NDTV Attracts 50 Advertisers in 6 Weeks After BARC Return

2024 has been a transformative year for NDTV, with the launch of NDTV Marathi and the global platform NDTV World. The network covered key elections, including the Lok Sabha, state elections, and US elections, and hosted events like NDTV Indian of the Year, Auto Conclave, Emerging Business Conclave, and Real Estate Conclave. In November, NDTV also rejoined the BARC measurement system after a two-and-a-half-year hiatus.

Mandeep Singh, the Revenue Head at NDTV's TV network, states that despite facing industry-wide challenges, the network experienced significant growth over the past year by implementing a strategic approach.

“We moved beyond standard ad inventory to offering high-value propositions through IPs, events, and new client categories. While parts of the market saw disruptions in advertising expenditure, NDTV reinforced its position as a leader in the news category,” he says.

The year started with the Lok Sabha elections, boosting Q1 revenue as new advertisers entered the market. NDTV saw strong growth, driven by election-related spending. The network also revived its iconic NDTV Yuva in September and expanded its thought-leadership initiatives with conclaves focused on real estate, autos, and emerging businesses.

“These events not only strengthened our brand but also diversified our revenue streams beyond traditional inventory sales,” he adds.

In November, NDTV rejoined the BARC system, leading to over 50 brands resuming advertising within six weeks. In Q3 FY25, revenue grew 34% year-on-year, fueled by higher ad revenue and successful events. While 2024 saw multiple elections, 2025 will feature only those in Delhi and Bihar. NDTV kicked off 2025 with Mahakumbh coverage, attracting new clients in Tier 1 and 2 markets, and continued its presence at Davos. February began with the Union Budget and Delhi elections, followed by the return of NDTV Yuva in March, celebrating young achievers.

The network also plans to revive a legacy auto award while expanding its flagship events. “Every quarter, NDTV will host at least two large-scale events, offering advertisers more than just sponsorships—giving them platforms to showcase their vision and industry insights,” Singh says.

Expanding regional presence

After launching its Marathi, MP-Chhattisgarh, and Rajasthan channels, NDTV is ramping up regional efforts with more conclaves, local activations, and state government partnerships. Singh highlights that regional languages are crucial for long-term growth, as regional markets fuel future ad revenue expansion. Regional channels are becoming a key focus for retail segments seeking TV presence.

Further, “Our Marathi launch was a significant milestone, and while we plan to enter new markets, the selection will be strategic—focusing on regions with both scale and a strong need for NDTV’s brand of journalism. Every market we enter will align with NDTV’s editorial ethos, ensuring meaningful impact and sustainable growth,” he adds.

Diversifying revenue streams in the news media

News networks like NDTV earn revenue through display ads, events/IPs, and digital. Non-traditional revenue from conclaves and IPs now makes up 30–35% of NDTV’s earnings, shifting away from the industry’s typical reliance on traditional ads. NDTV is focusing on dynamic, multi-platform partnerships, moving beyond conventional advertising. For example, YouTube is creating an interactive format for a handset brand, fostering direct audience engagement.

“We've built formidable IPs like Indian of the Year, World Summit, and Sustainability Awards, along with long-running initiatives like Banega Swachh India, now in its 12th year. These purposeful initiatives not only strengthen our brand but also provide sustainable revenue growth,” he adds.

Its approach includes:

• Innovative brand integrations – Partnerships extending beyond TV to studios, on-campus activations, and immersive audience experiences.
• Multi-platform solutions – Combining TV with emerging formats like CTV, ensuring seamless brand presence across digital and linear channels.
• Custom content strategies – Delivering tailored content—short-form, long-form, and platform-specific—to engage audiences in their preferred format.

“By prioritising innovation and cross-platform engagement, we are creating deeper, more meaningful brand associations, offering partners a one-stop solution for maximum impact,” he adds.

NDTV’s strategic evolution

Singh explains that the shift towards events and IPs was driven by the pressures on traditional news. Sustainable partnerships are now essential. Rather than short-term ad campaigns, NDTV has focused on long-term collaborations with brands across sectors like mobile, consumer durables, and automobiles, ensuring greater recall.

“In today’s evolving media landscape, disruption is key. By innovating and focusing on value-driven initiatives, NDTV continues to set new benchmarks in news broadcasting,” he says.

Singh says it is also a natural extension of NDTV’s core values. “Our brand has always championed meaningful initiatives, from Banega Swachh India to NDTV Yuva. The market’s trust in NDTV has remained strong, even during our absence from BARC, reaffirming our long-standing credibility,” he says.