Advertising FCT grew 9% on the back of social ads in week 13: BARC- Nielsen

As per the report, some of the top brands in week 13 are Dettol, Lifebuoy soaps, Harpic and Lizol, as well as Hotstar VIP

e4m by exchange4media Staff
Updated: Apr 14, 2020 8:55 AM
BARC Nielsen report

On the back of social advertising, Free commercial Time (FCT) in advertising grew 9% in week 13 as per the report - 'Crisis Consumption on TV and Smartphones', released jointly by BARC and Nielsen Media.

This the third edition of the insight series for the period between 28 March- 3 April 2020 over pre-COVID-19 i.e week 2 to week 4 (11-31 Jan). As per the report the growth has been observed across genres except for a few.

Sports genre registered the highest growth in FCT in week 13 which was muted last week. The genre saw an 86% growth in advertising FCT in week 13. The growth has been observed on the back of telecasts of classic World Cup matches and WWE matches that channels leveraged to boost the viewership. The genre grew by 21% in week 13 over week 12 despite the absence of major live sports. 

Meanwhile, business news FCT grew 44% and overall news genre FCT in advertising grew 26%. The devotional and spiritual genre saw a growth of 11% whereas movies FCT grew 5% and GEC by 2%. However, there are some other genres as well which saw a decline in advertising FCT. The Youth and Lifestyle genre saw a decline of 21% and 15% respectively whereas the Music and Kids genre de-grew 8% and 4% respectively. 

According to the report FCT grew on the back of social ads. Many top categories continued to grow in week 13. Toiletries recorded 190x growth, associations/social/cultural organisations saw 66x growth and Ice Cream/Frozen Desserts witnessed 11x growth, therefore being the categories which registered the highest growth in week 13. 

Some of the top brands in week 13 are Dettol and Lifebuoy soaps, Harpic, Lizol and Hotstar VIP. 

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