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Ad volumes on TV in times of a pandemic ― a closer look
January 13, 2021
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With lockdowns lifted., individual consumption of content using digital devices will increase, and. TV’s dominance will go down: expert
Even as advertisement volumes on television climbed 34 per cent in the second half of 2020 over the first half of the year ― with positive trends reflected across advertisers in consumer goods and personal care categories ― this needs to be seen in the context of the Covid-19 pandemic that left people confined to homes, the kind of product categories that saw ad volumes rising, along with comparisons with ad-spends of similar brands on other mediums, said experts.
linkedin According to report by BARC India, ad volumes on TV in the second half of 2020 increased by 12% (compared to 2019). This came after the first half of the year saw a 18% decrease in advertising volumes. Overall, in 2020, ad volumes decreased by 3%. The FMCG sector saw advertising volumes increase by 9%. Digital products (e-com products and services, auto rental services, gaming, matrimonial etc.) grew by 20$. Auto and durables dipped by 23% and 41% respectively. HUL remained the top advertiser in 2020. Its ad volumes increased to 294 (million seconds) from 226 in 2019. Reckitt Benckiser, P&G and ITC were second, third and fourth respectively on the list. Colgate Palmolive broke into the top five with an 31 million seconds of advertising in the year compared o 27 in 2019. Godrej Group and the Government of India were sixth and seventh, both of which reduced advertising in the year.