News genre garnered 31% share of ad volumes in Aug-Sep: TAM AdEx

The news genre garnered 31% share of ad volumes on television during August- September’20. The second ranked genre is GEC which claimed 26% share of ad volumes, followed by movies with 24% share. As per the TAM AdEx-Television Advertising Report-17,  News, GEC and Movies genres together contributed more than 80% share of ad volumes on television during Aug-Sep’20. 

As per the report,  the average ad volumes per day witnessed a growth in all genres during Sep’20 compared to Aug’20.  In Sep’20, Kids genre had the highest growth in ad volumes per day among all genres, that is 27%, followed by News and GEC genres with 23% growth each compared to Aug’20. 

Within the news genre, Hindi and Bengali news channels were top two during the same period. Hindi News channels contributed 30% whereas Bengali news channels added 11% to the overall news ad volume share. Telugu and Tamil contributed 8% each respectively. 

Also, if we look at the TAM data, the news genre witnessed the highest ad volumes in Week 38 (compared Week 32 to Week 40). Week 32 registered 2,447 hours of ad volumes whereas Week 38 saw 2,766 hours of ad volumes and Week 40 witnessed 2, 635 hours of ad volumes. 

While comparing new categories, advertisers and brands on TV,  Aug’20 registered highest number on news genre between Aug’20 – Sep’20. The month of August saw 50 new categories whereas September registered 23 new categories. Similarly, 993 new advertisers were recorded in August while in September, 499 advertisers were on news. August had 1393 new brands whereas September saw 818 brands on the channels. 

In the news genre, Reckitt Benckiser India and HUL were the top two advertisers in Aug-Sep’20 with 7% and 5% share of ad volumes within the news genre. The top five categories and advertisers together added 18% and 19% share of ad volumes respectively in Aug-Sep’20 which includes Cars, Toilet Soaps, Tooth Pastes, Multiple Courses, and Ecom-Education (categories). In advertisers, Godrej Consumer Products, GCMMF (Amul) and  Colgate Palmolive India were among the top five.

In the news genre, over 40 new categories and 1300 new advertisers emerged in Aug-Sep’20 compared to Jun-Jul’20. While, Drycells and Mahindra & Mahindra were top new category and advertiser during Aug-Sep’20. 

The report also reveals that out of the top five growing categories, the highest growth of 3.5 times was observed in Ecom-Clothing/Textile/Fashion. Among the top five growing advertisers, Myntra Designs saw the highest surge in ad volumes during Aug-Sep’20 compared to Jun-Jul’20.