News Next 2019: This is how news channels can attract more ad monies
A panel discussion on the ‘Opportunities and Challenges faced by advertiser while Advertising on News Channels’ at the 2019 edition of the exchange4media News Next conference
Top marketers and broadcasters deliberated on the ‘Opportunities and Challenges faced by advertiser while Advertising on News Channels’ at the 2019 edition of the exchange4media News Next conference held on Saturday in Delhi.
Setting the stage for the discussion, Lloyd Mathias, former APAC Marketing Head, HP, said “When we marketers make a media plan, we look at where to get the audience we want, the cost-effectiveness of the medium etc. That’s why marketers choose GECs which give prime time appointment viewing and high reach. However, a lot of marketers are looking at news genre as it is growing in terms of viewership and credibility.” He further added, “Although it accounts for only around 10 per cent of the total viewership, it punches above its weight” because a lot of thought leaders typically appear on news channels to discuss the news of the day.
Carrying the discussion forward, Amit Tiwari, VP Marketing, Havells, felt that the biggest challenge of advertising on news channels is the limited scope of partnerships. “There is no innovation in the solutions offered to marketers. There are options like six month sponsorship for a prime time show, laptop branding, or an interview with one of the top executives of the company,” he said. “Today news channels have the potential to become the second GEC - prime time is the same, single TV households still dominate the audience,” Tiwari observed.
He demanded, “Why can’t a news channel become an end-to-end solution for everything that is required?” Tiwari said that news channels could look at multi-screen solutions and think beyond the TV screen alone.
Thanking the television news industry for its support to Patanjali, Avinash Kumar, AVP Marketing, Patanjali, said that his company’s brand was completely built on TV news channels. That said, Kumar, said that one of the challenges with the news genre is the question of sponsoring content that is potentially of a serious and sometimes grim and tragic nature. “Would any brand like to sponsor headlines about bomb blasts or terror attacks?”
Varun Kohli, CEO, ITV Network, pointed out that while news channels are open to creating and offering innovative solutions, it is agencies and marketers who are not open to a discussion about those solutions because they view ROI in terms of GRPs and not impact.
The panellists further discussed the opportunities and challenges of the news medium. Watch the full discussion here:
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