Television

TV advertising sees revival in June 2020

BARC India and Nielsen Media released the tenth edition report

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NEW DELHI: BARC India and Nielsen Media's tenth edition report on the ‘Impact Of COVID-19 On TV Viewership and Smartphone showed that with the onset of ‘unlock’ in June 2020, there is a revival of advertising on TV – a significant increase in the presence of ‘top 10’ and ‘next 40’ in June 2020.

There has been exponential growth across sectors like Hindustan Unilever, Reckitt Benckiser, Procter & Gamble, Godrej group, ITC Ltd and many others.

Category wise, corporate, education, banking and e-commerce saw growth compared to the year 2019.

The total number of advertisers on TV in H1 2020 is 10 per cent lower than H1 2019.

The total advertisers on television from the month of January to June has been 10 per cent lower as compared to June 2019.

Interestingly, in the same month, there is a consumption increase among the top 10 advertisers. Last year it was reported 34 percent which has increased to 39 per cent in 2020.

Ad volumes in June 2020 show similar trends as last year June (excluding world cup inventory) but net value is lower this year.

The findings of the report state that ad volumes in April and June among GEC, news and movies are operating at higher ad volumes, though music and kids’ genre impacted the most in the month from January to June.

Comparing the news genre, June 2020 vs June 2019 Hindi, Tamil, Kannada, English & Malayalam have seen growth in ad volumes.

The data also states that Covid2019 message commercial began in March, while April recorded 22 per cent, the highest contribution in terms of the messages. However, there has been decline in June and recorded only seven percent.

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