NEW DELHI: While the count of brands advertising on television grew by 10 per cent in week 17 as compared to the last week, FCT dropped by 6 per cent, revealed the seventh edition of the weekly BARC-Nielsen data on how media habits are shaping up during the lockdown. While the total number of brands stood at 2,138, FCT reached 205 lakhs. 

However, the FCT remained fairly consistent across regions during the last four weeks, highlighted the data. 

As per the report, the total number of advertisers witnessed an increment of 9 per cent in week 17 as compared to the past week, making the total advertiser count reach 1,430.

Giving an insight into the genre-wise division of ad FCT, BARC-Nielsen reported that news witnessed a dip of seven per cent in week 17 as compared to the past week. Movies saw a dip of seven per cent, and music 19 per cent. 

The top 10 advertisers, including HUL, RB, Colgate, etc., reduced the FCT, while the next 40 increased it by 9 per cent. In the top 10 brands, Wipro, P&G, and Godrej improved their inventories slightly. 

Another interesting highlight that the report shared was an uptake in the number of channels that top brands advertised on in the month of April as compared to January 2020. While for the top 20 brands the increase was marginal, number of channels going to 123 from 120, for the top 50 brands the number grew from 86 to 99.