CNBC-TV18, No.1 During budget, 13th year in a row
TV Ratings agency TAM has declared viewership results for the week ending 7th March (Week 9, 2013), comprising the budget performance of news channels.
CNBC-TV18 led in the Budget Week with a market share of 47% in English business news (Source: TAM, All India 0600-2400, CS AB Males 25+), while during Economic Survey coverage as well, CNBC-TV18 captured a lead with 47% market share (Source: TAM, All India 0600-2400, 27th Feb CS AB Males 25+). On Budget Day, CNBC-TV18 delivered a 57% market share amongst English business news channels (Source: TAM, All India 1100-1245, 28th Feb 2013, CS AB Males 25+).
CNBC-TV18 LEADS IN MARKET SHARE % ON BUDGET COVERAGE ACROSS THE FOLLOWING PROGRAMMING PEGS AND TIME BANDS:
Source: TAM, All India, CS AB 25+, Males, All India
Time Band: 0600-2400 (Budget Week), 1100-1245 (Budget Day, FM speech), 0600-2400 (Eco Survey, 27th Feb) 1535-1810 (FM Interview, 1st March)
The Union Budget coverage has always been one of CNBC-TV18’s tent-pole initiatives. As in earlier years, the Union Budget coverage on the channel was marked by a month long programming line-up, which included special shows & series, ground events, segments, vignettes, vox pops, polls and contests. Beyond broadcast, channel content was available across new media platforms including Moneycontrol.com, CNBC-TV18’s affiliate portal. The channel also executed a comprehensive marketing plan across platforms, with a campaign around the channel’s Budget 2012 theme, “The Last Flourish” which was further supplemented with tactical communication promoting the budget programming. The media plan spanned TV, Print, Out of home, New & social media. Advertising partners on CNBC-TV18 this year included Aditya Birla Group, State Bank of India, Binani, LIC of India, Amrapali, GE, Lloyd Air conditioners, IRB, RP Sanjeev Goenka Group, IBM.