Summary:
In this article, we would discuss:
- Online news consumption in India is very high, especially on mobiles, in vernacular languages.
- 56% of all news consumers rely on news aggregators.
- News in the form of video has witnessed a growth of more than 100%.
- At the end of the article, we have listed down the popular online news platforms in various Indian languages.
Article:
Reading and discussing news is one of India’s most popular habits. For years, newspapers have enjoyed a special status in Indian households and offices. The same has been portrayed in several movies and series- how reading newspapers was the favorite family ritual and how the newspaper changed hands starting from the eldest to the youngest in the family. With time, people have become busier and mobile phones have become the one and only interface for information consumption.
Recently, Comscore has released a report that discusses the emerging trends in online news consumption. In this article, we would talk about the key takeaways from the article and check out the top-performing online news platforms on The Media Ant website.
1. India has a very high reach for online news content
When compared to other countries, India has a higher penetration of online news consumption. India comes second after China in terms of the number of people who consume news online. Hence, if looking for avenues to reach out to the people online on platforms that also offer high engagement, online news platforms are fit for the purpose.
2. Consumers in India prefer to consume news on mobile platforms
More than 90% of online news in India is consumed on mobile. Advertising on mobile websites and apps for online news is an effective medium to reach out to millions of people.
3. For a greater reach and better engagement, try both mobile web and mobile apps.
News mobile websites have greater reach as news on mobile web platforms are easier to share and consume without committing a space on mobile. People who use news apps are however more committed to consuming news and hence show greater engagement. The best approach for advertising on news platforms would be a mix of advertising on mobile platforms as well as mobile apps.
4. News in vernacular languages is the way forward.
Gone are the days when online news consumption was limited to English only. There are several regional news platforms now along with the web versions of regional language newspapers that provide the audience with news and information in local languages. The good news is that many of them accept ads in local languages too. It’s good news for local language advertisers who often face problems in getting their ads approved when opting for Google Display Advertising.
5. News aggregators are here to rule
News aggregators are the latest superheroes in the world of online news consumption. They present news in an innovative and interesting manner. The majority of news consumers (~ 56%) prefer news aggregators for their daily news. Among all the news aggregators, Daily Hunt has emerged as a winner, mostly due to the bouquet of vernacular languages it has to offer.
6. Video advertising within news: Effective way to engage the audience
Over the last year, news consumption in format of the video has taken a huge leap as seen in the figure below.
7. Top 10 online news platforms for advertising
We have listed down the top 10 online news platforms based on their popularity among advertisers (as exhibited by the traffic on The Media Ant website).
*Rates provided are for banner ads, are indicative and subject to change with time. Kindly send an mail to Help@TheMediaAnt.com for the latest rates.
*Reach provided is for website only. Contact us for app information
* DailyHunt is a news aggregator that provides news in multiple native languages.
| Media | Reach (Similarweb) | Category | Ad Types | CPM in INR |
|---|---|---|---|---|
| Daily Hunt-app | 100 Million Downloads | News Aggregator | Banner, Video, App Install, Native | 150 |
| Inshorts-App | 10 Million Downloads | News Aggregator | Banner, Video, Article, Magazine Card, Fact Card | 300 |
| Times Of India | 153 Million visitors/month | General News | Banner, Video, Article | 144 |
| Indian Express | 60 Million visitors/month | General News | Banner, Article, Roadblock | 125 |
| Hindustan Times | 56 Million visitors/month | General News | Banner, Video, Article, Social Media Post | 120 |
| Money Control | 41 Million visitors/month | Business & Finance | Banner, Video, Article, Social Media Post | 180 |
| Economic Times | 39 Million visitors/month | Business & Finance | Banner, Article, Roadblock | 144 |
| Live Mint | 37 Million visitors/month | Business & Finance | Banner, Video, Article, Social Media Post | 140 |
| The Hindu | 32 Million visitors/month | General News | Banner, Video, Article, Social Media Post | 160 |
| Business Standard | 9 Million | Business & Finance | Banner, Roadblock | 255 |
8. Top online news platforms for advertising in regional languages
*Rates provided are for banner ads, are indicative and subject to change with time. Kindly send an mail to Help@TheMediaAnt.com for the latest rates.
*Reach provided is for website only. Contact us for app information
* DailyHunt is a news aggregator that provides news in multiple native languages.
