{"id":116721,"date":"2021-06-18T10:43:01","date_gmt":"2021-06-18T10:43:01","guid":{"rendered":"https:\/\/fin2me.com\/?p=116721"},"modified":"2021-06-18T10:43:01","modified_gmt":"2021-06-18T10:43:01","slug":"despite-covid-surge-tv-advertising-volumes-rise-64-yoy","status":"publish","type":"post","link":"https:\/\/fin2me.com\/business\/despite-covid-surge-tv-advertising-volumes-rise-64-yoy\/","title":{"rendered":"Despite Covid surge, TV advertising volumes rise 64% YoY"},"content":{"rendered":"

FMCG companies were the main advertisers in May, contributing to 72 per cent of total ad volumes.<\/strong><\/p>\n

<\/p>\n

Advertising on television continued to show momentum in May despite the surge in Covid-19 infections and the temporary suspension of the Indian Premier League (IPL), a high-impact television property.<\/p>\n

The data shared by the Broadcast Audience Research Council of India (BARC) on Thursday shows that advertising volumes in May were up 64 per cent year-on-year.<\/p>\n

However, there was a marginal dip sequentially, that is, in comparison to April 2021, when advertising had touched a record high owing to the start of the summer season and the return of the IPL to India after being held in the United Arab Emirates in 2020.<\/p>\n

It was called off in May.<\/p>\n

Yet, ad volumes for May were nearly on a par with volume figures registered in the same period in 2018 and 2019, respectively, pointing to their resilience, said Aaditya Pathak, head, client partnership and revenue function, BARC India.<\/p>\n

The trend, say experts, is unlike what was visible last year when advertising activity fell sharply in April-May as the country went into a nationwide lockdown.<\/p>\n

This year, there were localised lockdowns across the country, which experts say had led to advertisers continuing to invest in brand-building and promotions.<\/p>\n

Essential services continued to operate, pushing many to keep advertising activity going.<\/p>\n

For instance, fast-moving consumer goods (FMCG) companies were the main advertisers in May, contributing to 72 per cent of total ad volumes during the month.<\/p>\n

In 2020, FMCG’s share in total for May was 57 per cent.<\/p>\n

High spenders such as e-commerce and services, on the other hand, trimmed their advertising, with contribution to total ad volumes for the month at 10 per cent and 1 per cent, respectively.<\/p>\n

In 2020, e-commerce’s share was 13 per cent and the contribution of services was 2 per cent.<\/p>\n

Auto companies also advertised despite dealerships staying shut during the month.<\/p>\n

Their share in total ad volumes was 1 per cent.<\/p>\n

Last year, auto firms had no contribution in May ad volumes due to the national lockdown.<\/p>\n

Cumulatively, TV advertising in April and May 2021 was up 85 per cent over last year, with new advertisers continuing to enter the market.<\/p>\n

Of the 2,142 total TV advertisers in May, said BARC, nearly 63 per cent were new advertisers, pointing to the need to be visible on television.<\/p>\n

The top ten advertisers, too, were active in May, with their share in total advertising for the month touching 54 per cent.<\/p>\n

This is higher than the share of the top ten advertisers visible in previous years, BARC said.<\/p>\n

For instance, the share of top ten advertisers was 32 per cent in 2018, 33 per cent in 2019 and 43 per cent in 2020.<\/p>\n

Predictably, Hindustan Unilever, Reckitt Benckiser, Procter & Gamble, PepsiCo, ITC, Colgate-Palmolive and Mondelez India, the maker of Cadbury chocolates, were among the top ten advertisers in May this year.<\/p>\n

While Wipro, GlaxoSmithKline and Amazon were some of the other companies that made it to the top ten list for the month.<\/p>\n

Source: Read Full Article<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

FMCG companies were the main advertisers in May, contributing to 72 per cent of total ad volumes. 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