As BARC data puts India Today as #1, Times Now goes back to TAM to claim supremacy

12 Jun,2015

By Our Research Editor

 

It may be laughed at as a ‘chance pe dance’, or smart thinking to claim an upper hand. Times Now is now quoting TAM figures to claim supremacy over India Today Television.

 

On Thursday, June 11, as per the BARC data for Week 22, India Today had stolen a march over Times Now with a wide margin.

 

This happened on a day, when it was announced that Times Now star anchor and editor-in-chief Arnab Goswami will now be President – News and Editor-in-Chief, Times Now and  ET Now. Other than Goswami,  CFO Jagdish Mulchandani was also elevated to President – Finance and Distribution

 

As per BARC ratings released for Week 22, its launch has been nothing short of extraordinary, said an India Today communiqué. “India Today Television has maintained an extremely healthy sampling that’s 73% over Times Now in 6 megacities and 48% above Times Now in All India (22+ M AB). The maximum number of viewers in Prime time also watched India Today Television, double the number of Times Now viewers in 6 Megacities and 57% more than Time Now in All India (Mon-Fri, 1900-2400, 22+ M AB). Programming-wise, India Today Television also topped the charts with 4 out of top 5 programmes (22+M AB, All India).”

 

However, as per data that was released by TAM, Times Now continues to be the leader and India Today doesn’t even figure in the Top 3. Times Now does not currently advertise on MxMIndia, but our attention was drawn to a mailer doing the rounds that carries TAM data. Times Now, we learn, continues to be a subscriber of TAM data although many networks have opted out.

 

A media analyst we spoke to said this is bound to happen and one can expect to see more of it in the coming months. Channel managers must realise that buyers of advertising do not get swayed by claims made in advertising, said the analyst who spoke anonymously.

 

As reported by MxMIndia earlier, other than a very aggressive promotional blitz, the India Today reach has also leapfrogged thanks to usage of dual frequency. But, of course, India Today was not the only channel indulging in what is referred to an unfair trade practice. Accrording to a report in Business Standard, while India Today has used dual frequency in 70 cable networks, Times Now has done that in close to half that at 29 networks.

 

Time for IBF and the NBA to act on the matter. Anyone listening?

 

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