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  • Patanjali Ayurved reappears in weekly top 10 advertisers’ list

    Patanjali Ayurved reappears in weekly top 10 advertisers’ list

    BENGALURU: Baba Ramdev has been taking on the might of the existing biggies in the Indian FMCG and related spaces right from the launch of his company Patanjali Ayurved Limited. He has been the face of many of the communications of his company cautioning Indians about the second East India Company, speaking of the benefits of his products, conveying messages by featuring as a brand ambassador of his company through television and other advertisements.

    Until weeks 1 to 25 of 2017 (Saturday, 31 December 2016 – Friday 6 January 2017 until Saturday, 17 June 2017 to Friday, 23 June 2017) Patanajli was amongst the Top 10 Advertisers Across Genre : All India (U+R) : 2+ Individuals as per Broadcast Research Audience Council of India (BARC). Though never the top advertiser in any week, for that this the bastion of Hindustan Unilever Limited (HUL), Patanjali Ayurved did manage an astounding 589,971 television ad insertions until 23 June 2017, or the last day of week 25 of 2017.

    After week 25 of 207, the company was missing from the top 10 advertisers list in weeks 26 and 27, it re-appeared in the top 10 weekly lists in weeks 29, 30,31 and 32 before missing out in weeks 33 and 34 of 2017. The company has again reappeared in the top 10 advertisers lists in week 35 of 2017 at seventh rank with 19,121 insertions.

    Despite missing from the lists for four of the 35 weeks of 2017 that have gone by until now, going by the BARC’s weekly data when Patanjali Ayurved was present in the top 10 advertisers list, it is still the fifth biggest advertiser in terms of insertions in 2017 until week 35. Since BARC’s list in the public domain is limited to data for the top 10 advertisers, Patanjali Ayurved’s insertions will be more than the total of 703,706 insertions if one were to add its insertions for weeks 26, 27, 33 and 34 of 2017. This puts the company ahead of multinational FMCG players like Procter and Gamble, Colgate Palmolive (India) and Smithkline Beecham and even the Indian FMCG and tobacco giant ITC Limited.

    Please refer to the list of top advertisers in 2017 until week 35 compiled from BARC’s weekly lists of top 10 advertisers. Please note that the actual insertions could be more, or there could be other players that have advertised more, but have not appeared in the BARC weekly lists:

    http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/large/public/111111111111_0.jpg?itok=MWCP6G1a

    Has Patanjali Ayurved met with expectations of industry pundits in terms of revenues? Going by industry reports, yes and more! A Wikipedia listing of the company says that Patanjali is the fastest growing FMCG company in India. It is valued at Rs 30 billion (US$ 470 million) and some predict revenues of Rs. 50 billion (US$780 million) for the fiscal 2015–16. A Business Standard (BS) article says that Patanjali Ayurved’s revenues more than doubled for fiscal 2016-17 to Rs 105.61 billion. The BS article quotes Yoga Guru Ramdev: “We would grow more than double this year… By next year, Patanjali would be in the leading position and in most of the product categories, it would be number one.”

     

  • HBO and Epic enter whereas Zee Studio, Nat Geo Wild exit Top 5 list: BARC week 35

    HBO and Epic enter whereas Zee Studio, Nat Geo Wild exit Top 5 list: BARC week 35

    MUMBAI: HBO has recaptured its fifth position after a week’s gap in the top 5 English movies channels’ list, pushing out Zee Studio, according to BARC’s all-India data Week 35. Epic has made its entry in the Top 5 Infotainment channels pushing out Nat Geo Wild.

    Zee Cafe is back on its numero uno position after losing it last week (34) in the top 5 English entertainment channels list. Comedy Central, leader of week 34, and Colors Infinity SD slipped a slot each to second and third positions, respectively, in English entertainment channels’ list.

    Movies Now and Sony Pix climbed a slot and MNX slipped two slots in English movies genre top 5 list.

    English Entertainment

    Zee Cafe has emerged as the leader in the English entertainment genre with 380 Impressions (000s) sum. Comedy Central slipped to the second position with 375 Impressions (000s) sum.

    Star World came to the third position with 317 Impressions (000s) sum jumping a slot from last week. Colors Infinity SD bagged the fourth position with 258 Impressions (000s) sum slipping a slot from last week whereas AXN retained its fifth position with 250 Impressions (000s) sum.

    English Movies

    With a slight fall in the ratings, Star Movies retained its number one position in the English movies genre with 3050 Impressions (000s) sum as compared to 3193 Impressions sum (000s) in week 34.

