ITV

Tag: Aaditya Pathak

  • New brands, advertisers make up 19% share of TV ad volumes in Nov: Barc

    New brands, advertisers make up 19% share of TV ad volumes in Nov: Barc

    Mumbai: 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, according to Broadcast Audience Research Council (Barc) India.

    The month of November recorded the highest number of advertisers and brands on TV in 2021. 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 the 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 two 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 two times over November 2019.

    Ad volumes for regional languages have shown growth. Telugu grew by 17 per cent, Malayalam by 13 per cent, Bhojpuri and Hindi by 10 per cent each, and Punjabi by nine per cent, as compared to November 2020. While the ad volumes for Bhojpuri have doubled as compared to November 2019. Marathi and Punjabi languages ad volume have grown by 60 per cent. Ad volumes for Tamil, Telugu, Hindi have witnessed the 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.

    “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,” said BARC India head of client partnership and revenue function Aaditya Pathak. “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.”

  • July-Sept TV ad volumes show highest spurt in 2021: Barc

    July-Sept TV ad volumes show highest spurt in 2021: Barc

    Mumbai: Ad volumes on television continue to post healthy growth, with the July-September quarter registering 461 million seconds of advertising – which is the highest this year, as per Broadcast Audience Research Council (Barc) India’s July-September 2021 Ad Volumes – Special Festival Edition Think Report. 

    The growth registered in the quarter is broad-based, with channels across all languages reporting higher ad volumes over the corresponding period in previous years.

    With the festive season well and truly underway, the September Think Report also takes a closer look at advertising on TV during the Ganesh Chaturthi week. Ad volumes on TV in the week grew four per cent compared to the previous four-week average and posted a healthy 28 per cent growth over 2019.

    “The momentum of more and more brands banking on television advertising continues to be visible with 3397 new brands entering the medium in the July-Sept quarter of 2021, and that too with a 51 per cent share of total brands advertising. The number of advertisers on TV is also the highest for the quarter at 4226,” stated Barc India head of client partnership & revenue Aaditya Pathak. “As we have seen in earlier years, marketers are clearly leveraging the reach and power of TV to raise the visibility of their brands this festive season. The strong growth of ad volumes in Q3 – which is 40 million seconds higher than in Q2 – also points to the positive sentiment regarding the improving economic and business environment.”

    Ad volumes on TV for September 2021 is the highest since 2019, registering a 15 per cent growth over the same period in the previous year. While FMCG continued to maintain its leadership position with a 29 per cent growth in ad volumes against the same period in 2019, the e-commerce industry has also shown a healthy 26 per cent jump over 2020.

    While the strong upward trend in TV advertising is seen at the overall level as well as across all languages, the highest spurt was observed for Bhojpuri language channels, where ad volumes were more than double that of 2019, and 38 per cent higher than in 2020. Hindi language channels account for the largest share of TV advertising. Tamil and Telugu language channels witnessed robust growth over 2020.

  • TV viewership for Marathi channels see a 10% rise over 2019 : BARC

    TV viewership for Marathi channels see a 10% rise over 2019 : BARC

    Mumbai: Marathi language channels have the highest viewership share in the Hindi Speaking Market (HSM) after Hindi language channels. In Maharashtra/Goa, Marathi language channels constitute 34 per cent of the viewership share whereas Hindi language channels have 54 per cent viewership share. This is lower compared to other language markets such as West Bengal where Bengali language channels have 53 per cent viewership share and Tamil Nadu where Tamil language channels have 90 per cent viewership share.

    These data and insights were shared by Broadcast Audience Research Council (BARC) India, head client partnerships and revenue, Aaditya Pathak at Indiantelevision.com’s Tele-wise Marathi: The Power of Television, a virtual summit presented by COLORS Marathi and media partners AnimationXpress.com, TellyChakkar, and radioandmusic.com.

    Overview of the market

    There are 210 million TV-owning households in India out of which 26 million are in Maharashtra. The state has a 12 per cent share of the total TV homes. The 109 million audiences living in these homes contribute 13 per cent to the overall TV viewership and five per cent of that viewership goes to Marathi language channels. The average time spent watching TV in Maharashtra is much higher compared to all India or the HSM and stands at an average of four hours and six minutes every week.

    BARC TV Universe monitors ~580 channels. There are 25 Marathi language channels comprising GECs (nine), news (six), movies (five), music (four), and a kids channel.

