Taking a look at categories we see that categories have done an absolute about turn since the shift of Metro to News (refer below table). The categories which were at top positions on the Metro Channel have given their top places to categories which were nowhere near the top category positions post changing to DD News. Categories like shampoos, washing powder/liquids, biscuits, digestives, sarees, rubs and balms and tea which were in the top positions in the DD Metro period were not present even in the top 10 categories in the DD News scenario. Instead categories like corporate brand image, Chyavanprash, Spices, Soft Drink Aerated, Suitings, Tooth Powders and Writing Instruments fill up the top positions after the shift to DD News.

A trend similar to the trend followed by the categories is followed by the advertisers investing in DD Metro post it changing its profile and becoming DD News November 2003 onwards (refer below table). Paras Pharmaceuticals Ltd., the top advertiser on DD Metro is replaced by MDH Ltd. as top advertiser post Metro changing to DD News Channel. DD Metro had advertisers like Dabur India Ltd., Procter and Gamble, Reckitt Benckiser Ltd., Hindustan Lever Ltd., Johnson & Johnson Ltd., Britannia Industries Ltd., and Cadbury's India Ltd. as its top advertisers where as the top advertisers on DD News were Mahashiya Di Hatti Ltd., Coca Cola India Ltd., Himani Products, World Gold Council, Johnson & Johnson Ltd., Hero Honda Motors Ltd. as its Top advertisers.