Which Regions And Languages To Choose For Advertising In Television

Television advertising has been a popular medium for large retailers ever since television came into being. With the arrival of cable television came lower production costs and the opportunity to reach smaller, a more targeted market, making it a viable option for small as well as medium-sized businesses.

Television advertising involves three main tasks:

- Creating a television advertisement that meets broadcast standards

- Placing the advertisement on television to reach the desired target market

- Measuring the outcomes of these ads

Languages

Regional language content has emerged as a key growth driver for TV viewership over the past four years according to a report released by the Broadcast Audience Research Council (BARC) India.

The television viewers of regional language contribute more to the overall viewership of television in India.

Regional language channels had 59 per cent of Ad Volumes’ share in Overall Television advertising during Aug-Dec’20 according to a study by AdEx India followed by Hindi at 29 per cent, English at 3 per cent and others at 8 per cent.

Genres and Languages

Amongst the regional languages Tamil, Bengali, Telugu had topped the charts of the most viewed during August-December 2020 with 17 per cent, 14 per cent, 13 per cent respectively. Then it is followed by Kannada at 12 per cent, Marathi at 9 per cent, Punjabi at 8 per cent, Malayalam at 8 per cent, Bhojpuri at 6 per cent, Assamese at 6 per cent, Gujarati at 4 per cent and the others at 3 per cent.

Top 3 languages and genres to advertise in Tamil 

The Tamil TV has 1 state-owned, 17 General entertainment, 5 movies, 6 music, 10 news, 2 comedy, 10 Kids, 4 Information & Entertainment (Tamil Feed), 2 shopping and 2 religious channels.

The Ad volume on Tamil GEC is 42 per cent, Tamil News at 24 per cent, Tamil Music at 17 per cent, Tamil Movies at 15 per cent and others at 2 per cent according to a study by Ad Ex.

The top 5 categories of advertisements done in the regional language of Tamil are of:

1. Toilet Soaps

2. Toilet/Floor Cleaners

3. Retail Outlets-Jewellers

4. Tooth Pastes

5. Shampoos

The top 5 advertisers in the regional language of Tamil are:

1. Hindustan Unilever

2. Reckitt Benckiser India

3. Procter & Gamble

4. Colgate Palmolive India

5. Godrej Consumer Products

Bengali

The Bengali TV has 12 entertainment channels, 8 news channels, 3 movie and music channels respectively and 3 kids channels.

The Ad volume on Bengali News is 38 per cent, Bengali GEC is 34 per cent, Bengali Movies at 21 per cent and others at 7 per cent.

The top 5 categories of advertisements in the regional language of Bengali done are of:

1. Toilet Soaps

2. Toilet/Floor Cleaners

3. Antiseptic Creams/Liquids

4. Shampoos

5. Milk Beverages

The top 5 advertisers in the regional language of Bengali are:

1. Hindustan Unilever

2. Reckitt Benckiser India

3. Godrej Consumer Products

4. ITC

5. Colgate Palmolive India

Telugu

Ad volume of Telugu news was the highest at 35 per cent, followed by Telugu GEC content at 29 per cent, Telugu Movies at 19 per cent Telugu Music at 11 per cent and Telugu kids at 3 per cent.

Telugu had the highest number of news channels among regional languages in the television market in India in 2019. With 19 channels for news, Telegu was primarily consumed in Andhra Pradesh and Telangana. This accounted for 98 per cent of news consumption in that region.

The top 5 categories of advertisements done in the regional language of Telugu are of:

1. Toilet Soaps

2. Toothpaste

3. Retail Outlets-Jewellers

4. Toilet/Floor Cleaners

5. Shampoo

The top 5 advertisers in the regional language of Telugu are:

1. Hindustan Unilever

2. Reckitt Benckiser India

3. Wipro

4. Procter & Gamble

5. Godrej Consumer Products

In order to build an efficient TV ad, a successful script needs first to emphasise a strong bid. Advertisements often need to be created successfully, which is why the services of a publicity firm are always preferable, which will assist you in producing the whole campaign.

1. Television reaches a larger audience both in the national and regional level in a short period of time.

2. It allows you to convey your message through visual, motion and sound, that can give your product and service instant credibility.

3. It gives you an opportunity to be creative and attach a personality to the brand.

4. It is an opportunity to tap into a captive audience.