FCT on TV stable in Wk16; digital video ad spends lowest in lockdown weeks

Overall ad volume on TV was largely stable in Week 16, whereas Digital Video Ad spends (select platforms) were at the lowest among last three weeks across most categories. The 6^th edition of BARC-Nielsen’s report on ‘TV + Smartphone Consumption During Crisis’ reveals that genre wise FCT of most of the genres were stable, with News topping the list at 84 lakh, which slightly lower than 86 lakh in Week 15. Movies, on the other hand, saw an increase in its FCT this week at 44 lakh, compared to 42 lakh in Week 15.

Inventory levels of the Top 10 advertisers dropped marginally by 4 per cent in Week 16, while Next 40 dropped by 10 per cent.

In the GEC genre, GSK, ITC and Colgate have increased FCT compared to last week, while Reckitt, HUL, and National Informatics Centre were the top advertisers in the News genre. In the Movies genre, GSK, Colgate and Amazon have increased their FCT. The Kids genre saw ABBOTT, Flipkart and Think & Learn increase their FCT in Week 16.

Essential products and Social contributed to about 77 per cent of the overall inventory in Week 16. The number of total brands on TV saw a marginal drop to 1,947, compared to 2013 in Week 15. In the pre-COVID-19 period, that is, Week 2 to Week 4 (January 11-31), the brand count stood at 3,206.

With the summer season starting in the country, the inventory levels of ‘summer skewed’ categories have seen sustained FCT levels in Week 16, with soft drinks and squashes growing marginally.