Hindi News leads with 32% share of Ad Volumes in Week 31

The News genre registered a 19 per cent rise in Ad Volumes in Week 31, compared to Week 23, as per the 9^th edition of TAM AdEx’s ‘Television Advertising Report’. Among News genres, Hindi News (including national and regional) topped with 32 per cent share of the Ad Volumes, followed by Bengali News with a 9 per cent share. As per the report, a meagre drop in Ad Volumes was observed in Week 31 (2,410 hours), compared to Week 30 (2,454 hours).

Hindi News

Average Ad Volumes/Day on Hindi News saw a marginal decline of 2 per cent in July’20, compared to June’20. Ad Volumes started increasing from Week 24 onwards, with a peak in Week 26. Comparing Week 31 with Week 23, Ad Volumes grew by 15 per cent on Hindi News channels. Ad volumes in Week 31 stood at 767 hours.

Tally of Advertisers and Brands saw a rise in July’20, compared to June’20.

Three out of the top 10 categories were from the Services Sector, contributing 8 per cent to the Ad Volumes. Hand Sanitizers (5% share) and Piccadily Agro Industries (4% share) were the leading category and advertiser, respectively. Top 50 advertisers had 57 per cent share of Ad Volumes on Hindi News channels.

Over 40 Categories and 340+ Advertisers advertised only during June-July’20 on Hindi News channels, Services and F&B Sectors had 2 exclusive categories each among the top 10.

Bengali News

Bengali News with a 9 per cent share of the Ad Volumes. Ad Volumes on Bengali News genre saw an increasing trend from Week 24 to Week 30. Average Ad Volumes/Day on Bengali News saw a rise in July’20 (33 hours) compared to June’20 (26 hours). Comparing Week 31 to Week 23, Ad Volumes grew by 50 per cent on Bengali News channels.

Tally of Advertisers and Brands grew by 12 per cent and 13 per cent, respectively, in July’20 compared to June’20.

Seven out of top 10 categories were from FMCG, contributing 26 per cent to the Ad Volumes on Bengali News. Top 10 advertisers on Bengali News channels had more than 45 per cent share of Ad Volumes. Reckitt Benckiser topped with 17 per cent share of Ad Volumes, followed by HUL with a 7 per cent share.

Over 40 categories and 140+ advertisers were present only during June-July’20 on Bengali News channels. Three exclusive categories among the top 10 belonged to the F&B Sector.

Telugu News

Telugu News genre’s share of the TV ad volume pie was 8 per cent. Comparing Week 31 to Week 23, Ad Volumes grew by 26 per cent on Telugu News channels. Average Ad Volumes/Day on Telugu News grew by 16 per cent in July’20 (28 hours) compared to June’20 (24 hours). A significant rise in Ad Volumes was seen from Week 28 onwards, with a small drop in Week 31 (198 hours).

Tally of Advertisers and Brands saw a rise in July’20, compared to June’20. The number of Advertisers and Brands grew by 24 per cent and 10 per cent, respectively.

Four out of Top 10 Categories belonged to the FMCG sector, contributing 10 per cent share of Ad Volumes. Reckitt Benckiser with an 8 per cent share of Ad Volumes topped the list, followed by Procter & Gamble with a 3 per cent share. The top 10 advertisers on Telugu News channels had a 28 per cent share of the Ad Volumes.

On Telugu News channels, 50+ Categories and 200+ Advertisers advertised exclusively in June-July’20. Three exclusive categories with ranks 7, 8 and 10 were from the Services Sector.

Tamil News

The Tamil News genre, too, garnered an 8 per cent share of the ad volumes. Average Ad Volumes/Day on Tamil News grew by 2 per cent in July’20, compared to June’20. A significant rise in ad volumes from Week 28 was observed after a drop from Week 24 to Week 27. Comparing Week 31 to Week 23, ad volumes grew by 7 per cent on Tamil News channels.

Tally of Advertisers saw a rise in July’20, compared to June’20, however there was a marginal drop in Categories and Brands. The number of advertisers grew by 5 per cent, whereas brands declined by 7 per cent.

Multiple Courses (9% share) and Hindustan Unilever (4% share) were the leading category and advertiser, respectively. The Top 10 advertisers on Tamil News channels had a 25 per cent share of ad volumes.

On Tamil News channels, 40+ Categories and 170+ Advertisers advertised exclusively in June-July’20. Among Top 10 exclusive categories, 3 categories with ranks 3 to 5 were from the Services Sector.