TV ad volumes saw double-digit growth in 2021 over previous 2 years: BARC

2020 has been a lackluster year for TV advertising, resulting in lower total ad volumes throughout the year despite record home viewership growth. BARC India’s latest THINK report, 2021 – A Voluminous Year (Yearly Ad Volume Report 2021) indicates that 2021 rebounded to a substantial double-digit spike, delivering an all-time high of 1,824 million seconds of ad volumes during of the year. This translated into growth of 22% and 18% over 2020 and 2019, respectively. The top 10 advertisers accounted for 780 million seconds of ad volumes, and the bottom 40 accounted for 340 million seconds.

FMCG brands continued to dominate the market share in all categories and Hindi channels continued to dominate in all languages.

New advertisers and brands constantly emerged throughout the year, playing a significant role in the growth in advertising volume seen throughout 2021.

Commenting on the report, Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India said, “2021 has certainly brought some much needed joy to the broadcast industry. The year started on a positive note and also ended on a high note with the festive quarter. Year after year, despite the hurdles of the pandemic, television has repeatedly proven to be effective for every penny spent for advertisers and brands. 2021 has seen over 9,000 advertisers switch to TV with a significant number of new entrants. Overall, 2021 has been a positive year for the industry as a whole, which has seen increasing value for advertisers and broadcasters. »

Advertisers and brands matter
Television had a total of 9,239 advertisers and 14,616 brands advertised on the medium in 2021, of which 49% or 4,483 were either new advertisers or old ones. Similarly, for brands, 51% or 7470 were new or recurring brands.

The FMCG category continued to dominate with a huge share of 1117 million seconds of ad volumes in 2021, followed by e-commerce with 185 million seconds and construction, industrial and land materials/equipment with 60 million seconds. Television also naturally continued to be an important medium for the Corporate Branding category which saw double growth in 2019 with 24 million seconds.

The E-commerce category had a total of 587 advertisers in 2021 of which 65% were new entrants or legacy advertisers returning to TV in 2021, growing 51% from 2020 and 26% from 2019. Media/Entertainment/Social Media, Education, Online Shopping, Marital Relations, and Financial Services were the top 5 e-commerce subcategories. Ad volumes for education increased by 461% and financial services by 153% compared to 2020.

While Hindi continues to play a dominant role in the language mix, regional language channels also saw strong growth in 2021. Ad volumes for Bhojpuri language channels doubled in 2019 and Punjabi, Marathi, Gujarati and Assamese languages ​​grew by more than 40% compared to 2019. Southern language channels, namely Tamil, Telugu, Malayalam and Kannada, grew by 26% compared to 2019. to 2020.

2021 – Quarterly Analysis
The first quarter of 2021 started on a positive note after recording growth of 24% compared to 2020 and 21% compared to 2019. Despite the sporadic and partial lockdowns due to the second wave of COVID-19, volumes of Q2’21 ads were relatively higher at 417 million seconds compared to Q2’19 which recorded 399 million seconds. The fourth quarter of 2021 delighted broadcasters with an exceptional festive season that recorded 489 million seconds of advertising volumes, the highest quarter on record. New advertisers continued to flock to television for effective communication, with Q4’21 welcoming 2156 new advertisers or previous ones returning to the medium, the highest of the year.

After a slight decline in the second quarter of 2021 due to the lockdowns, regional language channels saw steady growth in the third and fourth quarters.

SD and HD channels
Ad volumes for HD channels in 2021 increased by 11% over the previous year and SD channels increased by 22% in 2021 compared to 2020 and 20% compared to 2019.

TV commercials
TV ads with an average commercial length of less than 30 seconds were the most popular with advertisers, while spots longer than 60 seconds were the least preferred. The average trading duration reduced YOY. The Prime-Time segment, ie from 8:00 p.m. to 12:00 a.m., benefited from the maximum share of ad volumes at 27%. The share of ad volumes for the four time slots, namely 08:00-12:00, 12:00-16:00, 16:00-20:00 and 20:00-24:00, continued to remain the same since 2019. Local language television commercials on regional channels have been steadily increasing since 2019.

IPL 2021
IPL 2021 recorded a total of 1,680,000 seconds of ad volumes with 119 advertisers and 228 brands in total. There were 59 new advertisers and 158 new brands for the season. The season’s top 10 advertisers contributed 35% of ad volume.

Tokyo Olympics
At 466,000 seconds, ad volumes for the Tokyo Olympics were nearly on par with the Rio Olympics held in 2016. There were 34 advertisers and 61 brands advertising during the Tokyo Olympics. Significantly, 31% of ad volume during the Tokyo Olympics featured Olympians.

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Elizabeth J. Harless