Covid-19 Impact: Advertising on Hindi news channels up 26%, English gets 53% more ads

In the week when the World Health Organisation called Covid-19 a pandemic and it became a major health scare in India, both viewers and advertisers flocked to news channels. While the viewership of news channels in India grew by 57%, the advertising on news grew by 21% to about 10 million seconds of free commercial time (FCT). Advertising on kids’ genre went 27% up while Hindi Movies and Hindi GEC witnessed a jump of 8% each in FCT. 

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Week 11 of BARC data from March 14-20 was the week when state governments started shutting down crowded places and business establishments. People began working from home. Although the call for Janta Curfew by PM Modi followed by statewide and countrywide lockdown began on March 22, the period of Week 11 was seen as a glimpse of the coming days. Week 11 can safely be called as initial Covid-19 period or partial lockdown period.

This viewership of Hindi news channels in the initial Covid-19 period (Week 11) grew by a whopping 56% over the average viewership between Week 2-4 which is pre-Covid-19 period.

This jump in viewership resulted in 26% growth in the advertising on Hindi news channels.

As far as English news genre is concerned, it garnered 45% more viewership in Week 11 vs pre-Covid period.

The advertising grew faster on English news channels compared to Hindi news. The genre attracted 53% more advertising in the latest week data.

Week 11 also started witnessing huge growth in advertising of hygiene and FMCG products and public service messages by governments and NGOs, capturing most of the advertising slots across all genres.

The social advertisements both by government and NGOs grew by 150% in the latest week data.

Among advertisers, Government of India, ITC, P&G and Reckitt Benckiser increased their advertising volume in Week 11 vs pre-Covid period.

Talking about the top brands, Facebook, Dettol, Government of India, LIC and Veet were the most visible brands on television.

However, Week 12 will be the first full week showing the impact of lockdown on television viewership and advertising and a lot will change on both fronts. Wait till tomorrow for many surprises when Week 12 data is released by BARC India.

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