News channels are battling it out in a bid to claim top viewership and recently the war has escalated.
According to sources, ET Now complained to Advertising Standards Council of India (ASCI) claiming CNBC-TV18 ads on June 11, ( which said they were No. 1 business channel in India) were misleading. ASCI did its investigation and examination of the relevant data submitted by CNBC TV18 substantiating their claim for the no.1 position.
Sources further indicate that CNBC TV18 shared All India viewership numbers but excluded 'Females' from the calculation which made the 'All India leadership' claim questionable. It also ignored business news channels in languages other than English, without specifying this exclusion. During the course of the investigation, ASCI found CNBC TV18’s claims misleading and unsubstantiated and it upheld the complaint made by ET Now. Sources revealed that ASCI has advised the Advertiser to modify these advertisement appropriately or withdraw the same prior by 17th August, 2015.
This is not new as it has been observed in the past that rival channels have indulged in intense ad wars and ratings war, each claiming to be No.1.
Below are the screenshots of ads: