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CNBC-TV18 tops news channels on budget day

Leader among English general and business news with 79% market share in English business news; leadership across all key TGs

BestMediaInfo Bureau | Delhi | March 21, 2012

CNBC-TV18 emerged as the clear leader among all English News channels for its coverage on budget day. The channel delivered a 79 per cent market share on budget day among English Business News channels (Source: TAM Week 11, All India 0600-2400, CS AB Males 25+).

During the Finance Minister’s speech, CNBC-TV18’s market share was at a record 84 per cent in the English Business News category (Source: TAM, All India 0600-2400, CS AB Males 25+). Not only did CNBC-TV18 lead among English Business News channels, it also led among English general news channels with 43 per cent market share (Source: TAM, All India 0600-2400, CS AB Males 25+). CNBC-TV18 also led by a large margin in the Budget week with a market share of 59 per cent in English business news (Source: TAM, All India 0600-2400, CS AB Males 25+). This is one of the best performances by any English business channel in recent years.

MARKET SHARES% ON BUDGET DAY & FM SPEECH

BUDGET DAY MARKET SHARE% IN BUSINESS NEWS CATEGORY, BY TGs
Channels CS 4+ CS 15+ CS AB 15+ CS 25+ CS AB 25+ CS 25+ AB, MALES CS 25+ A CS 25+, A, MALES CS 15+, AB MALES
CNBC TV18 74% 71% 78% 72% 76% 79% 78% 80% 81%
ET Now 11% 11% 9% 11% 9% 9% 8% 9% 9%
NDTV Profit 11% 11% 8% 11% 9% 7% 7% 5% 6%
Bloomberg UTV 4% 6% 5% 6% 6% 5% 8% 7% 5%

Source: TAM, All India, Time Band: 0600-2400, 16th March

FM SPEECH MARKET SHARE% IN BUSINESS NEWS CATEGORY, BY TGs
Channels CS 4+ CS 115+ CS AB 15+ CS 25+ CS AB 25+ CS 25+ AB, MALES CS 25+ A CS 25+, A, MALES CS 15+, AB MALES
CNBC TV18 82% 84% 87% 82% 85% 84% 92% 90% 86%
ET Now 9% 9% 9% 10% 11% 11% 5% 6% 9%
NDTV Profit 4% 3% 3% 3% 3% 2% 1% 1% 3%
Bloomberg UTV 4% 3% 2% 5% 2% 3% 3% 3% 2%

Source: TAM, All India, Time Band: 11:00-12:50, 16th March

BUDGET DAY MARKET SHARE% IN ENGLISH NEWS CATEGORY, BY TGs
Channels CS 4+ CS 15+ CS AB 15+ CS 25+ CS AB 25+ CS 25+ AB, MALES CS 25+ A CS 25+, A, MALES CS 15+, AB MALES
CNBC TV18 38% 38% 43% 38% 42% 43% 39% 41% 44%
ET Now 6% 6% 5% 6% 5% 5% 4% 4% 5%
NDTV Profit 6% 6% 4% 6% 5% 4% 3% 2% 3%
Bloomberg UTV 2% 3% 3% 3% 3% 3% 4% 4% 3%
Times Now 13% 12% 13% 12% 11% 11% 13% 12% 13%
NDTV 24x7 9% 8% 8% 9% 10% 10% 10% 12% 9%
Headlines Today 8% 8% 7% 7% 6% 8% 5% 5% 8%
News X 0% 0% 1% 0% 1% 1% 1% 0% 1%

Source: TAM, All India, Time Band: 0600-2400, 16th March

The Union Budget coverage has always been one of CNBC-TV18’s tent-pole initiatives. As in earlier years, even this year the Union Budget coverage on the channel was marked by a month-long programming line-up. The channel programming included special shows and series, ground events, segments, vignettes, vox pops, polls and contests. Beyond broadcast, channel content was available across new media platforms including Moneycontrol.com, CNBC-TV18’s affiliate portal.

The channel also executed a comprehensive marketing plan across platforms. The marketing plan had been bifurcated into a theme campaign revolving around the channel’s Budget 2012 theme, ‘Bounceback or Breakdown?’ which was further supplemented with tactical communication promoting the budget programming. The media plan spanned TV, print, out of home, new and social media along with on-ground activation.

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