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Tag: Ad volumes

  • HUL is top advertiser in week 42: Barc

    HUL is top advertiser in week 42: Barc

    Mumbai: With ad volumes of 4257.91, FMCG major Hindustan Lever Ltd (HUL) continued to lead Barc’s top advertiser tally in week 42 (16-22 October). Reckitt Benckiser (India) Ltd was at the second position with 3476.66 (‘000s).

    Godrej Consumer Products Ltd, which usually languished at the last five slots, jumped to the third in week 42. It was followed by Cadbury’s India Ltd, Brooke Bond Lipton India Ltd, Ponds India, ITC Ltd, Amazon Online India Pvt Ltd, and Colgate Palmolive India Ltd. Marico Ltd registered a fresh entry at number 10.

    Maintaining the lead with 412.16 (‘000s) HUL’s Horlicks was the top advertised brand in week 42. Dettol Toilet Soaps and Amazon India were at the second and third positions.

    Veet Men Hair Removal Cream was the new entrant at number four.  In a striking development, Dettol, which used to be among the top three performers generally, slipped to the last position. In between, the chart was populated by Lalithaa Jewellery, Harpic Power Plus 10X Max Clean, Dettol Antiseptic Liquid, Disney+ Hotstar, and Moov Pain Balm.

  • 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.

  • Five categories dominated airwaves during Tokyo Paralympic Games

    Five categories dominated airwaves during Tokyo Paralympic Games

    Mumbai: The top five categories contributed up to 95 per cent of ad volumes on TV during Paralympics 2020, according to data by TAM Media Research. Considering the combined ad volumes for Tokyo Olympics and Tokyo Paralympics, the latter contributed only 17 per cent to total ad volumes, the data revealed.

    The top five categories only contributed to 41 per cent share of total TV ad volumes during Tokyo Olympics 2020 showing that Olympics attracts a far greater depth of advertisers.

    TV ad volumes during the telecast of Paralympic Games were dominated by categories such as corporate/brand image, life insurance, corporate-financial institute, aerated soft drink, and e-commerce-media/entertainment/social media. The top three categories combined contributed 86 per cent share of ad volumes.

    The top five brands for the Paralympics include LIC Corporate, LIC New Jeevan Anand, AMFI, Thums Up, and Watcho. The top five brands for the Olympics include JSW Group, MPL Sports Foundation, AMFI, Thums Up, and BYJUs learning app.

    Both the events attracted common categories. Among the top five categories, three including life insurance, aerated drinks, and corporate-financial institute were common categories. Association of Mutual Funds India (AMFI) was the only common brand among the top five brands visible during both events.  

    Ad rolls of 20-40 seconds were most utilised during the Paralympics with 98 per cent share of ad volumes, as per the data.

    (Source: TAM Sports | Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads | all matches of Paralympic, 2020; only live matches; excluding pre-mid post programs | Channels – Tokyo Paralympic, 2020: two Eurosport channels + DD Sports | Tokyo Olympic, 2020: 10 Sony network channels + DD Sports)

  • HUL is top advertiser in week 36: BARC

    HUL is top advertiser in week 36: BARC

    Mumbai: Broadcast Audience Research Council (BARC) India’s top-ten advertiser (across genres) list for week 36 was led by Hindustan Lever Ltd (HUL) with total ad volumes of 4750.01. Reckitt Benckiser (RB) India Ltd has secured the second position at 3620.24 ad volumes.

    Cadbury India was a distant third with ad volumes of 970.6. Brooke Bond Lipton India finished fourth. Godrej Consumer Products, which was not on last week’s top advertisers list, made its way to the fifth spot this time. Procter & Gamble, ITC Ltd, Colgate Palmolive India Ltd, and Asian Paints India Ltd grabbed the sixth to ninth positions. Coca-Cola India finished last with ad volumes of 392.47 (‘000s).

    Among the brands, RB’s Dettol Toilet Soap dominated the list, recording ad volumes of 574.55. Horlicks stood second at 497.96. Lizol, Dettol, Harpic Bathroom Cleaner, Dettol Antiseptic Liquid, Harpic Power Plus 10X Max Clean, Airtel Black, Lux Cozi, and Myntra followed, in that order.

  • TV ad volumes for auto industry grew by 34% in H1’21

    TV ad volumes for auto industry grew by 34% in H1’21

    Mumbai: Television ad volumes for the auto industry grew by 34 per cent in the first half of 2021 (January-June) over the same period last year. The ad volumes for the auto sector had plunged by 42 per cent in H1’20 over the same period in 2019, according to data shared by TAM Media Research.

