TAM AdEx - Reviewing the TV NEWS Genre in 2023.pdf

REWINDING Y 2023 FOR
ADVERTISING IN - News Genre
Media: TV, Print, Radio & Digital;
Period: Y 2023

01
02
03
04
05
Advertising in the News genre remains elevated,
surpassing pre-pandemic levels with a 6%
growth in 2023 over 2019.
Hindi News claimed the top spot, accounting
for over 15% of the Ad Volumes in the News
genre during both 2023 and 2022.
The Services sector secured the top position in
2023, with F&B following closely in the 2nd
position.
The Retail Outlets-Jewellers category led the News
genre in 2023, with 'Cars' securing the 2nd position
Cars Category tops in terms of highest difference
in ad duration, while Honey category leads among
top 10 in terms of % growth i.e. 3 Times.
06
07
08
09
10
Lalithaa Jewellery topped among the brands;
300+ brands collectively accounted for half of
the advertising volumes within the News genre.
600+ Exclusive Advertisers on National &
5,400+ on Regional channels of News
genre.
Prime Time had more than 1/4th of Ad
Duration in Y 2023.
20-40 seconds ads had highest share of 64%
in 2023.
On News genre, Reckitt Benckiser retained
its 1st position in Y 2022, followed by HUL .
Highlights : News Genre

Ad Volume Trends of News Genre: 6% rise in Y 2023 compared to Y 2019
100
105
117 115
106
2019 2020 2021 2022 2023
Indexed Growth in News : Y 2020-23 over Y 2019
Index: Y 2019=100
324
343
319
332
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23 Oct-Dec'23
Avg.
Ad
Volumes/Day
(In
Hours)
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2019-23
Quarterly Trends in News : Y 2023
Count of
Channels
200+
200+ 195+ 185+ 195+
Indexed
Ad
Volume
 In Y 2023, A drop of 8% in ad volumes was seen over Y 2022 and growth of 6% compared to Y 2019.
 Highest growth in Ad Volumes was observed in Y 2021 since Y 2019.
 2nd Quarter of 2023 witnessed highest ad volumes (on per day basis).

Monthly Share of Ad Volumes: Highest share in Oct’23
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
7.8%
7.4%
9.1%
8.3%
9.0%
8.6%
8.2% 8.3%
7.9%
9.4%
8.5%
7.5%
Jan'23 Feb'23 Mar'23 Apr'23 May'23 Jun'23 Jul'23 Aug'23 Sep'23 Oct'23 Nov'23 Dec'23
Period : Jan-Dec’23
 Lowest share on News genre was during Feb’23.
 Ad Volumes started peaking up again post Sep’23 i.e. during the festive period.

News Genre share in overall TV Advertising: Slight decline in last couple of years
29% 30% 28% 27% 25%
71% 70% 72% 73% 75%
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
News Genre Others
 In Year 2020, the News genre reached its peak (at 30%).

Top 5 Subgenres of News: The Bengali News genre experienced a notable growth in advertising
volume share in 2023 compared to 2022
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
19%
11%
9%
9%
8%
44%
Hindi News*
Bengali News
Hindi Regional
News
Telugu News
Tamil News
Others (15)
20%
13%
9%
8%
7%
43%
Hindi News*
Hindi Regional
News
Bengali News
Tamil News
Telugu News
Others (15)
Subgenres of NEWS
Y 2022
Subgenres of NEWS
Y 2023
Period : Y 2022-2023
*Hindi News subgenre also includes Hindi Regional News and Hindi Business News
 Hindi News topped with 19% share of News genre’s Ad Volumes during both Y 2023 and Y 2022.
 Top 5 subgenres accounted for around 56% share of Ad Volumes during both the periods.

