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Rebranding propels CNN-News18's growth

In both All India (U+R) and 6 mega cities markets, Times Now retains leadership while India Today Television slips to No. 3. NDTV 24x7 and NewsX remain at No. 4 and 5 respectively

BestMediaInfo Bureau | Delhi | May 11, 2016


Ever since English news channel, CNN-IBN, changed its identity after 10 years of existence to CNN-News18 on April 18, 2016, the channel has witnessed improvement in viewership across All India (Urban + Rural) and 6 mega cities. In both the markets, while Times Now has retained the leadership position, CNN-News18 has grabbed the No. 2 position post refresh followed by India Today Television, NDTV 24x7 and NewsX.

The brand refresh was backed by new primetime line-up including 'News 360', 'India @ 9', 'The News That Wasn't', 'Big 5 @ 10' and 'Virtuosity', weekend programming including CNN shows, new look, exclusive experts including Vir Sanghvi, Swapan Dasgupta, Ajoy Bose and Ayaz Memon.

According to select data shared by BARC India for Week 16 and 17 for English news channels (April 16-29, 2016) {All India (U+R) : NCCS AB : Males 22+ Individuals, Impressions (000s)}, Times Now stayed on top with an average of 344 Impressions (last 4 weeks average 341) followed by CNN-News18 with 172 Impressions (last 4 weeks average 144). At No. 3, India Today Television fetched 132 Impressions (last 4 weeks average 190) while NDTV 24x7 had an average of 124 Impressions (last 4 weeks average 119). NewsX recorded an average of 45 Impressions (last 4 weeks average 76).

In the refresh week, i.e., Week 16, the Mukesh Ambani-owned channel’s relative share grew by 24% from an average of 17% in four weeks prior to the refresh (Week 12-15). Overall, in Week 16 and 17, the channel witnessed an average increase of 20% in terms of Impressions (000s) compared to Week 12 to 15 while the average relative share rose to 21% from 17%.

In six mega cities, as per data shared by the channel, the relative share of CNN-News18 grew to 27% in Week 16 from 15% in the four weeks prior to it (Weeks 12 to 15). Overall, in Week 16 and 17, the channel witnessed an average increase of 92% in terms of Impressions (000s) compared to Week 12 to 15. At the same time, the average relative share of the channel for two weeks after refresh rose to 25% from 15% in Week 12-15.



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