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News channels to net in Rs 35 crore in ad revenue with Budget coverage
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Quote:The news channels have reasons to cheer as Budget coverage is set to bring in ad-revenue worth Rs 35 crore and more to the whole genre.

Industry heads and media pundits say that this year, the news genre is set to witness an increase of almost 40 per cent in advertising spends on the coverage of the Union Budget.

Listing the reasons for the increase in advertising spends this year in comparison to 2009, Deepak Lamba, business head, BloombergUTV, says, "A few major impediments last year came in the form of a bad slowdown period and the assembly elections in various states. Another news property (elections) was competing for the same money. Also, the attention was again split into two events - the Interim Budget and the Union Budget."

Budget as an event attracts heavy ad-spends by advertisers belonging to categories such as banking and insurance, securities, broker houses, banking services and products, infrastructure and real estate and corporates with plans of launching IPOs.

Sandeep Sharma, senior vice-president, sales and marketing, Times Now and ET Now, adds, "Owing to the economic slowdown last year, two categories, insurance and automobile, were not too dominant on news channels. However, the budget coverage this time has marked the big-bang entry of these categories into the news channels by way of big sponsorship deals. This is a heartening development as it further adds to the revenue stream of the news channels."

The overall viewership for the news genre goes up by 5 per cent or more during budget coverage. As per the TAM data July 6, 2009, (Budget Day) All India 25+ years, English business news channels' overall share in the overall TV viewing stood at 0.38 in comparison to a share of 0.1 per cent a day prior to the budget announcements. However, the next day's post Budget coverage on July 7, 2009 saw an increase in the share of news channels as they enjoyed a share of 0.29 per cent.

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