Television advertising trends in the news genre have undergone notable shifts in the past three half-yearly periods, with a particular focus on the Jan-Jun comparison. TAM AdEx, a division of TAM media research, monitors over 600 TV channels to present an in-depth analysis of advertising dynamics.
During the period of July-Sept 23, the News Genre reported a marginal 1% increase in ad volumes compared to Jan-Mar 23. Noteworthy was the entry of the ‘Banking/Finance/Investment’ sector into the top 10 list of sectors, reflecting the evolution of advertising interests. Simultaneously, the ‘Cars’ category claimed the top spot, showcasing a significant rise in prominence during July-Sept 23 compared to the preceding quarter.
Lalithaa Jewellery emerged as the leading brand in the News Genre, with three out of the top 10 brands belonging to Reckitt Benckiser (India). The ‘Mortgage Loans’ category exhibited the highest increase in ad secondages, boasting a notable growth of 55%, while more than 180 categories registered positive growth during the period.
In terms of subgenres, ‘Hindi News’ held the leading position during Jan-Jun 23, commanding a substantial 17% share of ad volumes. However, the overall trend in News Genre ad volumes witnessed growth in both Apr-Jun ’23 and July-Sept 23, with increases of 7% and 1%, respectively, compared to Jan-Mar’23. Contrarily, there was a 7% decline in ad volumes during July-Sept 23 compared to the same period in the previous year.
The top 10 categories collectively contributed to 27% share of ad volumes in July-Sept 23, with ‘Cars’ leading the pack. Retail Outlets-Jewellers, which previously held the first position, descended to the second spot during July-Sept 23.
Reckitt Benckiser (India) maintained its stronghold as the leading advertiser during Q ‘1, Q’2, and Q ‘3 of 2023. In July-Sept 23, it secured a 7% share of ad volumes. Notable mentions in the top 10 advertisers list include Hindustan Unilever, SBS Biotech, and Amazon Online India, maintaining their positions during July-Sept 23 compared to Apr-Jun ’23. Additionally, Life Insurance Corporation of India entered the top 10 advertisers list during July-Sept 23.
The landscape of television advertising for News Genre in July-Sept 23 featured the presence of over 4.5 thousand brands. New entrants in the top 10 brand list during this period included Dettol Toilet Soaps, Policybazaar.Com, and LIC-Corporate, alongside the retention of Lalithaa Jewellery in the first position. Reckitt Benckiser (India) dominated the scene, with three of its brands securing positions in the top 10 during July-Sept 23.
In terms of subgenres, ‘Hindi News’ continued to lead in advertising share during July-Sept 23, holding a significant 17% share of ad volumes. The top 5 Channel Subgenres collectively accounted for 54% share of ad volumes during the same period, showcasing the concentrated distribution of advertising efforts within specific subgenres.