BARC India has unveiled its latest report titled ‘TV Ad Volumes Insights - The Mid-Year Analysis’, as part of its ‘What India Watches’ series.
Keeping up with its momentum of ad volumes in May
, the report showcased that India’s advertising community continued to place their trust in TV, with highest ad volumes registered in June 2021, as compared to the same period for 2019 and 2020.
With a 6% growth in ad volumes over June 2019, June 2021 saw a total of 1839 advertisers and 3074 brands advertise on television.
H1 2021 too, witnessed higher growth with 12% and 37% increase in ad volumes as compared to 2019 and 2020 respectively.
The study suggests that after a dip in June 2020, the auto sector registered a growth of 74% in June 2021, with 3.94 million seconds. The ad volumes of the auto sector are at par with those it registered in June 2019. The sector also achieved 128% growth over May 2021.
On the other hand, ad volumes for the telecom sector almost doubled in June 2021, registering 2x growth over June 2019.
The e-commerce sector has registered a growth of 56%, with 15.4 mn seconds in June 2021, as compared to June 2019. The category also constitutes a 12% share of the total ad volume pie.
FMCG continued to lead the share in H1 2021 at 40% growth, with 566 million seconds over H1 2019, whereas the Building sector registered a 24% growth in H1 2021, with 30.7 million seconds versus H1 2019.
Ad Volumes for the BFSI sector grew by 7% over H1 2019, with 14.5 million seconds in H1 2021.
Aaditya Pathak, head – client partnership and revenue function, BARC India, said, “Ad volumes for H1 2021 are promising and encouraging for the industry as a whole. The number of active advertisers and brands are also picking pace. There is a sharp increase in Ad Volumes from the top three advertisers and while FMCG continues to dominate by share, the e-commerce category continues to see strong growth year on year. The auto sector has also made a comeback despite the impact of the second wave. Data for the first half of 2021 reinstates that while new advertisers have turned to television for widespread reach, existing ones continue to increase their attention to the medium.”