Advertising for essential products shows signs of growth in Week 14

As per the fourth edition of the BARC-Nielsen report, 72% of advertisers have continued to remain active in the COVID-19 period

e4m by exchange4media Staff
Updated: Apr 21, 2020 12:33 PM
BARC Nielsen

In Week 14, the fourth week since the beginning of COVID-19, the essentials products category has emerged as the highest FCT contributor for TV ads.

As per the fourth edition of BARC-Nielsen’s insights series assessing the impact of COVID-19 on Television Consumption and Smartphone Usage, there has been a drop in advertising volumes on television but there has been a growth in ads for essentials products when compared to the pre-COVID period (January 2020).

Along with ads for the essentials category, social ads have also grown exponentially during the COVID-19 period, states the report.

On April 1 which as per the report is the start of the pre-COVID period, the category saw a sharp fall but has regained growth.

The essential products category comprises of - Banking/Finance/Investment, Food & Beverages, Household Products, Personal Care/Personal Hygiene, Personal Healthcare and Telecom.

Overall, 72% of advertisers have continued to remain active in this COVID-19 period, and feature mostly among the day-time advertisers. The total number of advertisers in the category stood at 1,378 in the pre-COVID period (average day wise count for week 2-4). On 1 April, it was 939 and the count has continued to increase to 1042 on 10 April as per the data.

The report also states that Week 14 saw the highest drop in FCT of 26% from 28 million seconds to 20 million seconds. The drop has been observed across genres. English Entertainment Channels is the only genre with 19% growth in FCT in Week 14 when compared to pre-COVID period while other language categories have shown a drop. For instance, Hindi GEC saw a sharp fall of 32%, Tamil GEC 52%, Bangla GEC 47% and Malayalam GEC 42%.

Industry experts attribute the drop in ads to the fact that most advertising deals were effective till March 31.

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