Battle for eyeballs: How news channels are aggressively upping the game for 2024 LS polls

The stage is set, and India is gearing up for yet another crucial election season in 2024. News channels are leaving no stones unturned as they prepare for a battle of their own - a battle for viewership. In fact, it is a tough battle with digital media making information readily available at our fingertips, which makes the competition even more fierce.

Rupali Fernandes, CRO, ABP Network, provides valuable insights into the network’s expectations and plans for the 2024 elections. According to her, viewership numbers during election cycles have been on an upward trajectory over the past decade. She points out that in 2014, the Indian elections marked a significant turning point, with the hype and interest levels reaching unprecedented heights. This enthusiasm carried forward into 2019, with news viewership doubling during that period. Notably, this surge was observed across national and regional genres.

“Hindi news channels witnessed an 86% growth during the counting week, while regional channels, including Marathi, Bengali, and Gujarati, showed a remarkable growth ranging from 107% to 118%. ABP Regionals played a pivotal role in driving this growth. Among Hindi news channels, ABP News emerged as the leader in viewership growth. As we look ahead to 2024, expectations run high. The political fervour sweeping the nation is akin to an uncontrolled fire, and the level of audience involvement is at its peak. The burning question of ‘Who will lead this time?’ will only serve to intensify interest in the upcoming elections,” she says.

Gone are the days when viewership was restricted to linear TV alone, she says. “With the evolution of various platforms like Connected TV, YouTube, and infinite website options, all accessible on smartphones and laptops, the actual viewership is no longer confined to traditional television. According to a report by EY-FICCI, connected TV viewership is expected to exceed 40 million by 2025. India's ever-increasing broadband subscriber base, which already surpasses 850 million, is set to grow further. In a vast country like India, the potential for both TV penetration and digital subscriber penetration is still high. All these factors will undoubtedly be a boon for advertisers during the upcoming elections, providing them with limitless opportunities,” she adds.

While Varun Kohli, CEO, Bharat Express News Network, points out that predicting exact viewership numbers is challenging, he feels that the 2024 elections will experience a strong viewership turnout, possibly even surpassing previous cycles. “Factors contributing towards this assumption could be sharp political engagement, ease of information access leading to increased viewership and advancements in media distribution,” he adds.

What factors contributed to the significant viewership growth during previous election counting days?

Several factors contributed to the significant viewership growth witnessed during previous election counting days, points out Rupali Fernandes. “The emergence of Narendra Modi as the face of the BJP’s PM candidate in 2014, his continued popularity in 2019, and his role as a beacon of hope in Indian politics maintained high levels of audience interest and translated into viewership growth. Additionally, the launch of new news channels played a role in this increase, with daily viewership surging almost fivefold during the last general elections. ABP Network, in particular, experienced six to seven times the viewership growth, cementing its position as a news powerhouse,” she says.

A lot of factors all together have played a significant role in viewership growth during previous election counting days, says Varun Kohli. “They included real-time reporting of results, use of technology to provide up-to-the-minute updates, suspense and anticipation associated with election outcomes along with the overall societal significance of determining political leadership. Amidst all of these, social media and digital platforms have also contributed by creating a sense of urgency and community engagement around election coverage,” he adds.

Catalyst for AdEx growth

Due to a wider audience and more engaged audience, election season acts as catalyst for increased AdEx in the TV news domain, says Varun Kohli. “Advertisers very well understand and recognize the opportunity to leverage a broad and captivated viewership, leading to higher demand for ad slots. Key drivers behind this increase include heightened news consumption, competitive political advertising and the trend in news channels showcasing specialized election-related content,” he adds.

Election seasons are akin to Diwali or wedding seasons for news channels, points out Rupali Fernandes. “The demand and supply dynamics come into play, significantly increasing demand and, consequently, ad rates. Advertisers are keen to capitalise on the high involvement levels of the audience during elections, leading to better returns on investment (ROIs). This heightened interest and increased viewership across platforms translate into higher ad rates within the news genre, ultimately contributing to overall advertising expenditure growth,” she says.

Several factors influence the increase in ad rates during election seasons.

