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Tag: Aaditya Pathak

  • Q1 2022 registers 443 million seconds of ad volumes

    Television ad volumes maintain a steady growth

    By Our Staff

     

    Having closed 2022 on a strong positive note, advertising volumes for television continued to stay stable in the first quarter of 2022 with a total of 443 million seconds across all channels. In comparison to the previous 2 years, Q1 2022 was almost at par with Q1 2021 and Q1 2022 registered a 20% increase in Ad Volumes over Q1 2020. March 2022 also registered the highest Ad Volumes for the year with 154 million seconds.

     

    Said Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India: “Q1 2022 was a strong opening quarter for the year given the upward growth in January, February and March 2022. The number of advertisers and brands that continued to engage with television viewers, is also higher in Q1 2022 over Q1 2021. Televisions consistent growth in ad volumes in the first quarter of 2022 reaffirms the reach of the medium.”

     

    With 4259, the total number of advertisers on TV in the quarter was higher if compared to the same period in 2021. 49% of the advertisers in this period were either new or returning advertisers on television and January 2022 registered the highest number of advertisers for the quarter with 2769 advertisers.

     

    The Next 40 advertisers beyond the Top 10 were 36% higher in Q1 2022 than in Q1 2020. Ad Volumes for categories like Corporate Brand Image, Telecom Products and Education have grown exponentially over Q1 2021. Ad Volumes for Ecommerce grew by 40% in Q1 2022, compared to Q1 2021.

     

    While the number of advertisers for Personal Accessories has seen the highest growth of 17% over Q1 2021, Ecommerce category increased by a significant 58% in Q1 2022 over Q1 2020. At 64%, the Education category had the highest share of New & Returning Advertisers in Q1 2022.

     

    Tamil language channels have the highest share of Exclusive Advertisers at 54% and Hindi has highest share of New & Returning Advertisers at 48%.

     

  • There was a 22% increase over 2020 and 18% over 2019 as per the BARC Think Report

    TV Ad volumes post double digit growth in 2021: BARC

     

     

    By our Staff

     

    The year 2020 was a subdued one for television advertising, leading to a decline in total Ad Volumes across the year despite the record stay-at-home rise in viewership. 2021 has bounced back with a substantial double-digit spike, delivering an all-time high of 1824 million seconds of Ad Volumes during the year. This translated into a 22% and 18% growth over 2020 and 2019, respectively. The Top 10 advertisers accounted for 780 million seconds of Ad Volumes, and the Next 40 accounted for 340 million seconds.

     

    FMCG brands continued to lead in share across categories and Hindi channels continued to dominate across languages.

     

    New advertisers and brands consistently jumped in throughout the year, thus playing an important role in the advertising volume growth witnessed throughout 2021.

     

    Commenting on BARC India’s latest Think Report, 2021 – A Voluminous Year (Yearly Ad Volume Report 2021) that analyses television advertising volumes for the past year, Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India said: “2021 certainly brought in much needed cheer to the broadcast industry. The year started off on a positive note and also ended on a high with the festive quarter. Year on year, despite pandemic impediments, television has repeatedly proved effective for every penny spent for advertisers and brands. 2021 saw over 9000 advertisers turn to television with a significant number of new entrants. Overall, 2021 was a positive year for the industry as a whole that witnessed growing value for both advertisers and broadcasters.”

     

    Here are highlights of the report:

     

    Advertisers & Brands Count

    TV had a total of 9239 advertisers and 14616 brands advertised on the medium in 2021, of which, 49% i.e., 4483 were either new advertisers or returning ones. Similarly, for brands, 51% i.e., 7470 were new or returning brands.

     

    Categories

    The FMCG category continued to lead with an enormous share of 1117 million seconds of Ad Volumes in 2021, followed by Ecommerce with 185 million seconds and Building, Industrial, & Land Materials/Equipments with 60 million seconds. Television also understandably continued to be an important medium for the Corporate Brand Image category which registered 2x growth over 2019 with 24 million seconds.

     

    The Ecommerce category had a total of 587 advertisers in 2021 of which, 65% were new entrants or earlier advertisers returning to TV in 2021, registering a growth of 51% over 2020 and 26% over 2019. Media/Entertainment/Social Media, Education, Online Shopping, Matrimonials and Financial Services were the top 5 sub-categories within Ecommerce. Ad Volumes for Education grew by 461% and Financial Services by 153% over 2020.

