TV ad volumes grew by 64% in May 2021 as compared to 2020: BARC

BARC India has shared a TV ad volumes for May 2021.

 

In April, BARC stated that the growth in TV ad volumes from January-March 2021 were registered at 456 million seconds, which had been the highest since 2018.

 

As per the latest report, advertising on GEC and movies genres continued to grow, with ad volumes for both registering a growth of 74% and 76% respectively, as compared to May 2020. 

 

The increase in the consumption of regional content, led to a growth of 103% on South language GECs, while regional GECs witnessed 53% growth in May 2021, as compared to May 2020. South and regional movie channels witnessed a growth of 85% and 129%, for the same period.

 

Of the total advertisers in May 2021, 63% of them were new. 

 

With regard to brands, the report stated that the FMCG category continued to dominate ad volumes with 72% share, followed by ecommerce with a 10% share. 

 

The top 50 advertisers dominated 70% of advertising in May 2021, whereas the top 10 advertisers continued to see steady growth with 54%, the highest share since 2018. 

 

Aaditya Pathak, head – client partnership and 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.”