Analyzing the Frequency and Types of Advertisements during Prime Time News

Abstract

Television advertising has been a significant source of revenue for television networks since the first paid ad aired in the United States on July 1, 1941. Advertisements, or TVCs (television commercials), are produced and paid for by organizations to market products or services to a wide audience. As of 2021, television ads remain a dominant form of communication, with brief ad spots promoting a variety of products, services, and ideas across multiple channels.

This study focuses on the content analysis of prime time advertisements aired on two major Indian news channels: News Nation and AajTak. The research examines the frequency, type, and content of ads aired during the prime time slot from 8:30 P.M. to 9:30 P.M. over a period of three weeks. The analysis aims to explore various categories of advertisements based on brand, product, and service types, with a particular focus on compliance with the TRAI guidelines and the presence of celebrity endorsements.

The research follows a qualitative and quantitative methodology, using content analysis as the primary research technique. Data was gathered from Jio TV, a digital platform, where the researcher downloaded the relevant video content for analysis. The study employs convenient sampling to select advertisements aired in the prime time window (8:30 P.M. to 9:30 P.M.) on the chosen news channels.