3180+
2985+
3075+
2990+
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
390+
370+
370+
385+
4635+
4295+
4555+
4440+
Count of Categories Count of Advertisers Count of Brands
Quarter wise Tally of Categories, Advertisers and Brands
Q1’22
Q2’22
Q3’22
Q4’22
Q1’22
Q2’22
Q3’22
Q4’22
Q1’22
Q2’22
Q3’22
Q4’22

Leading Sectors in News genre: ‘Services’ sector on Top with 15% share
Others 20%
Rank in Y 2022
 Services sector maintained its 1st rank in Y2023 followed by Food & Beverages on 2nd position.
 Auto, Banking/Finance/Investment and Personal Accessories saw positive rank shift.
 Top 10 sector added 80% share in News genre.
% Share
Rank Top Sectors – Y 2023
1 Services 15%
2 Food & Beverages 15%
3 Building, Industrial & Land Materials/Equipments 8%
4 Personal Healthcare 8%
5 Personal Care/Personal Hygiene 8%
6 Auto 7%
7 Household Products 6%
8 Banking/Finance/Investment 6%
9 Personal Accessories 5%
10 Education 4%
1
2
3
4
5
8
7
9
10
6

Leading Categories : ‘Toilet Soaps’ ascended by 13 ranks to enter the Top 10
1
6
2
3
18
11
5
4
12
9
Rank in Y 2022
1
2
3
4
5
6
7
8
9
10
Next 40 Categories 39%
 Retail Outlets-Jewellers category topped the News genre in Y 2023; followed by 'Cars' .
 Toilet Soaps, Toilet/Floor Cleaners, and Multiple Courses were the new entrants among Top 10 in Y 2023.
 Top 10 categories added 26% share of News genre’s Ad Volumes.
Retail Outlets-Jewellers 4%
Cars 4%
Spices 3%
Ecom-Media/Entertainment/Social Media 2%
Toilet Soaps 2%
Toilet/Floor Cleaners 2%
Building Materials/Systems 2%
Cement 2%
Multiple Courses 2%
Two Wheelers 2%
Rank Top 10 Categories in Y 2023 (Total 448) % Share

Rank
Top Growing Categories (Y2023 vs. Y2022)
(based on highest increase in Ad Volumes) Growth
1 Cars 55%
2 Toilet Soaps 65%
3 Retail Outlets-Jewellers 13%
4 Furniture Related Items 50%
5 Ecom-Wallets 46%
6 Toilet/Floor Cleaners 19%
7 Honey 3 Times
8 Biscuits 66%
9 Milk Beverages 41%
10 Schools 92%
Top Growing Categories : 185+ Categories saw Positive Growth in News genre
 Honey saw highest rise of 3 Times in Ad secondages, followed by School during Y 2023 compared to Y 2022.
 3 out of 10 categories belonged to Food & Beverages sector.

Top Advertisers (Y 2023) [Total 6.9K+]
Rank
(Y 2022)
Reckitt Benckiser (India) 1
Hindustan Unilever* 3
Patanjali Ayurved 4
Godrej Consumer Products 6
GCMMF (Amul) 2
SBS Biotech 7
Life Insurance Corp Of India 5
Lalithaa Jewellery Mart 12
Mahashiya Di Hatti 9
Reliance Retail 13
Leading Advertisers: Reliance Retail rose 3 positions to land among the Top 10
Top 10 Advertisers contributed
21% share of News genre’s Ad
Volumes
 Reckitt Benckiser retained its 1st position, Followed by Hindustan Unilever* .
 Lalithaa Jewellery Mart and Reliance Retail were the new entrants among Top 10.
 Top 100 advertisers accounted for 53% share of overall News genre advertising.
*Hindustan Unilever does not includes its other brands like Ponds India,
Lakme lever, Brooke bond India etc.

Rank Top Exclusive^ Advertisers (News) [Total 4.9K+]
1 Webart Softech
2 Bonnie Foi Group
3 Raja Udyog
4 Greenlam Industries
5 Maharishi Markandeshwar University Trust
6 L N Hotels & Resorts
7 Kalyani Unos Aqua Feeds
8 Rohan Corporation
9 Hella Infra Market Pvt Ltd
10 Star Cement Ltd
Exclusive^ Advertisers in the News Genre compared to other genres : Count 4.9 K+
^ Present in News genre but not in Other genres in Y 2023
 Webart Softech was the top exclusive^ advertiser in News genre followed by Bonnie Foi Group during Y 2023.

