TV Ad Revenues Now At Pre-Covid Level With 64% Growth; FMCG #1 Sector With 72% Share In TV Ads

According to the latest survey report generated by the Broadcast Audience Research Council (BARC) India, it is found that the television advertisement has in fact registered a significant growth curve, despite the current booming trends of digital media and OTT platforms.

May 2021 has been bombarded with an excess of about 64% (more) ad volUmes in the televIsion sector, as compared to May 2020.

This being said, the advertising volume on the South-Indian General Entertainment Channel (GEC) has registered an unprecedented growth of 103% in May 2021, when compared to the same time last year.

Ad Volumes Rising Meteorically in Television Space

Due to the rise of the second wave of Covid-19 pandemic in the country, April 2021 witnessed a slight fall in the television ad volume.

This has been a story of the past now, as a recent report released by BARC India shows that these ad volumes have grown by a record 64% in May 2021, compared to May 2020.

Of all these advertisers flocking to TV advertisements in May, over 60% of them are reportedly new, which clearly proves that the TV industry is still a lush green area for advertisers to put out their products.

The Head of Client Partnership & Revenue Function at BARC India, Aaditya Pathak believes that with the lockdown easing up and upcoming big events, the TV advertising space is set to continue growing strongly this year.

FMCG Dominates Ad Volumes By 72% Share

BARC India’s most recent TV Ad Volumes Report elucidates that the ad volumes on both, the GEC and movies genre have increased significantly too, outperforming their own results for the same period in the last three years.

The ad volumes for these two genres have increased by 74% and 76% in May 2021, when compared to May 2020.

Results from the report also suggest that advertising on South language GEC have increased by 103%, while remaining regional GECs have demonstrated a growth of 53% in May 2021 compared to May 2020.

South Movies and Regional Movies channels witnessed 85% and 129% growth for the same period.

In terms of advertisement category, the FMCG industry bagged the highest number of ad volumes, dominating the results by a share of 72% alone, followed by e-commerce ads, with 10% share in May 2021.

• Of the total 2142 advertisers in May 2021, 63% or 1347 were new advertisers.
• Over 70% of the advertising space was dominated by the Top 50 Advertisers in May 2021, while
• The Top 10 advertisers managed to retain the highest share with 54%, since 2018.