CNBC-TV18 has emerged decisively as the No.1 channel during Budget 2014 with 67% market share on Budget Day.
CNBC-TV18 led across the following programming pegs & time bands during the Union Budget in July 2014:
1. Budget Day (24 hrs) in all India: CNBC-TV18 lead with 67 per cent relative share followed by ET NOW with 22 per cent, NDTV Profit was at No. 3 with 11 per cent and Bloomberg TV had 1 per cent viewership.
2. Budget Week (24 hrs) in all India: CNBC-TV18 lead with 65 per cent relative share followed by ET NOW with 27 per cent, NDTV Profit was at No. 3 with 7 per cent and Bloomberg TV had 2 per cent viewership.
3. FM Speech (11:01 to 13:13 hrs) in all India: CNBC-TV18 lead with 58 per cent relative share followed by ET Now with 29 per cent, NDTV Profit was at No.3 with 13 per cent.
All these figures are for the core audience group of CS AB Males 25+.
In addition to the above data points, CNBC-TV18 also lead across all markets and target audiences, in all parameters pertaining to Budget coverage.
Shereen Bhan, Managing Editor, CNBC-TV18 said, “I have firmly believed in the power of specialisation and this overwhelming verdict confirms my belief. Being the first in business news is not just a tagline for us, it is our core strategy. Our Budget coverage is a reflection of our deep expertise and experience. It also showcased our ability to stay ahead of the curve with new programming which included our reporters travelling around the country from Nashik to Ahmednagar to get an in-depth look at how Government Schemes like the NREGS are performing. We brought together the most influential voices from India Inc, the markets, Foreign Investors and Tax experts to find the devil in the details. CNBCTV18 was also the channel of choice for the Finance Minister Arun Jaitley and his Budget team including the Finance Secretary and Revenue Secretary as they laid out the roadmap for economic revival.’
Anil Uniyal (CEO, CNBC Channels) said, “We have consistently sought to bring content of value to our viewers and this is what has reinforced our No. 1 position in Budget 2014. I’d like to thank our viewers for making CNBC-TV18 their channel of choice for the Budget and also for the past 14 years, which encourages us to stay ahead and continue to strive for excellence.”
To the layman, some definitions are required.
TV viewership data can be sliced and diced in many ways. One would obviously get different results if one changed any one or more of the variables that are measured. The available filters are gender, age band, education and income, time and date, city of viewership and whether a satellite or terrestrial (Doordarshan) household.
For the interpretation above, the first filter is CS (Cable and satellite watching household). The next is 'SEC AB Males 25+'. 'SEC AB' is the aggregate of SEC A and SEC B, the two most influential demographics in viewership based on education and income. 'Males', obviously, infers that only male viewership is accounted. '25+' refers to the age of the measured audience.
Therefore, all men, across all measured cities in India, watching cable/satellite TV, all aged 25 years or more, are taken into account in the highlights given above.
In point (1) above, where there is a reference to '0600 to 2400 hours', it means that the viewership between midnight and 6.00 am was not taken into consideration.
The source for all the data given above is TAM, the measurement company that advertisers and marketers base their advertising decisions on.
Where there is a reference to Budget week, the data pertains to 'Week 28 in 2014'. (Each week of the year is referred to as 'Week x, Week y,' and so on, so that, when multiple claims are made, readers and decision makers can make apples-to-apples comparisons).
On Budget Day, the measured hours are from 6.00 am to midnight.
The data relating to the Finance Minister's speech takes into account the viewership from the moment the FM began his speech (11:01 am) till he finished the speech (13:13 pm).