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13% upsurge in advertising FCT during Covid-19: BARC-Nielsen report

Social ads increased by 147 per cent.

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NEW DELHI: The global Covid-19 pandemic has been hitting businesses across the globe hard. It was being estimated that the trickledown effect will eventually find its way in the advertising industry as well. But if the latest BARC Nielsen report is to be believed, that might really not be the case. 

Despite many channels being unable to air new episodes because of canned shootings, advertisers haven’t withdrawn their FCTs back. As per the report, there has been a 13 per cent spike in advertising FCT in the corona period, week starting 14 March as compared to the time period between 11 and 31 January (termed as the pre-corona period).

The highest spike of 147 per cent, as expected, was recorded by social advertisements. Following categories were banking and finance sector (47 per cent rise), food and beverages (36 per cent rise), and services (22 per cent rise)

However, several categories witnessed a dip in the advertising FCT. Surprisingly, personal healthcare went down by 29 per cent. Auto and hair care went down by 17 per cent and seven per cent respectively. 

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