    Movies Now and Sony Pix hopped to the second and third positions with 2905 and 2421 Impressions (000s) sum, respectively.

    MNX slipped to the fourth position from the second position in week 34 with 2248 Impressions (000s) sum. And, HBO, this week, made an entry into the Top 5 channels list with 2171 Impressions (000s) sum.

    Infotainment

    History TV 18, Discovery Channel and National Geographic Channel retained their respective first, second and third positions with a slight fall in the ratings as compared to week 34 with 3300, 2938 and 2303 Impressions (000s) sum.

    Epic has made an entry this week into the Top 5 list with 2259 Impressions (000s) sum. Animal Planet sat pretty at the fifth position with 1749 impressions (000s) sum.

    Lifestyle

    Living Foods, witnessing a rise in the rating as compared to week 34, still lead the genre this (35th) week with 1570 Impressions (000s) sum.

    Fox Life, FYI TV18, Food Food and TLC sat pretty at the second, third, fourth and fifth positions with 1415, 768, 587 and 353 Impressions (000s) sum, respectively.

  • Unethical viewership enhancing has spiralling effect, leads to carriage fee hike, says Chrome DM

    Unethical viewership enhancing has spiralling effect, leads to carriage fee hike, says Chrome DM

    MUMBAI:  Whether or not a measuring agency or a ratings body approve of members who indulge in unethical means of doing business? Whether or not the business is doing well is only their mandate – however.

    MIB has directed BARC India to stop generating ratings of those channels that use landing pages to boost viewership through high sampling and reach for their channels. On earlier occasions, when a broadcasters body had sought BARC to stop measuring a new channel’s ratings, the platform-agnostic measurement agency did not heed the advice.

    Going by the past trends, broadcasters have been actively using landing pages to boost viewership. The logic is simple – a landing page ensures higher probability of the channel being watched, much like a supermarket where higher visibility of a product leads to impulse buying. Similarly, the channel with higher availability increases the chances of higher visibility, which eventually increases viewership.

    Commenting on MIB’s decision, Chrome Data Analytics & Media CEO Pankaj Krishna said: “We support MIB’s decision of preventing channels using unethical routes to enhance their viewership, for e.g., if a channel opts for dual LCN, the others are compelled to follow it to safeguard their numbers, consequently causing the spiralling effect of increased carriage fees. However, a landing page is purely a promotional exercise. As long as a channel is not running on dual LCN, there is nothing unethical about the concept of channels using landing pages.”

    As per the Chrome DM Landing Page Report- Week 36, 2017, there are over 400 landing pages active as on 05-09-2017 and are spread across channels and genres all over cable and DTH platforms.

    Source: Chrome DM Landing Channel Report, Wk-35, 2017
    Source: Chrome DM Landing Channel Report, Wk-35, 2017

    Dual LCN denotes a channel running on two separate LCN#s within the same cable operator’s/DTH platforms feed.

    He further added, “A channel’s presence on the landing page does not denote it being present on Dual LCN. All landing pages do not constitute dual LCN.”

    Typically, there are, according to Chrome, three cases of landing pages that can arise:

    CASE 1: Channel LCN as a landing page – So for e.g. if a channel is running on LCN #234 – and the set-top box switches on to LCN#234 hosting that Channel, the channel becomes the landing page.   

    CASE 2: Dual LCN with one LCN being a Landing Page – If a channel is running on LCN#234 – but the set-top box initiates a switches on to another LCN#, e.g. LCN#001, also hosting the same channel (as the landing page), that constitutes to a Dual LCN.

    CASE 3: Dual LCN with neither being a Landing Page – When a channel is present on two different LCN#s e.g. LCN#234 & LCN#675 within different genres of the EPG, where neither is a landing page.

    Chrome DM believes that there could be a concern in the latter 2 cases – as they constitute to Dual LCNs leading to an unsustainable model of boosting viewership through higher sampling and reach for these channels.

    Landing pages are simple marketing exercises – mirroring an FMCG company placing its products at the entry/exit cash counters to boost sales. We believe MSOs have been monetizing landing pages as a source of additional revenue stream by running promos and commercials.

    As per the Chrome DM Distribution Investment Index – “The yearly generated revenue ranges from Rs 50 million to as high as Rs 200 million for major MSOs and is all accounted for.

    What is more important as an industry endeavour is to focus more on achieving 100 per cent digitisation in India, which missed its 31 March, 2017 deadline. Interestingly, analogue signals continue to be carried out in many parts of the country, indicating a lack of addressability and transparency that only digitisation can solve.

