At 456 mn seconds in March 2021, TV ad volumes the highest since 2018: BARC

TV ad volumes are showing a strong recovery in the first three months of 2021, As per BARC India data for January-March 2021, growth in TV Ad Volumes has been further consolidated in March 2021 with 456 million seconds of Ad Volumes registered during this period, the highest since 2018.

Festivals and Special Events like Sankranti and Republic Day in January garnered the highest ever Ad Volumes in 2021 since 2018.

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.

Ad Volume growth was observed across all genres, with the News genre seeing the highest growth of 25%, followed by Movies at 23% and GECs at 21%.

The Top 10 Advertisers, as well as the next 40 registered healthy growth, at 37% and 31%, respectively. More than 50% of Ad Volumes were driven by Top 20 Advertisers during this period.

The E-commerce sector continued to show a healthy growth of 13% in Jan-Mar 2021, compared to the same period in 2020.

Digital-native brands under Education (3x growth), Pharma/ Healthcare (7x growth) and BFSI (55% growth) categories continue to propel growth of the E-commerce sector in Jan-Mar 2021 vis-a-vis 2020.