CNBC-TV18 garners 79% market share in English Business News genre

TV Ratings agency TAM has declared viewership results for the week ending 17th March (Week 11, 2012), comprising the budget day performance of news channels. CNBC-TV18 emerged as the clear leader amongst all English News channels for its coverage on Budget Day. CNBC-TV18 delivered a 79% market share on budget day amongst English business news channels (Source: TAM, All India 0600-2400, CS AB Males 25+). During the FM's speech, CNBC-TV18's market share was at a record 84% in the English business news category (Source: TAM, All India 0600-2400, CS AB Males 25+). Not only did CNBC-TV18 lead amongst English business news channels, it also led amongst English general news channels with 43% market share (Source: TAM, All India 0600-2400, CS AB Males 25+). CNBC-TV18 also led by a large margin in the Budget week with a market share of 59% in English business news (Source: TAM, All India 0600-2400, CS AB Males 25+). This is one of the best performances by any English business channel in recent years.

Budget coverage has always been one of CNBC-TV18's tent-pole initiatives. As in earlier years, even this year the Union Budget coverage on the channel was marked by a month long programming line-up. The channel programming included

special shows & series, ground events, segments, vignettes, vox pops, polls and contests. Beyond broadcast, channel content was available across new media platforms including Moneycontrol.com, CNBC-TV18's affiliate portal. The channel also executed a comprehensive marketing plan across platforms. The marketing plan had been bifurcated into a theme campaign revolving around the channel's Budget 2012 theme, "Bounceback or Breakdown?" which was further supplemented with tactical communication promoting the budget programming. The media plan spanned TV, Print, Out of home, New & social media along with on-ground activation. Advertising partners on CNBC-TV18 this year included Aditya Birla Group, State Bank of India, Binani, Indigo, Jai Prakash Power ventures, IRB, Deloitte, BSE, Bank of India, Super tech, Trustline.