The news genre observed 23% indexed growth in ad volumes in the year 2021 compared to the year 2017 and 12%growth compared to the year 2020. The highest growth in ad volumes was witnessed in 2021compared to 2017, as per TAM AdEx-Mirroring Y 2021 for Advertising in NEWS Genre report.
The Ad Volumes on the news genre witnessed a resurgence during the 3rd and 4th quarters which was the recovering phase from the 2nd Covid-wave.
The average ad volumes on the News genre reached the pre-second wave level within just 2 months. Mar’21 and Oct’21 recorded the highest ad volumes in the News genre. Reckitt Benckiser outshined as the top advertiser for 10 months from Mar’21 to Dec’21 on News genre.
The year 2017 witnessed the highest share of ad volumes of 31 followed by the year 2018 and year 2020 with 30 percent share each. The news genre witnessed 12% growth during 2021 compared to 2020 while other genres combined together witnessed 26 percent ad volume growth, hence the ratio is 72:28 in 2021 over 70:30 in 2020.
Hindi News topped with more than 32 percent share of News genre’s ad Volumes during both years 2020-21. In the top 5 charts,4 subgenres retained their ranks except for KannadaNews which replaced Assam News in 2021. The top 5 subgenres accounted for around 65 percent share of Ad Volumes during both periods.
In the Leading Sectors, Food & Beverages topped with 15% share of News genre’s Ad Volumes, closely followed by Services with 14% share. Personal Healthcare and Personal Care/Personal Hygiene exchanged their positions to 3 & 4 respectively in 2021 compared to the year 2020 with 9 percent share each. Sectors at Rank 5, 6, 7, 8, and 9 retained their rankings in the year 2021 compared to the year 2020.‘Personal Accessories’ entered Top 10 list with substantial rise.
In the Leading Categories, Cars led the News genre with a 3 percent share of ad volumes in 2021. It had topped the list in 2019 and 2020 too. Two categories each from F&B and Building, Industrial & Land Materials/Equipment sectors were present in the Top 10 list. Paints, Pan Masala, and Toilet/Floor Cleaners were the new entrants in the Top 10 chart. 6 out of the Top 10 categories observed positive rank shift. The top 10 categories added a 24% share of the News genre’s Ad Volumes.
230+ Categories registered Positive Growth in the Top Growing Categories.
Ecom-Education saw the highest increase in Ad seconds, followed by Pan Masala during 2021 compared to 2020 in News Genre. In terms of growth % among Top 10 categories, Ecom-Pharma/Healthcare topped with the highest growth of 4.7 Timesfollowed by Hair Removers with 2.5 Times growth.2 categories out of 10 categories belonged to F&B and Building, Industrial& Land Materials/Equipments sector.
In the Leading Advertisers category, FMCG Players reigned among the Top 10. Reckitt Benckiser, HUL, and GCMMF (Amul) were the Top 3 advertisers in the News genre during both years 2020-21. LIC of India, Asian Paints, Vishnu Packaging, and Amazon Online India were the new entrant among the Top 10. Vishnu Packaging moved up by 27 positions to achieve 9th rank. Top 10 Advertisers contributed20% share of News genre’s volumes. Top 100 advertisers accounted for 56% share of overall News genre advertising.
Exclusive Advertisers in the News Genre for the year 2021.
5K+ advertisers advertised exclusively in the News genre during 2021.APL Apollo Tubes was the top exclusive advertiser in the News genre followed by Oasis Distilleries.
The Leading Brands category in the year 2021 showed Vimal Elaichi Pan Masalaon at the top in the News genre. Vimal Elaichi Pan Masala was the new entrant in the Top 10 list of 2021.5 brands entered in the Top 10 list during 2021over 2020. Top 10 Brands contributed 7%share of News Ad Volumes.
4.1K+ Advertisers & 6.4K+ Brands Exclusively advertised in the News genre during 2021.
Education Sector bagged the Leading Exclusive Advertiser & Brand category. Delhi Skill & Entrepreneurship University and Delhi Skill & Entrepreneurship Univer-Gv were the top Exclusive advertiser and brands respectively during 2021 compared to 2020.
National TV Advertisements means airing or telecasting of an advertisement on a National television channel that is visible nationwide and is broadcast in languages like Hindi or English. On the other hand, Regional channels cater to viewers from particular regions such as Punjab, Bihar, Maharashtra, etc. The channels are telecast in the local language depending on the region such as Punjabi, Bhojpuri, Marathi, etc.
Regional Channels had more than 70% share of Ad Volumes. Regional and National News channels had 74% and 26% share of Ad Volumes respectively in News genre during the year 2021.13% rise in Ad Volumes of Regional News channels during 2021compared to previous Year; share also rose by 1%
600+ Exclusive Advertisers on National & 5600+on Regional channels of News genre were present during 2021.
Maharishi Markandes Educ Trust and Wipro were leading Exclusive advertisers on National and RegionalNews channels respectively in 2021.
Prime Time was the most preferred time band in the News genre followed by Afternoon and Morning time bands. Prime Time, Afternoon & Morning time bands together added more than 70%share of Ad volumes.
In 2021, <20 sec and > 60-sec ads on the News genre witnessed 12% and 46% growth in Ad Volumes compared to 2020. Ad Commercials of 20-40 seconds were most preferred for advertising on News channels during both years.
Commercial advertising added 71% share of Ad Volumes whereas Promos had a 29% share in 2021. Whereas, the ratio was 69:31 for Commercial: Promo in 2020.