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Tag: BARC report

  • 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.”

     

  • The news genre has grown 15% in terms of numbers of entities, notes a BARC report

    160-plus and booming

     

    By A Correspondent

     

    The last decade-odd has seen the booming of news channels in India, and with the next general elections as also elections in key states not very far away, the focus on the news channels genre is set to grow. Given this, a BARC report titled ‘Breaking the News Story’ assumes importance as it dissects some interesting facets of the business.

     

    While we recommend a close look at the full report (link: http://www.barcindia.co.in/resources/Breaking %20the%20News%20Story.pdf), here’s a summary of the report that we have culled from the pdf:

    [] News is the third largest genre on television in terms of viewership, with 160+ channels across English, Hindi and Regional languages.

    [] The News genre has witnessed an overall growth of 15% in the number of channels from previous year. English News channels have witnessed the maximum increase compared to Hindi and Regional News channels.

    [] As compared to Total TV viewership, News Genre audience is skewed towards Males, age group of 22+ years and NCCS A & B.

    [] News is a dynamic and event driven genre. Politically significant, scheduled events, such as State election results have consistently led to spikes in news viewership.

    [] Some unforeseen events also lead to massive spikes in news viewership, due to high intensity and impact. For example- Demonetization, demise of Jayalalitha, Surgical Strike Operation.

    [] The immediate effect of a big news story can be gauged by the corresponding rise in viewership. But, while more number of people tune in, the viewing trend by daypart remains similar to the general trend. i.e. Viewership peaks once in the morning and once in the night. A slight increase is also observed in the afternoon.

    [] It appears that in the case of unscheduled events, viewers prefer quick takeaways and therefore consume short formats such as news bulletins, but in case of scheduled news events, viewers may also be interested in more detailed formats viz. Interviews/ studio discussions etc.

    [] The breaking of a big news story impacts the genre composition on Television, as viewers start moving to news channels for updates. In case of demonetization, News genre gained 10% share of eyeballs and became the second most viewed genre on the day following the announcement.

    [] News events also have varied impact on advertising. In some markets, the programming share on news channels increased on election result day, to keep viewers hooked. However, in one market, an increase in break duration was also observed. This may be a strategy of increasing ad inventory for advertisers to reach the high number of audiences that tune in.

    [] In case of an economic event such as demonetization, Total ad FCT on news channels went down by 13%. However, some categories such as ATM, Anywhere Banking Services, and Online Shopping benefitted from the situation and increased their ad insertions to promote their services.