     

    Languages

    While Hindi continues to play a dominant part of the language mix, regional language channels recorded strong growth as well across 2021. Ad Volumes for Bhojpuri language channels doubled over 2019 and Punjabi, Marathi, Gujarati and Assamese language channels posted over 40% growth over 2019. South language channels i.e., Tamil, Telugu, Malayalam and Kannada, grew by 26% over 2020.

     

    2021 – Quarterly Analysis

    Q1 2021 kickstarted on a positive note having registered 24% growth over 2020 and 21% growth over 2019. Despite the sporadic and partial lockdowns on account of the second wave of COVID-19, Ad Volumes for Q2’ 21 were relatively higher at 417 million seconds as compared to Q2’19 which recorded 399 million seconds. Q4’21 brought in cheer for broadcasters with a bumper festive season that recorded 489 million seconds of Ad Volumes, the highest quarter ever. New advertisers continued to flock to television for effective communication with Q4’21 welcoming 2156 new advertiser or earlier ones returning to the medium, the highest for the year.

     

    After a marginal decline in Q2 2021 on account of the lockdowns, regional language channels experienced steady growth in Q3 and Q4.

     

    SD & HD Channels

    Ad Volumes for HD channels in 2021 grew by 11% over the previous year and SD channels grew by 22% in 2021 over 2020 and by 20% over 2019.

     

    TV Commercials

    TV commercials with an Average Commercial Duration of under 30 seconds, were most favoured by advertisers while spots more than 60 seconds were least preferred.  The Average Commercial Duration has been reducing Y-O-Y. The Prime-Time band, i.e., 20:00 hours to 24:00 hours enjoyed the maximum share of Ad Volumes at 27%. The share of Ad Volumes for the four time bands, viz 08:00 – 12:00 hrs, 12:00-16:00 hrs, 16:00-20:00 hrs and 20:00-24:00 hrs, continued to stay the same since 2019. TV Commercials in local languages on regional channels are consistently increasing since 2019.

     

    IPL 2021

    IPL 2021 registered a total of 1680 thousand seconds of Ad Volumes with 119 advertisers and 228 brands in all. There were 59 new advertisers and 158 new brands for the season. The Top 10 advertisers for the season contributed 35% of the Ad Volumes.

     

    Tokyo Olympics

    With 466 thousand seconds, Ad Volumes for the Tokyo Olympics were almost at par with Rio Olympics that was held in 2016. There were 34 advertisers and 61 brands that advertised during Tokyo Olympics. Significantly, 31% of the Ad Volumes during Tokyo Olympics featured Olympians.

     

  • 4000+ brands advertised on television in December 2021

    Q4 2021 records highest ad volumes with a bumper festive spike: BARC

    By Our Staff

     

    According to the BARC Think Report of December 2021, Q4 2021 recorded highest ad bolumes for a quarter since 2019 with a bumper festive spike.  2021 also recorded 22% growth in Ad Volumes over 2020 and 18% over 2019. 4000+ brands advertised on television in December 2021. Ad Volumes in December 2021 recorded 155 mn seconds on Television.

     

    Said Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India, reflecting on the last quarter: “Post a rollercoaster ride in 2020 on account of the pandemic and lockdown, 2021 was a strong positive year for the broadcast industry. We witnessed increased attention from marketers towards television, across languages, while welcoming new brands to the medium throughout the year. Ad Volumes for digital native and e-commerce brands indicate that marketers continued to bet on television to establish stronger relationships and effective communication with their consumers. With a total of 155 million seconds of advertising volumes in December 2021, we can say with optimism that the broadcast industry ended 2021 on an encouraging note.”

     

    December 2021 Highlights

    > December 2021 recorded a total of 155 mn seconds of Ad Volumes, 25% higher than December 2019

    > Of 2524 advertisers and 4104 brands, there were 19% new advertisers and brands on TV in December 2021

    > Ecommerce, BFSI, Retail and Textiles sectors independently registered over 40% growth each when compared to December 2019

    > Ad Volumes for Corporate/Brand Image category surged by 42% over December 2020

    > Ad Volumes on Hindi language channels continued to grow consistently with 15% and 22% growth over December 2020 and 2019 respectively

    > Ad Volumes for English language channels recovered with a 15% growth over December 2020

    > Ad Volumes for Bhojpuri language channels witnessed highest growth with 120% over December 2019 while Punjabi increased by 83% over December 2019

    > Oriya and Assamese Ad Volumes also recorded an impressive 50% growth over December 2019, while Marathi channels Ad Volumes grew by 47% as compared to December 2019

