Overall FCT on TV fell by 13.4% over last 4 weeks: BARC- Nielsen

As per the report, advertising volume was largely stable in week 16. It dropped merely by 1% as compared to week 15

e4m by exchange4media Staff
Updated: May 1, 2020 9:35 AM

According to the BARC-Neilsen Week 16 report, the overall Free Commercial Time (FCT) on television has seen a drop of 13.4% over the last four weeks (Week 13-14) but advertising volume was largely stable in week 16 as compared to the previous week. In week 16, the total FCT fell at 219 lakh seconds as compared to 253 lakh seconds in week 13 as per the sixth edition of the report on ‘Crisis Consumption on TV and Smartphones’ jointly released by BARC India and Nielsen Media.

However, Week 16 observed a mere drop of 1% to 219 lakh seconds of total FCT as compared to a drop of 7% to 221 lakh seconds in week 15. 

In the same week 16, most genres were stable in terms of ad volume as compared to the previous week. News genre saw a drop of 2.3% whereas GEC saw a drop of 2 %. Meanwhile, the movie genre saw a spike of 4.76%  in week 16. Music and kids genre’s FCT remained unchanged. 

The report also stated that the top ten advertisers' inventory dropped marginally by 4% while the next 40 advertisers inventory dropped by 10%. Hindustan Unilever, Reckitt Benckiser, Govt of India, Colgate, GSK, GCMMF, ITC Ltd, Wipro, Govt of Madhya Pradesh and P&G were among the top ten advertisers for week 16. 

Even in this week essential products ( Banking/Finance, Food & Beverages, Household Products, Personal Healthcare, Telecom) and social contribute to about 77% of the overall inventory in week 16. 

Also, the total count of brands in this has marginally reduced by 3.28% to 1947 brand count from 2013 in week 15. Whereas total brands on TV has dropped by 39.27% during COVID-19 period (total brands on TV in week 2-4 was 3206). Similarly, the count of new brands has declined from 280 to 258 in week 16. 

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