The advert volumes on TV jumped 22% in comparison with 2020 and 18% in comparison with 2019.
The report highlighted that 2020 was a subdued yr for tv promoting, resulting in a decline in whole advert volumes throughout the yr regardless of the file stay-at-home rise in viewership.
Total, TV advert volumes contact an all-time excessive of 1.82 billion seconds in 2021. The highest 10 advertisers accounted for 780 million seconds of advert volumes, whereas the subsequent 40 accounted for 340 million seconds.
The report, 2021 – A Voluminous Yr (Yearly Advert Quantity Report 2021), additionally famous that FMCG manufacturers continued to steer in share throughout classes and Hindi channels continued to dominate throughout languages.
“2021 definitely introduced in a lot wanted cheer to the published business,” mentioned Aaditya Pathak, Head – Shopper Partnership & Income Operate, BARC India. “The yr began off on a constructive observe and likewise ended on a excessive with the festive quarter.”
He added that yr on yr, regardless of pandemic impediments, tv has repeatedly proved efficient for each penny spent for advertisers and types.
“2021 noticed over 9,000 advertisers flip to tv with a big variety of new entrants. Total, 2021 was a constructive yr for the business as a complete that witnessed rising worth for each advertisers and broadcasters,” Pathak mentioned.
In all, 9,239 advertisers and 14,616 manufacturers marketed on the medium in 2021, of which 4483 (49%) have been both new advertisers or returning after 2019.
Equally, for manufacturers, 51% (7470) have been new or returning manufacturers.
Among the many classes, the FMCG class continued to steer with a big share – 1.12 billion seconds of advert volumes in 2021, adopted by ecommerce with 185 million seconds and Constructing, Industrial, & Land Supplies/ Tools with 60 million seconds.
Tv additionally continued to be an necessary medium for the company model picture class, which registered 2X development over 2019 with 24 million seconds.
The ecommerce class had a complete of 587 advertisers in 2021 of which 65% have been new entrants or earlier advertisers returning to TV in 2021, registering a development of 51% over 2020 and 26% over 2019.
Media/leisure/social media, schooling, on-line procuring, matrimonial and monetary companies have been the highest 5 sub-categories inside Ecommerce.
Advert volumes for schooling grew by 461%, whereas for monetary companies, it was up 153% over 2020.
The report additionally identified that advert volumes for HD channels in 2021 grew by 11% over the earlier yr, whereas for SD channels it grew by 22% in 2021.
On the Indian Premier League (IPL), the report finds that the cash-rich match registered a complete of 1,680 thousand seconds of advert volumes with 119 advertisers and 228 manufacturers. There have been 59 new advertisers and 158 new manufacturers for the season.
By the way, the highest 10 advertisers for the season contributed 35% of the advert volumes.
Equally, for the Tokyo Olympics, with 466 thousand seconds, advert volumes for the video games have been virtually at par with the Rio Olympics that was held in 2016.
There have been 34 advertisers and 61 manufacturers that marketed through the Tokyo Olympics.