Indian TV ad volumes bounce back to recovery

The advertising industry in India has been boosted with the news that TV ad volumes increased by 21% year-on-year in January and February 2021, the best performance the country has seen since 2017.

Why it matters

The latest figures from the Broadcast Audience Research Council (BARC) India indicate that TV advertising is recovering strongly in the early months of the year and that momentum is expected to continue as upcoming big national and international events keep TV as the platform of choice for advertisers in 2021.

Details

• The FMCG and e-commerce categories grew by 36% and 21% respectively during the period, exchange4media reported.
• Among the top genres, movies and music + youth registered higher than average growth at 25% and 24% respectively, while general entertainment and news followed with 21% & 18% growth respectively.
• The top ten advertisers accounted for nearly half (45%) of TV ad volumes and 35% of growth over the period, while the next cohort of 40 advertisers registered 25% growth during the first two months of this year.
• While brands like Lizol, Dettol and Harpic emerged as the most-advertised brands during January/February 2021, many non-FMCG brands have also increased their presence on TV during this period.

Key quote

“Continuing the momentum built in H2 of 2020, TV ad volumes have had the most promising start with January and February ad volume levels of 2021 being the highest ever in five years. A lot of sectors/categories, and key non-FMCG brands, also seem to have increased their presence on TV during this period which augurs well for the medium” – Aaditya Pathak, head of client partnership and revenue function at BARC India.

Sourced from exchange4media