In the latest AC Nielson study on brand equity and perceptions of various news channels, Aaj Tak has emerged as a market leader. The 24-hour Hindi news channel boasts of a Brand Equity Index of 4.3 and at 42% recall, the group also has the highest top-of-the-mind awareness amongst all the different news channels. As per the study, Star News and Zee News are distant followers.
The global market research agency conducted the study, 'Perceptions of News Channels in India' to measure the brand equity and perceptions of different news channels and to determine factors that drive news viewership. AC Neilson carried out the research in Delhi, Mumbai, Bangalore and Kolkata, and the study was based on exhaustive interviews with males in the SECs A,B and C in the age-group 25-50 years.
According to an official release, the study has established Aaj Tak as an 'unbiased' channel that focuses on each news story with the aim of not just delivering it to the viewers in the best and the fastest manner, but also brings about reform.
However, this is not the first time that Aaj Tak has been acknowledged as the leader in the news genre. In the Brand Derby survey conducted by Business Standard (Strategist) in 2003, Aaj Tak was the only channel that featured in the list of very successful brand launches in the past seven years. In Brand Derby 2002, Aaj Tak was the only media brand to be featured amongst the most successful Indian brands. The group has won five Best News Channel Awards over the last three years.