TAM AdEx: Reviewing the TV news genre in 2023 report

TAM AdEx: Reviewing the TV news genre in 2023 report

During the second quarter of 2023, the highest volume of ads per day was observed.


Mumbai: TAM AdEx India has released a report on television medium – reviewing the TV news genre in 2023 report.

In year 2023, a drop of eight percent in ad volumes was seen over year 2022 and growth of six per cent compared to the year 2019. The highest growth in ad volumes was observed in year 2021 since the year 2019. The second quarter of 2023 witnessed the highest ad volumes (on per day basis).

The lowest share on the news genre was during Feb’23. Ad volumes started peaking up again post-Sep’23 i.e. during the festive period.

In the year 2020, the news genre reached its peak (at 30 per cent).

Hindi news topped with 19 per cent share of the news genre’s ad volumes during both the year 2023 and the year 2022. The top five subgenres accounted for around 56 per cent share of ad volumes during both periods.

The services sector maintained its first rank in the year 2023 followed by food & beverages on the second position. Auto, banking/finance/investment and personal accessories saw positive rank shift. The top 10 sector added 80 per cent share in the news genre.

Retail outlets - jewellers category topped the news genre in year 2023; followed by 'cars'. Toilet soaps, toilet/floor cleaners, and multiple courses were the new entrants among the top 10 in year 2023. The top 10 categories added 26 per cent share of the news genre’s ad volumes.

Honey saw the highest rise of three times in ad secondages, followed by school during year 2023 compared to year 2022. Three out of 10 categories belonged to the food & beverages sector.

Reckitt Benckiser retained its first position, followed by Hindustan Unilever*. Lalithaa Jewellery Mart and Reliance Retail were the new entrants among the top 10. Top 100 advertisers accounted for 53 per cent share of overall news genre advertising.

Webart Softech was the top exclusive advertiser in the news genre followed by Bonnie Foi Group during the year 2023.

3.7K plus advertisers exclusively advertised during year 2023 over year 2022 in the news genre. Piramal Capital & Housing Finance and Bonnie Foi Group were the top two exclusive advertisers of 2023 compared to 2022.

Around 300 plus brands covered 50 per cent of news genre ad volumes in 2023.

The regional and national channels had 75 per cent and 25 per cent share of ad volumes respectively in the news genre during 2023.

Nims University and Lalithaa Jewellery Mart were leading exclusive advertisers on national and regional news channels respectively during Y 2023.

Primetime, afternoon & morning time bands together added 70 per cent share of ad volumes.

20-40 seconds ads had the highest share of 64 per cent in 2023.