Advertising in News genre up 8% in 2022; Reckitt Benckiser is top advertiser

The News genre saw a rise of 8% in advertising Y 2022 compared to Y 2018. However, there was a slight drop of 2% in ad volumes in Y 2022, when compared to Y 2021 and growth of 14% compared to Y 2019, as per TAM AdEx’s relook at advertising in the News genre in 2022. The highest growth in Ad Volumes was observed in Y 2021 since Y 2018. Q1 of 2022 witnessed the highest ad volumes (on per day basis).

The highest share of ad volumes in the New genre was seen in Mar’22, while the lowest share on News genre was during Jun’22 and Jul’22. Ad volumes started peaking up again post Jun-Jul’22, that is, during the festive period.

When it come to the News genre’s share in overall TV Advertising, a slight decline was seen in the last couple of years. In Year 2018, the News genre reached its peak (at 30%). It increased again in Y 2020 as a result of COVID-19, then started to drop. Due to a combined 3% boost in ad volumes across other genres, the News genre saw a 2% decline in Y 2022 compared to Y 2021.

Hindi News topped with more than 30% share of the News genre’s Ad Volumes during both Y 2022 and Y 2021. Three out of the Top 5 subgenres retained their ranks in Y 2022; Tamil and Telugu News swapped their positions. The Top 5 subgenres accounted for around 65% share of the Ad Volumes during both the periods.

As per a quarter wise tally of Categories, Advertisers and Brands, Q3 of 2022 saw the highest number of Advertisers and Brands.

Services sector topped with a 17% share; while Food & Beverages dropped to the 2nd position. Building, Industrial & Land Materials/ Equipments and Household Products saw a positive rank shift. The Top 10 sector added 79% share in the News genre.

Retail Outlets - Jewellers category topped the News genre in Y 2022; while last year's No. 1, Cars category dropped to the sixth place.  Building Materials/ Systems, Vocational Training Institute, Corporate/ Brand Image and Two Wheelers were the new entrants among the Top 10. Vocational Training Institute ascended by 77 ranks to enter the Top 10. The Top 4 categories observed positive rank shift. The Top 10 categories added 23% share of the News genre’s Ad Volumes.

Over 210 Categories saw positive growth in the News genre. Vocational Training Institute saw the highest rise of 6.4x in Ad secondages, followed by Properties/ Real Estates during Y 2022 compared to Y 2021. Five out of 10 categories belonged to the Services sector.

Reckitt Benckiser retained its 1st position, while Hindustan Unilever slid down to the 3rd place. Patanjali Ayurveda rose 13 positions to land among the Top 5. Mahashiya Di Hatti, Ultratech Cement and Lalithaa Jewellery Mart were the other new entrants among the Top 10. The Top 10 Advertisers contributed 18% share of the News genre’s Ad Volumes. The Top 100 advertisers accounted for 50% share of the overall News genre advertising.

The count of Exclusive Advertisers in the News Genre compared to other genres grew to reach 5.4K+ in Y 2022. Hari Bhoomi Communications was the top exclusive advertiser in the News genre, followed by The Kute Group Dairy during Y 2022.

Over 4.3K advertisers exclusively advertised during Y 2022 over Y 2021 in the News genre. Creo Valley and Nims University were the top 2 exclusive advertisers during Y 2022 compared to Y 2021. Both were from the Education sector.

775 brands covered 70% of the News genre ad volumes in Y 2022. The Top 10 Brands contributed 7% share of the News Ad Volumes. Ultratech Cement topped among the brands.

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