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. Among the Top genres, Movies and Music + Youth registered higher growth than the average growth in Overall Ad Volumes (25% & 24% respectively), followed by GEC and News with 21% and 18% growth respectively, during Jan-Feb 2021 over the same period in 2020.
Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India, said, “Continuing the momentum built in H2 of 2020, TV Ad Volumes have had the most promising start with January & 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,” Pathak said.
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.
2020 witnessed new entrants in TV Advertising and the rise of the Advertisers in 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 & 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.
Key Observations:
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Total Ad Volumes in 2021 (Jan-Feb) is at an all time high since 2017, registering a growth of 21% compared with the same period in 2020.
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Along with Top 10 Advertisers, next 40 also grew significantly.
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ECOM category has shown a consistent growth in Ad Volumes year on year. It grew by 21% in Jan-Feb 2021 vs 2020.
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Other categories like Retail and Building, Industrial & Land Materials are also showing a steady growth.
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Brands like Whitehat Jr., Harpic Power Plus and Vaseline Intensive Care, are the new entrants in this period in 2021.
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Non-FMCG Brands have increased their presence on TV during Jan-Feb 2021 vs 2020.
BARC INDIA 2021- ADVERTISING REPORT
Overall, Ad Volumes in FY2021 (Jan-Feb), was at an all time high compared to previous years.
Despite a decline in the count of Advertisers and Brands during Jan-Feb 2021, overall Ad Volumes registered a 21% growth compared to the same period in 2020.
Ad Volumes (Mn secs); Jan-Feb for respective years *Excludes: ASSOCIATIONS/SOCIAL/ CULTURAL ORG; SOCIAL ADVERTISEMENTS-NGOS & FILLER
Movies and Music+Youth registered a higher growth than the average growth of 21% in Overall Ad Volumes
Ad Volumes (Mn secs); Jan-Feb for respective years | *Excludes: ASSOCIATIONS/SOCIAL /CULTURAL ORG; SOCIAL ADVERTISEMENTS-NGOS & FILLER
Next 40 Advertisers showed a significant growth along with Top 10 advertisers
Ad Volumes (Mn secs); Jan-Feb for respective years |*Excludes: ASSOCIATIONS/SOCIAL/ CULTURAL ORG; SOCIAL ADVERTISEMENTS-NGOS & FILLER | Govt ads, Broadcasters and Film Trailers excluded in Top 10 and next 40 Govt ads, Broadcasters and Film Trailers included in Remaining section along with other remaining advertisers
ECOM shows consistent growth over the years. Building, Industrial & Land Materials makes a strong comeback. Retail slowly bouncing back in 2021 vs 2020.
Ad Volumes (Mn secs); Jan-Feb for respective years | *Excludes: ASSOCIATIONS/SOCIAL/ CULTURAL ORG; SOCIAL ADVERTISEMENTS-NGOS & FILLER (ECOM Includes ECOM-AUTO PRODUCTS&SERVICES, ECOM-AUTO RENTAL SERVICES, ECOM CLOTHING/TEXTILE/ FASHION, ECOM-FINANCIAL SERVICES, ECOMFOOD/GROCERY, ECOM-GAMING, ECOM-HOME/INTERIOR/FURNITURE, ECOM-MATRIMONIALS, ECOM MEDIA/ENTERTAINMENT/ SOCIAL MEDIA, ECOM-ONLINE SHOPPING, ECOM-OTHER SERVICES, ECOM-PAYMENT BANKS, ECOM PHARMA/HEALTHCARE, ECOM-REAL ESTATE, ECOM-TRAVEL & TOURISM, ECOM-WALLETS & EDUCECOM-EDUCATION/EDUC- DIGITAL CLASSROOMS) FMCG:- Baby Care, Food & Beverage, Hair Care, Household Products, Laundry, Personal Care/ Hygiene, Personal Healthcare
Brands like Whitehat Jr., Harpic Power Plus and Vaseline Intensive Care, are the new entrants during this period in 2021.
Lizol, Dettol and Harpic are the most advertised brands during Jan-Feb 2021.
Ad Volumes (Mn secs); Jan-Feb for respective years | *Excludes: ASSOCIATIONS/SOCIAL /CULTURAL ORG; SOCIAL ADVERTISEMENTS-NGOS & FILLER* Excludes Broadcaster & Govt Ads; Data Sorted basis 2021
Non-FMCG Brands have increased their presence on TV during Jan-Feb 2021 vs 2020.
ECOM brands increased Ad Volumes on TV during lockdown in 2020 and have continued to do so in 2021.
Ad Volumes (Mn secs); Jan-Feb for respective years |*Excludes: ASSOCIATIONS/SOCIAL/ CULTURAL ORG; SOCIAL ADVERTISEMENTS-NGOS & FILLER* Excludes Broadcaster & Govt Ads; Data Sorted basis 2021