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Budget Day TRPs: Clean Sweep By Network18 Channels

CNN-IBN, IBN7 and CNBC-TV18 remain clear leaders in their respective genres. Zee News surprises all in a core TG.

Rajat Arora | Delhi | March 10, 2011

Whatever the Union Budget 2011 may have done to India but for Network18 it has clearly done wonders. While CNN-IBN remains the numero uno among English news channels across all audience groups, IBN7 have taken No.1 position in its category among core audience groups. Network18 Group's business news channels CNBC-TV18 and CNBC Awaaz are also on top in their respective genres.

According to TAM data released for week 10, 6 CNN-IBN shows on budget day feature in the list of top 10 English programs. Holding the top position on budget day was CNN-IBN’s Budget and You. At second spot was Karan Thapar’s Face The Budget. No.3 and No.4 spots were also captured by CNN-IBN programs and at the fifth spot was CNBC TV18’s The FM Interview hosted by Raghav Bahl. (Source: TAM, Market share (%), CS AA 25 +, Market: All India 1mn+ Period: 28th Feb’2011, 1100-2300 hours)

Only two programs of NDTV 24x7 could make it to the list of top ten programs. Despite analyzing the budget in an interesting way with excellent graphics and lavish sets, NDTV failed to grab the eyeballs. Times Now and Headlines Today programs also feature in the list of top programs with one program each.

Viewership figures for all India market released by TAM show that CNN-IBN is the No.1 English News Channel on the Union Budget Day. CNN-IBN led the English News genre with a market share of 36% followed by Times Now with 31%, NDTV 24x7 with 24%, Headlines Today with 7% & News X with a market share of 1%. (Source: TAM, Market Share (%), CS AB 15+, Market: All India, Period: 28th Feb'2011, 0000-2400 hrs) CNN-IBN also leads across various audience groups that include CS 15+ YRS, CS AB M 15+, CS 25+, CS AB Males 15+.

See the chart below for two core TGs (25+ years age group is taken as core TG that is important and preferred by marketers for Budget related programs):

In Hindi genre IBN7 gave a tough fight to rival Aaj Tak and emerged as a clear leader in eight metros. The channel has also outperformed other Hindi news channels among Male 25+ years age group in 8 Metros with 16% market share. Also, IBN7 was the No.1 Hindi News channel across the Hindi speaking markets during the Finance Minister’s Speech. IBN7 lead the Hindi News genre by capturing a market share of 18.5% followed by Aaj Tak with 16.6%, Zee News with 12.4%, News 24 with 12.4%, India TV with 12%, Star News with a market share of 7.70%, DD News with 6.8%, NDTV India with 6.50%, Samay with 3.80%, TEZ with a market share of 2% & Live India with a market share of 1.30% (Source: TAM, Market share (%), CS ABC 15+ YRS, Market HSM, Period: 28th Feb’2011, 1100-1250 hours)

At the other hand Zee News has surprised all by capturing No.1 spot in a core TG on the Budget day. The channel has got 16% relative market share among Hindi News Channels (Source: TAM, Market share (%), CS M 25 + AB, Market: All India 1mn+ Period: 28th Feb’2011, 1100-2300 hours)

The IBN18 Network combine of CNN-IBN & IBN7 is ahead of the NDTV Network combine of NDTV 24x7 & NDTV India and the TV Today Network combine of Headlines Today & Aaj Tak. IBN18 Network is ahead with a Market share of 40% followed by TV Today Network with a market share of 38% & NDTV Network with a market share of 22% on the Union Budget Day (Source: TAM, (%) Market Share, Market All India, TG: CS 15 + AB Males, 28.02.11, 0600-2400 hrs). The IBN18 Network channels are also ahead during the FM Speech.

Rajdeep Sardesai, Editor-In-Chief, CNN-IBN, IBN7 & IBN-Lokmat, said, “Our undisputed leadership on the Union Budget Day goes to prove the fact that when it comes to in-depth coverage of an event of national importance, the viewers prefer CNN-IBN & IBN7. The latest TAM report also reflects the true popularity of CNN-IBN & IBN7.”

Ashutosh, Managing Editor, IBN7, said,IBN7 has always been seen as India’s channel of Impact. The fact that we are also No.1 during the FM’s speech goes to show that IBN7 is the nation’s choice on a big news day.”

On the other hand, CNBC-TV18 dominates general & business news channels, across markets and across all audience groups; more than 5 times the nearest Eng Biz news.

CNBC-TV18 delivery is more than the combined delivery of all competitors and more than 5 times the nearest competitor.

i. In All India, Core TG(C&S Male 25+AB, Ch Share, 0600-2400), CNBC-TV18 = 0.58, ET Now=0.11, NDTV Profit = 0.08, Bloomberg UTV = 0.04.

ii. In All India, CS 25+A, Ch.Share,0600-2400, CNBC-TV18=0.68,Bloomberg UTV=0.05, ET Now=0.12,NDTV Profit=0.08

iii. In All India, CS 25+A Males, Ch.Share, 0600-2400, CNBC-TV18=0.89, Bloomberg UTV=0.06, NDTV Profit=0.1, ET Now=0.13.

This is the 11th year in a row that CNBC-TV18 has been the leader in English news. Not only that, but this has also been one of the best performances for the channel in the recent years.


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