Recently TAM shared its report on Mirroring 2020 for Advertising in NEWS Genre, which talked about Trends in Ad Volumes of News Genre, Share of the Genre in overall TV Advertising, Exclusive Advertisers in the Genre, Leading Brands in 2020, Advertising on National & Regional Channels of News genre, and many more.
In 2020, there was a 23% growth in average Ad Volumes/Day observed on News genre compared to Y 2016 and a 5% growth compared to Y2019. The highest growth in Ad Volumes observed in Y 2018 compared to Y 2016. A resurgence in Ad Volumes seen in News genre during 3rd and 4th quarter i.e., Unlock down period after a drop in the 2nd quarter due to Lockdown.
The Average Ad Volumes on News genre reached to Pre-Lockdown level just within 2 months of post Lockdown period. During the festive period i.e., Oct’20, Ad Volumes on News genre had a double-digit share. Reckitt Benckiser was the top advertiser for 6 months viz, Jan’20 to Apr’20, Aug’20 & Sep’20 in News Genre. 2016 saw the highest share of Ad Volumes i.e., 32% in the News genre followed by 2017 & 2020 with 31% share.
During both 2019-20, Hindi News topped with a 33% share of the News genre’s Ad Volumes. All Top 5 subgenres Hindi, Bengali, Tamil, Telugu, Kannada retained their ranks in 2020. The top 5 subgenres accounted for more than 65% share of Ad Volumes during both periods.
In the Tally of Categories, Advertisers and Brands in News Genre Count of Advertisers and Brands dropped by 30% in Q2’20 which recovered by 33% and 36% respectively in Q4’20 over Q2’20. Also, the tally of categories, advertisers, and brands started increasing during the unlocking down period (Jun-Dec’20) after deep in Apr-May’20 due to lockdown.
In the leading sector Hair Care & BFSI sector join up Top 10 list with a substantial rise. Services sector topped with 14% share of News genre’s Ad Volumes closely followed by F&B and Personal Care/Personal Hygiene with 13% share each.
In the leading category, 3 of the Top 10 Categories were New entrant in 2020. Cars category leads the News genre with a 4% share of ad volumes in 2020; It was also 1st in 2019. Toilet Soaps and Tooth Pastes among the 10 belonged Personal Care/Personal Hygiene sector. Toilet Soaps, Tooth Pastes, Ecom-Media/Entertainment/Social Media & Cement categories observed positive rank shift.
In Top growing categories 180+ Categories registered Positive Growth. Whereas Hand Sanitizers saw highest increase in Ad seconds, followed by Ecom-Education during 2020 compared to 2019 in News Genre. In terms of growth % also, Hand Sanitizers topped with the highest growth of 139 Times followed by Ecom-Education with 4.4 Times growth. In leading advertisers, Hindustan Unilever and Reckitt Benckiser were the Top two advertisers in the News genre during both 2019-20. Piccadilly Agro Industries was the new entrant among Top 10. GCMMF (Amul) moved up by 7 positions to achieve 3rd rank.
In Exclusive Advertisers in the Genre 5K+ advertisers advertised exclusively in the News genre during Y 2020. Where Rahul Foundation was the top exclusive^ advertiser in the News genre followed by NIMS University. And in leading brands in the News genre, True Shield Hand Sanitizer entered as a new brand and holds 1st position in 2020. 6 brands entered in Top 10 list during 2020 over 2019.
National TV Advertisements means airing or telecasting of an advertisement on a National television channel – that is visible nationwide and are broadcast in national or international languages like Hindi or English. Regional and National News channels had a 73% and 27% share of Ad Volumes respectively in the News genre during 2020. There was a 2% rise in Ad Volumes of Regional News channels during 2020 compared to the previous Year; share also rose by 2%.
Jul’20 onwards (Unlockdown Period) saw 370+ Hours of Avg. Ad Volumes/Day on News genre; 49% more compared to Lockdown Period (Apr-Jun’20). In advertising trends, there was – 49% growth during the Unlockdown period in Ad Volumes of News channels.
Prime Time was the most preferred time-band on News genre followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added 70% share of ad volumes.