Yoga Day earns big dividends on news channels: TAM data

06 Jul,2015

By A Correspondent


Both Hindi and English news channels covered Yoga Day on June 21 extensively, as per S Group, the analytical arm of TAM Media Research.


The news channels took the opportunity on International Yoga Day to give viewers a break from the Lalit Modi case which had been dominating the coverage since the previous week.


Celebrated on June 21, the event was also covered outside the news genre, on various Doordarshan regional channels along with DD National, which garnered the rating of 0.09 at an All India level. (All 4+)


Among the Hindi news channels, Aaj Tak witnessed maximum viewership for Yoga Day coverage which devoted 50% of its content time to the same on June 21. However, it was IBN 7 which covered this story most heavily with 9 hours content.



The viewers entered the genre earlier than usual on Yoga Day.


Times Now was the leading English News channel to gain viewership from Yoga Day coverage, which garnered 47% of the overall viewership of this news within the English News Genre.


Both Aaj Tak and Times Now maintained their leadership position in the respective genres in week 26.


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