(a) Bengali
| Media | Reach/Month (Similarweb) | Ad Types | CPM in INR |
|---|---|---|---|
| Ananda Bazar | 16 Million | Banner, Article, Roadblock | 150 |
| Bartaman Patrika | 884 Thousand | Banner | 80 |
| Ebela | 382 Thousand | Banner, Roadblock, Native | 200 |
(b) Hindi
| Media | Reach/Month (Similarweb) | Ad Types | CPM in INR |
|---|---|---|---|
| Aaj Tak | 50 Million | Banner, Article, Roadblock | 250 |
| Live Hindustan | 35 Million | Banner, Video, Roadblock | 125 |
| Dainik Bhaskar | 31 Million | Banner | 175 |
| Amar Ujala | 58 Million | Banner, Video | 111 |
| Navbharat Times | 49 Million | Banner | 97 |
| Jagran | 41 Million | Banner, Video | 111 |
| IBN Khabar | 30 Million | Banner, Video | 122 |
| India TV | 8 Million | Native Ad | 40 |
(c) Kannada
| Media | Reach/Month (Similarweb) | Ad Types | Pricing Model | Cost Per Unit in INR |
|---|---|---|---|---|
| TV9 Kannada | NA | Banner, Video | Cost Per Thousand Impressions | 57 |
| Prajavani | 3 Million | Banner, Article, Roadblock, Native | Cost Per Thousand Impressions | 105 |
| Vijaya Karnataka | 2 Million | Banner | Cost Per Thousand Impressions | 97 |
| Vijayavani | 1 Million | Banner | Cost Per Week | 3,450 |
| Udayavani | 1 Million | Banner, Native Ad | Cost Per Month | 27,800 |
| Kannada Prabha | 1 Million | Banner, Native, Roadblock | Cost Per Month | 77,780 |
(d) Malayalam
| Media | Reach/Month (Similarweb) | Ad Types | CPM in INR |
|---|---|---|---|
| Manorama Online | 30 Million | Banner | 120 |
| Asianet News | 22 Million | Banner, Video, Native | 125 |
| Mathrubhumi | 15 Million | Banner, Native | 56 |
(e) Marathi
| Media | Reach/Month (Similarweb) | Ad Types | Pricing Model | Cost Per Unit in INR |
|---|---|---|---|---|
| Loksatta | 30 Million | Banner | Cost Per Thousand Impressions | 125 |
| IBN Lokmat | 10 Million | Banner, Roadblock | Cost Per Thousand Impressions | 156 |
| Lokmat | 9 Million | Banner, Native | Cost Per Thousand Impressions | 150 |
| Maharashtra Times | 5 Million | Banner | Cost Per Thousand Impressions | 97 |
| Saamana | 1 Million | Banner | Cost Per Thousand Impressions | 150 |
| Pudhari | 1 Million | Banner | Cost Per Week | 2,540 |
(f) Tamil
| Media | Reach/Month (Similarweb) | Ad Types | CPM in INR |
|---|---|---|---|
| Dinamalar | 9 Million | Banner, Roadblock | 175 |
| The Hindu Tamil | 4 Million | Banner, Video | 90 |
| Daily Thanthi | 4 Million | Banner, Article, Social Media Post | 130 |
| Maalaimalar | 4 Million | Native ad | 40 |
| Dinakaran | 2 Million | Banner, Native | 111 |
| Puthiya ThalaiMurai | 3 Million | Banner, Social Media Post | 200 |
| Dinamani | 2 Million | Banner, Native ad | 133 |
(g) Telugu
| Media | Reach/Month (similarweb) | Ad Types | Pricing Model | Cost Per Unit in INR |
|---|---|---|---|---|
| Eenadu | 29 Million | Banner | Cost Per Thousand Impressions | 140 |
| TV9 Telugu | NA | Banner, Video | Cost Per Thousand Impressions | 111 |
| Andhra Jyothi | 10 Million | Banner, Video | Cost Per Month | 3,88,890 |
Kindly note that the above-mentioned details are indicative only. In case you would like to get an accurate data point for any of these platforms, we are just a mail away. Reach out to us at Help@TheMediaAnt.com for any digital advertising query.
Source:
- https://www.comscore.com/Insights/Presentations-and-Whitepapers/2019/Trends-in-Online-News-Consumption-in-India
- www.themediaant.com
