Television

Social ads dominate TV during COVID-19: BARC-Nielsen report

Overall FCT grew by nine per cent

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NEW DELHI: Overall advertising FCT grew by nine per cent in the week starting 28 March over the pre-COVID time period between 11 and 31 January, as per the third edition of BARC India & Nielsen Media Explain “The Crisis Consumption - Impact Of COVID -19 On TV And Smartphone Behaviour Across India” findings, 

Sports registered the highest jump of 86 per cent, followed by business news at 44 per cent. Music, kids, lifestyle, youth, and infotainment witnessed slight dips in ad FCTs. 

The top categories contributing to the FCTs were toiletries, growing by 190 times, followed by social and cultural associations (+66 times), and ice cream/frozen dessert (+11 times). 

Other top performers included social advertisements by NGOs, which clocked a 628 per cent increase, followed by similar advertisements by the government (+244 per cent). Other top categories include cellular phone services (+166 per cent), corporate videos (+155 per cent), and paints (+101 per cent). 

Some of the top brands in week 13 are Dettol and Lifebuoy Toilet soaps, Harpic, Lizol, Hotstar VIP, etc. 

Another trend highlighted by the report is the brands’ inclination towards creative COVID-focused advertising on various platforms. Print and television dominate the choice of media for most brands. 

Top categories contributing to these COVID-based ads are financial services, retail, telecommunications, and food.

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