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=8P2_27np

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/2023/01/28/drools.jpg?itok=wTJfGzGq
Drools ropes in Janhvi Kapoor as their brand ambassador

Drools, a leading Indian pet-food brand, announced actress Janhvi Kapoor as the face of the brand. The brand aims at addressing the irks of pet parents by making their pooches’ meals not only delicious but also well-balanced delivering all nutritional value.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/28/aditya-birla.jpg?itok=hcPQNs4L
Aditya Birla Health Insurance unveils its new brand campaign “KyaPeecheChhodaHai”

Aditya Birla Health Insurance Company Ltd. (ABHICL), the health insurance joint venture of Aditya Birla Capital Ltd.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/28/raj-kunkolienkar-rishabh.jpg?itok=v7eQ13dP
Stoa announces new brand campaign in association with The Rabbit Hole

Online B-school startup Stoa has launched their brand campaign in association with The Rabbit Hole, a video content solutions agency of the Zoo Media Network. Engineered with an unconventional message, the campaign is spread over a three-part film series, playing on the reverse psychology of...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/28/sajjan-kumar.jpg?itok=mYW_y2P-
Nikon India elevates the voice of women in photography with "Through Her Lens" campaign

Nikon India Private Ltd. unveils the latest edition of its pioneering campaign "Through Her Lens," an annual digital contest aimed at empowering and elevating the voices of professional and amateur women photographers in India.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/28/25.jpg?itok=I3Wcf-E_
Weekend Unwind with: Foxymoron business head – South Keerthi R Kumar

Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/27/98.3-fm.jpg?itok=7bLl-0Qn
Prashant Panday resigns as ENIL MD, director

Entertainment Network India Ltd. (ENIL) has said that its MD Prashant Panday has requested to be relieved due to other preoccupations. He has tendered his resignation from the position of MD as well as directorship of the company with effect from the close of business hours on 31 January, 2023.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/27/mayank_bathwal.jpg?itok=ffHg4aoO
Aditya Birla Health Insurance announces new brand campaign “KyaPeecheChhodaHai”

Mumbai: Aditya Birla Health Insurance Company Ltd. (ABHICL), the health insurance joint venture of Aditya Birla Capital Ltd. (ABCL), on Friday unveiled its latest brand campaign "KyaPeecheChhodaHai" to promote the role of health insurance in changing lives of people by empowering them to lead...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/27/rajkummar_rao.jpg?itok=borhOMPk
The New Shop appoints Rajkummar Rao as brand ambassador

Mumbai: The New Shop, which is a convenience retail company, has appointed Bollywood actor Rajkummar Rao as the brand ambassador. In a series of campaigns to expand its footprint across the country, the actor will be featured on digital and print platforms such as social media, OTT, OOH, and IVR...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2023/01/27/nirmala_sitharaman.jpg?itok=T5PtC2jl
Pre-budget expectations 2023: Tax exemption and relief, incentivise and focus on digitisation

Mumbai: Finance minister Nirmala Sitharaman will be unveiling the Union Budget for FY 2023 – 24 in the coming week, and everybody has their eyes fixed and hopes pinned on the same. Indiantelevision.com spoke to ad industry troupers who spilled the beans about what’s on their minds with regard to...

MAM Marketing MAM