AdEx India, A Division of TAM Media Research launched a report on a flashback to 2020 where the report talked about Advertising Overview on Television, Trends. As per the report in Y 2020, 23% growth observed in News genre compared to Y 2016 and 5% growth compared to Y2019. During both Y 2019-20, Hindi News channels topped with 33% share of News genre’s Ad Volumes.
Also, Reckitt Benckiser was the top advertiser during 7 months viz, Jan’20 to Apr’20 and Aug’20 to Oct’20 in News Genre. Services sector topped with 14% share of Ad Volumes followed by F&B and Personal Care/Personal Hygiene with 13% share each.
Cars category leads the News genre advertising with 4% share of ad volumes in Y 2020; It was also 1st in Y2019. Hand Sanitizers category saw highest increase in Ad secondages i.e. 139 Times during Y 2020 compared to Y 2019 in News Genre. A 49% growth in average Ad Volumes/Day was seen during Unlockdown period compared to Lockdown period.
Trends in Ad Volumes of News Genre:
In Y 2020, 23% growth in average Ad Volumes/Day observed on News genre compared to Y 2016 and 5% growth compared to Y2019. Highest growth in Ad Volumes observed in Y 2018 compared to Y 2016. There was a resurgence in Ad Volumes seen in News genre during 3rd and 4th quarter i.e. Unlockdown period after drop in 2nd quarter due to Lockdown.
Monthly Trend of Avg. Ad Volumes/Day: Y 2020
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 double digit share.
Reckitt Benckiser was the top advertiser during 6 months viz, Jan’20 to Apr’20, Aug’20 & Sep’20 in News Genre.
Share of the Genre in overall TV Advertising: Y 2016-20
Y 2016 saw highest share of Ad Volumes i.e. 32% in News genre followed by Y 2017 & Y 2020 with 31% share. Overall the News genre witnessed 1% rise in share during Y 2020 compared to Y 2019.
Top 5 Subgenres of News Genre
During both Y 2019-20, Hindi News topped with 33% share of News genre’s Ad Volumes.
All Top 5 subgenres retained their ranks in Y 2020. The top 5 subgenres accounted for more than 65% share of Ad Volumes during both the periods.
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.
Tally of categories, advertisers and brands started increasing during unlockdown period (Jun-Dec’20) after deep in Apr- May’20 due to lockdown.
Hair Care & BFSI sector join up Top 10 list with substantial rise
|Rank||Top Sectors – Y 2020*||Rank in Y 2019*|
|2||Food & Beverages||13%||2|
|3||Personal Care/Personal Hygiene||13%||3|
|5||Building, Industrial & Land Materials/Equipments||7%||4|
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. Rank of Personal Healthcare sector improved owing to Covid pandemic. Leading Categories : 3 of the Top 10 Categories were New entrant in Y 2020.
Cars category leads the News genre with 4% share of ad volumes in Y 2020; It was also 1st in Y2019. Toilet Soaps and Tooth Pastes among the 10 belonged Personal Care/Personal Hygiene sector.
Multiple Courses, Range of OTC Products and Toilet/Floor Cleaners were the new entrants among Top 10. Toilet Soaps, Tooth Pastes, Ecom Media/Entertainment/ Social Media & Cement categories observed positive rank shift.
Top Growing Categories
(based on highest increase in Ad Volumes)
|1||Hand Sanitizers||139 Times|
|5||Ecom-Financial Services||2.4 Times|
|6||Range of OTC Products||50%|
|10||Antiseptic Creams/Liquids||3 Times|
Hand Sanitizers saw highest increase in Ad secondages, followed by Ecom-Education during Y 2020 compared to Y 2019 in News Genre. In terms of growth % also, Hand Sanitizers topped with highest growth of 139 Times followed by Ecom-Education with 4.4 Times growth. or.
FMCG Players reign the Top 10 list
|Reckitt Benckiser India|
|Godrej Consumer Products|
|Colgate Palmolive India|
|Piccadily Agro Industries|
|Amazon Online India|
Hindustan Unilever and Reckitt Benckiser were the Top two advertisers in News genre during both Y 2019-20. Piccadily Agro Industries was the new entrant among Top 10. GCMMF (Amul) moved up by 7 positions to achieve 3rd rank. The top 100 advertisers accounted for 57% share of overall News genre advertising.
Exclusive Advertisers in the Genre: Y 2020
|Nabadigant Educational Trust|
|In Style Way|
|Housing Development Finance Corporation|
5K+ advertisers advertised exclusively in News genre during Y 2020. Rahul Foundation was the top exclusive^ advertiser in News genre followed by Nims University.
Leading Brands in Y 2020
In the News genre, True Shield Hand Sanitizer entered as new brand and holds 1st position in Y 2020. 6 brands entered in Top 10 list during Y 2020 over Y 2019.
The leading exclusive Advertiser and Brand belonged to Hand Sanitizer category.
4.1K+ advertisers & 6.5K+ brands exclusively advertised in the News genre during Y 2020. Piccadily Agro Industries and True Shield Hand Sanitizer were the top exclusive advertiser and brand respectively during Y 2020 compared to Y 2019.
Advertising on National & Regional Channels of News genre
Regional Channels had more than 70% share of Ad Volumes
Regional and National News channels had 73% and 27% share of Ad Volumes respectively in News genre during Y 2020. 2% rise in Ad Volumes of Regional News channels during Y 2020 compared to previous Year; share also rose by 2%.
600+ Exclusive Advertisers on National & 5600+ on Regional channels in News genre during Y 2020. Webart Softech and Rahul Foundation were leading Exclusive advertisers on National and Regional News channels respectively during Y 2020.
Advertising Snapshot during Unlockdown Period compared to Lockdown
Jul’20 onwards (Unlockdown Period) saw 370+ Hours of Avg. Ad Volumes/Day. During Lockdown ad volumes on news channels were less affected when compared with GEC.
Advertising Trends 49% growth during Unlockdown period in Ad Volumes of News channels
49% growth in average Ad Volumes/Day was seen during Unlockdown period compared to Lockdown period. Tally of Categories grew by 13% whereas Advertisers and Brands grew by 85% and 90% respectively during Unlockdown period.
Advertising share by Time Bands in News Genre
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.
Ad Size in the News Genre
In Y 2020, <20 sec and 40-60 sec ads of News genre witnessed 10% and 3% growth in Ad Volumes compared to Y 2019. Ad Commercials of 20-40 seconds were most preferred for advertising on News channels during both the years.
Promotion vs. Commercial Ads in News Genre
Commercial advertising added 69% share of Ad Volumes whereas Promos had 31% share in Y 2020.