psychologist and family relationship expert Dmitry Karpachev joins in to share his advice about parenting while also participating in the final grade of each mum.
Damien Porte, partner at CAN’T STOP media, says:“We could not be happier with the great work pulled out by the production team. The result is impressive and ticks all the boxes a broadcaster could dream for: linear ratings hit, massive cross-platforms engagement and strong financial viability thanks to the income generated by sponsorship. The model should speak to many other countries, in a period where cost efficiency and ratings success are even more important to navigate through the crisis”.
Marina Chikalovets, head of acquisitions at STB adds: “According to STB’s identity it is essential to produce projects which additionally to TV success introduce social impact, and “Mum of the Week” is great example of such content. It has created social buzz and emerged discussions on parenting methods evaluation within our viewers. “Mum of the Week” appeared to be very supportive show to the families during the lockdown thanks to the psychologist’s advices, inspirational examples and positive tone of the show. I am glad and thankful for “Mum of the Week” successful results and our fruitful cooperation with CAN’T STOP media”