    It will be interesting to see how BARC India, armed with software to primarily measure viewership for television channels and programmes in different geographies, will deal with the diktat to detect viewership from a particular distribution platform.

  • C. Central leads, Sony Pix slips two slots & Zee Studio enters Top 5

    C. Central leads, Sony Pix slips two slots & Zee Studio enters Top 5

    MUMBAI: Zee Studio has made an entry in the top five English movies channels list, and HBO exited from the list, according to BARC’s week 34 all-India data.

    Sony Pix slipped two slots to the fourth position. Comedy Central emerged as the leader this week climbing two slots and pushing last week’s winner Zee Cafe to the second position in the English Entertainment genre.

    Movies Now jumped a slot to the third position in the English Movies genre. Colors Infinity slipped a slot to the third position in English Entertainment genre. 

    Living Foodz retained the top slot and Fox Life jumped a slot to the second position as FYI TV 18 slipped to the third position in the Lifestyle genre, according to BARC’s data for week 34.

    English Entertainment

    Comedy Central has emerged as the leader in the English entertainment genre with 403 Impressions (000s) sum. Zee Cafe slipped to the second position with 360 Impressions (000s) sum in the top five English Entertainment genre list.

    Colors Infinity came to the third position with 279 Impressions (000s) sum slipping a slot from last week’s BARC India data. Star World and AXN retained their fourth and fifth positions with 270 and 229 Impressions (000s) sum, respectively.

    English Movies

    With a slight fall in the ratings, Star Movies retained its number one position in the English movies genre with 3193 Impressions (000s) sum as compared to 3348 Impressions sum (000s) in week 33. MNX and Movies Now hopped to the second and third positions as compared to last week’s BARC India data with 2858 and 2723 Impressions (000s) sum, respectively.

    Sony Pix slipped to the fourth position from the second position in week 33 with 2639 Impressions (000s) sum. And, Zee Studio, this week, made an entry into the Top 5 channels list with 1463 Impressions (000s) sum.

    Infotainment

    History TV 18, Discovery Channel and National Geographic Channel retained their respective first, second and third positions with a slight fall in the ratings as compared to week 33 with 3396, 3349 and 2563 Impressions (000s) sum, respectively.

    Nat Geo Wild and Animal Planet sat pretty at the fourth and fifth positions, with a slight rise in the ratings as compared to week 33 with 1979 and 1865 impressions (000s) sum.

    Lifestyle

    Living Foodz has retained its numero uno position in the Lifestyle genre with 1337 Impressions (000s) sum. Fox Life and FYI TV 18 interchanged their positions to come on the second and third positions this week with 883 and 804 Impressions (000s) sum, respectively.

    Food Food and TLC sat pretty at the fourth and fifth positions this week with 587 and 457 Impressions (000s) sum.

  • Star Movies tops, MNX & Colors Infinity SD move two slots each

    Star Movies tops, MNX & Colors Infinity SD move two slots each

    MUMBAI: Star Movies has emerged as a leader this week (33) pushing last week’s winner MNX to the third position in the English Movies genre, according to BARC’s all-India data.  In the lifestyle genre, TLC has entered the Top 5 list pushing out Travel XP HD. Colors Infinity SD jumped from the fourth to the second position in the English Entertainment genre.

    English Entertainment

    Zee Cafe has retained its numero uno position in the English entertainment genre with 357 Impressions (000s) sum. Colors Infinity SD came on the second position followed by Comedy Central on the third position with 295 and 227 Impressions (000s) sum, respectively.

    Star World slipped a slot to the fourth position with 164 Impressions (000s) sum whereas AXN is at the fifth position with 105 Impressions (000s) Impressions.

    English Movies

    Star Movies has retained its number one position in the English movies genre with 3348 Impressions (000s) sum. Sony Pix and MNX with 2869 and 2624 Impressions (000s) sum, respectively, came on the second and the third positions. 

    Movies Now and HBO sat pretty at the same respective fourth and fifth positions as last week’s with 2539 and 2375 Impressions (000s) sum.

    Infotainment

    History TV 18, Discovery Channel and National Geographic Channel retained their respective first, second and third positions with 3698, 3603 and 2653 Impressions (000s) sum.

    Nat Geo Wild and Animal Planet interchanged their positions to come on the fourth and fifth positions this week with 2246 and 2116 impressions (000s) sum.

