News Broadcasting
Is CNN-News18’s ad rate hike in tough market conditions justified?
Mumbai: CNN-News18 hiked its advertising rates recently. These revised rates will be applicable to all existing and prospective clients advertising on the channel and are said to be significantly more than earlier rates.
The new development comes on the back of the channel’s number one position for the last 52 weeks, as showcased in full page advertisements in May third edition of Indian Express and Economic Times.
But is the channel truly different from others in this competitive market?
As per a media expert, “If you give audiences pure news in an uncluttered way and reduce the noise decibels, you’ll get premium positioning both in the mind of viewers and advertisers. That’s how CNN-News18 has carved the top slot of itself in the cluttered and noisy news market. Their YouTube numbers also reflect the same.”
“However, what sets the channel apart from others is its intelligent shows, which are not the usual screaming and screeching that one often sees in the news genre. I think the channel believes that news and nuance score over noise and has shown this time and again,” said a prominent TV journalist who works for competition.
The channel has made a big digital pivot, and its anchors and reporters are multimedia journalists who engage with viewers on platforms such as news18.com, YouTube, Facebook and Instagram.
“CNN News18’s core differentiation is that it is digital-first and is headed more strongly in that direction. The channel is disrupting the news genre from all sides, with an intelligent, unbiased content play that is present on platforms where the viewers are,” said an advertiser who did not wish to be named.
“Even if the ad market is soft and the macro conditions tough, CNN-News18 still commands a high premium purely on the basis of its programming. Also, the election season will give it an additional reach. Advertisers want a non noisy news platform that can take their message to audiences in a brand safe environment,” said a leading media planner.
What Does BARC Data say
According to BARC data, CNN-News18 has been the undisputed leader in the English news genre for the past 52 weeks. With a market share of 35.7 per cent, the channel has left its competitors far behind. Republic TV, Times Now, and India Today TV have garnered 28.5 per cent, 23 per cent, and 6.1per cent market share, respectively, which is significantly lower than CNN News18’s market share. (Source: BARC India | Mkt: India | TG: 2+ | Period: AVG Wk 17’22-16’23 |8 Channels considered | Market Share per cent).
In addition to holding the top spot, the channel offers a variety of programs that appeal to a broad range of audiences with distinct interests and viewpoints.
In prime time, CNN-News18 offers a range of programs, including a riveting political show, balanced debates, and a global show with an India lens.
The channel’s coverage of entertainment and sports is another area that draws audiences both on TV and digital.
With some top anchors in the industry who are known for their credibility and expertise, such as Zakka Jacob, Anand Narasimhan, Marya Shakil, and Palki Sharma, the channel provides a compelling line up.
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.
