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
Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
