India’s rapid growth in the last decade or so has made advertisers look at data sets beyond the conventional ones that were the market standards during the 90s.
With the gender gap diminishing and India’s millennial and Gen Z generations getting more savvy even in smaller towns, advertisers now prefer to target a broader set of audiences, especially when it comes to the English TV news genre.
Maximum growth of consumer durables, electronics and cars is now happening in the towns that have less than 10 lakh population and the age group pushing these sales is fairly young with both men and women participating in equal numbers.
As per a media planner, “the new India now exists beyond 10 L + towns. So, the advertisers now want to put in their money on TV news channels that provide a wider reach. They look at a broad based TG when they’re doing media planning. Smaller cuts like Men 22+AB or only mega cities don’t make any sense now. Even from the data stability point of view broader cuts are preferred. A broad based TG ensures stability of data and is the true test of leadership and not just convenient cuts of data.”
These indicators do not matter on digital at all.
As per the BARC data for the last 54 weeks, CNN-News18 has captured 35.3% market share, which is significantly larger in the English News genre.
CNN-News18 stands apart as the undisputed leader in the English news segment. (Source: BARC | Market: India | TG: 2+ | Period: AVG Wk 16’22 – 29’23 | 8 Channels considered | Market share%)
“The reach and audiences of CNN-News18 gives unparalleled results to advertisers as compare to the other channels. As elections approach our monies would solidly be on the industry leader. The broader cut of TH provides a lot more data stability,” an advertiser said on the condition of anonymity.