    TV viewership for Marathi language channels has increased by 10 per cent over 2019, whereas Hindi channels have seen a decline and other language channels remain relatively flat.

    Within the sub-genres, Marathi GECs have grown by 22 per cent over 2019, while Marathi movies and news viewership remained the same. The growth of Marathi GECs also beat Hindi GECs.

    “The viewership of Marathi channels remained relatively unchanged post-Covid, even as viewership of non-Marathi channels peaked in the first wave of the lockdown. The peak was a complete India and HSM phenomenon which could be attributed to initiatives taken up by channels such as Doordarshan to rerun their old shows like ‘Ramayan‘ and ‘Mahabharat‘ which were lapped up across different town classes and geographies,” said BARC India’s Pathak.

    “Among the Marathi genre channels, Marathi GECs used to constitute 20 per cent of the average weekly viewing minutes. In the first lockdown due to the absence of original programming that share dropped to eight per cent but has returned to 23 per cent,” he said, adding that, “Viewership share for Marathi movies and Marathi news is higher than what it used to be before the lockdown.”

    Battle for eyeballs: Marathi vs Hindi

    Most Marathi audiences are bi-lingual and hence consume content in both Hindi and Marathi. Marathi language channels have grown their market share in Maharashtra/Goa market from 30 per cent in 2019 to 34 per cent in 2021. In the same period, Hindi channels share has decreased from 57 per cent to 53 per cent.

    “We have observed that the rural markets skew towards local languages and similarly there’s a greater skew towards Marathi language channels in such markets. When you move to a town class, Marathi language channels increase their share to 40 per cent and when you move to an urban landscape their share moves down to 25 per cent while Hindi channels increase to 62 per cent,” said Pathak.

    He also dissented with the view that there is a big overlap in Hindi and Marathi TV viewing audiences. “If we were to look at pure Marathi audience, there were 4.8 million in 2019 which has grown by 21 per cent to 5.8 million in 2021. This clearly goes to show that there are more people lapping up local content available on the 25 Marathi channels,” he said.

    The viewership of Marathi GECs is almost on par with Hindi GECs on weekdays. However, on weekends there is a significant movement of audiences from Marathi channels towards Hindi movie channels. “It should also be noted that a lot of Marathi original programming is scheduled on the Fixed Time Chart (FTC) from Monday to Saturday,” Pathak said.

    Advertising opportunity on Marathi channels

    The positive sign is that Marathi channels are seeing a return in the number of advertisers and brands, although it is yet to reach 2019 levels. “Total TV ad volumes grew by 14 per cent in 2021 over 2019. If you look only at Marathi language channels, the growth has been 44 per cent. Even though the base is different, we know that this is a very healthy growth,” said Pathak.

    The growth in ad volumes has been highest for the news and movie genres while GEC saw only a marginal increase. Exclusive advertisers on Marathi channels have also grown by 18 per cent.

    Ad volumes from the top five categories barring auto have increased significantly. FMCG ad volumes have grown by 77 per cent, e-commerce by 38 per cent, infrastructure (building, industrial, land materials/equipment) by 29 per cent, and BFSI by 60 per cent.

    The affluence of consumers in Maharashtra has also increased. “32 per cent of audiences that watch Marathi channels are from the NCCS A classification. This augurs well for advertisers who are targeting affluent Marathi households. The cluster of NCCS A and B constitutes almost 67 per cent of the TV viewership in this market. The ratio of male to female TV viewers is almost aligned at 41:59,” Pathak said.

    According to Pathak, while the market is not under-indexed, there is room to grow in terms of ad volumes. He said, “We need to be cognisant that there are 25 Marathi channels compared to Bangla language market where there are 35 channels. As the affluence of the market increases, we expect the number of TV connections going up.”

    Sources: BARC data (TV UEs 2020, All India 2+, Maha/Goa 2+, HSM 2+, Average Weekly VM’Bn, 2019 and 2020 entire year, Wk 14-30’2021)

  • Television welcomes over 850 new advertisers in July 2021: BARC India

    Television welcomes over 850 new advertisers in July 2021: BARC India

    Mumbai: The ad volumes for July 2021 registered 23 per cent growth vis-à-vis July 2019 and 14 per cent growth over July 2020, according to BARC India’s THINK report titled ‘July ’21 Ad Volume Analysis’. Followed by the strong positive trend for television ad volumes in H1 2021, July 2021 re-affirms advertisers trust in the medium, it said. 

