A BARC India report for January to February 2021 reveals that TV ad volumes have risen by 21%, the highest since 2017. Among the top genres are Movies and Music, and Youth, registering above-average growth in overall ad volumes (at 25% and 24%, respectively). This is followed by GEC and News at 21% and 18% growth, respectively, as compared to the same months in 2020.
While the Top 10 advertisers drove TV ad volumes with a 45% contribution and 35% growth, the next 40 advertisers garnered 25% growth during January to February this year.
“Continuing the momentum built in H2 of 2020, TV ad volumes have had the most promising start with January and February ad volume levels of 2021 being the highest ever in five years. A lot of sectors and categories and key non-FMCG brands also seem to have increased their presence on TV during this period which augurs well for the medium,” said, Aaditya Pathak, head – client partnership and revenue function, BARC India.
The report also reveals that 2020 witnessed new entrants in TV advertising. Further, it mentions a rise in digital advertisers, especially in the e-commerce category. E-commerce advertising grew by 21% in the two 2021 months, showing a consistent growth in Y-O-Y TV advertising. Other categories like Retail and Building, and Industry and Land Materials, are increasing spends this year, too, as compared to 2020.
While brands like Lizol, Dettol and Harpic emerged as the most advertised brands during Jan-Feb 2021, many non-FMCG brands have also increased their presence on TV during this period.