TV ad volumes highest since 2018: BARC

BARC India has shared insights on TV ad volumes from January-March 2021.

 

According to the pointers shared by BARC, the growth in TV ad volumes from Jan-March, 2021 has been registered at 456 million seconds, the highest since 2018.

 

Although the ad volume growth was observed across all genres, news bagged the majority at 25%, while GEC and movies were at 21% and 23% respectively. 

 

It also stated that advertisers across the spectrum accounted for higher levels of ad volume growth, with the top 10 at 37% and the next 40 at 31%.

 

The e-commerce sector too, continued to show a growth of 13% in Jan to March'21, as compared to the same period in 2020.  

 

The insights also revealed that digital-native brands under the education sector registered 3x growth, whereas pharma and healthcare registered 7x growth. BFSI grew at 55% and categories have continued to propel growth of the e-commerce sector in this period, as compared to 2020. 

 

More than 50% of ad volumes were driven by the top 20 advertisers during this period and festivals and events like Sankranti and Republic Day in January garnered the highest ever ad volumes in 2021, since 2018.