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.
