exchange4media

India Votes
Impact of Elections on viewership of News channels

The countdown to the 14th Lok Sabha

The 13th Lok Sabha dissolved on 6th Feb and a new Lok Sabha to be constituted by the 6th of August
Elections to be held for 543 constituencies across the Nation
Scheduled dates :
- 20th April
- 26th April
- 5th May
- 10th May
Counting of votes to be held on the 13th of May

The Common Minimum Programme

Performance of the news genre - Change in viewership share
Change in the time spent on news channels due to elections
Viewing patterns across TGs

Trace if the news genre gained share from the general entertainment genre

Candidates

Channels:

Aaj Tak, Star News, Zee News, NDTV India, Sahara Samay
NDTV 24X7,CNBC, DD News, Headlines Today

Target Audience:

Young Adults

Males, 15-24yrs, SEC ABC
Females, 15-24yrs, SEC ABC

Adults

Males, 25yrs+, SEC ABC
Females, 25yrs+, SEC ABC

Constituencies

Analysis focused on:

HSM markets

HSM contributes to the bulk of the Hindi News viewership
Hindi news channels contributes to the largest chunk of News viewership

Male TG

Demographically, Males generate higher viewership for news/related programmes. Female TG show comparable viewership due to the predominance of the Single TV Household

South region analyzed separately

The Common Minimum Programme

Performance of the news genre - Change in viewership share
Change in the time spent on news channels due to elections
Viewing patterns across TGs
- Trace if the news genre gained share from the general entertainment genre

Response to elections: marketwise

HSM: Hindi speaking markets: Delhi, UP, PHCHP,MP, Maharashtra, Gujarat
Pre Election period: 29th Feb-4th Apr
Election Period:11th Apr-15th May

The polling days ( Tracking viewership )

The Common Minimum Programme

Performance of the news genre - Change in viewership share
Change in the time spent on news channels due to elections Change in the time spent on news channels due to elections
Viewing patterns across TGs

Trace if the news genre gained share from the general entertainment genre

The Common Minimum Programme
- Performance of the news genre - Change in viewership share
- Change in the time spent on news channels due to elections Change in the time spent on news channels due to elections
- Viewing patterns across TGs
The Verdict

Clean sweep by DD News in All Homes

Aaj Tak still maintains it’s lead in C&S HHs. Star News and NDTV India consolidate their shares in the C&S base
Aaj Tak is the leader but, Neck to Neck battle was between Star News and NDTV India in UP, Maharashtra
Aaj Tak is the leader but, Neck to Neck battle was between Star News and NDTV India in UP, Maharashtra

Fractured verdict:

Viewership remains fragmented among Aaj Tak, Star News and NDTV India
Aaj Tak leads in Mumbai, Calcutta in the C&S base
Star News and NDTV India gain shares in Delhi

Elections increased the viewership pie Star News and NDTV India gain, Aaj Tak maintained its share

The Verdict

25-40% increase in the News genre shares

25+ yrs age group takes a higher interest in elections

The younger age group zaps between Aaj Tak, NDTV India and Star News
After an initial high interest levels, the second and third polling dates see a decline
- Viewership spikes up again on the last day of polling
- The counting day witnesses high interest levels throughout the day: audience zaps between Aaj Tak and Star News

Elections fail to have any effect on the Saas- Bahu led coalition (for females): GE shares remain intact

300-400% increase in the news genre shares on the Counting day

Source for the study - TAM Media Research


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