ITV

Tag: Genres

  • 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.

  • Chrome Data: Week 43 sees marginal gain

    Chrome Data: Week 43 sees marginal gain

    MUMBAI: The week 43 of opportunity to see (OTS) collated by Chrome Data Analytics & Media had little to rejoice this festive season as it saw a marginal upward trend.

     

    Business News and English Movie channels in the eight metros saw a jump of 0.6 per cent. CNBC Awaaz with 78.7 per cent OTS and Pix with 75 per cent OTS, topped their genres respectively.

     

    The two were closely followed by English News channels in the eight metros with 0.5 per cent hike. Times Now with 85.5 per cent OTS continued its reign in the genre.

     

    Kids channels across India too saw a jump of 0.4 per cent. As usual, Cartoon Network with 76.5 per cent OTS topped the chart.

     

    The highest loss was witnessed by English Entertainment channels of 1.9 per cent in the eight metros. AXN with 68.7 per cent OTS was on top of the genre.

     

    Hindi News, Hindi Movies and Hindi GECs in the Hindi speaking market (HSM) saw a drop of 0.6 per cent, 0.05 per cent and 0.04 per cent respectively.

     

    ABP News with 95.2 per cent OTS, Max with 96.8 per cent OTS and Sab with 97.7 per cent OTS gained in their respective categories.

  • Chrome Data: Week 30 sees growth in 8 cities

    Chrome Data: Week 30 sees growth in 8 cities

    MUMBAI: Once again the opportunity to see (OTS) numbers collated by Chrome Data Analytics & Media saw an upward peak.

     

    Week 30 saw maximum growth in the eight metros. Business News with 3.6 per cent topped the chart followed by English Movies with 3.4 per cent. Zee Business with 82.2 per cent OTS and Sony Pix with 73.7 per cent OTS were the top gainers in their respective genres.

     

    English News saw a jump of 2.7 per cent with Times Now continuing its reign in the category with 86.9 percent OTS. English Entertainment channels with 0.5 per cent too saw a minor jump in its genre. AXN with 70.1 per cent OTS was the chart topper.

     

    On the other hand, Religious channels in the Hindi speaking market (HSM) fell 1.5 per cent. Aastha with 96.8 per cent OTS continued its supremacy in the genre.

     

    Hindi News dropped by 1 per cent in the HSM with ABP News ruling the category with 95.9 per cent OTS.

     

    Across India, Kids channels and Sports channels dropped 0.7 per cent and 0.6 per cent, respectively. Cartoon Network with 85.6 per cent OTS and Ten Sports with 74.9 per cent OTS, both topped their respective genre.