The views on landing pages, much like everything in life, have their own two sides of a coin. The two sides in this case simply are for and against landing pages.

What is a landing page?

But what exactly is a landing page? It refers to a scenario where cable and satellite audiences are exposed to a particular channel everytime they switch on their set top box. How does this work? Channels pay a decent premium to cable networks to park themselves on a default LCN (Logical Channel Number) wherein viewers land on a specific channel that has paid for prominent placement i.e., the landing page. This results in the viewer spending a minute or half a minute on that particular channel before moving on to another channel. Post this sampling push, if the content is good, viewers continue with the landing channels, else they move on to another piece of content within or outside the genre.

According to the week-27 data from COTT, Aaj Tak continues to dominate Hindi news genre with 46.05 mn viewers across all digital endpoints like YouTube, native apps, etc., while YouTube maintained its position at the top in terms of the overall viewer base. Republic Bharat closely followed with 42.37 mn unique viewers.

News18 India, TV9 Bharatvarsh, and Zee News secured 3rd, 4th and 5th positions, accumulating 37.71 mn, 33.68 mn, and 31.41 mn individual viewers, respectively.

According to the week-26 data from COTT, Aaj Tak had the highest reach with 37.65 mn viewers across all digital endpoints, such as YouTube and native apps. Meanwhile, YouTube maintained its position at the top for the majority of the viewer base.

According to the week-25 data from COTT, Aaj Tak had the highest reach with 50.21 mn viewers across all digital endpoints like YouTube, native apps, etc., while YouTube held its position at the top for the majority of the viewer base.

Viewers have audaciously made their preferences known in the last couple of years, and they are seemingly not returning anytime soon. In India, where data is recovered at an astoundingly low price, the growing shift of viewing preference from cable and satellite broadcast to digital transmissions has been remarkably significant.

Broadly classified under the age group of 30 or younger, they are quickly becoming the most sought-after demographics for both advertisers and entertainers. While broadcast TV still remains highly relevant across Entertainment & Media platforms, multiple stakeholders are now expressing the need to shape strategies that accommodate the cross device unique audiences and duplication in streaming. Most leading publishers have their entire linear catalogue running on OTT as well, thereby expanding the reach and availability of the same content to a growing base of incremental audience. Likewise, News genre has also taken to live-streaming their pre-scheduled ‘on-air’ content online to their internet subscribers.

iewers have audaciously made their preferences known in the last couple of years, and they are seemingly not returning anytime soon. In India, where data is recovered at an astoundingly low price, the growing shift of viewing preference from cable and satellite broadcast to digital transmissions has been remarkably significant. 

Broadly classified under the age group of 30 or younger, they are quickly becoming the most sought-after demographics for both advertisers and entertainers. While broadcast TV still remains highly relevant across Entertainment & Media platforms, multiple stakeholders are now expressing the need to shape strategies that accommodate the cross device unique audiences and duplication in streaming. Most leading publishers have their entire linear catalogue running on OTT as well, thereby expanding the reach and availability of the same content to a growing base of incremental audience. Likewise, News genre has also taken to live-streaming their pre-scheduled ‘on-air’ content online to their internet subscribers.

The Indian Premier League (IPL) 2023 has been consistently witnessing a sharp drop in the number of advertisers on television. According to the latest BARC data, the number of advertisers on TV has fallen by 50% in the first 19 matches of this season. The data shows that this year IPL has only attracted 35 advertisers on TV, while this number was 72 in the last season.

In India, where the data is recovered at an astoundingly low price, the growing shift of viewing preference from linear TV to OTT has been remarkably significant. Broadly classified under the age group of 30 or younger, they are quickly becoming the most sought-after demographics for both advertisers and entertainers. While broadcast TV still remains highly relevant across Entertainment & Media platforms, multiple stakeholders are now expressing the need to shape strategies that accommodate the cross device unique audiences and duplication in streaming. 

As these streaming platforms evolve, it is essential to understand the incremental reach that can allow publishers/advertisers to seize and capture an appeal with a huge, engaging audience. Incremental reach is not limited to differentiating between TV and online viewership, but instead establishes a distinctive audience that engages with OTT platforms in addition to the audience exposed to linear TV campaigns. The Chrome DM panel, representing 1174.54 million internet/C&S individuals in India, uses a hybrid process of assembling online surveys and tracking content by means of digital fingerprinting technology to collect data. 

There is a 45% decline in the number of advertisers on TV during the first 10 matches of IPL 2023 compared to the last year, according to the BARC India data for Week 14.

The BARC data shows that there were 35 advertisers advertising on television in 2023 versus 64 in 2022.

Among the 35 advertisers this year, 19 are new advertisers.

According to Chrome LIVE Week 14’23 data, Business News genre became the top gainer of the week as it grew by 0.75pc in 6 Metros. CNBC Awaaz gained the highest OTS with 76.4pc followed by CNBC TV18 at second position with 75.4pc and ET Now with 66.1pc at third position.

Religious genre claimed the second position as it grew by 0.62pc in HSM excluding <1 lakh market. Sanskar gained the highest OTS with 99.7pc followed by Aastha with 98.3pc at second position. Sadhna moved one spot up with 93.4pc and claimed the third position.

English News genre secured the third position as it grew by 0.54pc in 6 Metros. Sansad TV garnered the highest OTS with 100.0pc followed by Republic TV with 99.8pc at second position and CNN News 18 with 83.8pc at third position.