Covid-19 Ad Spend For TV, Print And Radio Platforms: Covid-19 Has High State And Central Government Spending; AdEx stood at 165 billion rupees between March 2020 and June 2021
With the second wave of Covid-19 continuing to wreak havoc, state governments partnered with the center to promote people’s awareness. The top five state governments besides the center, which issued between Rs 160-165 crore Covid-19 ads on mainstream media such as TV, print and radio between March 2020 and June 2021, reveal data from MAP India. “The idea was to reach out to as many citizens as possible and spread awareness about the virus and the precautions that people need to take. Hence, the government’s use of mass media was very high. After a certain point, the scope of advertising was expanded beyond mere corona awareness and included vaccinations, plasma donations, Aarogya Setu use, among other things, ”LV Krishnan, CEO of TAM Media Research, told BrandWagon Online.
According to audience measurement company TAM Media Research, Covid-19-related news on television accounted for 42% of total ad placements in social ads by government between March 2020 and June 2021. The central government led by Narendra Modi had the highest proportion of advertising volume, followed by the government of Delhi. Television as a medium clocked somewhere between Rs 98-100 crore between March 20th and June 21st by the top state governments besides the central government.
Although the center saw high ad volume, it was the Arvind Kejriwal government of Delhi that appeared to have spent more money. The Delhi government spent between Rs.73 and 75 billion on television advertising, followed by Prime Minister Vijay Rupani, who ran the Gujarat government for Rs.8-9 billion. Chief Minister Yogi Adityanath, who headed the government of Uttar Pradesh, also spent 7-8 billion rupees on Corona-led campaigns on television. The central government, which includes the Department of Health and Family Welfare and Public Welfare Authorities, spent 4-5 billion rupees. While television was getting the maximum of ads in terms of both volume and value, radio was hot on its heels, posting advertising revenue of Rs 50-60 crore. In the meantime, governments spent in the range of Rs 9-10 crore on printing.
According to industry estimates, the cost of a 10-second commercial on English news channels is between 1,500 and 2,000 rupees during prime time between 8 p.m. and 10 p.m. While the cost of a 10-second Hindi news commercial is slightly higher between Rs 4,000 and 4,500, regional news channels charge Rs 2,000 to Rs 2,500. Ad rates rose dramatically during the election period, with Hindi news channels like Aaj Tak Rs 1 lakh touched for a 10 second display. As for printing, a cover ad in English newspapers like the Times of India and Hindustan Times costs Rs 90 lakh – 1 crore, while ad prices in regional newspapers vary from state to state, averaging between Rs 80,000 and Rs 90,000. However, regional newspapers in UP such as Dainik Jagran commanded a high advertising rate of Rs 35-40 lakh. Advertisements from political parties and governments are always charged an above-average price. It should be noted that both the state governments and the center have received a 50% discount for serving Covid-related ads.
Meanwhile, the total advertising spending of the five largest state governments and the center between March 2020 and June 2021 was Rs 900-1,200 crore on television, print and radio platforms. Of this, 12-15% of advertising is spent on Covid-19 advertising. According to industry analysts, the AdEx rebounded quickly due to the general election. “Due to the constant Covid updates, the number of viewers for the news genre has increased significantly. Unfortunately, the genre was not able to fully utilize the number of viewers due to the blocking. However, during the general election, the news genre not only sustained the audience growth achieved during the lockdown, but also achieved a 30-45% revenue growth that averaged 8-10%, ”said Ramsai Panchapakesan, SVP and national director, media buying, Zenith India.
Also read: Regional OTT on the rise, as subscribers use Hindi as their mother tongue. Select
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