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15 January 2021
TV ad volume rises in India
TV & Connected TV planning & buyingIndia
Total ad volumes on Indian TV grew 34% in the second half of 2020 compared to the first half, representing a “reassuring” sign that the industry is recovering from what was a “challenging” year, according to the latest data from BARC India. Overall, ad volumes on TV declined by 3% for the whole year.
Hindustan Unilever was the biggest advertiser in 2020 and registered 30% growth in ad volumes over 2019. Reckitt Benckiser Group ranked second and increased their ad volumes by 37% over the previous year.
The digital segment saw the highest ad volume growth at 20%, followed by FMCG (9%) and banking, financial services and insurance (9%). However, auto (-23%) and durables (-41%) experienced significant falls.
Heightened concerns about health boosted the antiseptics and personal care categories – for example, ad volumes for Dettol Toilet Soaps and Dettol Antiseptic Liquid rose 118% and 136% respectively. Meanwhile, Horlicks ad volumes soared by 60% year on year in 2020.