Aaj Tak hikes ad rates, minimum increase of 25% across every slab

Prime time increase slated to be higher, new rates will be effective starting September 2018

e4m by exchange4media Staff
Updated: Aug 29, 2018 10:53 AM

News channel Aaj Tak has announced a raise in ad rates while lowering inventory levels to make for an uncluttered viewing experience. The new rates will be effective come September 2018. There will be a minimum ad rate hike of 25 per cent across all slabs and prime time ad rates will be even higher. 
Rahul Shaw, CRO, TV Today, said, “Given its unchallenged viewership and unparalleled following, Aaj Tak is now strategically looking at lowering inventory and compensating it with a premium pricing. With leadership across HSM, all India, urban, rural, coverage and prime time and almost a quarter of news viewership with only one news channel on big news time bands, it is important that the leader helps the genre improve yields.”

In the last few weeks, events of national importance, namely Atal Bihari Vajpayee’s demise, Kerela Floods, India’s 72nd Independence Day Celebrations and others led to viewership jump on Aaj Tak. During the period between August 15 to 17, the heightened news environment is said to have helped Aaj Tak cross even some leading Hindi GECs channels on the back of news coverage. (Source: BARC, TG:15+,Mkt:HSM, TB:0200-2600 Hrs, Period: 15th Aug to 17th Aug'18,Cov'000s)

Group CEO, India Today Group, Vivek Khanna said, “Aaj Tak has been a role model for many to follow. Truth, integrity and unconventional methods of news reporting leave no competition in sight, hence the campaign-"Aajtak ka muqabla koi no2 se nahi, sirf aajtak se hai."

Commenting on the new ad options, Shaw adds, “With lower inventory levels, every ad on the channel will get better uncluttered visibility, a better ROI and hence more effective use of ad spends. There is a rollout plan for innovative ad options that will be global firsts. In keeping with its reputation, Aaj Tak will redefine the value news can unlock for viewers and advertisers.”
Aaj Tak took this decision following its healthy growth trajectory not just as a news channel but also its popularity across social media platforms such as Twitter and Facebook. Aaj Tak claims to have 25 crore monthly viewers in the news category.

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