October 31 - Entry deadline for BuzzInContent Awards 2020 Enter Now

Best Media Info

Editor’s Picks
Special
Interviews
Events
IRS
Misc
BuzzInContent
BuzzInContent Awards

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

Advertising on kids’ genre went 27% up while Hindi Movies and Hindi GEC witnessed a jump of 8% each in FCT during March 14-20, according to BARC data

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. 

Call for entries open for BuzzInContent Awards 2020 ENTER NOW

Advertisement

India 2+, FCT'000

Genre

Avg of wk2-wk 4

Wk 11

Growth

News

8209.9

9929.8

21%

Hindi Movies

2945.7

3194.8

8%

Hindi GEC

1746.6

1892

8%

Kids

516.5

653.7

27%

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.

HSM 15+

Impressions'000

 

 

 

Wk2-Wk4 Avg

2020W11

Growth

Hindi News

7,82,701

12,23,164

56%

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

FCT'000

Avg of Wk2-Wk 4

Sum of 2020W11

Growth

Hindi News

3100.4

3919.3

26%

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

All India AB M22+

Impressions'000

 

 

 

Avg of Wk2-Wk 4

2020W11

Growth

English News

2,429

3,533

45%

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

FCT'000

Avg of Wk2-Wk 4

Sum of 2020W11

Growth

English News

376.2

577

53%

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.

India 2+, FCT'000

Categories

Avg of wk2-wk 4

Wk 11

Growth

Social Advertisements-Govt

1055.4

2582.4

145%

Ecom-Media/Entertainment/Social Media

600.7

1205.8

101%

Social Advertisements-NGOs

383.2

964.8

152%

Tooth Pastes

870.6

916.8

5%

Shampoos

829.2

871.6

5%

Milk Beverages

568.2

638.6

12%

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

India 2+, FCT'000

Advertiser Group

Avg of wk2-wk 4

Wk 11

Growth

Hindustan Unilever Ltd

5322.2

5099.8

-4%

Reckitt Benckiser Group

2065.4

2222.9

8%

Govt of India

511.7

1178.5

130%

ITC Ltd

619.9

908.4

47%

Glaxosmithkline Group of Compa

592.6

649

10%

Colgate Palmolive India Ltd

471.8

627.9

33%

Procter & Gamble

451.5

616.3

36%

Cadburys India Ltd

578

578.6

0.10%

Tata (G)

203.5

515.3

153%

Facebook Inc

 

471.3

 

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

India 2+, FCT (seconds)

Brands

Avg of wk2-wk 4

Sum of Wk 11

Growth

Facebook

 

471330

 

Dettol Liquid Soap

720

353340

48975%

Ministry of Health & Family Welfare

119240.6667

347345

191%

Dept of Women & Child Development

9554.666667

316527

3213%

LIC-Corporate

28448.66667

288544

914%

Colgate Dental Cream

208560

223370

7%

Veet Hair Removal System

69617.33333

216540

211%

Vanish Oxi Action

206991.3333

208257

1%

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.

Info@BestMediaInfo.com

Advertisment
Post a Comment