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Overall advertising volume on television has dropped considerably in Week 14, shows BARC data. Free Commercial Time (FCT) has dropped by 26% across genres, from 28 mn seconds in pre-Covid period (Week 2-4) to 20 mn seconds in Week 14.
While Hindi GEC and movies saw a significant drop of 31% and 49% each in Week 14 (April 4-10) of 2020, news television and English entertainment and movie channels have held the ad volumes so far.
Going by volume, news channels attract the highest advertising duration which is close to 8 million seconds.
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The genres that witnessed a fall in advertising compared to the pre-Covid period are — music (-58%), kids (-43%), infotainment (-19%), youth (-52%) and business news (-11%).
Among GECs, English entertainment channels have seen a growth of 19% over pre-Covid period.
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While regional movie channels saw a noticeable drop in advertising volumes, English movie was the least-affected genre.
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According to the data, social advertisements have seen growth in the Covid period. There is a 142% increase in FCT for social ads in the Covid period. Essential goods advertising dropped due to supply chain in the past few weeks.
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However, it seemed to have bounced back in Week 14. The data also reveals that despite the market conditions, 72% advertisers continued to advertise on television.
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Digital advertising dropped across categories. Banking, retail, travel and auto sectors have seen significant drop in digital spends. Corporate image ads have grown from 175% to 213% in the digital space.