ITV

Tag: Ad Volume

  • TV Ad volumes of real estate sector rose by 68% in January-May’22: TAM AdEx report

    TV Ad volumes of real estate sector rose by 68% in January-May’22: TAM AdEx report

    Mumbai: Ad volumes of real estate category on television rose by 68 per cent during January-May’22 over January-May’20, while the growth was 42 per cent more than the corresponding period last year. According to a TAM AdEx cross media report on the real estates sector, advertising volumes for the category saw an increase of 2.8 times on radio during the period as compared to the same period in 2020, even as advertising space in print medium grew by two times during the same period. Ad insertions of the category on digital medium during the January-May’22 saw a rise of 5.5 times.  

    On television the top 10 advertisers accounted for over 40 per cent share of ad volumes during the half-yearly period in 2022 with the advertiser Subha Gruha Projects (India) having the greatest ad volumes in the category, with 9 per cent, as per the report. 300 exclusive brands advertised under the category as compared to 2021. 20-40 seconds and greater than 20 seconds ads together added 83 per cent share of the category’s ad volumes, the data indicated.

    News genre was the most preferred for the sector in the TV medium, with the genre alone hogging 82 per cent of the category’s ad volumes share followed by general entertainment category (GEC) in the second position. The best three channels got 97 per cent of advertisement volumes’ share for category in January-May ’22.

    News Bulletin was the foremost well-known program to advanced properties-real estate category brands on TV, with the top two program genres i.e. news bulletin and interviews/portraits/discussion together adding 66 per cent of the category’s ad volumes.

    In the print medium, Kedia Real Estate was the best promoter within the categories with two per cent share of ad space during January-May ’22. The top ten advertisers accounted for 15 per cent share of ad space. Over 6,000 brands were present in print during January-May’22 among which the top 10 brands had 9 per cent share of ad space. During the period, over 4,500 exclusive brands appeared under the properties-real estates category compared to Jan-May’ 21. English dialect was on top with 37 per cent share of ad space with Hindi following close behind with a 31 per cent share.

    Meanwhile, Kedia Real Estate was the top advertiser in radio too. The top ten promoters added 25 per cent share of ad volumes amid Jan-May ’22. The top ten brands added 18 per cent to the overall advertising space of the category on radio. Over 590 brands advertised exclusively during January-May’22 over January-May’21.

    In digital, the top ten advertisers had 42 per cent share of ad insertions during January-May’22 with Skandhanshi Infra Projects India being on top of the list adding 19 per cent share. Display Ads had more than 98 per cent share of category ad insertions during January-May’22.  Also, among the digital platforms, desktop display topped with 57 per cent share of ad insertions followed by mobile display with 39 per cent share, as per the report.

  • TAM Sports IPL 15 report: ad volumes up 11% compared to IPL 14

    TAM Sports IPL 15 report: ad volumes up 11% compared to IPL 14

    Mumbai: According to a TAM Sports report, ad volume in season 15 of the Indian Premier League (IPL15) increased by 11 per cent per channel compared to the previous season. While ad volume increased, viewership dropped 20-25 per cent this season compared to IPL 14.

    According to the research, the indexed ad volume growth in IPL 15’s eliminator was 17 per cent higher than in IPL 14’s, and the indexed growth based on average ad volume in IPL 15’s first and second play-offs was 11 per cent and 8 per cent higher than in IPL 14.

    Meanwhile, ad volumes per channel grew by 9 per cent in the IPL 15 finals compared to the IPL 14 finals. Additionally, this year’s IPL included 74 live matches, compared to only 60 in IPL 14.

    The report also stated that the number of categories, advertisers, and brands in IPL 15 dropped by 21 per cent, 13 per cent and 21 per cent respectively, as compared to IPL 14. IPL 15 included over 70 categories, 110 advertisers and 180 brands.

    Although four of the top five categories were the same in both IPL 15 and IPL 14, four categories were common in both IPL 15 and IPL 14. In IPL 15, Ecom-Gaming came out on top, while in IPL 14, it came in second. In contrast, Ecom-Education, which was first in IPL 14, fell to fourth in IPL 15. The top five categories accounted for 39 per cent of total ad volume during IPL 15, compared to 36 per cent in IPL 14.

