With markets opening up gradually, the constantly falling advertising on television has shown an uptick in the last two weeks, BARC India said. The Narendra Modi government had decided to open viable economic activities in lockdown 4.0 that began on May 18, barring in containment zones across the country.
The total advertising volume on television had dipped to 187 lakh seconds in Week 18 (May 2- 8) from an average of 281 lakh seconds every week in the pre-Covid period during Week 2-4 (January 11-31, 2020). In Week 20 (May 16-22), the advertising volume went up by 16% to 216 lakh seconds.
Most of the categories have increased the volume of advertising in the last two weeks.
The advertising volume on news genre in Week 20 (79.6 lakh seconds) is catching up with the pre-Covid period (82.9 lakh seconds). It had slipped to 70.7 lakh seconds in Week 18.
The advertising on general entertainment channels also grew to 52 lakh seconds in Week 20 as compared with 46.1 lakh seconds in Week 18. However, the advertising on GEC remained 30% less than 74.5 lakh seconds during the pre-Covid period (Week 2-4).