News channels are having a field day with the ongoing Lok Sabha Elections 2014. Aaj Tak, ABP News, Zee News, India TV, IBN7, NDTV India, India News, News 24, News Nation, and Aaj Tak Tez are the prominent Hindi news channels that have been vying for audience attention and advertising money these elections.
As per industry estimates, all the major Hindi news channels are earning revenues between Rs 15 crore and Rs 25 crore this year. Among these, the channels that have high brand recall and have existed in the Hindi news space for quite some time, should be close to the upper limit, while the new channels with a low brand recall should be close to the lower limit. The advertising space offered by the Hindi news channels, visible across the screen, was far more than the English news channels. Ticker ads were commonly seen among most of the Hindi news channels.
The average rate for the last 15 days and the concluding exit polls on almost all the news channels has been between Rs 1.25 lakh and Rs 2.5 lakh, while the spot buy ad rate on May 16 ranges between Rs 5 lakh and Rs 10 lakh. Industry experts believe that news channels in the last 15 days have earned more than what they earn in two months on a regular basis.
To accommodate as much volume as possible, some channels have sold their ticker ads at close to Rs 15,000. However, most of the channels on counting day are planning to go ahead with less ads with higher value. Therefore, the price of ticker ads on counting day is expected to skyrocket as well.
Personal care, inverters, innerwear, lingerie, paints, manufacturing, real estate, pan-masala, education, FMCG and consumer goods, food, beverage, and other brands aligning with the above categories are heavily seen on all the Hindi news channels, including ABP News, Aaj Tak, India TV, News 24, IBN7, NDTV, Zee News and India News.
In all the top 15 news channels are expected to make Rs 140 crore to Rs 160 crore among them this year through elections only.
Hero Motors is also seen on Hindi News channels apart from being present substantially across all the English news channels.
Here too like English channels many deals have been made in a customised fashion and therefore deliverables depend on package deals . For most of the network channels which have both English and Hindi channels, package deals have been made in an “umbrella style”.
Ratings too will be an important parameter and since the viewers flip channel at a faster rate during elections it is expected that fewer ads will be shown on May 16.