    The auto industry maintained its ninth position in the overall share of TV ad volumes vis-a-vis other sectors. Its share of ad volumes was 4.8 per cent in H1 ’19, 3.2 per cent in H1’20 and 3.1 per cent in H1 ’21. 

    The number of auto advertisers and brands grew by 13 per cent over last year but has yet to recover completely compared to 2019. The number of auto advertisers and brands in H1’19 stood at 110 and 240, respectively. The number of auto advertisers and brands in H1’21 stood at 103 and 193, respectively.

    The auto sector saw consistent growth in ad volumes for the January-February-March quarter growing by 19 per cent, 22 per cent and 23 per cent over the same months last year. The growth rates slowed down during the April-May-June quarter at 11 per cent, 7 per cent, and 16 per cent but still grew compared to the same months in 2020.

    The top auto categories were cars and two-wheelers which had 34 per cent and 43 per cent share of ad volumes, respectively. The top 10 auto advertisers accounted for 72 per cent share of auto industry advertising volumes on TV. These advertisers included TVS Motor, Yamaha Motor India, Tata Motors, Hero Motocorp, Maruti Suzuki India, PCA Automobiles India, Renault India, Nissan Motor, Kia Motors Corporation, and Suzuki Motorcycle India. TVS Motor was the top advertiser with 18 per cent share, whereas it was in a seventh position last year.

    The top genres for auto advertisers were news, movies and GEC which accounted for 75 per cent share of ad volumes. Out of this news alone had 50 per cent share of ad volumes. The most popular programmes for auto advertisers were news bulletins and feature films which accounted for 35 per cent and 17 per cent share of ad volumes, respectively. Auto advertisers were most prominent during the evening primetime, afternoon and morning time bands that accounted for 39 per cent, 18 per cent and 16 per cent share of ad volumes, respectively.

    Auto advertisers most preferred 20-40 second ads followed by <20-second ads. These two ad formats account for 94 per cent of ads visible on TV.  

    (Figures are based on Secondages for TV; commercial ads only; excluding promos and social ads)

  • FMCG ad volumes show record growth amid pandemic threat

    FMCG ad volumes show record growth amid pandemic threat

    In a piece of good news for the television industry amid these pandemic times, ad volumes for the FMCG sector in April witnessed a record growth, said Broadcast Audiences Research Council (BARC). 

    According to BARC data released on Thursday, ad volumes for FMCG grew by 166 per cent and 42 per cent compared to 2020 and 2019 respectively. In April 2021, ad volumes for the building equipment category also witnessed a steep 200 per cent growth over April 2020. 

    Ad volumes for durables on Ugadi/Gudi Padwal Festival were at an all-time high in 2021, and 39 new advertisers debuted in the durables sector in April 2021. Some of the top brands that advertised in the durables sector include Symphony Air Coolers, Bajaj Ceiling Fans, Bajaj Air Coolers, LG Linear Cooling, and Liebherr refrigerators. 

    Despite the looming threat of Covid-19 in the country, TV ad volumes for January to April 2021 were at an all-time high when compared to previous years. The television monitoring agency revealed that the first four months of 2021 started on a very positive note with more ads on air as compared to the last four years. 

    Total ad volume increased by 39 per cent for the January to April 2021 period as against 2020, which also happens to be the all-time highest compared to the same period in previous years. 

    BARC India client partnership and revenue function head Aaditya Pathak said that the steady growth in ad volumes is an indication of advertisers’ belief in television to market their product even in these difficult pandemic times. 

    “Television continues to be resilient even during the most difficult times and data from January to April 2021 reinstates this sentiment. Advertisers continue to rely on television to reach out to the right audience in spite of Covid-19 limitations and lockdowns in various parts of the country. We are also witnessing many new advertisers turning to TV in this quarter adding to the positive sentiment for the medium,” added Pathak. 

  • TV advertising shows record growth in Jan-Mar 2021: BARC

    TV advertising shows record growth in Jan-Mar 2021: BARC

    NEW DELHI: The overall growth in television ad volumes during the first two months of the year has further consolidated in March, said Broadcast Audience Research Council (BARC) on Friday.

    According to the television monitoring agency, 456 million seconds of ad volumes was recorded during the January to March period, the highest since 2018.

    The latest data offers a glimmer of hope to the television industry which has been struggling to get back on its feet amid the second wave of Covid2019.

    The growth in ad volume was observed across all genres. While the news genre recorded a growth of 25 per cent, the surge in the GEC space was 21 per cent. The movies genre saw an uptick of 23 per cent.

