The ongoing General Elections 2024 have sparked a huge surge in viewership for news channels, leading to a phenomenal increase in advertising demand and revenue figures.
Forecasts suggest a notable 25-30% rise in ad revenue for Q1 compared to the previous year, with an anticipated 15-20% increase in H1.
Advertisers, including political parties and advocacy groups, are intensifying their advertising efforts during elections, driving an exciting period for the TV news industry.
During the 2019 elections, the news genre commanded an impressive 29% share in overall TV advertising.
The heightened demand for advertising space during elections can lead to a scarcity of available slots, especially during prime time and live coverage of key events.
Ad rates typically surge by 40-50% on both TV and digital platforms during election coverage and polling days, with popular channels commanding premium prices for their advertising space.
For instance, leading Hindi news channels have seen ad rates increase by more than 50%, while smaller channels have witnessed even higher hikes.
Counting Day listing is particularly solid, with rates reaching up to 200% of regular prices.
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