According to Varun Kohli, during election seasons, ad rates for news channels increases due to the surge in demand for advertising slots. “Factors influencing these rate hikes include limited availability of prime-time slots, premium placement on election related content, increased competition among advertisers, and the potential to reach diverse and engage audience which none of the advertisers want to miss. Advertisers are often willing to pay more to ensure their messages are seen amidst intense political coverage.”

During election seasons, says Rupali Fernandes, ad rates typically witness an increase of 40% to 50%, both on TV and digital platforms. “These rate hikes aren’t solely dependent on viewership performance; other critical factors include viewers’ interest levels in elections and the credibility of news channels. Channels with established credibility and trustworthiness tend to command premium rates, and ABP News is a prime example.”

“Shows like ‘Kaun Banega Pradhan Mantri’ serve as key decision-making platforms for voters, offering extensive election coverage from news bulletins to yatras, exit polls, and debates. Credibility plays a vital role in rate determination, and premium brands like ABP enjoy the benefits of their hard-earned reputation,” she adds.

The share of TV news viewership has evolved over time, with the COVID-19 pandemic playing a role in these changes.

In the social media savvy era, there is a plethora of unverified news consumption that does happen through myriad platforms, says Varun Kohli. “It has been observed that viewers always come back to traditional news media, mostly news channels, to verify the news and gain a holistic perspective on news. The COVID-19 pandemic further accelerated these changes, with a surge in news consumption during the early stages due to the demand for verified information.”

According to Rupali Fernandes, the COVID-19 pandemic had a profound impact on TV viewership, with a 25-30% increase, and a more substantial surge in news viewership. However, she adds, the pandemic also accelerated digital adoption, making people more digitally savvy. As a result, both TV and digital platforms have continued to flourish.”

Programming strategies

News channels are preparing their programming strategies to capitalise on the increasing viewer interest during the election season.

Elections are a crucial time for new channels to increase their viewership and also ad revenue, says Varun Kohli. Therefore, he adds, news channels strive to enhance their programming strategies by bringing exclusivity and credibility. They offer expert panels, in-depth analysis, interactive content as well as real-time updates on the election season. News channels might also extend coverage beyond traditional broadcasting to interactivity through conclaves, digital platforms, engaging viewers through live streams, social media discussions, and interactive apps. However, some of the common approaches include candidate interviews, town hall debates, and specialised shows to attract viewers.

News channels are well aware of the heightened interest levels surrounding the 2024 elections, Rupali Fernandes. “They have already begun implementing strategies such as debates, polls, and special shows to engage their audiences. Digital platforms are also actively covering election-related topics, including interviews, intellectual properties, and dedicated sections for election coverage,” she adds.

The Future: TV Vs Digital

With digital media offering information at our fingertips, the battle for audience attention has intensified.

Fernandes believes that both TV and digital platforms will coexist harmoniously in the future. Credibility is not a matter of platform, but of brand. Established brands like ABP will continue to be trusted sources of information, offering innovative content across both TV and digital. Credibility is built on years of commitment to delivering authentic news, making credible brands preferable to audiences.

“As India marches towards its next major election, news channels are preparing for a fierce battle for viewership and advertising revenue. The combination of heightened interest in politics, expanding digital platforms, and established brands’ credibility sets the stage for an exciting and competitive 2024 election season in the world of news broadcasting,” Fernandes adds.

According to Varun Kohli, traditional TV usually has a broader audience who prefers viewing comprehensive coverage of elections. While digital platforms cater to those seeking real-time updates, diverse viewpoints, and interactivity. Hence, he adds, the balance between TV and digital viewership during elections remains very dynamic. The factors which influence platform preferences include age demographics (younger audiences gravitate towards digital), convenience, accessibility, and the desire for personalized content consumption.

It is interesting to watch the digital versus TV landscape evolving in the future considering the premium placed on the credibility and authenticity of TV news.

While digital platforms offer immediacy, interactivity and anyone can watch anytime, television’s credibility and authenticity hold strong points in terms of authenticity and credibility, says Kohli. “In the future, we might witness a convergence of both mediums, where digital platforms adopt more stringent fact-checking and journalistic standards, while TV networks continue to harness the capabilities of digital tools. This combined approach aims to uphold TV’s credibility while leveraging digital’s agility to offer a comprehensive news experience,” he concludes.