Car brands continue to lead news genre advertising in 2020: TAM Adex

The category was also a leader in 2019.

NEW DELHI: Covid2019 impacted nearly every genre on television apart from news. Unlike other genres, news channels saw a meteoric rise in viewership for a variety of reasons – first, people turned to their choice of news channels to find out about the development at state, national and international levels around the Covid2019 situation; second, they believed it to be the most credible source of information, and third, it was the only genre that could create content and was permitted by the governments to operate. Unlike the GEC genre that completely relies on production and sets, news relies mostly on the on-ground coverage and its reporters.

As per BARC, the genre saw a viewership surge of 298 per cent.

However, during several webinars, industry meetings and discussions, head honchos at news networks clearly mentioned that the surge in viewership did not translate into advertising.

TAM recently released data that showed ad volumes data on news genre grew by 23 per cent in 2020, compared to ad volumes in 2016. Interestingly, the quarter ended 31 December saw the highest number of hours in ad volumes per day.

If we look closely at the data, we will notice an obvious trend where the average ad volumes per day steeply fell in the initial stages of lockdown, and then started picking up early May onwards. The trend was obvious because marketing teams at brands were still unable to gauge the depth of the crisis and not ready to bet money on advertising in that quarter.

News has consistently maintained a 30 per cent average in overall television advertising across the years. (since 2016)

Apart from the top five news genres – Hindi, Bengali, Telugu, Tamil and Kannada, other sub genres also grew.

Services and food & beverages sectors were the leading advertisers on the news genre, however, car brands continued to have the highest ad volumes. The category also led the chart in 2019 also.

HUL and Reckitt Benckiser India were the leading advertisers, while True Shield Hand Sanitiser, Colgate Dental Cream and were the leading brands in the genre.

The report also highlighted that regional news channels had more than 70 per cent share of ad volumes. This year regional channels took away 73 per cent of ad volumes whereas national channels had only 27 per cent. The numbers were not very different in 2019.

During the Unlock phase, the genre saw nearly 370 hours of average ad volumes per day, which was 49 per cent more than the lockdown period.

Ad volumes on primetime band and the 20-40 seconder format still ruled the news genre.

Latest Reads
Punjab Kings gets #MatchReadyBNaturalDeNaal for IPL 2023

Mumbai: B Natural Juices & Beverages, a reputable and widely loved brand from the house of ITC, has announced its partnership with Punjab Kings for the forthcoming Season of IPL 2023. In a first-of-its-kind association, B Natural has come on board as the official Fruit Beverage Partner for IPL...

Television TV Channels Sports
Ampere and Royal Challengers Bangalore Brings sustainable cheer squad

Mumbai: This IPL 2023, Ampere has become an official EV partner of Royal Challengers Bangalore (RCB). Royal Challengers Bangalore, will play its first match on 2 April, 2023. Starting from the first match, Ampere (the flagship electric two-wheeler brand from Greaves Electric Mobility Private Ltd...

Television TV Channels Sports
Virat Kohli & Sunil Chhetri comes together at PUMA conclave

Mumbai: Virat Kohli and Sunil Chhetri for the first time ever converged on a single platform at the ‘Let There Be Sport’ Conclave, organised by sports brand PUMA India. The line-up voiced the growing need to prioritise sports and fitness at a mass level and integrating it as a relevant subject in...

Television TV Channels Sports
Aaj Tak’s AI anchor Sana to join Sudhir Chaudhary on Black & White

Aaj Tak first AI anchor Sana is all set to debut on Sudhir Chaudhary’s show Black & White at 9 pm tonight.

Television TV Channels News Broadcasting
Glance and JioCinema partners to stream TATA IPL

Glance, smart lock screen platforms, has partnered with JioCinema, the exclusive digital destination of the TATA IPL, to bring the excitement of the marquee T20 league to cricket fans through a unique experience. As a result of this partnership, over 200 million Glance consumers will enjoy a...

Television TV Channels Sports
Castrol India partners with JioCinema for TATA IPL 2023

Lubricant company Castrol has announced its partnership with JioCinema, for streaming the 2023 TATA Indian Premier League, as an associate sponsor. With this association, the company continues its long legacy of sponsoring some of the world’s largest and most significant sporting events over the...

Television TV Channels Sports
Zee merger update: IDBI Bank settlement is the only roadblock

Mumbai: Zee has settled its claims with Standard Chartered Bank - this case not in NCLT, however it could have been a roadblock for the merger with Sony. Merger hearing was held at NCLT today and has been moved to 13 April for the next hearing

Television TV Channels GECs
200+ million viewers watch Star Sports build up coverage of TATA IPL 2023

Mumbai: Star Sports’ build-up programming to TATA IPL 2023 has seen a sharp 62 per cent increase over the previous year, reaching a staggering 205.6 million viewers. The total number of minutes watched have increased by a whopping 142 per cent compared to last year, touching 21.5 billion minutes.In...

Television TV Channels Sports
Sunfeast Supermilk partners with Chennai Super Kings for 'Strongaa Whistle Podu campaign'

Mumbai: Sunfeast Supermilk from the house of ITC Foods, has announced its association with Chennai Super Kings (CSK), one of the cricket franchises in the upcoming IPL season. Sunfeast Supermilk will be the official strong biscuit partner of CSK This association brings together two “Super” brands...

Television TV Channels Viewership