    During IPL 15, the top five sponsors contributed 24 percent of ad volume, compared to 20 per cent in IPL 14. Between IPL 15 and IPL 14, Sporta Technologies, Think & Learn, and FX Mart were among the top five advertisers.

    Dream11.com was the top advertised brand during both IPL 15 and IPL 14. In IPL 15, the top five brands accounted for 21 per cent of ad volume, while the top five brands in IPL 14 accounted for 18 per cent. The top five brands were Tata Neu App, Kamla Pasand Silver Coated Elaichi, Cred, and Meesho App

    In comparison to IPL 14, this year’s match featured over 20 new categories, and 40 categories did not appear in IPL 15 compared to IPL 14. Ecom-Auto Rental Services was the most popular of the new categories, followed by Shaving System/Razor.

    The report also mentioned that 10 to 20-sec ads, followed by 21 to 40-sec ads, were preferred the most during commercial breaks.

  • October records highest TV ad-volume in 2021

    October records highest TV ad-volume in 2021

    Mumbai: Riding high on the festivals and sports events, the total ad volume on Television was recorded to be the highest in October, according to the data released by Broadcast Audience Research Council (Barc), here on Tuesday.

    The total ad volumes for the month of October 2021 stood at 178 mn seconds, the highest for the year. According to the data, the volume is 11 per cent higher than that of October 2020 and 23 per cent higher than October 2019. The total number of advertisers stood at 2851 and brands were 4,624 for October 2021, out of which 22 per cent were new advertisers.

    “Television advertising continues to grow peaking at 178 million seconds in Oct 2021, the highest for the same period over the last three years. Backed by festivities and sporting events, these numbers have reinstated a strong positive sentiment amongst marketers,” said Barc India head-client partnerships and revenue function Aaditya Pathak. “New advertisers and brands continue to ride this growth wave and place their trust in the medium given its reach. Ad volumes for the Dussehra week grew by 13 per cent over the previous four weeks and by 25 per cent over 2019. The number of new advertisers and brands was also the highest for this period.”

    FMCG leads the charts

    While ad volumes for FMCG dominated the charts, e-commerce and BFSI sectors have recorded a record growth of 97 per cent and 98 per cent respectively, against October 2019, which is highest amongst other sectors.

    Ad Volumes for the Auto sector also showed a positive curve with a growth of three per cent over 2019. The Retail sector grew by 127 per cent, Durables by 297 per cent and Personal Accessories by 157 per cent, over the start of the year, January 2021.  As a positive sentiment in the construction sector, ad volumes for the ‘Building Equipment’ category posted a 23 per cent growth in Oct 2021 over Oct 2019.

    As per the data, Dussehra Week 2021 witnessed 13 per cent growth in Ad Volumes over the previous four weeks and 25 per cent over 2019. The number of Advertisers and Brands during the Dussehra week 2021, is the highest as compared to previous years; 18 per cent more than the previous four weeks.

    Bhojpuri language dominates

    Ad volumes for Bhojpuri language during the festive period were at an all-time high in 2021, recording a growth of 111 per cent compared to the same period in Oct 2019. Apart from Bhojpuri, Punjabi ad volumes has also recorded a 52 per cent growth over Oct 2019, while the growth percentage for Telugu and Marathi languages was 33 per cent and 35 per cent respectively.

  • 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.

  • TV ad volumes for June 2021 surpasses 2019, 2020 levels: BARC

    TV ad volumes for June 2021 surpasses 2019, 2020 levels: BARC

    Mumbai: TV advertising continues to remain resilient, despite the onslaught of the second wave of the pandemic. According to Broadcast Audience Research Council (BARC) India’s latest THINK report, the TV ad volume in June, 2021 has surpassed the ad volume recorded during the corresponding period in 2019 and 2020.

    As many as 1,839 advertisers and 3,074 brands chose Television as a medium for advertising in June, at par with 2020 showed the data. In fact, June 2021 recorded a six per cent growth in ad volume compared to the pre-pandemic levels in June, 2019.

