- Ad Volumes on South TV channels grew by 27% and on South Radio Station it grew by 28% and in Southern Publications by 33% again in Y 2021 over Y 2020.
- Year 2021 had over 51,900+ advertisers/66,000+ brands advertising across 640+ categories in TV, Print and Radio.
- For the Y 2021, the ratio of Regional categories ad volumes in Non South vs. South market was 44:56 on TV.
The Southside Story 2022, the fourth book in succession, a joint initiative of TAM Media Research and MediaNews4U, is launched on 19th April 2022 in a grand event at Chennai in presence of LV Krishnan – CEO of TAM India and senior Industry leaders of South Indian Media, Advertising and Marketing fraternity.
“The Southside Story 2022” focuses on advertising potential in the five Southern India states comprising Andhra Pradesh/Telangana, Karnataka, Kerala and Tamil Nadu. The report uses TAM AdEx’s rich data from the last five years to provide significant comparative insights for current vs. previous years’ advertising trends in the south as well as across India. It puts a plethora of information at your fingertips in an easy-to-understand style.
The report’s fourth edition includes a more in-depth look at various types of advertisers and their preferred media mix, among other things. This year’s report will include insights on reality shows and how brands respond to different language versions of the event.
This handbook will help advertisers, broadcasters, publication houses, sales force teams etc to understand the Who, What, When and How much of advertising in the South?
Those who wish to own a copy of the same can send an email request to: [email protected]
MediaNews4U will also enable the Digital downloading options on its portal post some days after the launch of the physical copy at the event.
From Southside Story Book:
Advertising Outlook in South Market: Y 2021
Ad Volumes on South TV channels grew by 27% and on South Radio Station it grew by 28% and in Southern Publications by 33% again in Y 2021 over Y 2020.
The Advertising potential in Southern markets has seen an upward trend over the last few years. There is a sharp rise in the media outlets; 175+ TV Channels, 290+ Publications and 30 Radio Stations across all states in the South. Year 2021 had over 51,900+ advertisers/66,000+ brands advertising across 640+ categories in TV, Print and Radio.
Sectoral Analysis
Top 10 sectors on TV, Print and Radio contribute more than 80% of the overall advertising share of the South market. The Top 3 sectors that were common across all the 3 mediums were ‘Food & Beverages’,’Services’ and ‘Personal Care/Personal Hygiene’ for the last 5 years.
The key drivers post an analysis of 5 years trends throws up interesting insights:
- Sector ‘Personal Care/Personal Hygiene’ on TV, ‘Services’ on Radio and ‘Auto’ in Print has been ruling the advertising industry of the South
- At an overall level, there was nomajor change in the Top 10 list of sectors.
- A positive rank shift observed for ‘Retail’ sector across all the 3 mediums in Y 2021 vis-à-vis Y 2017.
Upcoming Sectors in Y 2021
Ecom-Media, Entertainment, SM (OTT and APP), Ecom-Education, Ecom-Online Shopping, Fintech, Ecom-Pharma/Healthcare, Ecom-Gaming, and Ecom-Real Estate are some of the upcoming sectors that are showing significant contribution to the ad volumes across different mediums.
For all four mediums, the total ad volume contribution of new generation sectors is:
- TV- 9%
- Radio- 4%
- Print- 4.4%
- Digital- 26%
Outlook 2017-2021 for the 4 South States: Andhra Pradesh/Telangana, Karnataka, Kerala, Tamil Nadu
- Television dominated the share of ad insertions in AP with a huge range of 76% – 85%.
- In Karnataka, television dominated the share of ad insertions ranging from 75% to 87%, which has eaten into the pie of Radio and Print.
- In Kerala, Television dominated in terms of ad insertions with share ranging from 83% to 90%. Share of ad insertions for Radio and Print shrink over the period of 5 years.
- Ad insertions’ share of Television in Tamil Nadu market ranged 78% to 87%. Share of ad insertions for Radio & Print shrank over the period of 5 years.
Regional Story- Y 2021
- For the Y 2021, the ratio of Regional categories ad volumes in Non South vs. South market was 44:56 on TV.
- In Print, the ratio of Regional categories and volume in Non-South vs. South markets was 66:34.
- During Y 2021, the ratio of Regional categories and volume in Non-South vs. South markets was 72:28 on Radio.
Speaking at the event LV Krishnan, CEO, TAM Media Research said, “While 2020 was a difficult year for the Media Industry, the year 2021 was a roller-coaster. Digital advertising accelerated yet TV, Radio and Print were not far behind. Sports events and Reality shows like IPL, Bigg Boss, etc brought in demand for increased ad space. The festive period in the second half of the year brought in new cheer for the industry. Ad Volumes on South TV channels grew by 27%, South Radio Stations grew by 28% and Southern Publications by 33% in Y 2021 over Y 2020. The digital advertisement which spurred during the pandemic shows continued growth.”
He further added, “This year, the book also includes an interesting section on Newer sectors like Ecom-Media, Entertainment, SM (OTT and APP), Ecom-Education, Ecom-Online Shopping, Fintech, Ecom-Pharma/Healthcare, Ecom-Gaming, and Ecom-Real Estate that have also showed significant contribution to the ad volumes across different mediums.”
“The digital ads sector is pivoting to the next level of growth, along with traditional mediums like television, print, and radio, which are also poised to register better ad growth in the coming days. The Indian OTT sector is also expected to grow at a record annual growth rate. We are confident and proud to say that Medianews4u has been instrumental in identifying and catering to the South Indian market way ahead of our competitors,” said Vijay Vishwanath, Founder & CEO, Medianews4u.
“MediaNews4U takes immense pride in joining the growth story of the South regional markets with its fourth edition of “The Southside Story report 2022”. We are extremely happy that the report is becoming an important reference tool for marketers and advertisers, who are investing in South regional markets. Based on feedback and demand from users or the report, we have added the advertising value aspect to the upcoming edition of the report in addition to the volume growth figures. We promise you that the future editions of ‘The Southside Story” will have many new segments of information in order to cater to a wider range of applications in the Media and Entertainment world,” said Umanath V, Editor-in-Chief, Medianews4u.
