Campaigns

How TV channels piggyback on OOH for poll results

The channels have experimented with varied OOH formats to grab maximum attention for their election results coverage

Published

May 23, 2019

News 18 India After political parties who utilized the outdoor medium to reach their voters during the Lok Sabha Election 2019, TV news channels have now been vying with each other to garner maximum viewership for the election results news, promising unique news programming as part of the coverage.

Different TV channel brands have experimented with different communications to grab maximum eyeballs. For instance, News 18 India owned by Network 18 demonstrated their strong hold on election poll results news with the message, ‘Sabse Pehle, Sabse Sahi’. The same network’s English news channel has also run a campaign along similar lines, with the message, ’Always First, Always Right’.

The channel has strategically placed their different language sites in different locations based on the target audience profile. For instance, the Hindi news channel has been primarily promoted in Delhi, while the English news channel has been promoted more prominently in Mumbai, where the campaign has been executed on different formats.

Zee News has adopted a slightly different strategy; highlighting their combination of results news and analytics. The channel’s creative showcases the tagline- ‘Abki Barr, Kiski Sarkar?’.

Times Now from the Times Group has also rolled out a hard-hitting campaign, claiming their channel to be India’s election news headquarters and showcasing their two aggressive prime-time senior presenters. Their campaign line is, ‘The Results the Nation Has Been Waiting For’. Interestingly, the channel has taken digital billboards in Mumbai to broadcast the results. Close to five screens have been taken at four railway station locations. The campaign has been executed by Times OOH.

Leading Hindi news channel AajTak has also gone in for digital OOH. While the channel already has a couple of screens at IGI airport, Delhi, and a screen at Varanasi airport, broadcasting their channel 24×7, the news channel has taken another site at Chhatrapati Shivaji Maharaj International Airport, Mumbai, to broadcast live the result updates. The exclusive media rights for Mumbai airport are handled by Times OOH.