Followed by the strong positive trend for television ad volumes in H1 2021, July 2021 re-affirms advertisers trust in the medium. As per BARC India’s THINK report titled ‘July ’21 Ad Volume Analysis’, ad volumes for July 2021 registered 23 per cent growth vis à vis July 2019 and 14 per cent growth over July 2020. July 2021 also witnessed 15 per cent growth against June 2021, recording the highest growth for the period June to July, since 2018. With 869 new advertisers in July 2021, 2,153 advertisers and 3,558 brands were actively advertising on television, resulting in a total of 145 million seconds of ad volumes.
“Ad Volumes for July are promising, and this has further fueled growth for the industry. Owing to a significant increase in the number of new brands and advertisers turning to television, the share of new entrants in the overall pie is the highest in July 2021 over the last three years. Moreover, combined ad volumes for January to July 2021 are also the highest since 2018, with 1019 million seconds. Data continues to encourage the market’s confidence in TV as one of the most trusted mediums for advertisers,” said BARC India head – client partnerships & revenue Aaditya Pathak.
E-commerce, education, and agriculture categories have registered the highest ad volumes in July 2021, over the same period for 2019 and 2020. Ad Volumes for auto, retail, telecom products and computers categories continue to revive steadily. With 2.01 million seconds ad volumes, Delhi Skill & Entrepreneurship University, a new entrant, found itself a spot in the top 10 advertisers for July 2021. While all language genres have registered a positive growth, Punjabi, Assamese, English and southern languages genres, led this growth in July over June 2021.
Other key findings of BARC India’s THINK report titled ‘July ’21 Ad Volume Analysis’ are:
- Auto continues its revival, month on month, post second lockdown. The sector showed an overall growth of 49 per cent over April ’21
- Advertisers, other than top 50, grow exponentially over previous year
- HUL, Reckitt maintain top two spots, Amazon and Pepsi register strong growth
- The top two ad brands are new entrants on the list – Dettol and Delhi Skill & Entrepreneurship University
- Marathi, Bhojpuri & Gujarati language channels register highest growth over 2019