Ad volumes skyrocket on news genre during Trust Vote days: AdEx Analysis

TAM Media Research analysis shows that during July 21and July 22, 2008, news channels increased the ad duration significantly, in some cases as high as 100 per cent. In terms of ratings, Times Now and Aaj Tak have scored the highest during the Trust Vote coverage in their respective genres. One channel that had seen a substantial increase in its reach and had maintained it till after the Trust Vote day was Loksabha TV.

e4m by Noor Fathima Warsia
Updated: Aug 4, 2008 8:21 AM
Ad volumes skyrocket on news genre during Trust Vote days: AdEx Analysis

TAM Media Research’s data for the Trust Vote days – July 21 and July 22, 2008 – is here. While the ratings of the channels throw trends similar to the ones that were seen in the aMap data for these days, some interesting points come forth in the advertising on the channels during the two days. An analysis from AdEx India, a division of TAM Media Research, shows a steep increase in the ad volumes on the news channels, when the advertising during commercial time, excluding the promos, is brought under the scanner.

Ad Volumes almost double during the Trust Vote Days

In comparison to the 62,000 seconds of advertising in the previous week on the same day, that was July 14, the ad volume in the English news genre was 122,000 seconds on July 21. On July 22, there were 99,000 seconds of advertising in comparison to the 61,000 seconds in the previous week on the same day, that was July 15. The situation was the same for the Hindi news channels as well. On July 14, the ad volumes in the Hindi news genre was 128,000 seconds, while on July 15 it was 127,000 seconds. This number jumped to 221,000 seconds on July 21, and to 189,000 on July 22.

AdEx also shows that the top categories that advertised on Hindi news genre on both days were cellular phone services, followed by cellular phones. In the English news genre, the category that had advertised on both days was corporate and brand image.

Aaj Tak and Times Now score the highest in the week

If the ratings have to be seen, the Trust Vote coverage allowed Aaj Tak to get a weekly number one position again. For the last few weeks, India TV has been beating Aaj Tak to be the number one player in the Hindi news genre. Aaj Tak, with a weekly channel share of 1.49, has scored the highest amongst Hindi news channels for the C&S 15+ in the Hindi speaking markets for the all day data in the Trust Vote week. India TV (1.37) and Star News (1.29) follow with very little difference between the shares of the three channels.

Among English news channels, when the data for the C&S 15 + for the six metros is seen, Times Now has got another week as a leader in the genre for this TG and market. NDTV 24x7 scores next, followed by CNN-IBN, NewsX and Headlines Today – in that order.

TAM Media Research analysis shows that when the target audience is dissected for the Hindi news genre on July 22, the male TG took a 58 per cent share of the overall pie. An age-wise break-up shows that over 51 per cent viewership share came from the C&S 35+. The trends are similar for the English news genre on the day too. For English news, there was 55 per cent male viewership and again the C&S 35+ had a 57 per cent of the viewership pie.

The reach numbers of Loksabha TV show a significant jump during the Trust Vote days. On July 20, that channel had a reach of 708,000. This increased to 3,428,000 on July 21, and further to 4,014,000 on July 22. With a reach of 1,066,000, Loksabha TV maintained this jump even on July 23.

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