72% advertisers continue to remain active during the COVID-19 period

Even as viewership in certain genres, such as News, Movies, GECs and Kids, has seen huge growth, the overall FCT (Free Commercial Time) on TV dropped by 26 per cent in Week 14 over the pre-COVID-19 period, as per the 4^th part of BARC-Nielsen’s ‘TV & Smartphone Consumption During Crisis’ report. The overall FCT dropped from 28 million seconds to 20 million seconds.

The report further states that a 142 per cent increase seen was in FCT for Social Ads. Digital ads also saw a slowdown in the last week.

The drop in total FCT was largely due to supply chain issues and challenges. This drop is seen across channel genres.

On the other hand, among the Ad sectors, Social Ads have grown exponentially during COVID-19 period. Essential products, such as Banking/ Finance/ Investment, Food & Beverages, Household Products, Personal Care/ Personal Hygiene, Personal Healthcare, Telecom, etc., continue to be the highest daily FCT contributor.

In terms of ad volumes, English Movies is the least impacted language in the Movies Genre in Week 14 over the pre-COVID-19 period.

72 per cent of the advertisers continue to remain active during the COVID-19 period.