    According to BARC, growth of ad Volumes on TV observed in Jan-Mar 2021 was broad-based, with advertisers across the spectrum accounting for the higher levels. The top 10 advertisers, as well as the next 40, registered healthy growth at 37 per cent and 31 per cent respectively.

    E-commerce sector continued to show a healthy growth of 13 per cent in January to March 2021 compared with the same period in 2020.  

    The digital-native brands under education (3X growth), pharma/health care (7X growth) and BFSI (55 per cent growth) categories also continued to propel growth of the ECOM sector in Jan to March 2021 compared to 2020. The top 20 advertisers drove more than 50 per cent of ad Volumes during this period, showed the data.

    Festivals and special events like Sankranti and Republic Day in January garnered the highest ever ad volumes in 2021 since 2018, reported BARC.

    With a promising start to the year, the expectations for higher ad spends have definitely gone up for the coming months.

  • 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 witnesses highest ad volumes since 2015

    TV witnesses highest ad volumes since 2015

    MUMBAI: Week 43 of Broadcast Audience Research Council of India (BARC) data has witnessed the highest ever ad volumes on television since week 16 in 2015.

    It also highlighted that 38,705,978 million seconds is the highest ever ad volume since week 16 (2015) on television in week 43.

    According to BARC, the festive season and big ticket properties have led to this growth. It further mentioned that ad volumes are also returning to normal (compared to week 43 2018):

    *Ad Volume in Million secs

    The report states that growth in week 43 is over second highest week: 2.1 per cent. Whereas the growth in week 43 is over third highest week: 5.7 per cent.

    In week 43 of BARC India rating, the top ten advertisers are Hindustan Unilever, Reckitt Benkiser, ITC, Godrej Consumer Products, Wipro, Ponds India, Colgate Palmolive India, Amazon Online India, Cadburys India, and Brooke Bond Lipton India.

  • Tamil Nadu ad market can’t revive until movie releases happen

    Tamil Nadu ad market can’t revive until movie releases happen

    NEW DELHI: Holding the highest share of regional ad volumes at 16 per cent in Covid times, as highlighted in the TAM AdEx data released recently, the Tamil Nadu ad market wasn’t immune to the bloodbath on ad revenues that the overall industry witnessed due to the lockdown. 

    As shared by The Media Ant co-founder Samir Choudhary, the market witnessed at least a 50 percent drop in overall revenues in the March-June ‘20 period.  

    Fourth Dimension Media Solutions CEO Shankar B elaborates, “In Tamil Nadu, almost 30-35 per cent of the ad revenues are driven by cinema and retail, both of which were zero during the Covid2019-period. Even if we talk just about cinema, Tamil Nadu is amongst the top movie-producing states in the country, giving a tough competition to Bollywood. We release around 15 films a month and each banner spends approximately Rs 3-3.5 crore for seven days’ promotional slots, which most other categories would spend in a month. With that being nil, you can imagine the impact the market has witnessed.” 

    For television alone, like most other markets, the viewership and ad volumes both were up during the Covid2019 period. As highlighted by the tenth edition of BARC+Nielsen weekly reports, Tamil channels were recording 15 per cent hike in viewership as compared to pre-Covid2019 periods in week 26, starting 27 June. News consumption was at 177 per cent high. 

    While the ad volumes dipped by 41 per cent overall during the past three months, the trend started moving upwards month-on-month as the situation improved, TAM AdEx data reveals. During Covid2019, ad volumes across all Tamil language genre surged by 29 per cent in June 2020 over April 2020 and by 27 per cent in May 2020 over April 2020.

    However, this did not result in revenues as channels were functioning at drastically lower operating rates, which were dropped by 50-60 per cent to keep the advertiser sentiment positive, shares Choudhary. 

    Shankar B notes that while some of his clients took the conscious call to not cut ad rates, certain channels took the decision to announce rampant discounts. Some were even functioning at 1:2 bonus, which means offering two slots at the rate of one to keep the inventories filled. “Despite the ad volumes being high on certain channels, they recorded 35-40 per cent drop in ad revenues.” 

    However, the situation gradually started improving. Choudhary feels that the market will see its revival around Diwali, with advertiser sentiment improving. But Shankar B feels that it is impossible to pin a date on industry revival. “Things are getting better but the channels are still running at discount prices. We can’t say when will the revenues be like pre-Covid2019 times. But one thing is sure, Tamil Nadu market won’t be able to get back on its feet until cinema and retail sectors start functioning like earlier as they account for almost one-third of the revenues there.”