Hindi news tops with 32% share in the genre: TAM AdEx

Piccadily Agro Industries, Reckitt Benckiser (India), Hindustan Unilever and Godrej Consumer Products were the leading advertisers for the news genre

e4m by exchange4media Staff
Updated: Aug 6, 2020 11:22 AM
TV

Despite witnessing a decline in ad volumes in July, Hindi News (includes National and Regional) topped with 32% share of advertising volumes among news genres, followed by Bengali News with a share of 9%. Other language news Telugu and Tamil command equal share that is 8% and Marathi news ranked fifth with 6% share. 

Meanwhile, meagre drop in advertising volumes observed in week 31 compared to week 30 as per the TAM Adex-Television Advertising Report-IX for period June-Jul’20. However, comparing week 31 to week 23, the News genre registered a 19% rise in Ad Volumes. The hours of advertising volume increased to 2,410 in week 31 from 2033 in week 23.

As per the report, average ad volumes per day on Hindi News saw a marginal decline of 2% in Jul’20 compared to Jun’20. While the ad volumes started increasing from week 24 onwards with a peak in week 26 and comparing week 31 to week 23, ad volumes grew by 15% on Hindi News channels. The hours of ad volumes grew to 767 in week 31 from 666 in week 23. 

In the Hindi news genre, the tally of advertisers and brands saw a rise in Jul’20 compared to Jun’20. The number of advertisers grew to 567 in July from 512 in June. Similarly, brands count increased to 978 in July from 858 in June. But the number of categories saw a decline in July. The total number stands at 212 in July against 223 in June.  

In the top ten categories and advertisers list for the same period,  3 out of top 10 categories were from the Services Sector contributing 8% to the Ad Volumes. Whereas, Hand Sanitizers and Piccadily Agro Industries were the leading category and advertiser. Also, the top 50 advertisers had a 57% share of Ad Volumes on Hindi News channels. The channels also witnessed over 40 categories and 340 advertisers advertised only during Jun-Jul’20 on Hindi News channels with Services and F&B Sector had 2 exclusive categories each among the top 10. 

Bengali News 

The report also shared data of Bengali news genre, which states that average ad volumes per day on Bengali News saw a rise in Jul’20 compared to Jun’20. Ad Volumes on Bengali News genre had an increasing trend from week 24 to Week 30. Also, comparing week 31 to week 23, Ad Volumes grew by 50% on Bengali News channels. The hours of ad volumes on the channels grew to 241 in week 31 from 160 in week 23. 

The tally of advertisers and brands grew by 12% and 13% respectively in Jul’20 compared to Jun’20 and even Bengali news channels saw a decline in the number of categories in the same period. In the top ten categories and advertisers for the Bengali news, 7 out of the top 10 categories were from FMCG contributing 26% to the Ad Volumes on the genre. Also, the top 10 advertisers on Bengali News channels had more than 45% share of Ad Volumes with Reckitt Benckiser leading with 17% share of Ad Volumes. Likewise, Bengali news channels too witnessed over 

40 categories and 140 advertisers present only during Jun-Jul’20 on channels and three exclusive categories among the top 10 belonged to F&B Sector. 

Telugu News

According to the data, average ad volumes per day on Telugu News grew by 16% in Jul’20 compared to Jun’20. Also, a significant rise in ad volumes was witnessed from week 28 onwards with a small drop in week 31. As per the TAM data,  comparing week 31 to week 23, Ad Volumes grew by 26% on Telugu News channels. 

The news genre also saw a rise in the tally of advertisers and brands in Jul’20 compared to Jun’20. The number of advertisers and brands grew by 24% and 10% respectively. For the top categories and advertisers, 4 out of the top 10 Categories belonged to the FMCG sector contributing 10% share of Ad Volumes. Reckitt Benckiser with 8% share of Ad Volumes topped the list followed by Procter & Gamble. The top 10 advertisers on Telugu News channels had a 28% share of Ad Volumes. 

Tamil News  

The average ad volume per day on Tamil News grew by 2% in Jul’20 compared to Jun’20.  As per the report, a significant rise in ad volumes from week 28 was observed after a drop from week 24 to week 27 and comparing week 31 to week 23, ad volumes grew by 7% on Tamil News channels. 

Meanwhile, the tally of advertisers saw a rise in Jul’20 compared to Jun’20 with a marginal drop in categories and brands was observed. The number of advertisers grew by 5% whereas Brands declined by 7%. For Tamil News genre, Multiple Courses and Hindustan Unilever were the leading category and advertiser respectively. The Top 10 advertisers on Tamil News channels had a 25% share of ad volumes. 

Marathi News 

Unlike other news genres where they witnessed a rise in July, the average ad volumes per day on Marathi News dropped by 10% in Jul’20 compared to Jun’20. A resurgence in ad volumes was observed from week 29 after a drop in week 27 and week 28 and comparing week 31 to week 23, ad volumes grew by 3% on Marathi News channels. 

However, the tally of advertisers and brands saw a rise in Jul’20 compared to Jun’20 and the number of advertisers and brands grew by 6% and 7% respectively. For the genre, 5 out of the Top 10 Categories belonged to the FMCG sector contributing 24% share of ad volumes. Godrej Consumer Products and Reckitt Benckiser were the top two advertisers with 6% share each. The Top 10 advertisers on Marathi News channels had a 41% share of ad volumes.   

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