News genre advertising sees 8% degrowth in 2023 over 2022: TAM Media

In Y 2023, a drop of 8% in ad volumes was seen over Y 2022 in the News Genre, as per TAM Media’s report on ‘Rewinding Y 2023 for Advertising in News Genre’; however, when compared to Y 2019, advertising in the News genre remains elevated, surpassing pre-pandemic levels with a 6% growth in 2023. Highest growth in Ad Volumes was observed in Y 2021 since Y 2019. The 2nd Quarter of 2023 witnessed highest ad volumes (on per day basis). Lowest share on News genre was during Feb’23. Ad Volumes started peaking up again post Sep’23, that is, during the festive period.

Advertising in the News genre remains elevated, surpassing pre-pandemic levels with a 6% growth in 2023 over 2019.

Hindi News claimed the top spot, accounting for over 15% of the Ad Volumes in the News genre during both 2023 and 2022.

The Services sector secured the top position in 2023, with F&B following closely in the 2nd position.

The Retail Outlets-Jewellers category led the News genre in 2023, with 'Cars' securing the 2nd position

Cars Category tops in terms of highest difference in ad duration, while Honey category leads among top 10 in terms of % growth i.e. 3 Times.

On News genre, Reckitt Benckiser retained its 1st position in Y 2022, followed by HUL .

Lalithaa Jewellery topped among the brands; 300+ brands collectively accounted for half of the advertising volumes within the News genre.

600+ Exclusive Advertisers on National & 5,400+ on Regional channels of News genre.

Prime Time had more than 1/4th of Ad Duration in Y 2023.

20-40 seconds ads had highest share of 64% in 2023.