TV ad volumes saw 17 per cent growth in August: Barc data

Mumbai: TV ad volumes saw 17 per cent growth in August as compared to the previous month, according to the Broadcast Audience Research Council (Barc) India data. The month recorded the highest ad volumes on TV since the second lockdown in April with 158 million seconds.

There were 2803 active advertisers and 4415 active brands on TV which is a 23 per cent growth over August 2019 and 19 per cent growth over August 2020. “Indian marketers and brands continue to place their trust in television once again as India kickstarted its festive season for 2021,” said Barc India in a statement.

“As we kickstarted India’s festive season with Onam, we have seen growth in ad volumes in Malayalam channels for August compared to previous weeks and also compared to previous years,” observed Barc India head of client partnership and revenue Aaditya Pathak. “We continue to see a strong upward trend in the e-commerce category and a new category, corporate and brand image, joining the top ten sectors. Bhojpuri language channels are recording strong growth with ad volumes being almost at par with Punjabi and Marathi language channels.”

The ad volumes of the top ten advertisers grew by 29 per cent while the next 40 saw 19 per cent growth and the remainder, 22 per cent growth in August, versus the same period for 2019.

FMCG continued to dominate with the highest share with 92.9 million seconds of ad volumes and has grown by 22 per cent over the same period in 2019. With 4.4. million seconds of ad volumes for corporate and brand image, the industry witnessed a staggering growth of 570 per cent over the same period last year where it had recorded 0.7 million seconds. The E-commerce and BFSI industries grew by 109 per cent and 110 per cent.

FMCG, e-commerce, building, industrial and land materials/equipment, corporate and brand image and auto, are the top five industries to dominate by share.

Ad volumes for Bhojpuri language channels grew by 113 per cent, recording the highest growth across languages followed by Punjabi with 47 per cent, Marathi with 32 per cent and Hindi and Tamil at 28 per cent each. 

Hindi language channels however continue to dominate share with 49 million seconds followed by Tamil and Telugu with 17 million seconds and 13 million seconds. Onam week recorded 2.23 million seconds of ad volumes, 13 per cent higher than 2019. Ad volumes during Onam week for Malayalam channels also increased by 22 per cent compared to the previous four weeks.