According to TAM AdEx Report on TV News Genre for Rewinding year 2022, a slight drop of 2pc in ad volumes was seen over year 2021 and growth of 14pc compared to year 2019. Highest growth in Ad Volumes was observed in year 2021 since Y 2018. In Y 2022, ad volumes grew by 8pc compared to Y 2018. First quarter of 2022 witnessed highest ad volumes (on per day basis).
Ad Volumes started peaking up again post Jun-Jul’22, during the festive period. Lowest share on News genre was during Jun’22 and Jul’22. Highest share was in Mar’22.
In Year 2018, the News genre reached its peak with 30pc share. It increased again in Y 2020 as a result of COVID-19, then started to drop. Due to a combined 3pc boost in ad volumes across other genres, the News genre saw a 2pc decline in Y 2022 compared to Y 2021.
Hindi News topped with more than 30pc share of News genre’s Ad Volumes during both Y 2022 and Y 2021. It’s share increased by 2pc compared to Y 2021. Three out of Top 5 subgenres retained their ranks in Y 2022; Tamil and Telugu News swapped their positions. Top 5 subgenres accounted for around 65pc share of Ad Volumes during both the periods.
There was around 2pc growth in count of categories in News genre in 4th quarter over 3rd quarter. Q3’22 saw highest advertisers and Brands.
Among Leading Sectors, Services topped with 17pc share in Y2022; Food & Beverages dropped to second position. Building, Industrial & Land Materials/Equipments and Household Products saw positive rank shift. Top 10 sector added 79pc share in News genre.
In the Leading Categories, Retail Outlets-Jewellers topped the News genre in Y 2022; Last year’s number one, ‘Cars’ category dropped to sixth place. Building Materials/Systems, Vocational Training Institute, Corporate/Brand Image and Two Wheelers were the new entrants among Top 10. Top four categories observed positive rank shift. Top 10 categories added 23pc share of News genre’s Ad Volumes.
210+ Categories saw positive growth in News genre. Vocational Training Institute saw highest rise of 6.4 Times in Ad secondages, followed by Properties/Real Estates during Y 2022 compared to Y 2021. Five out of 10 categories belonged to Services sector.
Among Leading Advertisers, Reckitt Benckiser retained its top position, Hindustan Unilever slid down to 3rd place. Patanjali Ayurved, Mahashiya Di Hatti, Ultratech Cement and Lalithaa Jewellery Mart were the new entrants among Top 10. Top 10 Advertisers contributed 18pc share and Top 100 advertisers accounted for 50pc share of overall News genre advertising.
Hari Bhoomi Communications was the top Exclusive Advertiser in News genre followed by The Kute Group Dairy during Y 2022.
4.3K+ advertisers exclusively advertised during Y 2022 over Y 2021 in News genre. Creo Valley and Nims University were the top 2 Exclusive Advertisers during Y 2022 compared to Y 2021, they were from Education sector.
Among the Leading Brands, Ultratech Cement led the Top 10 list. Top 10 Brands contributed 7pc share of News Ad Volumes. 775 brands covered 70pc of News genre ad volumes in Y 2022.
Regional and National channels had 73pc and 27pc share of Ad Volumes respectively in News genre during Y 2022. Share for National channels rose by 1pc in Y 2022.
Creo Valley and Lalithaa Jewellery Mart were leading Exclusive advertisers on National and Regional News channels respectively during Y 2022. 650+ Exclusive Advertisers were present on National and 5900+ on Regional channels of News genre.
Prime Time, Afternoon & Morning time bands together added more than 60pc share of ad volumes. Share of Evening time band rose by 6pc in Y 2022 over Y 2021. Prime Time share decreased by 7pc.
20-40 seconds ads had highest share of 61pc in 2022 which was 2pc higher than Y 2021.
Commercial advertising added 69pc share of Ad Volumes whereas Promos had 31pc share in Y 2021.
The ratio was 71:29 for Commercial: Promo in Y 2021. Share for Promos rose by 2pc.
