- Broadcasters have reason to cheer as
TV advertisingwitnessed an upswing during the Jan-April period, according to data from BARC.
- Digital-native brands continue to contribute significantly towards the growth of
TV Ad Volumes, particularly those from the E-Commercecategory.
highest when compared to the same period in the previous years.
FY 21-22 started on a positive note with higher Ad Volumes compared to the previous 4 years. Total Ad Volumes increased by 2x in April 2021 vs April 2020 and is the highest compared to the same period in the previous years.
Ad Volumes for the Top 3 sectors have witnessed an increase in April 2021 as compared to 2019 and 2020. While Ad Volumes for Durables are stable at 2019 levels, Ad Volumes for FMCG in April 2021 grew by 166% and 42% compared to 2020 and 2019 respectively.
Digital-native brands continue to contribute significantly towards the growth of TV
“Television continues to be resilient even during the most difficult times and data from January to April 2021 reinstates this sentiment. Advertisers continue to rely on television to reach out to the right audience in spite of COVID-19 limitations and lockdowns in various parts of the country. We are also witnessing many new advertisers turning to TV in this quarter adding to the positive sentiment for the medium,” said Aaditya Pathak, Head –
Client Partnership & Revenue Function,
Ad Volumes for Durables for March & April 2021 combined, have increased exponentially (4x) from 2020 and are 3% higher than 2019. 39 new Advertisers in the Durables Sector advertised in April 2021, that were not active in the last two years during the same period.
Moreover, there were 58 new brands that began advertising in April 2021.