News genre sees 24% growth in Advertising Free Commercial Time for Week 12

As per the BARC-Nielsen report, the Food & Beverage industry dominated the space with a 24% increase sector-wise

e4m by exchange4media Staff
Updated: Apr 3, 2020 9:47 AM

The advertising average daily free commercial time ( FCT) has grown by 15% to  6 lakhs seconds in between (21 March - 27 March) week 12 compared to 11 Jan- 31 January 2020 according to the report released by BARC-Nielsen’s second edition in the Insights series- Crisis Consumption An Insight Series into TV, Smartphone and Audiences.

The audience is quarantined and people spending more time watching television have not only resulted in higher viewership but also increased advertising FCT. The advertising FCT for the News genre registered the highest growth of 24% across the genre followed by kids genre with similar growth.

The Movie genre witnessed the third highest with the growth of 16% whereas music grew 13% and GEC recorded a growth of 11% in FCT in this week. The news and movies clocked all-time high growth this week as the total TV consumption increased by 37% across India. Since the audiences shifted from GECs to news and movies channels, advertisers' interest is also chasing eyeballs.

The report also mentioned that week 12 saw growth across genres except for sports and youth genre. Due to the coronavirus outbreak, all the major sports properties are now cancelled which had a negative impact on the genre viewership and advertising FCT as well. 

As per the report, Food & Beverages saw the highest increase in FCT share this week. The sector registered 17% growth, whereas the personal care/personal hygiene sector saw a decline of 17%. Other sectors such as Hair Care, Laundry and Auto also witnessed a decline.

The Food & Beverage industry dominated the space with a 24% increase sector-wise- SOV followed by service and banking and finance saw an increase in SOV with 10% and 4% respectively.

Also, COVID-19 drove significant growth in the hygiene category in February. The hand sanitiser category saw a 53% growth in February as compared to 11% in Nov-Dec-Jan 2020. The floor cleaner category saw a 17% increase, whereas the toilet cleaner category grew 13%. 

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