    Lifestyle

    Living Foods, witnessing a slight fall in the rating as compared to week 32, still lead the genre this (33rd) week with 1334 Impressions (000s) sum. 

    FYI TV18 climbed a slot to the second position whereas Fox Life slipped a slot to reach the third position with 839 and 789 Impressions (000s) sum, respectively. 

    Food Food sat pretty at the fourth position with 695 Impressions (000s) sum. And, TLC, this week, made an entry into the Top 5 channels list with 497 Impressions (000s) sum.

  • Hindi GEC: Star Plus slips in 3 markets, Colors reclaims leadership in urban

    Hindi GEC: Star Plus slips in 3 markets, Colors reclaims leadership in urban

    MUMBAI: Colors has reclaimed its leadership position in Hindi GEC genre’s urban market in week 33 of BARC’s all-India data, pushing Star Plus to the second position. Star Plus, in the rural market, slipped two slots to the eighth position. In the urban + rural market, Star Plus slipped a slot to the fourth position. In the same market, Big Magic and Colors, respectively, pocketed the sixth and seventh positions.

    Sa Re Ga Ma Pa Little Champs on Zee TV and Khatron Ke Khiladi on Colors  ranked as first and second best among the GEC programmes this week.

    Hindi GEC (urban)

    Colors has reclaimed its leadership position in Hindi GEC genre’s urban market with 414753 Impressions (000s) sum, pushing Star Plus to the second position with 409961 Impressions (000s) sum. 

    Zee TV, Sony Sab and Sony Entertainment bagged the third, fourth and fifth positions respectively with 379772 Impressions (000s) sum, 2888468 Impressions (000s) sum, 280912 Impressions (000s) sum. Life OK, &tv and Sony Pal pocketed the sixth, seventh and eighth positions respectively with 215349 Impressions (000s) sum, 164278 Impressions (000s) sumand 156309 Impressions (000s) sum.

    Zee Anmol and Rishtey came at the ninth and tenth positions, respectively, with 145461 Impressions (000s) sum and 133455 Impressions (000s) sum.

    Hindi GEC (rural) 

    In this market, Zee Anmol, Sony Pal, Rishtey, Zee TV and Star Utsav retained their respective first, second, third, fourth and fifth positions with 526017 Impressions (000s) sum, 395287 Impressions (000s) sum, 382416 Impressions (000s) sum, 248686 Impressions (000s) sum and 238426 Impressions (000s) sum.

    Big Magic and Colors climbed a spot each to reach sixth and seventh position with 191008 Impressions (000s) sum and 188848 Impressions (000s) sum. On the eighth position appeared Star Plus (187393) with a fall of two slots as compared to week 32.

    Life OK and Sony Sab came at the ninth and tenth positions 121415 Impressions (000s) sum and 108412 Impressions (000s) sum.

    Hindi GEC (U+R)

    Retaining the first and second positions respectively in week 33 were Zee Anmol and Zee TV with 671478 Impressions (000s) sum and 628459 Impressions (000s) sum. Colors and Star Plus interchanged their last week’s positions to appear at third and fourth positions this week, respectively.

    Sony Pal, Rishtey and Sony Sab with 551597 Impressions (000s) sum, 515871 Impressions (000s) sum and 396881 Impressions (000s) sum respectively retained the fifth, sith and seventh positions. 

    Sony Utsav, Life OK and Star Utsav bagged the eight, ninth and tenth positions with 387798 Impressions (000s) sum,  336765 Impressions (000s) sum and 313710 Impressions (000s) sum.

  • Guest Column: 3 drivers lending power to create impact in Indian TV industry

    Guest Column: 3 drivers lending power to create impact in Indian TV industry

    The Indian Media & Entertainment industry is categorised across nine segments of which Television by far is the largest and is expected to be the largest in the next couple of years.

    India is the second largest Television market in the world characterised by rising number of subscribers.

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    Three top long term growth catalysts that are acting as the biggest drivers for the Television industry are:

    1.    Growing Rural Demand
    2.    Increasing FTA channels, and
    3.    Deeper Audience Measurement

    Growing Rural Demand

    Digitisation which is expected to be completed in 2017 is leading to higher digital access and consumption.  High data consumption has already been experienced and there are encouraging trends with rising internet and broadband penetration, declining data charges, proliferation of internet enabled mobile phone, government and private initiatives around wifi and greater emphasis on broadband roll-out by MSOs.  This has led to an unprecedented advertiser interest in digital which played out with a strong performance of digital in 2016.  OTT is therefore seeing a major traction wherein both digital VOD and TV would see a harmonious co-existence.

