TV News genre advertising volumes grew 28% during festive period: TAM AdEx

News Genre topped with 31% share of overall TV Ad Volumes during Aug-Nov’20, displacing the GEC genre, compared to Aug-Nov’19, as per TAM AdEx data

During Aug-Nov’20, highest growth in advertising was recorded in the News genre (28%), followed by Movies genre (24%), compared to Aug-Nov’19. Top 5 channel genres added 95% and 93% share of overall TV Ad Volumes during Aug-Nov’19 and Aug-Nov’20, respectively. All Top 5 genres witnessed rise in Ad Volumes during Aug-Nov’20* compared to Aug-Nov’19.

Toilet Soaps and Shampoos were Top 2 consistent categories in Top 5 channel genres during both periods Aug-Nov’20 and Aug-Nov’19. 43% rise in Tooth Pastes category during Aug-Nov’20 resulted in positive rank shift, displacing Washing Powders/Liquids to 4th position.

Tally of consistent advertisers in Top 5 genres grew by over 13% in Aug-Nov’20, compared to Aug-Nov’19. Among the Top 5 advertisers, Reckitt Benckiser India moved to the 1st rank in Aug-Nov’20, displacing HUL to the 2nd place, compared to Aug-Nov’19. Godrej Consumer Products witnessed 29% rise in Ad Volumes during Aug-Nov’20, leading to positive rank shift displacing ITC to the 4th place.

Average Ad Volumes/Day on News Genre grew by 28% in Aug-Nov’20, compared to Aug-Nov’19. Among the Top 5 categories with highest increase in Ad Volumes, Ecom-Education category witnessed growth of 5.5 Times on News genre during Aug-Nov’20, compared to Aug-Nov’19.

During the festive period of the year 2020, average Ad Volumes/Day for News genre had higher share, that is, 58% compared to non-festive period, which had 42% share. Non-festive period in 2019 had a slightly higher share at 52% of Ad Volumes/Day compared to the festive period.

Average Ad Volumes/Day on the News Genre grew by 28% in Aug-Nov’20, compared to Aug-Nov’19. Ad Volumes/Day saw maximum rise, that is, 22% during Oct’20, compared to Aug’20.

Assam News genre was the new entrant among the Top 5 during Aug-Nov’20, displacing Kannada News compared to Aug-Nov’19. Top 5 sub-genres added 68% and 63% share of overall News genre’s Ad Volumes during Aug-Nov’19 and Aug-Nov’20, respectively.

The number of advertisers and brands grew by 1% each during Aug-Nov’20, compared to Aug-Nov’19. Cars category retained its 1st position during Aug-Nov’20, whereas Reckitt moved to the 1st rank, displacing HUL to the 2nd place compared to Aug-Nov’19. Ecom-Education and GCMMF (Amul) were the new entrants among the Top 5 categories and advertisers of News genre, respectively, during Aug-Nov’20.

Top 5 categories & advertisers added 16% and 17% share of Ad Volumes, respectively. Among the Top 5 categories with highest increase in Ad Volumes, Ecom-Education category witnessed growth of 5.5 times on News genre during Aug-Nov’20, compared to Aug-Nov’19.

Among the Top 5 Exclusive advertisers on News genre, Rahul Foundation was present during both the periods Aug-Nov’20 and Aug-Nov’19. Nearly 3 times rise in Ad Volumes of Rahul Foundation led the improvement in its ranking during Aug-Nov’20, compared to Aug-Nov’19.