FCT on TV recovers in Wk 15; Advertiser count for ‘Ramayan’ grows 14x

FCT (Free Commercial Time) on TV recovered a bit in Week 15, observing a 7 per cent growth after a huge fall of 26 per cent last week. As per the 5th edition of BARC-Nielsen’s ‘TV & Smartphone Consumption During Crisis’ report, most advertisers are using the COVID-19 theme. Essentials category has seen a growth across genres.

On the other hand, on Digital Video, advertising spends have seen a drop across most categories. The growth categories were Corporate Images, F&B, Gaming, Media, Education, Land & Building Equipment.

Total advertisers on TV climbed up marginally to 1,021 in Week 15, after a fall to 1,017 in Week 14, compared to advertiser count of 1,378 in the pre-COVID-19 period [Week 2 to Week 4 (11 Jan to 31 Jan)]. Meanwhile, compared to Week 14, top 10 ad inventory level grew by 15 per cent and next 40 grew by 10 per cent. Reckitt Benckiser, Colgate, Gujarat Cooperative Milk Marketing Federation, Wipro were among the advertisers who increased their activities in Week 15, compared to last week.

141 or 14 per cent of the advertisers are using the COVID-19 theme in their communication. A total of about 10.7 lakh seconds of ad communication was on COVID-19, of which the Top 10 advertisers accounted for about 64 per cent.

When it comes to ad volumes by genre, growth in FCT was seen across News, Movies and Kids genres in Week 15, even as GECs managed to sustain FCT levels.

Government of Madhya Pradesh, Reckitt Benckiser, Amul, Government of India and LIC were seen to the top advertisers in the News genre, increasing FCT. Meanwhile, many FMCG companies increased FCT in the GEC genre compared to the last week. Also, 9 out of Top 10 advertisers increased their FCT in Week 15. Growth was observed across all advertisers in the Kids genre in Week 15.

Contribution of Essential products, such as Banking/ Finance/ Investment, Food & Beverages, Household Products, Personal Care/ Personal Hygiene, Personal Healthcare, Telecom, etc., grew from 42 per cent in Week 14 to 46 per cent in Week 15. The essentials category saw inventory growth across genres in Week 15.

Given the tremendous traction seen by ‘Ramayan’ and ‘Mahabharat’ on DD National and DD Bharati, respectively, the two mythological serials attracted more advertisers. Advertiser count grew by 14x for ‘Ramayan’, while for ‘Mahabharat’, the advertiser count grew by 12x. Daily FCT hovered around 1,900 to 2,000 seconds across both the programmes.

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