Headlines: Top media ad news in India for the week (Date: 15th February – 21st February 2022)

As per a study conducted by PubMatic-Forrester Consulting, the ad budgets in APAC (Asia- Pacific) are shifting towards digital media. Currently, mobile in-app is emerging as the preferred digital channel, and it has secured 20% of the budget allocation for the next 12 months. It is the highest percentage of ad budget compared to 16% for CTV, 17% for mobile web and 15% for desktop.

Snap Inc., the camera company, is planning to launch mid-roll ads in the Snap Star Stories. The program is at an early beta testing stage with a set of creators from the US. The company is aiming to create better engaging content and offer opportunities to advertisers to reach millennials and Gen Z.

According to the data by TAM AdEx, the advertising volume per publication in the print sector has increased by 33% in 2021 in comparison to 2020. The service sector had the highest ad volume with 16% of the share followed by automobiles and education with 13% of the share each.

The ban on online gambling and virtual gaming imposed by the Karnataka Police Amendment, 2021 has been struck down by the Karnataka HC claiming it as unconstitutional. The gaming industry is supportive of the decision as India is the 5th largest online gaming market in the world and as per the EY-AIGF report, the real-money gaming market is expected to exceed 150 Million by 2023.

According to e4m-dentsu Advertising Report 2022, the market of online video is continuously growing, from 18% in 2016 to 28% in 2021. Industry experts are of the opinion that this will be a good opportunity for advertisers and marketers to make their brands more visible in the digital space. 

As per a report by RedSeer, a Bangalore based market research firm, the online shoppers in India are looking for new experiences in this age of video and social commerce. This will provide all the digital-first brands a $250 Mn market opportunity by 2030. 

As per the weekly BARC data, in the 6th week Star Maa has become the most viewed channel across all genres. Star Utsav and Sun TV secured the 2nd and 3rd position respectively, whereas Star Plus bagged the 4th spot. 

RAM Ratings Week 52’21 – Week 02’22: Fever FM retains its position in the Mumbai and Delhi charts. Big FM stayed at the top position in Bangalore, and Mirchi maintained its lead in the Kolkata chart.

BARC’s top 5 advertisers of week 6 (5th February – 11th February 2022)  are – Hindustan Lever Ltd, Reckitt Benckiser (India) Ltd, Procter & Gamble, Godrej Group, Cadburys India LTD.

According to BARC weekly data, the following were the top 5 paid TV channels in week 6 (5th February – 11th February 2022) – 

Paid–Star Maa, STAR Utsav, Sun TV, Star Plus, Dhinchaak.

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