Top Story

Home >> Marketing >> Article

Data shows women are not news-averse, upto 44% women watch it

13-March-2018
Font Size   16
Data shows women are not news-averse, upto 44% women watch it

Advertisers, you might want to change your media plans for news channels this International Women's Week. Allow us to let you in on a secret: Women watch the news too!

Women's viewership of news channels is around 44 per cent during a huge news event like elections or demonetisation. According to the Broadcast Audience Research Council (India) data, the weeks around the announcement of demonetisation had a 37 per cent higher female viewership as compared to non-demonetisation weeks.


Data shows that women are not news-averse. Women comprise 44% of Hindi news channel and 43% of English news channel viewers. "Women viewership of several news channels has been growing. While it differs from channel to channel and varies as per time slots, I don't see why this number cannot reach 50 per cent over a period of time," said Ashish Bhasin, ‎Chairman & CEO, South Asia Dentsu Aegis Network.

Globally, the female audience is evolving. Yet, advertisers skew their spends on news channels towards men. Historically, advertisers in the categories of financial services, automobiles, real estate, prefer to advertise on news channels to target the men of the house. "General news and regional news has a significant viewership of women. But very few clients target women on news channels," said a sales executive at an English news channel.

As much as media planners love data, perceptions about watching habits too govern media plans. "There will be people who will stand up and show the stats, but when it counts you still have the notion that most people viewing these channels are men. Since BARC is relatively new, I believe that these stats will take some time before this perception is changed," observed Aatsi Desai, Chief Business Officer, What Clicks.

Media planners are also numbers driven but they layer that with their judgement. Pointing out that this judgement could have an element of perception, Bhasin said, "Numbers and data influence this judgement, sometimes more than they should. That is one grouse I have with media planners, they over depend on data. They should use their judgement more."


The new data from BARC may not sway advertisers immediately. If this trend sustains for a year, then eventually ads directed towards women will be seen on news channels. "Brands that may not have considered news channels to target women may now look at news channels actively, should this trend sustain," said Bhasin. Concrete data from a source like BARC may  eventually impact the media plans of certain categories that have higher women users. "Data will correct behaviour eventually. It's always tough to change behaviour at any time. But 44 per cent is a very significant number; this should pave the way for a change. At least on Hindi news channels," observed Karan Kumar, CMO, FabIndia.

In addition to brands recognising the opportunity, there is an equal opportunity for broadcasters to sell to their women audiences like ESPN did very recently. ESPN's sales pitch to advertisers noted that more women are watching the sports channel. According to a Nielsen study of sports genre viewership in the US, women saw a larger lift in viewing from out-of-home than men, with a 9.4 per cent lift over in-home audience compared to 7.2 per cent for men. ESPN's fresh approach has made advertisers rethink media strategies.

Tags BARC India Women’s Day Dentsu Aegis Network FabIndia What Clicks Aatsi Desai Jasani

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Telugu channel Star Maa is launching two new serials in the afternoon slots on May 21- Kante Koothurne Kanali and Shambhavi

CCI in February fined Google $20 million for abusing its position in online web search and also slammed the company for preventing its partners from using competing search services

Bhattacharya was has now set his sights on entrepreneurship with plans to set up something in content and fashion tech space