Aaj Tak and India TV were the major gainers during the period.

Hindi news genre witnesses unprecedented growth during general elections

Aaj Tak and India TV were the major gainers during the period.

news_channel_report_2019India's general election threw up some surprising results after a hotly contest campaign. While there was a general consensus about Bharatiya Janata Party emerging as the single largest party, the sheer scale of its win surprised even some of the party's loyal supporters. The fascinating festival of democracy kept the Indian audiences glued right through the election season.

The biggest beneficiary of that was the Hindi news genre which witnessed growth across TG cuts. India Today Group's flagship Hindi news channel Aaj Tak won the viewership sweepstakes rather handsomely, topping all the charts during the season. Other major broadcasters that fared extremely well were ABP News and India TV.

During this election season, Hindi News genre has seen growth Across TG Cuts

Avg. Daily Imp'000s

HSM/15+

Hindi News Genre

112832

Jan `19

147125

Election period

30% % growth

Rank Based on Election Period

NO.1 Aaj Tak NO.2 India TV NO.3 R Bharat

MALE

74051

Jan `19

96952

Election period

31% % growth

Aaj Tak India TV R Bharat

NO.1 NO.2 NO.3

FEMALE

58812

Jan `19

74711

Election period

27% % growth

Aaj Tak India TV ABP News

NO.1 NO.2 NO.3

Age Group

2-14

20030

Jan `19

24538

Election period

23%

% growth

Aaj Tak India TV ABP News

NO.1 NO.2 NO.3

Age Group

15-21

21794

Jan `19

26761

Election period

23%

% growth

Aaj Tak India TV ABP News

NO.1 NO.2 NO.3

Age Group

22-30

19526

Jan `19

24945

Election period

28%

% growth

Aaj Tak India TV ABP News

NO.1 NO.2 NO.3

INSoDuIArcNeG: BEANRECR,AHLSME,LEPCerTioIOdNJa2n0'1199 &| 1V1ItEhWApErR'1S9HtIPo R24EPMOayR'T19 |,N1ote Feb'19 not considered due to Heavy News

In terms of average daily impressions, Aaj Tak and India TV dominated across most age groups.

During this election season, Hindi News genre has seen growth Across TG Cuts

Avg. Daily Imp'000s Hindi News Genre

Rank Based on Election Period

Age Group

31-40

20094

Jan `19

26829

Election period

34%

% growth

Aaj Tak India TV R Bharat

NO.1 NO.2 NO.3

Age Group

41-50

22626

Jan `19

29228

Election period

29%

% growth

NO.1 Aaj Tak NO.2 News18 India NO.3 ABP News

Age Group

51-60

15483

Jan `19

20704

Election period

34%

% growth

Aaj Tak ABP News Zee News

NO.1 NO.2 NO.3

Age Group

61+

13310

Jan `19

18657

Election period

40%

% growth

Aaj Tak ABP News Zee News

NO.1 NO.2 NO.3

INDIAN GENERAL ELECTION 2019 | VIEWERSHIP REPORT | 2 Source: BARC, HSM, Period Jan'19 & 11th Apr'19 to 24 May'19 ,Note Feb'19 not considered due to Heavy News

The Hindi news genre also saw growth across zones. The overall growth of the category was 381 per cent during the period.

During this election season, Hindi News genre has seen growth Across zones

NORTH

64001

Jan `19

82328

Election period

29%

% growth

NO.1 Aaj Tak NO.2 India TV NO.3 News18 India

SOUTH

2123

Jan `19

2260

Election period

06%

% growth

ABP News Aaj Tak India TV

NO.1 NO.2 NO.3

EAST

19484

Jan `19

28510

Election period

46%

% growth

Aaj Tak R Bharat Zee News

NO.1 NO.2 NO.3

WEST

49377

Jan `19

60825

Election period

23%

% growth

Aaj Tak ABP News R Bharat

NO.1 NO.2 NO.3

INSoDuIArcNeG: BEANRECR,A2L+,EPLeErCioTdIOJNan2'01199& |11VthIEAWprE'1R9StHoIP24RMEPayO'R19T ,N| o3te Feb'19 not considered due to Heavy News

Hindi News Genre has seen growth by 381% Gross Imp'000s

COUNTING DAY

Hindi News Genre

P4Wavg

1,28,696

Counting Day

6,18,533

%Change

381%

Top 3 Channels NO.1

NO.2

NO.3

146179

114750

INDIAN GENERAL ELECTION 2019 | VIEWERSHIP REPORT | 4 Source: BARC, HSM,15+, Period :23 May'19 ,P4W (W17'19 to W20'19 Thursdays only)

63900

Three news channels made it to the top 10 channel list across genres on Counting Day. Aaj Tak stood first in rankings with ABP News and India TV grabbing the second and third slots respectively.

