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Festive season sans Covid curbs to spur ad growth at the movies and on TV

Broadcasters, multiplex operators counting on September-December period that is marked by regional and national fests

Festive season sans Covid curbs to spur ad growth at the movies and on TV
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Traditional advertisers, in particular, in categories such as fast-moving consumer goods (FMCG), auto, retail, durables and electronics are expected to capitalise on the momentum this year

Viveat Susan Pinto Mumbai
For the first time in two years, the festive season, which will begin end-August with Onam and Ganesh Chathurthi, will be without Covid restrictions.

This is set to spur advertising growth for multiplex operators and broadcasters, who are counting on a festive boost after a dull April-June quarter (Q1).

While advertising recovery rates for cinema chains, such as PVR and Inox, was around 62-65 per cent in Q1, the July-August period — which is part of Q2 — has remained largely challenging. This is because of weak occupancy levels due to high-profile movie flops.

On the other hand, broadcasters, such

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First Published: Aug 24 2022 | 7:11 PM IST

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