    The report titled – ‘TV Ad Volumes Insights – The Mid-Year Analysis’ released on Thursday also found that TV advertising performed much better during the H1 2021 and witnessed a 12 per cent higher growth compared to ad volume in H1 2019. While, the growth was 37 per cent higher compared to H1 2020.

    “Ad volumes for H1 2021 are promising and encouraging for the industry as a whole. The number of active advertisers and brands are also picking pace. Data for the first half of 2021 reinstates that while new advertisers have turned to television for widespread reach, existing ones continue to increase their attention to the medium,” says BARC India, head- client partnership and revenue function, Aaditya Pathak.

    FMCG continues to lead TV ad volume

    There was also a sharp increase in ad volumes from the top three advertisers. “While FMCG continues to dominate by share, the e-commerce category continues to see strong growth year on year. The auto sector has also made a comeback despite the impact of the second wave,” added Pathak.

    FMCG continued to lead the share in H1 2021 with 566 mn seconds, a growth of 40 per cent over H1 2019. HUL, Reckitt Benckiser, P&G, Pepsi have shown maximum growth over previous years. Seven of the Top 10 brands are Reckitt and two are HUL.

    After a dip in June 2020, the auto sector made a strong comeback in June 2021 by registering a growth of 74 per cent. With 3.94 million seconds in June 2021, the auto sector is at par with the ad volumes it registered in June 2019.  More impressively, the sector achieved 128 per cent growth over May 2021.

    Likewise, ad volumes for the Telecom sector almost doubled in June 2021 over May 2021 and has registered 2x growth in June 2021 over June 2019. 

    With 15.4 million seconds in June 2021 alone, ad volumes for the E-commerce sector have registered a whopping growth of 56 per cent when compared to June 2019. Currently at all-time high, the category constitutes a 12 per cent share in the total ad volume pie.

    Building sector registered 30.7 mn seconds of Ad Volumes; a 24 per cent growth in H1 2021 versus H1 2019. ad volumes for the BFSI sector grew by 7 per cent over H1 2019 with 14.5 mn seconds in H1 2021. 

  • May’21 ad volume 64% higher than last year : BARC

    Mumbai: Television continues to stay strong and resilient as a medium of advertising amid the second wave of the pandemic. Despite a marginal dip in April 2021, ad volumes in May 2021 have witnessed a 64 per cent growth as compared to May 2020, said Broadcast Audience Research Council (BARC) in its latest THINK report for May, 2021. The growth numbers remained at par with 2018 and 2019.

    In a piece of good news for the broadcasters, out of the total of 2142 advertisers in May 2021, as many as 1,347 (63 per cent) were new advertisers. The FMCG category continued to dominate ad volumes with 72 per cent share, followed by ecommerce, with 10 per cent share in May.

    “2021 began on a high note for television Ad Volumes. Moreover, it attracted over 60 per cent of the total advertisers in May this year, indicating that advertisers continue to bank on the medium. With lockdown easing up and upcoming big events, we expect TV Advertising to remain strong this year,” said BARC India Head – client partnership and revenue function Aaditya Pathak.

    Regional genres bounce back

    Advertising on GEC and movies genre continued to grow and both the genres outperformed the same period for the previous three years. While GECs witnessed a growth of 74 per cent, over last year, movies genres saw a growth of 76 per cent compared to May 2020.

    Owing to the increasing consumption of regional content, advertising on South language GECs registered a staggering growth of 103 per cent while the rest of the Regional GECs witnessed 53 per cent growth in May 2021 vs May 2020. South Movies and Regional Movies channels witnessed 85 per cent and 129 per cent growth for the same period.

    Steady growth of Top 10 advertisers

    While over 70 per cent of advertising was dominated by the Top 50 Advertisers in May, the Top 10 advertisers had the highest share of 54 per cent since 2018. Advertising by the Top 10 advertisers continues to see steady growth.

    Growth observed in ad volumes in the first quarter of 2021 has evidently seeped into the ongoing second quarter of the year, despite state-wide partial lockdowns being implemented in various parts of the country. Moreover, the growth witnessed in May 2021 reinforces the strength and robustness of television as a medium.