India TV ad volumes maintain growth | WARC | The Feed

India TV ad volumes maintain growth

Television ad volumes in November 2021 were 3% higher than a year earlier and 31% higher than November 2019, according to figures from the Broadcast Audience Research Council.

Why it matters

Ad volumes normally pick up in November with the onset of the festival season (and this year will likely have seen an extra lift from cricket’s T20 World Cup which ran into the first two weeks of the month). But the figures highlight some interesting trends.

Key statistics

• Smaller advertisers were taking advantage: the top 50 registered a 24% growth over November 2019, while advertisers beyond the top 50 registered 44% growth.
• Ad volumes for the auto, textiles, retail, and personal accessories categories grew by two times over November 2019; banking, financial services and insurance (+62%) and e-commerce (+37%) also grew strongly, while fast moving consumer goods was 6% down on its 2020 peak.
• All regional language ad volumes have all increased since 2019; 2021 year-on-year increases include Telugu (+17%), Malayalam (+13%), Bhojpuri (+10%), Hindi (+10%) and Punjabi (+9%). 
• Health and hygiene business Reckitt Benckiser tripled ad volumes in 2020, but eased off slightly in 2021.

Quote

“Despite economic challenges that were accelerated with the second wave of COVID-19, legacy advertisers continued to increase spends on TV, and new brands placed faith in the medium to ensure that they were able to stay connected with their TG” – Aaditya Pathak, head of client partnership and revenue function at BARC India, quoted in IndianTelevision.com. 

Sourced from BARC India, Indiantelevision.com [Image: BARC]