Mumbai: Advertising in the News genre remains elevated, surpassing pre-pandemic levels with a 6% growth in 2023 over 2019. Tam Media Research has published a report ‘Rewinding 2023 For Advertising In News Genre’. In 2020, the news genre’s share of TV advertising touched its peak of 30%. There has been a slight decline in the last couple of years. The top 100 advertisers accounted for 53% share of the overall news genre advertising in 2023. 3.7K+ advertisers exclusively advertised during 2023 over 2022 in the news genre.
Hindi news claimed the top spot, accounting for over 15% of the Ad Volumes in the news genre during both 2023 and 2022. The top five subgenres accounted for around 56% share of Ad Volumes during both the periods. Regional and National channels had 75% and 25% share of Ad Volumes respectively in the news genre during 2023.
Prime Time had more than 1/4th of Ad Duration in 2023. Prime Time, Afternoon and Morning time bands together added 70% share of ad volumes. 20-40 seconds ads had highest share of 64% in 2023. In 2023, A drop of 8% in ad volumes was seen over 2022 and growth of 6% compared to 2019. The highest growth in ad Volumes was observed in 2021 since 2019. The second quarter of 2023 witnessed highest ad volumes (on per day basis).
The lowest share on the news genre was during February 2023. Ad volumes started peaking up again post September 2023 i.e. during the festive period.
The services sector secured the top position in 2023, with F&B following closely in the second position. Reckitt Benckiser retained its first position, Followed by Hindustan Unilever .Lalithaa Jewellery Mart and Reliance Retail were the new entrants among the Top 10. Webart Softech was the top exclusive advertiser in the news genre followed by Bonnie Foi Group during 2023.
The Retail Outlets-Jewellers category led the news genre in 2023, with ‘Cars’ securing the second position. Auto, Banking/Finance/Investment and Personal Accessories saw positive rank shift. The top 10 sectors added 80% share in the news genre. Toilet Soaps, Toilet/Floor Cleaners, and Multiple Courses were the new entrants among the top 10 in 2023. The top 10 categories added 26% share of the news genre’s ad volumes.
The Cars Category tops in terms of highest difference in ad duration, while Honey category leads among top 10 in terms of % growth i.e. 3 Times. Lalithaa Jewellery topped among the brands; 300+ brands collectively accounted for half of the advertising volumes within the News genre. 600+ Exclusive Advertisers on National and 5,400+ on Regional channels of News genre.
