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CNN-IBN claims leadership position using latest TGI survey

According to the study, viewers (Claimed viewership as per TGI) who claim to watch CNN-IBN are 3.1 times more than Times Now

BestMediaInfo Bureau | Delhi | December 31, 2014

CNN-IBNUsing the latest Target Group Index (TGI) study, CNN-IBN has claimed its supremacy over arch rival Times Now. TGI (Target Group Index) is a global market research conducted across 72 countries. In India, this study is conducted by IMRB.

The latest round of this study - Wave 2 (March-May, 2014+ Aug-Oct, 2014) had a sample size of 29,677 from Urban India (SEC AB 15-55 years). According to CNN-IBN, the sample size is 7 times that of SEC AB audiences captured by the current Television Audience Measurement system in the country. Overall the study has a sample size of 40,000 (approx) which is 4 times that of the aforementioned system for overall audiences across SECs.

Quoting the TGI data released by IMRB, CNN-IBN has claimed that it is clearly and significantly ahead of Times Now across multiple audiences especially SEC A segment (2 times) and metro residents (2.4 times). Overall, viewers (Claimed viewership as per TGI) who claim to watch CNN-IBN are 3.1 times more than Times Now. “Viewers who are looking for in-depth news analysis, political news coverage and staying informed again prefer to watch CNN-IBN over Times Now. Even psychographically, progressive, modern, ambitious and knowledgeable audiences with a positive outlook towards life have a clear preference for CNN-IBN when compared to Times Now,” claimed CNN-IBN.

Claimed viewership by CNN-IBN as per TGI stated that the channel outperformed Times Now in key product categories including automobiles, durables, e-commerce, tech products and FMCG. Amongst viewers who own cars/bikes, CNN-IBN claimed viewership is 3.57 times that of Times Now. “Amongst viewers who own durables like TV, fridge, AC and washing machine, CNN-IBN outscores Times Now by 1.3 times. Those who tend to shop online also prefer to watch CNN-IBN again by a factor of 1.3 times. Amongst viewers, who own or use latest technology and gadgets, CNN-IBN viewership is 2.6 times that of Times Now. Those who claim to be the primary household shoppers, a critical segment for any marketer, and watch CNN-IBN are 3.6 times those who claim to watch Times Now,” claimed CNN-IBN as per TGI study.

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