News Broadcasting
Out of times: Does Men22+ AB TG matter to TV news advertisers anymore?
Mumbai: India’s rapid growth in the last decade or so has made advertisers look at data sets beyond the conventional ones that were the market standards during the 90s.
With the gender gap diminishing and India’s millennial and Gen Z generations getting more savvy even in smaller towns, advertisers now prefer to target a broader set of audiences, especially when it comes to the English TV news genre.
Maximum growth of consumer durables, electronics and cars is now happening in the towns that have less than 10 lakh population and the age group pushing these sales is fairly young with both men and women participating in equal numbers.
As per a media planner, “The new India now exists beyond 10 L + towns. So, the advertisers now want to put in their money on TV news channels that provide a wider reach. They look at a broad based TG when they’re doing media planning. Smaller cuts like Men 22+AB or only mega cities don’t make any sense now. Even from the data stability point of view broader cuts are preferred. A broad based TG ensures stability of data and is the true test of leadership and not just convenient cuts of data.”
These indicators do not matter on digital at all.
As per the BARC data for the last 54 weeks, CNN-News18 has captured 35.3% market share.
“The reach and audiences of CNN-News18 give unparalleled results to advertisers as compared to the other channels. As elections approach, our monies would solidly be on the industry leader. The broader cut of TG provides a lot more data stability,” an advertiser said on the condition of anonymity.
On the digital front, CNN-News18 has captured a whopping 1.4 billion views on YouTube, surpassing all of its competitors. (Source: Socialblade)
News Broadcasting
News18 India to air Sabse Bada Dangal on 4 May counting day
Channel promises fastest results, live trends and analysis across five states.
MUMBAI: Ballots will do the talking and screens will do the shouting. As counting day approaches for high-stakes Assembly elections across West Bengal, Tamil Nadu, Kerala, Assam and Puducherry, News18 India is gearing up for an all-day broadcast of its flagship election show, Sabse Bada Dangal, on 4 May from 6 am onwards. The Hindi news channel plans to deliver continuous, real-time updates as votes are tallied, combining live counting data with on-ground reporting and studio analysis. With political fortunes set to shift through the day, the coverage will track every swing, surge and surprise as trends turn into results.
The broadcast will feature a mix of senior political leaders, analysts and experts, offering instant reactions and decoding the evolving electoral picture. Expect heated debates, quick takes and detailed breakdowns as the numbers settle across all five states.
For News18 India, counting day has long been a high-visibility moment. The network is banking on its reporting reach, editorial bandwidth and technology-driven coverage to stay ahead in what is often a fiercely competitive news cycle.
With multiple battlegrounds and shifting narratives, the day promises both drama and data in equal measure. And if all goes to plan, Sabse Bada Dangal will once again turn the counting of votes into prime-time spectacle.
