News: Ad volume up 14% in 2022 against 2019

Television news genre witnessed a slight drop of 2% in ad volumes in 2022 over 2021 and a growth of 14% compared to 2019. According to TAM Rewinding 2022 for Advertising in News Genre report, highest growth in ad volumes was observed in 2021 since 2018. Also, the first quarter of 2022 witnessed highest ad volumes (on a per day basis).

The report also indicates that the lowest share of news genre was during June 2022 and July 2022. Ad volumes started peaking up again post June-July 2022 i.e. during the festive period. 

Meanwhile, Hindi news topped the genre with more than 30% share of ad volumes during both 2022 and 2021. The three out of the top five sub-genres retained their ranks in 2022; Tamil and Telugu news swapped their positions. The top five sub-genres accounted for around 65% share of ad volumes during both the period. 

In 2022, while ‘services’ sector achieved the first rank, ‘food & beverages’ dropped to the second position. ‘Building, industrial & land material/equipment’ and ‘household products’ saw a positive rank shift. The top 10 sectors added 79% share in the news genre.

‘Retail outlets-jewellers’ category topped the news genre in 2022. Last year's number one, 'cars' fell to sixth place. ‘Building material/systems’, ‘vocational training institute’, ‘corporate/brand image’ and ‘two-wheelers’ were the new entrants among Top 10.  

In terms of top growing categories, ‘vocational training institute’ saw the highest rise of 6.4 times in ad secondages, followed by ‘properties/real estates’ during 2022 compared to 2021.  

According to the report, Reckitt Benckiser retained the first place, while Hindustan Unilever fell to the third place. Patanjali Ayurved, Mahashiya Di Hatti, Ultratech Cement, and Lalithaa Jewellery Mart were among the newcomers to the Top 10. The top 100 advertisers accounted for half of all advertising in the news genre. Also over 7600 advertisers advertised on news genre and over 5400 exclusive advertisers chose news genre. 

A total 11400 brands advertised on news TV genre and 775 brands covered 70% of genre ad volumes in 2022. 

Furthermore, regional and national channels had 73% and 27% share of ad volumes respectively in news genre during 2022. While share for national channels rose by 1% in 2022, regional declined by 1%.