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News18 India has done it again. With a 14.3% market share, the channel is again in the number one position in the HSM market in the Week 34-Week 37 period. The market share has also shown growth between Week 33 and Week 37. Between Week 33 and 36, News18 India had a market share of 14.1%.

Competition numbers are still way behind that of News18 India. TV9 Bharatvarsh, Aaj Tak, India TV and Republic Bharat clocked a market share of 11.7%, 11.4%, 11.1% and 10.5% respectively in Week 34-37. In fact, Aaj Tak and Republic Bharat also showed a drop in market share between Week 33-Week 37.  

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 In the 1800-2400hrs, TG 15+ HSM (Week 37, All days) market, News18 had a 14.8% market share. The others in the top five in order of rankings were TV Bharatvarsh, Republic Bharat, India TV and Aaj Tak. The channels had market shares of 12.1%, 11.7%, 11.7% and 11.5% respectively.  

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 In terms of cumulative reach too, News18 India topped the charts. In the HSM- Urban + Rural, the channel’s reach touched 88447000, way above the second ranking channel TV9 Bharatvarsh that stood at 67914000.Aaj Tak, India TV and Republic Bharat were the other channels in the top five list.

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The return of ratings has been a big relief for the industry, experts said.

“It always helps to have the measurement mechanism for decision making. Ratings form the basis on which decisions on channel selection and spends are made,” said Amol Dighe, CEO, Investments and Business Development, Madison Media, in a separate interview with Storyboard18 as part of our Media Mavens series.

Dighe says they saw a change in the pecking order of news channels with the return of the ratings in the genre. “ Some channels dropped in ratings while some channels saw an increase in their ratings. We are still seeing a fluctuation. As buyers, this needs to be keenly watched and deals will be dynamic till this settles down,” he adds.

News18 India leads the show yet again

News18 India is at an all-time high when it comes to market share. As per the latest BARC data, News18’s average market share in the HSM-Urban + Rural Market stands at 14.1% between week 33 and week 36. Others in the top five list in the same category are far behind.  Aaj Tak, TV9 Bharatvarsh, India TV and Republic Bharat clocked a market share of 11.8%, 11.5%, 11% and 10.6% respectively in the same period.

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The network’s English offering, CNN News18, has also been on a growth trajectory ever since BARC ratings in the news genre resumed in March this year. In the All India (Urban + Rural), AB15+ category, CNN News18 saw a 2.2% jump in their average market share between the periods of week 33-35 and week 33- 36. The channel holds a 33.4% market share, leaving behind Republic TV at 25.9%, Times Now at 22.5% and India Today Television at 10.0%.

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While ratings have brought more perspective for marketers interested in the genre, investments in news never stopped, said Jai Lala, Chief Executive Officer, Zenith in a separate interview with Storyboard18 as part of our Media Mavens series. Lala says there is a school of marketer that believes in perception planning but there is another group that swear by GRPs and TRPs. 

“It's a complete scientific way of planning. These channels go completely by the BARC data. So basically it is data-driven planning. Either way the good part is investments in news never went off the charts and it continues to be an important genre for advertisers,” Lala said.

Lala also highlights the fact that shuffling of rankings have led to change in ad rates too. “Channels that fell from the top ratings had a hard time holding on to the rates they sold inventory for before the blackout period and channels that climbed the chart obviously had new rates,” he said.



News18 widens lead over competition between Week 33-36

News18 India is leading the charts in the Hindi TV News space once again. As per the latest BARC data, with a clear majority of 14 percent market share (24 hrs, TG:15+HSM, Week 35’ 2022, All days), the channel has left behind its competitors Aaj Tak that is at 11.8 percent, TV9 Bharatvarsh at 11.4 percent, India TV at 11.1 percent and Republic Bharat at 10.8 percent.

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The channel’s market share has risen from 13.7 percent in week 34 to 14 percent in week 35, as per BARC data.

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During a part of the prime time slot between 21:00 hrs and 22:00 hrs the channel had an even higher market share of 15.8 percent in week 35. The others in the race after News18 India in the top five channels included Republic Bharat at 15.5 percent, India TV at 14.5 percent, Aaj Tak at 13.1 percent and TV 9 Bharatvarsh at 9.9 percent.

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In the English General News category too, the network’s English offering CNN News18 has seen steady growth. As per BARC data, between week 31 and 34, in the all India(U+R), AB15+ market, CNN News18 was at a market share of 29.7 percent followed by a 31.2 percent market share in the following period between week 32 and week 35.

The return of BARC ratings in the news genre after a period of close to two years led to a change in pecking order when it comes to the channels fighting for the top five spots. News18 India has been consistently leading the charts ever since.

In separate interviews with Storyboard18 as part of our Media Mavens series, media investments firms' chiefs spoke about the return of BARC ratings and the importance of ratings in decision-making. 

Amol Dighe, CEO, Investments and Business Development, Madison Media, said, "This (BARC ratings' return) has been a big relief. It always helps to have the measurement mechanism for decision making... performance of the channel in terms of ratings forms the basis on which decisions on channel selection and spends are made. Then there is reach and affinity which is also critical."

He added that other factors like "what is the kind of value the channel offers to the brands in terms of special deals, integrations, activation etc, also determine the share of investment the channel gets."

BARC ratings are "the singular source of TV measurement right now," said Niti Kumar, COO, Starcom India, in an interview last week. "There is no other way to get the kind of data that BARC gives you and it’s not just for news."  

Kumar shared, "When media planners are evaluating options they need to evaluate a holistic level of growth, across channels, across audiences, markets and so on. Those kinds of cuts don't come from any other source. It's a choice between having no ratings and no data source to help drive your investment versus what BARC gives you. I would always pick sides where you at least have the data available."




NEWS18