Rank Top Exclusive Advertisers (Y 2023) [Total 3.7K+]
1 Piramal Capital & Housing Finance
2 Bonnie Foi Group
3 Torrent Pharmaceuticals
5 Eenadu Television
6 Hella Infra Market
7 Pan Healthcare
8 Honda Cars India
9 Yougmedia Bv
10 Kuber Plastic
Exclusive^ Advertisers in Y 2023: 3 out of 10 Exclusive Advertisers were from Services sector
^ Present in Y 2023 but not in Y 2022
 3.7K+ advertisers exclusively advertised during Y 2023 over Y 2022 in News genre.
 Piramal Capital & Housing Finance and Bonnie Foi Group were the top 2 exclusive^ advertisers of Y 2023
compared to Y 2022.

Rank Top Brands (Y2023) [Total 10.6K+]
1 Lalithaa Jewellery
2 Vimal Elaichi Pan Masala
3 Dr Ortho Oil & Capsule
4 Phonepe
5 Lizol All In 1
6 Dettol Antiseptic Liquid
7 Dettol Toilet Soaps
8 Policybazaar.Com
9 Ultratech Cement
10 Rungta Steel Tmt Bar
Leading Brands in Y 2023: Lalithaa Jewellery topped among the brands
Top 10 Brands contributed 8%
share of News Ad Volumes
 Around 300+ brands covered 50% of News genre ad volumes in Y 2023.

National TV Advertisements means airing or telecasting of an advertisement on National television channel – that are
visible nationwide and are broadcasted in languages like Hindi or English.
On the other hand, Regional channel cater to viewers from particular regions such as Punjab, Bihar, Maharashtra etc. The
channels are telecast in the local language depending on the region such as Punjabi, Bhojpuri, Marathi etc.
Advertising on National & Regional Channels of News genre

National & Regional Channels: Regional News Channels had more than 70% share of Ad Volumes
Regional
Channels
National
Channels
73%
27%
Regional
Channels
National
Channels
75%
25%
 Regional and National channels had 75% and 25% share of Ad Volumes respectively in News genre during Y
2023.

Rank
Exclusive Advertisers
(Regional Channels)
1 Lalithaa Jewellery Mart
2 Wipro
3 Ponds India
4 Attica Gold Company
5 Lakme Lever
Rank
Exclusive Advertisers
(National Channels)
1 Nims University
2 Webart Softech
4 Bbc Global News
5 Vihan Modular
Y 2023: 600+ Exclusive Advertisers on National & 5400+ on Regional channels of News genre
[Total 600+] [Total 5400+]
 Nims University and Lalithaa Jewellery Mart were leading Exclusive advertisers on National and Regional
News channels respectively during Y 2023.

14%
18%
19%
9%
33%
8%
EMT MORNING AFTERNOON EVENING PRIME TIME NIGHT
Ad’s share by Time Bands : Prime Time had 1/3rd of Ad Duration
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 18:59
Prime Time
19:00 to 22:59
Night
23:00 to 05:59
Source: TAM AdEx Note: Figures are based on Frequency for TV; Commercial ads only; excluding promos and social ads Period : Y 2023
 Prime Time, Afternoon & Morning time bands together added 70% share of ad volumes.
Y 2023

Ad Size in the News Genre : 20-40 seconds ads were most preferred
29%
64%
8%
<20 Secs
20-40 Secs
>40 Secs
31%
61%
8%
< 20 Secs
20-40 Secs
> 40 Secs
Ad Length
Y2022
Ad Length
Y2023
 20-40 seconds ads had highest share of 64% in 2023.

Foranyquerieswriteto: taminsights@tamindia.com Website Link: www.tamindia.com

TAM AdEx - Reviewing the TV NEWS Genre in 2023.pdf

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TAM AdEx - Reviewing the TV NEWS Genre in 2023.pdf