Festivities, sporting events lift TV advertising volumes, up 11% in Oct

Advertisement volumes on television (TV) continued to witness growth during the festival period in October. Advertising volumes were up 11 per cent year-on-year in the month gone by, at 178 million seconds, according to the Broadcast Audience Research Council (BARC) India report THINK. 

The volume of advertisements was also 23 per cent higher, compared with October 2019. 

The total number of advertisers in October stood at 2,851; 4,624 brands advertised in the same period, of which 22 per cent were new advertisers. 

Advertisement volumes for fast-moving consumer goods dominated. E-commerce and banking, financial services and insurance sectors recorded growth of 97 per cent and 98 per cent, respectively, compared with October 2019, which is the highest among other sectors.

The volume of advertisements from the automotive sector also showed a positive curve, with growth of 3 per cent over 2019.

The retail sector’s advertisement volumes grew 127 per cent, while durables grew 297 per cent, compared with January. 

Advertisement volumes from the personal accessories industry also grew 157 per cent over January this year.   

“Due to positive sentiment in the construction sector, advertisement volumes from the building equipment category saw growth of 23 per cent in October over the same month in 2019,” said BARC in its release. 

“TV advertising continues to grow, peaking at 178 million seconds in October, the highest for the same period over the last three years. Backed by festivities and sporting events, these numbers have reinstated a strong positive sentiment among marketers,” said Aaditya Pathak, head–client partnership & revenue, BARC India, in a release, adding, “New advertisers and brands continue to ride this growth wave and place their trust in the medium, given its reach.”

Advertisement volumes were up 13 per cent in the Dussehra week over the previous four weeks and rose 25 per cent over 2019. Also, the number of advertisers and brands during the Dussehra week was the highest, compared with the previous years. It was 18 per cent more than the earlier four weeks.