INS members reported a total advertising business of Rs.12,268.03 crores, as against Rs.10,458.28 crores in 2020 for the calendar year 2021. Amongst the various sources of advertising revenue, accredited advertising agencies continued to dominate advertising business of INS members.
The ad business from accredited advertising agencies registered a growth of 31.93 pc and stood at Rs 6490.04 crore in 2021 against Rs 4919.13 crore in 2020. At the same time, the ad business from non-accredited agencies also witnessed growth. The business in 2021 grew by Rs 2152.02 crore against Rs 2063.70 crore in 2020- a growth of 4.28 pc. Direct revenue also registered growth, it was up by 15.93 pc to Rs 2021.92 crore against Rs1744.07 crore in 2020.
The ad business from BOC (erstwhile DAVP) registered de-growth of 10.08 pc to Rs 75.05 crore against Rs 83.46 crore in 2020. Railways revenues was down by 31.66 pc to Rs 4.49 crore against Rs 6.57crore. State government revenue also witnessed a drop by 3.74 pc to Rs 765.33 against Rs 795.04 in 2020. The ad business from Public Sector Undertaking was up by.73 pc at Rs 53.78 in 2021 against Rs 36.16 crore in 2020. State Public Sector Undertakings spent Rs 157.18 crore against Rs 144.17 crore. The Tender Advertisement spends registered a drop of 17.68 pc to Rs 548.22 crore against Rs 665.99 crore.
The distribution of business from accredited agencies was dominated by Indian Language Dailies accounting for 58.00% and English Dailies accounting for 41.04%.
This year, English dailies registered an increase of 32.26 pc in ad business from accredited agencies to Rs 2663.33 crore against Rs 2013.70 crore in 2020. English periodicals’ ad business increased by 19.71 pc to Rs 40.76 crore in 2021 against Rs 34.05 crore in 2020.
Indian language daily and Indian language periodicals saw an increase of 31.85% and 32.87%, respectively.
INS decided to upgrade its MRV system by the inclusion of a Digital Billing column from June, 2020 as more and more member publications are moving towards the Digital Edition of their print version.
INS in the annual report states that it is true that advertising agencies themselves often have problems with recovering their dues from their clients.
“While the Society insists that agencies are obliged to pay their dues to members notwithstanding non-recoveries from their advertisers, it does assist the agencies, in deserving cases, by suspending the advertisements of the defaulting advertisers in the publications of the members, in terms of the provisions of its Accreditation Rules, when the bona fides of the agency concerned have been established and it has cleared the dues of the publications. The implementation of this measure has helped many agencies in recovery of dues from recalcitrant clients. During the year, the Society has issued two advisories against the advertisers. During the year two of earlier advisories were subsequently withdrawn on account of settlement reached between the parties,” the annual report reads.