Television advertising picks up in Week 15 but who is advertising?

The BARC India report on advertising trends for Week 15 (April 11-17) showed that advertising on television is crawling back and has grown by 7% over the previous week. The total free commercial time (FCT) stood at 22mn seconds from 21mn seconds in Week 14.

Movie channels witnessed a growth of 6 lakh seconds in advertising while it grew by 4 lakh seconds on news genre.

The growth was largely driven by FMCG companies such as Reckitt, Wipro, Colgate, ITC and P&G while HUL’s advertising dropped by 2.3 lakh seconds in Week 15 over the previous week.

Advertisers under essential category increased their advertising across categories and news genre emerged as the first choice.

However, top advertisers on news channels were Government of Madhya Pradesh, Reckitt, Amul, HUL, Government of India and LIC.

Nine out of top 10 advertisers have increased their FCT on movie channels.

Many FMCG companies except HUL advertised more on GECs.

14% advertisers are using Covid-19 related advertising across television.

Interestingly, Ramayan and Mahabharat on Doordarshan attracted 14X and 12X more advertisers, respectively.

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