TAM AdEx reports 26% growth in ad volumes on News genre during 2020

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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.

Leading Sectors:

Hair Care & BFSI sector join up Top 10 list with substantial rise

Rank Top Sectors – Y 2020* Rank in Y 2019*
1 Services 14% 1
2 Food & Beverages 13% 2
3 Personal Care/Personal Hygiene 13% 3
4 Personal Healthcare 9% 6
5 Building, Industrial & Land Materials/Equipments 7% 4
6 Education 7% 7
7 Auto 6% 5
8 Household Products 5% 9
9 Banking/Finance/Investment 4% 12
10 Hair Care 3% 11
Others 19%

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
2 Ecom-Education 4.4 Times
3 Tooth Pastes 52%
4 Ecom-Matrimonials 94%
5 Ecom-Financial Services 2.4 Times
6 Range of OTC Products 50%
7 Cars 20%
8 Corporate/Brand Image 50%
9 Multiple Courses 39%
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.

Leading Advertisers: 

FMCG Players reign the Top 10 list

Hindustan Unilever
Reckitt Benckiser India
GCMMF (Amul)
Godrej Consumer Products
Colgate Palmolive India
SBS Biotech
ITC
Piccadily Agro Industries
Wipro
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

Rahul Foundation
Nims University
Butterfly Ayurveda
Nabadigant Educational Trust
Webart Softech
Sona Biscuits
In Style Way
Herbal Canada
Sumeet Jewellers
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.

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