Counting Day:3 News channel makes in Top 10 TV Channel list

Top 10 Channels in India

1,74,973

1,37,475

1,06,103

Aaj Tak

ABP News

Sun TV

95,027

Star Plus

90,612 Dangal

88,655 Zee TV

86,260

ABP Ananda

79,780 Big Magic

78,074

Star Maa

74,553 India TV

India/2+/Gross Imp'000s

INDIAN GENERAL ELECTION 2019 | VIEWERSHIP REPORT | 5 Source: BARC, India ,2+, Period :23 May'19,Gross Imp'000s

Hindi news also witnessed growth across and time bands with Aaj Tak being the big gainer. While Republic Bharat in rural as well as during non-prime time, India TV was strong in urban areas and during prime-time slot.

Hindi News Genre saw growth across markets & Time bands

Avg. Daily Imp'000s Avg. Daily Imp'000s

Rank Based on Election Period

HSM

112832

Jan `19

147125

Election period

30% % growth

Aaj Tak India TV R Bharat

NO.1 NO.2 NO.3

PRIME TIME

56335

Jan `19

59439

Election period

06% % growth

NO.1 Aaj Tak NO.2 India TV NO.3 News18India

NON PRIME TIME

53582

Jan `19

83595

Election period

56% % growth

Aaj Tak R Bharat ABP News

NO.1 NO.2 NO.3

URBAN

62968

Jan `19

82036

Election period

30%

% growth

NO.1 Aaj Tak NO.2 India TV NO.3 News18 India

RURAL

49864

Jan `19

65088

Election period

31%

% growth

Aaj Tak R Bharat ABP News

NO.1 NO.2 NO.3

INDIAN GENERAL ELECTION 2019 | VIEWERSHIP REPORT | 6 Source: BARC, HSM,15+, Jan'19 vs Election period(11th Apr'19 to 24th May'19),Prime Time:1800-2400 Hrs, Non Prime Time:0600-1800 Hrs

During election season Hindi genre saw more than 30% growth

Avg. Daily Imp'000s

ELECTION MONTH

COUNTING WEEK

COUNTING DAY

Avg. Daily Imp'000s

112832

Jan `19

147125

Election period

30% % growth

129222

P4WA

240075

Wk-21'9

128696

P4WA

618533

23rd May'19

86% % growth

381%

% growth

Rank Based on Election Period

Aaj Tak India TV R Bharat

NO.1 NO.2 NO.3

Aaj Tak ABP News India TV

NO.1 NO.2 NO.3

Aaj Tak ABP News India TV

NO.1 NO.2 NO.3

INDIAN GENERAL ELECTION 2019 | VIEWERSHIP REPORT | 7 Source: BARC, HSM,15+, Jan'19 vs Election period(11th Apr'19 to 24th May'19)

During the telecast of all the marquee events like PM Modi's Varanasi road show, Priyanka Gandhi Vadra's boat yatra and manifesto launches, Aaj Tak and India TV were ahead of their competition retaining the first and second positions respectively on most occasions.

Hindi news genre has seen growth during across major election events as compared to previous day

Genre growth ? Top 2 channel

22% Phase 1 11/04/2019

23% 31% Phase 2 18/04/2019

Phase 3 23/04/2019

15% 6% 21% Phase 4 29/04/2019

Phase 5 06/05/2019

Phase 6 12/05/2019

111% Phase 7 19/05/2019

5%

Priyanka Boat Yatra

18/03/2019

5%

Congress manifesto 03/04/2019

16% Modi Roadshow 25/04/2019

22% Sonia Gandhi Nomination 11/04/2019

INDIAN GENERAL ELECTION 2019 | VIEWERSHIP REPORT | 8 Source: BARC, HSM,15+, Growth as compared tp Previous days, Gross Impression in 000s

Now that the dust has settled down on the Indian election, we can say with certainty that there were two clear winners ? PM Modi and India's Hindi news channels.

Interestingly, the English news category grew by 486 per cent during the election season in megacities.

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