You are here: Home » Economy & Policy » News
Business Standard

TV ad volume rises to 5-year high as brands, advertisers boost visibility

BARC has attributed the surge in advertising to the ongoing festive season and big-ticket properties like the Indian Premier League (IPL), Bigg Boss and Kaun Banega Crorepati (KBC)

Topics
TV ads | advertising

Viveat Susan Pinto  |  Mumbai 

TV viewers
In the previous week, the number stood at 37.9 million seconds, which is a weekly growth of 2.1 per cent, said BARC India

on television (TV) channels peaked to a five-year high in the week to October 30, the Broadcast Audience Research Council India (BARC India) said on Thursday, as brands and advertisers increased their visibility during the festival season.

The release of the data spells good for the domestic and media industry hit hard by the lockdown in the April-June quarter.

The path to recovery for the sector has been slow but steady, said media analysts, as companies increase spends amid an Unlock 6.0 programme unleashed by the government. Recovery rates in TV, digital, and print have been high from a volume perspective. Value-wise, discounting has been high, impacting advertising rates.

BARC India has attributed the surge in advertising to the ongoing festival season and big-ticket properties like the Indian Premier League, Bigg Boss, and Kaun Banega Crorepati. It said 38.7 million of advertising seconds were telecast on TV channels during the week under review, surpassing the previous high attained in 2015.

In the previous week, the number stood at 37.9 million seconds, which is a weekly growth of 2.1 per cent, said BARC India.

chart

American e-commerce giant Amazon was the biggest brand that advertised during the week under review, followed by Dettol and Surf Excel, the body said.

Among advertisers, fast-moving consumer goods (FMCG) major HUL led the pack, followed by Reckitt Benckiser and ITC, said BARC India. The body expects the trend of high advertising volumes to continue into the future as the central and state governments unlock all activities.

On Thursday, cinema halls were reopened in Maharashtra, paving the way for one of the large domestic movie markets to begin their activities. Restaurants, malls, shopping centres, and standalone stores have already been allowed to reopen, with serious buyers stepping out to shop.

Retail, restaurants, media and entertainment, besides FMCG, telecom and auto, are key advertisers. This year has seen the emergence of digital companies, including gaming apps, edtech, and coding firms on the advertising front.

E-commerce remains a key advertiser too, with companies in the category investing significantly in brand building, said BARC India.

Dear Reader,


Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.
We, however, have a request.

As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.

Support quality journalism and subscribe to Business Standard.

Digital Editor

First Published: Thu, November 05 2020. 20:41 IST
RECOMMENDED FOR YOU
.