    > Advertisers beyond the Top 50 enhanced their presence on TV with 30% and 26% growth over December 2020 and 2019 respectively

     

    Q4 2021 Highlights

    > Q4 2021 showcased stronger growth than Q4 2020 and Q4 2019

    > Q4 2021 recorded 489 mn seconds of Ad Volumes, registering 27% growth over Q4 2019 and 6% over Q4 2020

    > Brands across BFSI, Ecommerce, Corporate/Brand Image and Personal Accessories categories led this growth in Q4 2021 over Q4 2019

    > Ad Volumes on South language channels i.e. Tamil, Telugu, Malayalam and Kannada – registered 25% growth in Q4 2021 over Q4 2019

  • Displays steady growth with 2911 advertisers and 4669 brands, the highest for 2021

    BARC Think Report – Nov: TV continues to usher in new brands

    By Our Staff

     

    The BARC Think Report – Ad Volumes Nov 2021 records steady growth in television advertising volumes with 156 mn seconds in November, 3% higher than November 2020 and 31% higher than November 2019.

     

    Says Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India: “2021 has been an interesting year from an advertising point of view given the momentum of events we have witnessed since the beginning of the year. Despite economic challenges that were accelerated with the second wave of COVID-19, legacy advertisers continued to increase spends on TV, and new brands placed faith in the medium to ensure that they were able to stay connected with their TG. The double-digit growth in Ad Volumes that regional language channels like Telugu, Malayalam, and Bhojpuri have recorded, indicates that marketers continue to explore regional content strongly.”

     

    Highlights – Ad Volumes – November 2021

    • November records the highest number of Advertisers and Brands on TV in 2021.

    • Ad Volumes stood at 156 mn seconds, 3% higher than 2020 and 31% higher than 2019.

    • The month witnessed 14% more advertisers and 13% more brands as compared to November 2019.

    • 19% of Advertisers and Brands were new in the month.

    • Advertisers beyond Top 50 registered highest growth of 44% over November 2019; the Top 50 registered a 24% growth.

    • BFSI category bounces back with a 62% growth over the previous 2 years, month on month, with 3.8 mn seconds of Ad Volumes.

    • E-Commerce registered an impressive 37% growth with 15.5 mn seconds of Ad Volumes in November  2021 over November 2020.

    • Ad Volumes for Auto, Textiles, Retail, and Personal Accessories category grew by 2x over November 2019.

    • Ad Volumes for regional language has shown a growth. Telugu grew by 17%, Malayalam by 13%, Bhojpuri and Hindi by 10% each, and Punjabi by 9%, as compared to November 2020.

    • While the Ad Volumes for Bhojpuri has doubled as compared to November 2019. Marathi as well as Punjabi languages Ad Volume has grown by 60%.

    • Ad Volumes for Tamil, Telugu, Hindi has witnessed growth of 30% over November 2019 showcasing steady performance.

    • Ad Volumes for Bhojpuri language channels grew by 103% in November 2021 over November 2019.

  • Led by festivities and sporting events

    October delivers bumper ad volumes, as per BARC

    By Our Staff

     

    Advertising volumes on TV continue to witness growth on account of the festive period, as per television audience measurement body BARC India. The total ad volumes for the month of October 2021 stood at 178 mn seconds, highest for 2021, 11% higher than October 2020 and 23% higher than October 2019. The total number of advertisers stood at 2851 and brands were 4624 for October 2021, with 22% being new advertisers.

     

    Said Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India:  “Television advertising continues to grow peaking at 178 million seconds in Oct 2021, 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 amongst marketers. New advertisers and brands continue to ride this growth wave and place their trust in the medium given its reach.”

     

    Ad volumes for the Dassera week grew by 13% over the previous four weeks and by 25% over 2019. The number of new advertisers and brands was also the highest for this period. While ad volumes for FMCG dominates charts, Ecommerce and BFSI sectors have recorded an extraordinary growth of 97% and 98% respectively, against Oct 2019, which is highest amongst other sectors. Ad volumes for the Auto sector is also showing a positive curve with growth of 3% over 2019. The Retail sector grew by 127%, Durables by 297% and Personal Accessories by 157%, over the start of the year, January 2021.

     

    As a positive sentiment in the construction sector, ad volumes for the ‘Building Equipment’ category posted a 23% growth in Oct 2021 over Oct 2019, notes the report.

