Television Ad Volumes continue to showcase steady growth with 156 million seconds in November, three per cent higher than November 2020 and 31 per cent higher than November 2019, reports ‘Barc Think Report – Ad Volumes’ November 2021.
BARC India head client partnership and revenue function Aaditya Pathak said, “2021 has been an interesting year from an advertising point of view given the momentum of events we have witnessed since the beginning of the year. Despite economic challenges that were accelerated with the second wave of COVID-19, legacy advertisers continued to increase spends on TV, and new brands placed faith in the medium to ensure that they were able to stay connected with their TG. The double-digit growth in Ad Volumes that regional language channels like Telugu, Malayalam, and Bhojpuri have recorded, indicates that marketers continue to explore regional content strongly.”
Highlights – Ad Volumes – November 2021
- November records the highest number of advertisers and brands on TV in 2021.
- Ad Volumes stood at 156 million seconds, 3 per cent higher than 2020 and 31 per cent higher than 2019.
- The month witnessed 14 per cent more advertisers and 13 per cent more brands as compared to November 2019.
- 19 per cent of advertisers and brands were new in the month.
- Advertisers beyond top 50 registered highest growth of 44 per cent over November 2019; the top 50 registered a 24 per cent growth.
- BFSI category bounces back with a 62 per cent growth over the previous 2 years, month on month, with 3.8 million seconds of Ad Volumes.
- E-Commerce registered an impressive 37 per cent growth with 15.5 million seconds of Ad Volumes in November 2021 over November 2020.
- Ad Volumes for Auto, Textiles, Retail, and Personal Accessories category grew by 2x over November 2019.
- Ad Volumes for regional language has shown a growth. Telugu grew by 17 per cent , Malayalam by 13%, Bhojpuri and Hindi by 10 per cent each, and Punjabi by 9 per cent, as compared to November 2020.
- While the Ad Volumes for Bhojpuri has doubled as compared to November 2019. Marathi as well as Punjabi languages Ad Volume has grown by 60 per cent.
- Ad Volumes for Tamil, Telugu, Hindi has witnessed growth of 30 per cent over November 2019 showcasing steady performance.
- Ad Volumes for Bhojpuri language channels grew by 103 per cent in November 2021 over November 2019.