Ad volumes on TV grow by 16% in the last two weeks: BARC-Nielsen

Overall ad volume on TV has grown in the last 2 weeks – registering a 16 per cent growth in total FCT in Week 20 vis-a-vis Week 18 and a 38 per cent growth in new brands, compared to Week 18. However, compared to the pre-COVID-19 period, ad volumes are lower by 23 per cent.

Top 10 advertisers have been consistent on TV throughout the COVID-19 period (Week 12 to Week 20), with the Top 40 showing significant growth in ad volumes. In Week 20, a 3 per cent increase was seen advertiser count. Some of the new advertisers in Week 20 included: Vivo, Cadbury, Kia Motors, Faasos, Bajaj, Sharp India, Hoichoi, Apple, among others.

Brand/ Variants count was up 5 per cent this week. New brand/ variants increase by 14 per cent this week over Week 19. These included Vivo V19, Kia Seltos, Cadbury’s 5 Star, Nivea Soft, Apple iPhoneSE, among others.

Most of the categories have increased their volume of advertising levels in the last two weeks, with Soft Drinks (both aerated and non-aerated) and Air Coolers increasing the most. FCTs of aerated soft drinks category stood at 1.61 lakh, the highest, while non-aerated soft drinks category recorded FCT of 1.43 lakh. Air Coolers category saw a jump in FCT to 0.42 lakh from 0.18 lakh in Week 19. 

Key Highlights: 

  • After seeing huge peaks in previous weeks, gradual drop seen in TV Viewership (1 Trillion viewing minutes) and Smartphone consumption (3 hrs 43 minutes/day) this week although the consumption is still more than pre-COVID-19 periods
  • TV viewership growth over pre-COVID-19 levels in NCCS A is higher than NCCS CDE, especially in Megacities
  • Primetime TV viewership is 13% lower than pre-COVID-19 levels (an effect of no original programming) - decline is more in the South (-18%) than in HSM (-11%)
  • Social N/W, Gaming, Education, on Smartphone continue to be at much higher levels vs pre-COVID-19 period
  • News genre stabilises both on TV and Smartphone after seeing peaks in previous weeks, while Movies & Originals gain big, grow their share in VOD pie
  • Revival post lockdown evident on Smartphone behaviour – Online Shopping begins to move up after the COVID-19 led crash
  • Overall ad volume on TV has grown in the last 2 weeks – 16% growth in total FCT in Week 20 vs Week 18 – 38% growth in new brands vs Week 18
  • Top 10 advertisers have been consistent on TV throughout the COVID-19 period (Week 12 to Week 20). Top 40 show significant growth in ad volumes
Advertising
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment