AajTak has claimed that the channel tops the rating charts of unrolled data in week 48. The channel has substantiated its claim by interpreting rolled data of BARC with techniques such as regression analysis, time series analysis, and event-based hypothesis testing to provide a more rigorous understanding of the relationship between 4-week rolled and Single week unrolled numbers.
According to the internal working methodology, shared by AajTak, a regression analysis run with training on multiple weeks of data, estimates AajTak as rank 1 in Wk 48’23.
Moreover, the regression insights favor AajTak, predicting clear leadership over competitors during the week 48 that witnessed AajTak News channel focusing largely on topics like Exit Polls and Uttarakhand Tunnel Rescue during the prime-time bands.
On the lines of Augment Data Reporting Structure, AajTak developed internal Machine learning tools to arrive at this prediction. The model has been trained over a year and has multivariate inputs of reach, ATS and AMA and looks at every State and Town Class before arriving at the HSM total.
The interpolation process was conducted using a probabilistic type mathematical function to back calculate the range of unrolled AMA number.
Growth rate over the previous 4 week rolling data and the volume rise gives a very significant confidence to this estimate.
The BARC HSM 15+ rolling data for Weeks 45 to 48 paints a clear picture. While others that operate above 60Mn Gross AMA in Hindi news channels witnessed a decline in viewership, Aaj Tak registered a remarkable 4% growth rate. This stands in stark contrast to the declining viewership of TV9 Bharatvarsh (-5.6%), News 18 India (-2.2%), and India TV (-0.7%).
This trend was particularly evident during two key events – the Uttarakhand tunnel rescue operation on November 28 and the live broadcast of exit polls for assembly elections on November 30. Aaj Tak maintained leadership on both days.
Even on YouTube LIVE Concurrents, Aaj Tak maintains a healthy lead over competitors during major news events. These figures conclusively demonstrate that Week 48 belonged to AajTak on Unrolled basis.