    July 2021 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, 2153 advertisers and 3558 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,” said BARC India head for client partnerships and revenue, Aaditya Pathak. “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.”

    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 positive growth, Punjabi, Assamese, English, and Southern languages genres led this growth in July over June 2021.

  • Ad volumes for Jan-Feb 2021 highest since 2017: BARC India

    Ad volumes for Jan-Feb 2021 highest since 2017: BARC India

    MUMBAI: In a piece of good news for the industry battered by the pandemic, the latest data from television monitoring agency Broadcasting Audience Research Council (BARC) shows the combined TV ad volume for the months of January and February in 2021 was the highest since 2017.

    The advertising sector is on a path to revival and the gains made during the second half of 2020 have seeped into the first two months of 2021. According to the data, the ad volumes have increased by 21 per cent over last year. “Continuing the momentum built in the second half of 2020, TV ad volumes have had the most promising start with January and February ad volume levels of 2021 being the highest ever in five years. A lot of sectors/categories, and key non-FMCG brands, also seem to have increased their presence on TV during this period which augurs well for the medium,” said BARC India client partnership and revenue function head Aaditya Pathak.

    In terms of genres, movies and music + youth registered higher growth than the average growth in the overall ad volumes which was 25 per cent and 24 per cent respectively. This was followed by GEC and news with 21 per cent and 18 per cent growth respectively during Jan-Feb 2021 over the same period in 2020.

    The top ten advertisers drove the ad volumes on TV, contributing 45 per cent to the total share and recorded 35 per cent growth over last year. The next 40 advertisers rode alongside with 25 per cent growth during Jan-Feb this year.

    2020 also witnessed new entrants in TV advertising and the rise of advertisers in the digital segment, especially those from the e-commerce segment. The phenomenon holds true for the current period in consideration as well. E-commerce grew by 21 per cent in Jan-Feb 2021, showing a consistent growth year-on-year in TV advertising. Other categories like retail and building, industry, and land materials also saw an increase in spends this year, compared to 2020.

    Brands including Lizol, Dettol, and Harpic emerged as the most advertised brands during the period. Several non-FMCG Brands also increased their presence on TV during this period.

    With a promising start to the year, the expectations for higher ad spends have definitely gone up for the coming months. The upcoming national and international sports events are also expected to bolster the trend as advertisers continue to keep TV as their preferred choice of platform to reach out to the millions of homes across India.

  • TV ad volumes witness 34% surgein H2 2020

    TV ad volumes witness 34% surgein H2 2020

    MUMBAI: In a challenging year for India and the world, it was reassuring to see an increase in ad volumes on TV in the second half of 2020. Hindustan Unilever was the biggest advertiser in 2020 with a 30 per cent growth in ad volumes over 2019, followed by the Reckitt Benckiser group, with itsad volumes growing by 37 per cent in 2020 over the previous year. 

    “Television continues to be the screen of the household and the most important medium for all the major advertisers to reach their audience pre-pandemic and post lockdown too. Return of originals along with the festive season and live sporting events boosted the ad volumes, taking the overall growth in ad volumes to 34 per cent as compared to H1, 2020 and eventually minimising thereduction in volumes to a marginal -3 per cent for the overall year, as compared to 2019” said BARC Indiapartnership & revenue function head client Aaditya Pathak.

    Movies genre saw significant growth in ad volumes as the lockdown was gradually lifted. Hindi GECs witnessed the highest growth in ad volumes with 10 per cent as compared to 2019. Other regional GECs saw a growth of eight per cent as over 2019. News genre in 2020 too had the highest volume, while ad volumes dropped by one per cent.

    A heightened consciousness of safeguarding our healthgave a boost to the antiseptics and personal care categories. Ad volumes for Dettol Toilet Soaps and Dettol Antiseptic Liquid went up by 118 per cent and 136 per cent respectively.Horlicks ad volumes also surged by 60 per cent in 2020 as compared to the preceding year. 

    In this pandemic necessitated lockdown,and people confined to their homes, digital brands too turned to television to capitalise on the undisputed reach of the medium,given the changing consumer buying habits. 

    During the peak lockdown in April and May, the ad volumes for digital brands was the highest with 16 per cent and 13 per cent  respectively as compared to the month of January 2020. The highest ad volumes share for digital brands in 2019 was at nine per cent in the months of March, September and December.