TV ad volumes for 2021 are higher than 2019 and 2020: BARC Report

FMCG continues to lead in share, whereas Hindi channels continued to dominate across languages

Mar 07, 2022 12:32:00 PM | Article | Campaign India Team Share - Share to Facebook

BARC India’s has released its yearly ad volume report for 2021. The report analyses television advertising volumes for the past year. 
 
According to the report, 2021 has seen 1824 million seconds of ad volumes, with a growth of  22% and 18% of growth, as compared to 2020 and 2019, respectively. 
 
It revealed that the top 10 advertisers accounted for 780 million seconds of ad volumes, whereas the next 40 accounted for 340 million seconds. 
 
From among the categories, FMCG continued to lead in share, while Hindi channels continued to dominate across languages. 
 
Below are the detailed findings from the report:
 
Advertisers and brands count
 
TV saw a total of 9,239 advertisers and 14,616 brands that advertised in 2021.
 
Categories
 
The FMCG category continued to lead with an enormous share of 1,117 million seconds of ad volumes in 2021, followed by e-commerce with 185 million seconds and building, industrial, and land materials/equipments with 60 million seconds. The corporate brand image category too, registered 2x growth over 2019 with 24 million seconds.
 
The e-commerce category registered  a growth of 51% over 2020 and 26% over 2019.
 
Media/entertainment/social media, education, online shopping, matrimonials and financial services were the top give sub-categories within ecommerce. Ad volumes for education grew by 461%, whereas financial services grew by 153% over 2020. 
                                                                                              
Languages
 
While Hindi continues to play a dominant part of the language mix, ad volumes for Bhojpuri language channels doubled over 2019 and Punjabi, Marathi, Gujarati and Assamese language channels posted over 40% of growth over 2019. South language channels, including Tamil, Telugu, Malayalam and Kannada, grew by 26% over 2020.
 
IPL 2021
 
IPL 2021 saw 59 new advertisers and 158 new brands for the season. The top 10 advertisers for the season contributed to 35% of the ad volumes. 
 
Tokyo Olympics
 
Ad volumes for the Tokyo Olympics were almost at par with Rio Olympics that was held in 2016, with  34 advertisers and 61 brands. 
 
Aaditya Pathak, head – client partnership and revenue function, BARC India, said, “2021 certainly brought in much needed cheer to the broadcast industry. The year started off on a positive note and also ended on a high with the festive quarter. Year on year, despite pandemic impediments, television has repeatedly proved effective for every penny spent for advertisers and brands. 2021 saw over 9000 advertisers turn to television with a significant number of new entrants. Overall, 2021 was a positive year for the industry as a whole that witnessed growing value for both advertisers and broadcasters.”