Hindi news tops news genre's ad volumes in H1 FY'22: TAM Media report

33 per cent indexed growth in ad volumes was observed in the news genre.

Mumbai: TAM media research’s subdivision AdEx India has released the half-yearly report for advertising in the new genre. According to recent data, Hindi news tops with more than 20 per cent share for ad volumes in H1 FY '22, and observed indexed growth of 33 per cent.

As per the data recorded last year for the same period, ad volumes grew by 33 per cent as compared to H1 FY '20 and five per cent growth was reported as compared to H1 FY 2021. The month of March 2022 saw the highest ad volume share of 19.5 per cent.

H1 FY '20 saw the highest share of ad volumes, that is, 31 per cent followed by H1 FY’22 and H1 FY '21 with 28 per cent share each.

The prime time slot is the most preferred band, followed by the afternoon and morning in the news genre, and during H1 FY ’21 and H1 FY ’22, for each slot Hindi news topped with a 20 per cent share of ad volumes.

Three out of the top five subgenres, which include Hindi news, Bengali news, Tamil news, Telugu news, and others, have retained their ranks in H1 FY '22. During H1 FY ’21 and H1 FY ’22, the top five subgenres accounted for more than 55 per cent of the ad volume.

The number of news genre categories increased by four per cent in H1 FY '22 as compared to H1 FY '21. The spices category led with a three per cent share of ad volume in H1 FY '22.

The top ten list included two categories each from the food & beverage, building, industrial, and land materials/equipment industries.

Corporate/brand image, range of OTC products, building materials/systems, and pan masala were the new entrants among the top 10, out of which seven categories observed positive rank shifts.

The service industry topped with a 17 per cent share of the news genre’s ad volumes, followed by F&B with 14 per cent.

Corporate/brand image saw the highest increase in ad seconds with 74 per cent, followed by ecom-gaming three times during H1 FY '22 as compared to H1 FY '21.

In terms of growth per cent among the top 10 categories, vocational training institutes topped with the highest growth of 3.9 times, followed by face wash with 3.2 growth.

Reckitt Benckiser, GCMMF (Amul), and LIC were the top three advertisers in H1 FY’22. Ultratech Cement, Mahashiya Di Hatti, and Think & Learn were the new entrants among the top 10. Ultratech Cement moved up by 24 positions to achieve the seventh rank.

Roop Mantra cucumber herbal face wash and Lizol All-in-One are the latest brands in the list, with Hari Bhoomi Communications being the top exclusive advertiser, followed by ITV Network.

The report further mentioned that in H1 FY '22, 20 to 40 seconds witnessed a 10 per cent growth in ad volumes compared to H1 FY '21. Advertising commercials of 20 to 40 seconds were most preferred for advertising on news channels during both periods.

More than 3,200 advertisers advertised exclusively in the news genre from H1 FY '22. 2,800 plus advertisers & 4.5K+ brands exclusively advertised in the news genre during Jan-Jun’22. Playgames 24x7 and Roop Mantra Cucumber Herbal Face Wash were the top exclusive advertisers and brands, respectively, during H1 FY '22 compared to H1 FY '21.

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