WHERE ARE THE WOMEN VIEWERS?
the male+female TG for English news a headsup is Saumya Agarwal, AVP, Vizeum. He says, “Having women counted into news genre is more of a pending job and I am glad that Times Network has taken the initiative. Women are increasingly getting interested in daily happenings due to their economic progress, independent lifestyle and growing career consciousness. News as a genre is no longer a domain dominated by men.”
Rajiv Dubey, Head of Media of Dabur India, adds, “Women do switch on the news and watch it, but when it comes to targeting for advertising, one doesn’t look at news channels for women because women are anyway high consumers of GECs. If I were to target a woman, for example, in my core TG, I would look at something which is available to me at a cheaper cost and GECs, movie channels, music channels are available to you at one-tenth of the cost, or may be less, as compared to English news or Hindi news. Although it might be offering some numbers, but those numbers are coming at a very high cost.”
In a statement, a BARC spokesperson said, “As a Joint Industry Committee (JIC), we are guided by stakeholder consensus. We had sought views of our English News subscribers on the cut for which we publicly report the genre. The majority have indicated they do not want a change in the current cut. Also, this is only for what we report in the public domain. Our subscribers have the full database with all cuts.” While Anand does not counter the views of the advertisers and media planners, Times Network on its part has already started releasing ratings data that includes both the male and female viewership cuts on its channels.