FCT drops by 9% in Week 18, 7% fall in advertiser count: BARC-Nielsen
The overall FCT dropped by 9 per cent in Week 18, while there was a 7 per cent decrease in advertiser count, as per the 8th edition of the BARC-Nielsen report on ‘TV + Smartphone Consumption During Crisis’. FCT in Week 18 was reported at 187 lakh, compared to 205 lakh in Week 17; whereas FCT in the pre-COVID-19 period of January 11-31 had stood at 281 lakh.
As per the report, Week 18 witnessed a 7 per cent decrease in the total number of advertisers on TV at 1,331, compared to 1,430 seen in Week 17.
Ad volume of GECs has remained largely consistent for the last couple of weeks, however, this week News and Movies genres have witnessed a drop of 7-8 per cent, as compared to Week 17.
In News genre, Hindi News continues to claim a lion’s share, however in Week 18 a drop in FCT volume was seen in Hindi news at 29 lakh, compared to 33 lakh in Week 17. English and Regional language News remained at stable levels.
The weekly inventory levels of the Top 10 advertisers remained consistent this week, while the Next 40 advertisers have seen a drop in their weekly FCT. HUL continues as the top advertiser with 26 lakh FCT, which is lower than 27 lakh reported in Week 17. As per BARC data in Week 18, HUL had 117,031 ad insertions. Colgate, P&G and Policybazaar saw increase in their ad inventory levels. In Week 18, Policybazaar Insurance Brolers had 21,630 ad insertions, Colgate Palmolive India had 21,607 ad insertions, and Procter & Gamble Home Products had 13,364 ad insertions. Government of India has also been a consistent advertiser during the COVID-19 period, with 8 lakh weekly FCTs during Weeks 16, 17 and 18.
Week 18 saw 274 new brands, which is much lower than 395 new brands in the previous week, and further lower than 586 new brands in the pre-COVID-19 period.