     

    Dassera Week 2021 witnessed 13% growth in ad Volumes over the previous four weeks and 25% over 2019. The number of advertisers and brands during the Dassera Week 2021, is the highest as compared to previous years; 18% more than previous four weeks.

     

    Ad volumes for Bhojpuri language during the festive period were at an all-time high in 2021, recording a growth of 111% compared to the same period in Oct 2019. Apart from Bhojpuri, Panjabi viewership has also recorded a 52% growth over Oct 2019, while the growth percentage for Telugu and Marathi languages was 33% and 35% respectively.

     

  • Published as part of the July – Sept 2021 Special Festival Edition Think Report

    Ad volumes spurt as festive season starts: BARC report

    By Our Staff

     

    Advertising  volumes on Television continue to post a healthy growth, with the July-Sept quarter registering 461 million seconds of advertising – which is the highest this year – as per BARC India’s July – Sept 2021 Ad Volumes – Special Festival Edition Think Report.

     

    Ad Volumes on TV in the Ganesh Chaturthi week, notes the report, grew 4% compared to the previous four-week average and posted a healthy 28% growth over 2019.

     

    Speaking on the trend, Aaditya Pathak, Head of Client Partnership and Revenue, BARC India, said: “The momentum of more and more brands banking on television advertising continues to be visible with 3397 new brands entering the medium in the July-Sept quarter of 2021, and that too with a 51% share of total brands advertising. The number of advertisers on TV is also the highest for the quarter at 4226. As we have seen in earlier years, marketers are clearly leveraging the reach and power of TV to raise the visibility of their brands this festive season. The strong growth of Ad Volumes in Q3 – which is 40 million seconds higher than in Q2 – also points to the positive sentiment regarding the improving economic and business environment.”

     

    Adds the report: “Ad Volumes on TV for September 2021 is the highest since 2019, registering a 15% growth over the same period in the previous year. While FMCG continued to maintain its leadership position with a 29% growth in Ad Volumes against the same period in 2019, the E-commerce sector has also shown a healthy 26% jump over 2020. While the strong upward trend in TV advertising is seen at the overall level as well as across all languages, the highest spurt was observed for Bhojpuri language channels, where ad volumes were more than double that of 2019, and 38% higher than in 2020. While Hindi language channels account for the largest share of TV advertising, Tamil & Telugu language channels witnessed a robust growth over the previous year, 2020.”

     

  • August 2021 witnessed the highest number of active advertisers and brands

    TV ad vol grow in Aug 2021: BARC

    By Our Staff

     

    Indian marketers and brands continue to place their trust in television once again as India kickstarted its festive season for 2021. As per BARC India’s Think report for August 2021, the month recorded the highest advertising volumes on TV since the second lockdown in April 2021 with 158 mn seconds.

     

    August 2021, notes a communique, saw 17% growth as compared to May 2021, 25% vs June 2021 and 9% vs July 2021. With 2803 active advertisers and 4415 active brands in the same month, there is a 23% growth over August 2019 and 19% growth over August 2020.

     

    Said Aaditya Pathak, Head of Client Partnership & Revenue, BARC India: “As we kickstarted India’s festive season with Onam, we have seen growth in Ad Volumes in Malayalam channels for August 2021 compared to previous weeks and also compared to previous years. The number of advertisers and brands turning to television continued to increase with August 2021 recording the highest number of active brands and advertisers for the year. We continue to see a strong upward trend in the e-commerce category and a new category, Corporate and Brand Image, joining the Top 10 sectors. Bhojpuri language channels are recording strong growth with Ad Volumes being almost at par with Punjabi and Marathi language channels.”

     

    Ad Volumes of the Top 10 advertisers grew by 29% while the next 40 saw 19% growth and the remainder, 22% growth in August 2021, versus the same period for 2019. FMCG continued to dominate with the highest share with 92.9 mn seconds of Ad Volumes and has grown by 22% over August 2019. With 4.4. mn seconds of Ad Volumes for Corporate and Brand Image, the sector witnessed a staggering growth of 570% over August 2019 where it had recorded 0.7 mn seconds.

     

    E-commerce and BFSI sectors grew by 109% and 110% in August 2021 versus August 2019. FMCG, E-commerce, Building, Industrial & Land Materials/Equipments, Corporate and Brand Image and Auto, are the top 5 sectors to dominate by share.

