News channels to get ad rates as per their ratings, say top advertisers

As the pecking order of news channels has changed in the last three months, advertisers seem to be changing their adex preferences too. 

India’s TV news industry is going through a big change not only in terms of viewership but also in terms advertisers preferences. 

As the order on top channels on the BARC charts is now established for the last four weeks in Hindi and over 13 weeks in English, advertisers are willing to shell out more for top players. 

Sunil Kataria, Chairman of Indian Society of Advertisers (ISA) had recently said that the credibility of BARC ratings is not questionable and advertisers are following them in order to decide their media spend. 

Talking about how media planning is being done keeping in mind the new ratings order, a top media planner said, “After a few weeks of sustained leadership, not only channels get included in media plans, but rates also head North.”

Another leading media planner said that the market leaders of the past are not able to command a premium on rates. 

“It is obvious if a channel becomes the leader for a longer period, they will get premium. Whereas, the legacy players who haven’t featured on the top slot in the last three months or so will not be able to command prices they used to,” the planner added. 

Adding to that, a top FMCG advertiser said, “Consistency matters. If the leadership is over a quarter 12 weeks-plus, it is a huge plus.” 

As per the BARC data, CNN-News18 has claimed the top chart for the last 16 weeks. Whereas, in Hindi News18 India has been ahead of Aajtak. 

Requesting anonymity, an auto advertiser said that the new order is now also reflected in the ad rates. “Once the channel’s position remains the same for a longer time, the new leaders will reap the benefit. Advertisers want to put in their money where the reach and visibility is. Those trying to create controversy just because they’re not No. 1 anymore will struggle in the long term too,” the advertiser added.