TV ad volumes of the July-Sept quarter were highest in 2021: BARC

The highest spurt came from Bhojpuri language channels

Oct 21, 2021 04:00:00 PM | Article | Campaign India Team

BARC India has released its ‘Special Festival Edition Think’ report which shares insights on TV ad volumes from July - Sept 2021. 
According to the pointers shared by BARC, the July-Sept quarter registered the highest ad volumes on television this year, with 461 million seconds of advertising. 
The growth registered saw channels across all languages reporting higher ad volumes, as compared to the same period in previous years.
The report also stated that TV ad volumes during the Ganesh Chaturthi week, saw 28% of growth over 2019.
The ad volumes on TV for September 2021 were the highest since 2019 and registered a 15% growth over the same period in the previous year. 
The study also noted that while FMCG continued to maintain its leadership position with a 29% growth in ad volumes, as compared to the same period in 2019, the e-commerce sector too, showed a growth of 26% over 2020.
The highest spurt in TV advertising came from Bhojpuri language channels, with ad volumes more than double of that of 2019, and 38% higher than in 2020. 
It also observed that while Hindi language channels account for the largest share of TV advertising, Tamil and Telugu language channels witnessed a robust growth, in comparison to 2020.
Aaditya Pathak, head of client partnership and revenue, BARC India, said, “The momentum of more and more brands banking on television advertising continues to be visible with 3397 new brands entering the medium in the July-Sept quarter of 2021, and that too with a 51% share of total brands advertising. The number of advertisers on TV is also the highest for the quarter at 4226. As we have seen in earlier years, marketers are clearly leveraging the reach and power of TV to raise the visibility of their brands this festive season. The strong growth of ad Volumes in Q3 – which is 40 million seconds higher than in Q2 – also points to the positive sentiment regarding the improving economic and business environment.