     

    Ad volumes for Bhojpuri language channels grew by 113% in August 2021, recording the highest growth across languages over August 2019 followed by Punjabi with 47%, Marathi with 32% and Hindi and Tamil at 28% each.  Hindi language channels however continue to dominate share with 49 mn seconds followed by Tamil and Telugu with 17 mn seconds and 13 mn seconds. Onam Week 2021 recorded 2.23 mn seconds of Ad Volumes, 13% higher than 2019. Ad Volumes during Onam Week 2021 for Malayalam Channels also increased by 22% compared to the previous 4 weeks, reaffirming a strong start to the festive season.

     

  • This is part of BARC India's report titled 'TV Ad Volumes Insights – The Mid-Year Analysis'

    TV Ad Volumes up in H1 2021 over last 2 years

     

     

    By Our Staff

     

    Advertising volumes on linear television have grown in the first half of 2021 over the last two years. This has been reported by BARC India’s latest report titled ‘TV Ad Volumes Insights – The Mid-Year Analysis’.

     

    The ‘Think’ report indicates that H1 2021 witnessed higher growth with 12% and 37% increase in ad volumes if compared to 2019 and 2020 respectively. Said Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India: “Ad volumes for H1 2021 is promising and encouraging for the industry as a whole. The number of active advertisers and brands are also picking pace. There is a sharp increase in Ad Volumes from the top three advertisers and while FMCG continues to dominate by share, e-commerce category continues to see strong growth year on year. The auto sector has also made a comeback despite the impact of the second wave. Data for the first half of 2021 reinstates that while new advertisers have turned to television for widespread reach, existing ones continue to increase their attention to the medium.”

     

    FMCG continued to lead the share in H1 2021 with 566 mn seconds, a growth of 40% over H1 2019. Building sector registered 30.7 mn seconds of Ad Volumes; a 24% growth in H1 2021 versus H1 2019. Ad Volumes for BFSI sector grew by 7% over H1 2019 with 14.5 mn seconds in H1 2021.

     

    In fact volumes registered in June 2021 is the highest if compared to the same period for 2019 and 2020 despite the impact of the second wave of Covid-19. With a 6% growth in Ad Volumes over June 2019, June 2021 saw a total of 1839 advertisers and 3074 brands advertise on television.

     

    After a dip in June 2020, the auto sector made a strong comeback in June 2021 by registering a growth of 74%. With 3.94 mn seconds in June 2021, the auto sector is at par with the ad volumes it registered in June 2019. More impressively, the sector achieved 128% growth over May 2021. Likewise, Ad Volumes for the Telecom sector almost doubled in June 2021 over May 2021 and has registered 2x growth in June 2021 over June 2019.

     

    With 15.4 mn seconds in June 2021 alone, ad volumes for the E-commerce sector have registered a whopping growth of 56% when compared to June 2019. Currently at all-time high, the category constitutes a 12% share in the total ad volume pie.

     

    TV Ad Volumes, Insights: The Mid-Year Analysis

  • With 135 mn seconds, it was a 64% y-o-y growth recorded in ad volumes as compared to May’20

    May 20121 observed marginally subdued ad volumes from April: BARC

    By Our Staff

     

    Television welcomed 63% new advertisers in May 2021. This and more data on advertising volumes was revealed by BARC India on Thursday.

     

    Said Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India on the release of BARC India’s ‘Think’ report for May 2021: “2021 began on a high note for television Ad Volumes. Despite a marginal dip from April 2021 due to the ongoing pandemic, Ad Volumes in May 2021 have witnessed a significant growth of 64% as compared to May 2020 and have remained at par with previous years. Moreover, television attracted over 60% new advertisers of the Total Advertisers in May this year, indicating that advertisers continue to bank on the medium. With lockdown easing up and upcoming big events, we expect TV Advertising to remain strong this year.”

     

    Advertising on GEC and Movies genre continued to grow as per BARC India’s latest TV Ad Volumes Report. Ad Volumes on both the genres outperformed the same period for the previous three years and have registered a growth of 74% & 76% if compared to May 2020. Owing to the increasing consumption of regional content, advertising on South language GECs registered a staggering growth of 103% while the rest of the Regional GECs witnessed 53% growth in May 2021 vs May 2020. South Movies and Regional Movies channels witnessed 85% and 129% growth for the same period.

     

    Of the total of 2142 advertisers in May 2021, 1347 (63%) were new advertisers. FMCG category continued to dominate Ad Volumes with 72% share, followed by Ecom with 10% share in May 2021. While over 70% of Advertising was dominated by the Top 50 Advertisers in May 2021, the Top 10 advertisers had the highest share since 2018 with 54%. Advertising by the Top 10 advertisers continues to see steady growth.

