TV ad volumes see 64% growth YoY in May'21; 1,347 new advertisers in May'21

With 135 million seconds, TV ad volumes recorded a 64% growth in May’21, as compared to May’20, as per BARC India report on May 2021 ad volumes. However, compared to April’21, May’21 observed marginally subdued Ad Volumes. Top 10 Advertisers’ Ad Volumes is the highest in May’21 as compared to the previous years, with a contribution of over 50%.

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On the release of BARC India’s latest THINK report for May 2021, Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India, said, “2021 began on a high note for television Ad Volumes. Despite a marginal dip from April 2021 due to the ongoing pandemic, Ad Volumes in May 2021 have witnessed a significant growth of 64%, as compared to May 2020, and have remained at par with previous years. Moreover, television attracted over 60% new advertisers of the Total Advertisers in May this year, indicating that advertisers continue to bank on the medium. With lockdown easing up and upcoming big events, we expect TV Advertising to remain strong this year.”

Advertising on GEC and Movies genres continued to grow as per BARC India’s latest TV Ad Volumes Report. Ad Volumes on both the genres outperformed the same period for the previous 3 years and have registered a growth of 74% and 76% if compared to May 2020. Owing to the increasing consumption of regional content, advertising on South language GECs registered a staggering growth of 103%, while the rest of the Regional GECs witnessed 53% growth in May 2021 vis-a-vis May 2020. South Movies and Regional Movies channels witnessed 85% and 129% growth, respectively, for the same period.

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Out of the total of 2,142 advertisers in May 2021, 1,347 (63%) were new advertisers. The FMCG category continued to dominate Ad Volumes with 72% share, followed by Ecom with 10% share in May 2021. While over 70% of the Advertising was dominated by the Top 50 Advertisers in May 2021, the Top 10 advertisers had the highest share since 2018 with 54%. Advertising by the Top 10 advertisers continues to see steady growth.

Among the Top 10 advertisers, HUL continues to lead; Reckitt has grown exponentially over previous years; while Pepsi at No. 4 doubled from 2019. In May 2021, 9 of the top 10 brands belong to Reckitt as against 3 brands in Top 10 last year.

BARC India noted that the growth observed in Ad Volumes in the first quarter of 2021 has evidently seeped into the ongoing second quarter of the year, despite state-wide partial lockdowns being implemented in various parts of the country. Moreover, the growth witnessed in May 2021 reinforces the strength and robustness of television as a medium.