BARC India has released its THINK report Q1 data for the ad volumes across all television channels for 2022.
The first quarter of 2022 has recorded ad volumes of a total of 443 million seconds across all channels. Comparing the data with the past two years, Q1 2022 was almost at par with Q1 2021 which had a record of 456 million seconds and Q1 2022 registered a 20% increase in ad volumes over Q1 2020 which had a record of 369 million seconds.
49% of the 4,259 total advertisers on TV in this quarter, were either new or returning advertisers on television.
The month of January 2022 registered the highest number of advertisers for the quarter with 2,769 advertisers. Whereas, February saw 2,352 advertisers. March recorded 2,658 advertisers and also registered the highest ad volumes for the year with 154 million seconds.
In regards to brand categories, the number one spot goes to the FMCG sector with a 267.6 million seconds ad volume rate. Followed by e-commerce at the second position with a 49.6 million seconds ad volume rate.
The next 40 advertisers beyond the Top 10 categories were 36% higher in Q1 2022 than in Q1 2020. Ad volumes for categories like corporate brand image, telecom products and education have grown exponentially over Q1 2021. Ad volumes for e-commerce grew by 40% in Q1 2022, compared to Q1 2021.
While the number of advertisers for personal accessories has seen the highest growth of 17% over Q1 2021, the e-commerce category increased by a significant 58% in Q1 2022 over Q1 2020. At 64%, the education category had the highest share of new and returning advertisers in Q1 2022.
Tamil language channels have the highest share of exclusive advertisers at 54%. Whereas, Hindi has the highest share of new and returning advertisers at 48%.
Aaditya Pathak, head – client partnership and revenue function, BARC India, said, “Q1 2022 was a strong opening quarter for the year given the upward growth in January, February and March 2022. The number of advertisers and brands that continued to engage with television viewers is also higher in Q1 2022 over Q1 2021. Television’s consistent growth in ad volumes in the first quarter of 2022 reaffirms the reach of the medium.”