     

    Growth observed in Ad Volumes in the first quarter of 2021 has evidently seeped into the ongoing second quarter of the year, despite state-wide partial lockdowns being implemented in various parts of the country. Moreover, the growth witnessed in May 2021 reinforces the strength and robustness of television as a medium.

     

  • Advertising volumes for Jan-Feb 2021 are the highest since 2017

    JF-2021 is ‘Swell’ Time for TV Advtg: BARC data

    By Our Staff

    Advertising volumes for Jan-Feb 2021 are the highest since 2017. FMCG and ECOM categories grew by 36% and 21% respectively during this period compared to 2020.

    Advertising revival has evidently seeped into Jan-Feb 2021, catapulting Ad Volumes, at the start of the year, by 21%, thus making it the highest since 2017.

    Said Aaditya Pathak, Head – Client Partnership and Revenue Function, BARC India: “Continuing the momentum built in H2 of 2020, TV Ad Volumes have had the most promising start with January and February Ad Volume levels of 2021 being the highest ever in 5 years. A lot of sectors/categories, and key non-FMCG brands, also seem to have increased their presence on TV during this period which augurs well for the medium.”

    Among the top genres, Movies & Music + Youth registered higher growth than the average growth in Overall Ad Volumes (25% & 24% respectively), followed by GEC & News with 21% & 18% growth respectively, during Jan-Feb 2021 over the same period in 2020.

    While the Top 10 Advertisers drove the TV Ad Volumes with 45% contribution and 35% growth, the next 40 Advertisers rode alongside, garnering 25% growth during Jan-Feb this year.

    The year 2020 witnessed new entrants in TV Advertising and the rise of the Advertisers in the digital segment, especially the ECOM category. This phenomenon holds true for the current period in consideration as well. ECOM grew by 21% in Jan-Feb 2021, showing a consistent growth YOY in TV Advertising. Other Categories like Retail and Building, Industry & Land Materials, are increasing spends this year, compared to 2020.

    While brands like Lizol, Dettol and Harpic emerged as the most advertised brands during Jan-Feb 2021, many Non-FMCG Brands have also increased their presence on TV during this period.

    TV Advertising has set the bar high for the year that remains. The upcoming big National and International Events are likely to keep TV as the platform of choice for advertisers in reaching out to the millions of homes across India.

     

     

  • Volumes in H2 2020 grew 34% over H1 2020. HUL was the biggest advertiser followed by the Reckitt Benckiser Group

    Ad volumes drop 3% in 2020: BARC

    By A Correspondent

     

    Advertising volumes dipped by 3 per cent in Calendar Year 2020, with the volumes dipping as 18% in the H1 period January-June over the corresponding period the previous year. In H2 – that’s July to December – the growth over the previous H2 was 12%, and over H1 of 2020 the growth was in fact 34%.

     

     

    Hindustan Unilever was the biggest advertiser in 2020 with a 30% growth in ad volumes over 2019, followed by the RB Group, with their ad volumes growing by 37% in 2020 over 2019.

     

    Said Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India: “Television continues to be the screen of the household and the most important medium for all the major advertisers to reach their audience pre-pandemic and post lockdown too. Return of originals along with the festive season and live sporting events boosted the ad volumes, taking the overall growth in ad volumes to 34% as compared to H1, 2020 and eventually minimising the reduction in volumes to a marginal -3% for the overall year, as compared to 2019”.

     

    The movies genre saw significant growth in ad volumes in 2020 as compared to 2019. Hindi GEC witnessed the highest growth in ad volumes with 10% as compared to 2019. Other Regional GECs saw a growth of 8% as over 2019. News genre in 2020 too had the highest volume, while ad volumes dropped by 1%

     

    A heightened consciousness of safeguarding our health, understandably gave a boost to the antiseptics and personal care categories. Ad volumes for Dettol Toilet Soaps and Dettol Antiseptic Liquid, went up by 118% and 136% respectively. Horlicks ad volumes also surged by 60% in 2020 as compared to 2019.

     

    During the peak lockdown in April and May, the ad volumes for digital brands was the highest with 16% and 13% respectively as compared to the month of January 2020. The highest ad volumes share for digital brands in 2019 was at 9% in the months of March, September and December.

     

     

    For PDF of the Advertising-Related Data, please click here: BARC India Ad Volumes Report – An Insight