    Increasing FTA channels

    The big story is 2016 has been that of the rural viewership habits.  BARC viewership data for rural has thrown up interesting insights and goldmine data about rural viewing habits and hence the proliferation of FTA channels.  This development will however require realignment of content for mass tastes.

    Deeper Audience Measurement

    With viewership data leading to better consumer analytics and with advertiser focus and monies increasing in rural HSMs, scientific audience measurement will be the third most important driver for the television industry.

    Conclusion

    The global economy grew at 2.6% in 2016 while the Indian economy is projected to grow at 7.1% in 2017.  The long-term future for the television industry is very robust with CAGR projections above 14% for both segments of ad revenues and subscription revenues.

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    (Piyush Sharma, a global tech, media and entrepreneurial leader, created the successful foray of Zee Entertainment in India and globally under the ‘Living’ brand. The views expressed here are of the writer’s and Indiantelevision.com may not subscribe to them.)

  • Zee Cafe leads with 2X ratings & Sony dethrones Movies Now

    MUMBAI: Zee Cafe has almost doubled its impressions (623) as compared to last week’s (330), whereas Star World climbed two slots and reached the third position.

    In the English Movies genre, Sony Pix, dethroning Movies Now, jumped to the first position from the BARC India chart’s third slot last week. Travelxp HD dropped out of the Top 5 list in the lifestyle genre and FYI TV18 made its debut directly on the fourth position.

    English Entertainment

    Zee Café    lead at 623 Impressions (000s) sum followed by Comedy Central and Star World at 289 Impressions (000s) sum and 216 Impressions (000s) sum. Colors Infinity SD    at 126 Impressions (000s) sum and AXN    at 93 Impressions (000s) sum respectively bagged the fourth and fifth positions in the genre.

    English Movies

    Sony Pix reigned this week with 3100 Impressions (000s) sum closely chased by MNX    with 2898 Impressions (000s) sum. Movies Now    with 2754 Impressions (000s) sum, Star Movies    with 2541 Impressions (000s) sum and HBO    with 1600 pocketed the third, fourth and fifth positions, respectively.

    Infotainment

    In this genre  History TV 18    emerged the topper with 4453 Impressions (000s) sum followed by Discovery Channel    by a wide margin at 3703 Impressions (000s) sum.

    National Geographic Channel    with 2662 Impressions (000s) sum and Nat Geo Wild    with 2397 Impressions (000s) sum bagged the third and fourth positions, respectively. Animal Planet    with 2111 Impressions (000s) sum appeared last in the list of top five channels.

    Lifestyle

    In this genre, according to BARC week 31’s all-India data, Living Foodz emerged the winner with 1496 Impressions (000s) sum. Fox Life    with 910 Impressions (000s) sum and Food Food    with 682 Impressions (000s) sum respectively bagged the second and third positions. FYI TV18    with 585 Impressions (000s) sum and TLC    with 454 Impressions (000s) sum pocketed the last two of the top five positions.

    Also Read:

    Movies Now tops with almost 2x ratings & Zee Cafe trumps Comedy Central

    Lifestyle genre: Travel XP HD enters & NDTV Good Times exits Top 5 list in Wk 29

    Zee Cafe targets 20-40-yr-olds with BBC First drama

  • Ratings peaked during ICC Women’s World Cup 2017 finals

    Ratings peaked during ICC Women’s World Cup 2017 finals

    MUMBAI: Cricket craze in India is probably the higher than in any other country in the world is a cliché. It is normal for Indians to sit eyes glued to the idiot box as their male team players chase or hammer leather. Women’s cricket had not fascinated the average Indian until this year during the ICC Women’s World Cup 2017 in which their braveheart lassies’ made it to the finals – winning every match till then. The finals of the World Cup between women from India and England on July 23 saw ratings breach an unprecedented 19.533 million impressions (All India) according to Broadcast Audience Research Council of India (BARC) data. More rural impressions were recorded at 9.962 million than urban which were slightly lower at 9.571 million. However, in the case of all the other matches that India featured in saw higher viewership from urban markets than rural markets.38.6 percent more men watched the match than women – to put in numbers – men and women viewership was 11.346 million and 8.187 million impressions respectively.

    The breakup of networks was 14.263 million impressions (8.286 million male and 5.977 million impressions female) on the Star Sports Network and 5.27 million impressions (3.06 million male and 2.211 million impressions female) on DD National.

