With a spend of less than 10paise per call ($0.002) per person, this was the most cost-effective direct campaign that Big CBS Spark had ever done, which results could be measured.Youngsters tuned into BIG CBS Spark thanks to Cheaters to get their dose of voyeuristic entertainment – during the period of the activity, Big CBS Spark had a higher relative market share (53%) than VH1(closest competition). Source: TAM India, week 42-45 average, 5 Metros, CS 15-24 all males and females, all day relative market share.