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Aaj Tak, Hindustan, Star Movies lead Pitch Media BrandOmeter 2014

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Aaj Tak, Hindustan, Star Movies lead Pitch Media BrandOmeter 2014

As the media planners continue to find the best permutation and combination for their brands, Pitch Media BrandOmeter has become an awaited media planning tool in the country. The unique media planning tool created in collaboration with Hansa Research.

The results of the new edition have been announced and NDTV 24x7 has been rated as the top English news channel by media planners followed by BBC. The other toppers in the list of media brands are: Sony as the highest rated GEC, Aaj Tak as the top Hindi news channel, Radio Mirchi as the leading radio station. In the other genres, Star Movies has been rated the highest among movie channels while The Times Of India is the top most English newspaper and Hindustan leads in Hindi print media. Among special interest channels, Discovery has emerged as the leader. ABP is the clear leader among the regional papers.

Pitch Media BrandOmeter brings out the most qualitative analysis of media brands across the country. The research assesses media brands on six parameters including Professionalism, Media Delivery, Relationships, Innovation, Servicing Ability and Sales Team Knowledge.

The methodology adopted for Pitch Media BrandOmeter is divided into three stages:

Qualitative: Several in depth interviews are conducted to understand the parameters considered while selecting media for their plan.

Quantitative: A survey is conducted among an audience comprising of experienced media planners, buyers and advertisers.

Besides this, the study is also backed by views of the leading media planners and marketers in the country, (all of which is published in the upcoming issue of ‘Pitch’ magazine).

Scale used for measuring expectations:

The media decision makers are asked to rate the six parameters as Critical, important, not so important and irrelevant.

Sony has been leading its category with 827 points. Speaking on the performance of Sony, Gaurav Seth, ‎Senior Vice President, Head-Marketing Sony said, “GECs continue to remain planners’ favorite not because of any other reason but due to the audience they cater to. GECs have an appeal across India which makes their presence mandatory in any media plan. We offer cost effective and innovative media deliverables and all through the year Sony offers a lot of events, shows and series, the variety of content being the key to sustain audience and target groups of our clients.”

Radio Mirchi has stood out as an undisputed leader in radio with a score of 710.

The scores suggest that Mirchi is one of the most favoured brands amongst media planners. “At its core, Mirchi is a sunshine brand. It's captured in "Mirchi Sunnewale Always Khush". In a world full of stress, Mirchi is that pep-up pill which gets you going. Mirchi is not an activist brand. It doesn't attack. It's a brand that unites people. It doesn’t seek sensationalism. It is not dark. If you listen to Mirchi, you will definitely come out feeling more confident about life, and sure about the future. At the product level, our promise was defined right when we started our journey 12 years back. At that time, we said "Once you've consumed Mirchi, everything else feels bland". That product promise continues till date,” said Prashant Panday, CEO, Radio Mirchi.

Below are the top five winners in different categories:

Rank 1 Radio Mirchi
Rank 2 Radio City
Rank 3 Red FM
Rank 4 Big FM
Rank 5 Fever FM
English Newspapers
Rank 1 The Times of India
Rank 2 Hindu
Rank 3 Hindustan Times
Rank 4 DNA
Hindi Newspapers
Rank 1 Hindustan
Rank 2 Navabharat Times
Rank 3 Dainik Jagran
Rank 4 Dainik Bhaskar
Rank 5 Amar Ujala
Regional Newspaperss
Rank 1 Ananda Bazaar Patrika
Rank 2 Malyalaya Manorama
Rank 3 Matrubhumi
Rank 4 Bartaman
Rank 5 Lokmat
General Entertainment Channels
Rank 1 Sony
Rank 2 Star Plus
Rank 3 Zee TV
Rank 4 Colors
Rank 5 Sab TV
News Channels
Rank 1 Aaj Tak
Rank 2 NDTV 24 x7
Rank 3 BBC News
Rank 4 CNN-IBN
Rank 5 Times Now
Movie Channels
Rank 1 Star Movies
Rank 2 HBO
Rank 3 Star Gold
Rank 4 Set Max
Rank 5 Zee Cinema
Sports Channels
Rank 1 ESPN
Rank 2 Star Sports
Rank 3 Start Cricket
Rank 4 Ten Sports
Rank 5 Neo Sports
Children Channels
Rank 1 Discovery
Rank 2 Cartoon network
Rank 3 POGO
Rank 4 National geographic
Rank 5 Hungama

The complete results of BrandOmeter study will be available in the upcoming issue of Pitch magazine.



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