TV ad volume soars in 2021, Oct-Dec records highest quarterly growth since 2019: Barc India

2021 also recorded an 18 per cent growth in ad volumes over 2019, showed data.

Mumbai: The television ad volume recorded significant growth in 2021, beating the previous year’s performance, according to the latest data released by the Broadcast Audience Research Council (Barc). The total ad volume in October-December 2021 was in fact recorded to be the highest during a quarter since 2019, as per the data.

Riding high on the festive wave, as many as 2,524 advertisers and 4,104 brands advertised on TV in December 2021, out of which at least 19 per cent were new advertisers and brands. Overall, December 2021 recorded a total of 155 mn seconds of ad Volumes, which was 25 per cent higher than December 2019

“Post a rollercoaster ride in 2020 on account of the pandemic and lockdown, 2021 was a strong positive year for the broadcast industry. We witnessed increased attention from marketers towards television, across languages, while welcoming new brands to the medium throughout the year,” said Barc India head-client partnership revenue function Aaditya Pathak.

E-commerce, BFSI, retail, and textile sectors independently registered over 40 per cent growth each when compared to December 2019. Ad volumes for the corporate/brand image category surged by 42 per cent over December 2020, as per the Barc Think Report for the month.

“Ad volumes for digital native and e-commerce brands indicate that marketers continued to bet on television to establish stronger relationships and effective communication with their consumers. With a total of 155 million seconds of advertising volumes in December 2021, we can say with optimism that the broadcast industry ended 2021 on an encouraging note,” added Pathak.

According to the data, ad volumes on Hindi language channels continued to grow consistently with 15 per cent and 22 per cent growth over December 2020 and 2019 respectively. While the ad volumes for English language channels recovered with a 15 per cent growth over December 2020

On the other hand, Bhojpuri language channels witnessed the highest growth of 120 per cent over December 2019 while Punjabi increased by 83 per cent over December 2019. Oriya and Assamese Ad Volumes recorded a 50 per cent growth over December 2019, while the ad volume for Marathi channels grew by 47 per cent as compared to December 2019.

In a piece of good news for TV, advertisers beyond the Top 50 enhanced their presence on TV with 30 per cent and 26 per cent growth over December 2020 and 2019 respectively, said Barc India.

Q4 2021 showcased stronger growth than Q4 2020 and Q4 2019

According to Barc India, Q4 021 recorded 489 mn seconds of Ad Volumes, registering 27 per cent growth over Q42019 and six per cent over Q4 2020. Brands across BFSI, e-commerce, corporate/brand image and personal accessories categories led this growth in Q4 2021 over Q4 2019

The ad volumes on South language channels i.e. Tamil, Telugu, Malayalam and Kannada - registered 25 per cent growth in Q4 2021 over Q4 2019.

Latest Reads
Digital channel Zindagi to launch on DTH platforms as a value-added service

Mumbai: Digital channel Zindagi which features popular Pakistani soap operas will now be available on DTH platform Dish TV, D2H and Tata Play as a value-added service. The service will be available starting on 23 May.

Television TV Channels People
Rakesh Jha joins Viacom18 as VP- creative (sports business), Sports18

Rakesh Jha has joined Viacom18 as vice president-creative (sports business), Sports18. He announced his new role on LinkedIn.

Television TV Channels People
"The best in the film-exhibition sector is yet to come" – PVR's CEO Gautam Dutta

Gautam Dutta is a veteran of the theatrical business. As CEO of PVR, he is taking the multiplex major through one of its most exciting phases, following the tough two years of the pandemic forcing it to shut down cinema halls. 

Television TV Channels Movie Channels
One Take Media brings the 'fun'tastic series Bablu Dablu Cubs

One Take Media has launched a fantastic series Bablu Dablu Cubs, which combines education and various teachings. It is one such fun package of edutainment series taking kids into an exciting world of the curious bear cubs. 

Television TV Channels Viewership
My11Circle Women’s T20 Challenge to air on Star Sports & Disney+Hotstar

Even as the pulsating IPLT20 tournament has entered the playoff stage, Disney Star India has announced that it’s going to add to cricket lovers’ excitement by airing My11Circle Women’s T20 Challenge from 23 May to 28 May on the Star Sports network and stream it on Disney+ Hotstar as well. The...

Television TV Channels Sports
Applause Entertainment to make a series on Mahatma Gandhi

Production house Applause Entertainment will make a series on Mahatma Gandhi. The company has bought the rights to two books by Ramachandra Guha. Actor Pratik Gandhi will play Mahatma Gandhi.

Television Production House Film Production
Balaji Telefilms reported an income of Rs 119 crore for Q4 FY22

Balaji Telefilms has announced its financial results for the fourth quarter and year ended 31 March 2022. The group posted an income of Rs 119 crore for the quarter and a loss of Rs 33.3 crore.

Television Production House Film Production
Zee Theatre expands its content slate with four musical blockbusters

Mumbai: Zee Theatre brings star-studded stage productions like "The Sound of Music", "Hairspray Live!", "Peter Pan Live!" and "Billy Elliot: The Musical" to the small screen. This is the first time that four international musical blockbusters can be seen on Indian television.

Television TV Channels GECs
Nachiket Pantvaidya resigns as group CEO of Balaji Telefilms

Mumbai: Nachiket Pantvaidya has resigned as group chief executive officer of Balaji Telefilms, the company notified in a regulatory filing. This was his second stint with the company. He was appointed as group CEO in July 2021. Before rejoining Balaji Telefilms, Pantvaidya was the managing director...

Television TV Channels People