    The India-England final witnessed a reach of 13.7 million. Indian women played only one match that they won quite convincingly by 95 runs against India’s arch foe and neighbour – Pakistan. This was match 11 on 2 July 2017. The match scored 2.933 million impressions on an All India basis. Reach-wise, the India-Pakistan match was sampled by more viewers than those during India-Australia semi-final match. The India-Pakistan match witnessed a viewership of 9.2 million whereas the semi-final saw a viewership of 6.5 million.

    Please refer to the table below: (TG: All India, 2+)

    A press release just after the final match circulated by Hotstar, the OTT platform on which the matches were also beamed, stated that India’s second-ever entry into a Women’s World Cup final had a peak concurrency of 1.9 million simultaneous viewers. And this happened in the tragic forty eighth over with India needing 11 runs to win off 12 balls. UP and Maharashtra contributed to 25 per cent of the total viewership on Hotstar.

    From the UK, a record 1.1 million reportedly watched the final played between India and England. It was also reported that this figure was equivalent to the average audience that watched the popular Premier League’s Sunday afternoon matches, according to data from BARC India.

     

  • The arrival of the six-second TV spot, will India take to it?

    MUMBAI: For advertisers and brand managers, is this the shape of things to come?  Come 13 August 2017 and the US-based Fox Networks group is slated to launch a new concept in product promotion and TV commercial on live television: that of the six second spot, a first for the broadcast television industry.

    The spots are slated to be aired during the Teen Choice 2017 show between 8 to 10 pm (5:30 am to 7:30 am IST) on television as well as in on-demand streams. The first two brands to jump on to this new unit of advertising are Duracell and Mars.  Fox will simultaneously be running six second promos for its TV shows as well.

    While Mars will be running six second TVCs for  its Snickers and Twix brands during the Teen Choice Awards, Duracell will be pushing its batteries.

    The six second spot is another unit of pod of advertising that is being tested in television advertising but it owes its existence to Youtube which pioneered the format.

    Both  Mars and Duracell are excited because  youth today are preferring shorter ad lengths. The expectation is that channel zapping will go down during the ad breaks.

    The six-second spot will also offer them innovative ways of telling their stories and brand messages while helping them drive value in their media investments. Both are hoping that the new ad format could play a bigger role in their creative asset mix going forward.

    In India, the broadcasting, media and brand fraternity have been quite used to the three or five second tag-ons  for sponsor boards which come at the end of every programme segment  (or leading  into another segment) leading to a commercial break or coming into another segment. But, in most cases media agencies do not create special shorter format commercials specifically for the tag-on spots; they just clip the regular 10-30 second ad to three to five seconds and air it.

    Of course, the Indian advertising industry has experimented with long format commercials for a minute to three and a half minutes (remember Tata Sky’s Prison break commercial), but the regular unit has been between 10-40 seconds.

    Internationally, the longest ever commercial ran for  13 hours five minutes and 11 seconds  and promoted Arby’s Smokehouse Brisket sandwich. It was aired on a local TV network in Minnesota US from 24-25 May 2014. The commercial consisted largely of a single shot of a raw beef brisket being smoked over the course of 13 hours. At the conclusion of the smoking process, the cooked brisket was removed from the smoker, and a chef used the brisket to make a sandwich, according to the Guinness Book of World Records.

    We have no idea how many watched the Arby’s ultra long spot, but its quite likely viewers did dip in and out over the 13 hours plus to see if their favourite TV shows were back on the telly. Arby’s claimed that almost 350,000 people tuned in with an average viewing time of 38 minutes.

    And another commercial by Cycle and Carriage after sales service,Singapore ran on Youtube for 24 hours.

    So, will Indian advertisers and agencies also experiment with the six second spot? They have already been dabbling in branded native content and advertiser funded programmes on TV as well as special videos of varying duration for social media platforms.

    A few brands may take the six second tip and go for it. As well as some broadcasters. Especially those that target the youth – most of whom suffer from an attention deficit disorder and zap channels with determination during ad breaks.

    The benefits are many: for broadcasters more brands could be accommodated during the commercial breaks, probably getting the them higher sales revenues, as they will be in a position to put two spots in the place of one 15 seconder.  Of course it’s quite possible that audiences will stick to the channel and not run away. Which again could be  win-win for media agencies, broadcasters and brands.

    It’s now over to  India’s  brand custodians and advertisers to take a step forward.

    Also Read:

    Synergy between quality content & branding workable in digital space, feel industry experts

    Global digital platforms adapting locally for BARC’s EKAM

    Brands hop on to pre-IIFA events, Rahman & Sushant join in