MUMBAI: The festive season has spelled good news for the TV industry with October recording all-time high advertising volumes.
Total ad volumes for the month of October 2021 stood at 178m seconds, highest for 2021, 11% higher than October 2020 and 23% higher than October 2019. In October, 2019, TV had registered 144 million seconds of ad volumes whereas last year during the same period ad volumes were to the tune of 160 million seconds. The total number of advertisers stood at 2,851 and brands were 4,624 for October 2021, with 22% being new advertisers, according to the Broadcast Audience Research Council India THINK report released Tuesday.
“Television advertising continues to grow peaking at 178 million seconds in Oct 2021, the highest for the same period over the last three years. Backed by festivities and sporting events, these numbers have reinstated a strong positive sentiment amongst marketers. New advertisers and brands continue to ride this growth wave and place their trust in the medium given its reach. Ad volumes for the Dussehra week grew by 13% over the previous 4 weeks and by 25% over 2019. The number of new advertisers and brands was also the highest for this period,” says Aaditya Pathak, head – Client Partnership & Revenue Function, BARC India.
While ad volumes for FMCG dominates charts, ecommerce and BFSI sectors have recorded an extraordinary growth of 97% and 98% respectively, against Oct 2019, which is highest amongst other sectors. Ad Volumes for the Auto sector is also showing a positive curve with growth of 3% over 2019. The Retail sector grew by 127%, Durables by 297% and Personal Accessories by 157%, over the start of the year, January 2021.
As a positive sentiment in the construction sector, ad volumes for the ‘Building Equipment’ category posted a 23% growth in Oct 2021 over Oct 2019. Dussehra Week 2021 witnessed 13% growth in Ad Volumes over the previous 4 weeks and 25% over 2019. The number of Advertisers and Brands during the Dussehra week 2021, is the highest as compared to previous years; 18% more than previous 4 weeks.
Out of 2,851 advertisers in October on TV, 641 were new advertisers. When it comes to brands, out of 4,624 total number of brands, 1,065 were new brands.
Overall, the growth for top 10 advertisers remained steady while the next 40 advertisers grew by 17% and the remaining advertisers witnessed 26% growth.
Language-wise, Hindi, Tamil, Telugu, Kannada, Marathi, Punjabi, English and Oriya registered highest ad volumes of 2021 in October.
Ad volumes for Bhojpuri language during the festive period were at an all-time high in 2021, recording a growth of 111% compared to the same period in Oct 2019. Apart from Bhojpuri, Punjabi viewership has also recorded a 52% growth over Oct 2019, while the growth percentage for Telugu and Marathi languages was 33% and 35% respectively.
