TV Ad Volumes Continue to Grow, Highest Since 2018: BARC
Giving credence to a recent report by the TV monitoring agency, Broadcast Audience Research Council (BARC) India, television advertising in 2021 witnessed a fairly good start. The growth in TV Ad Volumes across Jan-March '21, recorded 256 million seconds, the highest ever since 2018.
This ad volume growth was observed across all genres, where the highest has been recorded by news channels (25%), followed by GEC (21%) and Movies (23%).
The growth of Ad Volumes on TV observed in Jan-Mar 2021 is broad-based, with Advertisers across the spectrum accounting for the higher levels. The Top 10 Advertisers, as well as the next 40 registered healthy growth, at 37% and 31% respectively.
Talking of sector-specific numbers, ecommerce continued to show a healthy growth of 13%, between Jan to March'21, when compared with the same period in 2020.
The digital-native Brands under Education (3x Growth), Pharma/Health Care (7x Growth) and BFSI (55% Growth) categories continue to propel growth of the ECOM sector in Jan to March 2021 Vs 2020.
Further, more than 50% of Ad Volumes were driven by Top 20 Advertisers during this period. The agency said that festivals and special events like 'Sankranti' and Republic Day recorded the highest ever ad volumes in 2021 since 2018.
“March data reinforces what we at BARC India observed during Jan and Feb of this year – that TV Ad Volumes have picked up pace and are progressively registering all-time high levels. This is indeed an encouraging sign for the industry… all the more so since the growth in volumes is driven not by a limited set of advertisers, but from those across the spectrum,” said Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India.
