Aaj Tak has revised minimum 25% ad rates across every slab. Prime time is slated to be higher. The changes come on the back of the good performance this year and the increase in margin in last eight weeks.
The changes will come into effect from this September. The news channel for the last 17 years recalibrated its rates after indexing inventory and latest leadership performance across parameters.
In the latest few weeks, Aaj Tak has seen upside with stories like Vajpayee’s demise, Kerala floods, Independence Day among others. During the period of three days from August 15 to 17, the heightened news environment helped Aaj Tak cross leading Hindi GECs channels like Star plus, Zee TV, Colors and Sony TV on Coverage. (Source: BARC, 15+, HSM, 0200-2600 Hrs, August 15 to 17, ‘18, Coverage '000s).
Aaj Tak has enjoyed highest market share and viewership numbers in its category almost every week this year. In fact, the channel claims to be the only channel with 25 crore monthly viewers in the news category.
(Source: BARC, 2+, HSM, Week 29'18-32'18, Coverage in crore)
In the 15+ HSM, in the latest four weeks, Aaj Tak has a 45% market share margin over the no.2 channel (Source: BARC, TG: 15+, market: HSM, TB:0200-2600 hrs, period: 2018, four weeks -21st July '18-17 Aug '18, share % based on 12 channels)
Rahul Shaw, CRO, TV Today, said, “Given its unchallenged viewership and unparalleled following, Aaj Tak is now strategically looking at lowering inventory and compensating it with a premium pricing. With leadership across HSM, all India, urban, rural, coverage and prime time and almost a quarter of news viewership with only one channel on big news time bands, it is important that the leader helps the genre improve yields.”
Vivek Khanna, Group CEO, India Today Group, said, “The most influential news brand of the country has been a role model for many to follow. Truth, integrity and unconventional methods of news reporting really leave no competition in sight. The no. 1 news channel is also India’s no.1 news Facebook page, is global no.1 news channel on YouTube by subscribers, is no.1 Hindi news website, no.1 Hindi news Twitter handle and no.1 Hindi news app. To top it, it is not just India’s no.1 news channel, it is India’s No. 1 TV channel on IRS—hence the campaign, ‘Aaj Tak ka muqabla koi No. 2 se nahi, sirf Aaj Tak se hai’.”
Shaw added, “With lower inventory levels, every ad on the channel will get better uncluttered visibility, a better ROI and hence more effective use of ad spends. There is a rollout plan for innovative ad options that will be global firsts. In keeping with the reputation, Aaj Tak will redefine the value news can unlock for viewers and advertisers.”