MAM

Govt ad spends on print down 51 per cent from last year

Newspapers have been struggling to recover from the pandemic’s severe blow.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/03/23/newspapers.jpg?itok=pLPus9V3

New Delhi: Print publications received a hard wallop with the outbreak of Covid2019 last year – circulation dropped, subscribers cut ties, and revenue dried up as advertisers tightened their purse strings. Now, it has emerged that the government, which is one of the biggest newspaper advertiser, slashed its spends on the medium by more than half during 2020.

The NDA-led Centre spent roughly Rs 62 crore on print advertisements to publicise its activities and programmes during the pandemic ravaged 2020-21, which is 51 per cent down from last year. In 2019-20, the government’s total ad spend was Rs 128.96 crore.

The information was shared by union minister for information and broadcasting Prakash Javadekar in the Rajya Sabha on Monday.

According to the data, the government had spent Rs 430.75 crore in publishing print advertisements in 2015-16, which came down to Rs 366 crore in 2016-17, and increased substantially to Rs 462.2 crore in 2017-18. However, the downward trend began in 2018, when the print ad spends decreased from Rs 301 crore in 2018-19 to Rs 128.96 crore in 2019-20 and further shrunk to Rs 62 crores last year.

The plummeting ad spends by the government come at a time when the print industry is struggling to survive the pandemic’s severe blow. Print media thrives on advertisement expenditure of industries including e-commerce, automobiles, and BFSI, which were also impacted by the lockdown. Many businesses ended up pulling out advertisements, as part of budget cuts and also due to a drastic fall in the circulation of newspapers and magazines. The prolonged lockdown restrictions forced several publications to limit the number of pages, shut their editions and resort to layoffs .

Last year, the Indian Newspaper Society (INS) had also raised concerns over the rising newsprint and logistics costs and increasing preference for online content.

The data shared also showed that the Centre spent relatively less money on advertising its programmes and policies on private satellite and cable TV channels compared to 2017. The overall ad spend on television came down from Rs 123 crores in 2018-19 to 25.68 crores in 2019-20 and just Rs 11 crores in 2020-21. The ad spends on social media remained a miniscule part of the total budget, the data indicated.

The Bureau of Outreach and Communication (BOC), which acts as an advisory body to the government on its media strategy, undertakes information, education, and communication (IEC) campaigns of the government through its empanelled media platforms as per the policy guidelines.

Javadekar also informed the Parliament that BOC adopted a media mix approach and it is also using digital cinema, internet websites, SMS, and social media along with print, radio and television advertisements for dissemination. He said that BOC had also conducted an all-India survey – an impact assessment study of multi-media campaigns covering 722 districts to study the impact of the campaigns run on various media platforms. 

When asked if the government plans to increase the ad spend over the next few years, the I&B minister said, “BOC releases advertisements keeping in view the campaign requirements, target audience, availability of funds, and preferences indicated by the client departments.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/photogrid_plus_1631773919902.jpg?itok=rC7oiBaZ
Dentsu Webchutney wins digital mandate for Uni Cards

Mumbai: Dentsu Webchutney, the digital creative agency from the house of dentsu India, has won the digital mandate for new age fintech brand Uni Cards. With an always-on social excellence approach, the agency aims to grow the brand’s offering in a cluttered market. Dentsu Webchutney is all set to...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/photogrid_plus_1631772910741.jpg?itok=QBIjEsP2
Asics teams up with Joshna Chinappa to inspire young athletes

Mumbai: Sports equipment company Asics has announced Indian squash player Joshna Chinappa as its new brand athlete. This partnership would further strengthen the company’s commitment, spread awareness about the diverse offerings and magnify the reach of the brand, it said.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/shankar_b.jpg?itok=ZVROesGx
Quickheal launches its first-ever TVC in Tamil

Mumbai: Multinational cybersecurity software company, Quick Heal Technologies has launched its first-ever regional TVC in Tamil. The ad features popular film stars – Robo Shankar, Papri Ghosh, and Imman Annachi, and has been conceptualised and created by Fourth Dimension Media Solutions – media...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/15/shubhra_kakkar.jpg?itok=J9_QrMxU
Shubhra Kakkar named MD of Media Marketing Compliance

Media Marketing Compliance (MMC), the independent marketing compliance consultancy, has appointed Shubhra Kakkar as managing director. She will be launching the company's office in India, based here.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/15/photogrid_plus_1631707065878.jpg?itok=xXzxuqrW
MullenLowe Lintas Group wins big at 4A's Jay Chiat Awards 2021

Mumbai: MullenLowe Lintas Group picked up two golds and an honourable mention for its work on Lifebuoy and Wheel, respectively in a virtual event held by 4A's Jay Chiat Awards on 13 September. It is the only agency from India to win at 4A's Jay Chiat Awards this year. Out of the five shortlists...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/sbi.jpg?itok=r6WmK8CK
Tonic Worldwide bags social media mandate for SBI General

Mumbai: Digital-first creative agency Tonic Worldwide has bagged the mandate of social media management for SBI General, after a multi-agency pitch.  As part of the mandate, the agency's Mumbai office will manage the social media platforms and craft integrated digital creative strategies for the...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/15/photogrid_plus_1631701004846.jpg?itok=j6IZ4wAg
80% buying will be 'digital' influenced this festive season: Report

Mumbai: Consumer sentiment ahead of the festive season remains positive with 50 per cent of consumers likely to increase their festive spends this year. Digital channels will continue to be crucial to the purchase decision with a whopping 80 per cent consumers’ journeys being ‘digital’ influenced,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/15/photogrid_plus_1631695200488.jpg?itok=5ctGD8Nm
Janhvi Kapoor becomes the face of Paree Sanitary Pads

Mumbai: Homegrown personal hygiene brand Paree Sanitary Pads has announced Bollywood actor Janhvi Kapoor as the new face of the brand. The brand has also launched a new campaign featuring Kapoor with its new range of sanitary pads - 'Paree Super Ultra with Double Feathers'. With Kapoor coming on...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required