Mumbai: As per the recently introduced TAM AdEx report - 'Rewinding 2022 for Advertising in News Genre,' the ad volume of the news genre rose by eight per cent in 2022 as compared to 2018. In 2022, a slight drop of two per cent in ad volumes was seen over 2021, and a growth of 14 per cent compared to 2019. The highest growth was observed in 2021 since 2018. The first quarter of 2022 witnessed the highest ad volumes (on a per-day basis).

The monthly share of ad volumes had the highest share in Mar’22. The lowest share in the news genre was during Jun’22 and Jul’22. The ad volumes started peaking up again post Jun-Jul’22 i.e. during the festive period.

There was a slight decline in the last couple of years in the news genre share in overall TV advertising. In 2018, the news genre reached its peak (at 30 per cent). It increased again in 2020 as a result of covid, then started to dip. Due to a combined three per cent boost in ad volumes across other genres, the news genre saw a two per cent decline in 2022 compared to 2021.

Amongst the top five sub-genres of news, Hindi news topped the list with more than 30 per cent share of the genre’s ad volumes in 2022 and 2021. The share of Hindi news ad volumes increased by two per cent in 2022 compared to 2021. Three out of the top five sub-genres retained their ranks in 2022; Tamil and Telugu news swapped their positions. The top five sub-genres accounted for around 65 per cent share of ad volumes during both periods.

As per the quarter-wise tally of categories, advertisers and brands, Q3’22 saw the highest number of advertisers and brands. Out of the leading sectors in the news genre: the services sector topped with a 17 per cent share; food & beverages dropped to the second position (with 13 per cent). Building, industrial & land materials/equipment and household products saw a positive rank shift. The top 10 sectors added up to 79 per cent share in the news genre.

Talking about the leading categories, the retail outlets—jewellers category topped the news genre in 2022; last year's number one category, the cars category, fell to sixth place. Building materials/systems, vocational training institutes, corporate/brand image and two-wheelers were the new entrants among the top 10. The top four categories observed a positive rank shift.  The top 10 categories added up to 23 per cent share of the news genre’s ad volumes.

With regard to the top-growing categories, over 210 categories saw positive growth in the news genre. Vocational training institutes saw the highest rise of 6.4 times in ad seconds, followed by properties/real estate during 2022 compared to 2021. Five out of the top 10 categories belonged to the services sector.

Amongst the leading advertisers, Patanjali Ayurveda rose 13 positions to land among the top five. Reckitt Benckiser retained its top position; Hindustan Unilever slid to third place. Patanjali Ayurveda, Mahashiya Di Hatti, Ultratech Cement and Lalithaa Jewellery Mart were the new entrants among the top 10. The top 100 advertisers accounted for a 50 per cent share of overall news genre advertising.

With regard to exclusive advertisers in the news genre compared to other genres, the count was more than 5.4 K. Hari Bhoomi Communications was the top exclusive advertiser in the news genre followed by The Kute Group Dairy during 2022.

Amongst the exclusive advertisers in 2022, the top two exclusive advertisers were from the education sector. Over 4.3K advertisers exclusively advertised during 2022 over 2021 in the news genre. Creo Valley and NIMS University were the top two exclusive advertisers in 2022 compared to 2021.

From the list of the leading brands in 2022, Ultratech Cement topped the brands. The top 10 brands contributed a seven per cent share of the news ad volumes. 775 brands covered 70 per cent of the news genre ad volumes in 2022.

Discussing advertising on national and regional channels of the news genre, the former had 27 per cent and the latter had a 73 per cent share of ad volumes in the news genre during 2022. The share for national channels rose by one per cent in 2022.

In 2022, there were over 650+ exclusive advertisers on national and more than 5900 on regional channels of the news genre. Creo Valley and Lalithaa Jewellery Mart were the leading exclusive advertisers on national and regional news channels, respectively, in 2022.

As per ad share by time bands, prime time had more than one-fourth of the ad duration. Prime time, afternoon and morning time bands together added more than 60 per cent share of ad volumes. The share of the evening time band rose by six per cent in 2022 over 2021. The prime time share decreased by seven per cent.

In terms of the ad size in the news genre, 20-40 second ads were most preferred. 20-40 seconds ads had the highest share of 61 per cent in 2022 which was two per cent higher than in 2021.

When it comes to promo vs. commercial ads in the news genre, the share for promos rose by two per cent. Commercial advertising added a 69 per cent share of ad volumes whereas promos had a 31 per cent share in 2021. The ratio was 71:29 for commercial: promo in 2021.