Total FCT for TV down 9% in week 18: BARC- Nielsen

As per the report, Hindustan Unilever, Reckitt Benckiser and Government of India are among the top ten advertisers of this week

e4m by exchange4media Staff
Updated: May 15, 2020 9:37 AM
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The total TV Free Commercial Time (FCT) has further decreased this week. It has dropped by 9% as compared to week 17 as per the eighth edition of the joint report by BARC India and Nielsen on TV and Smartphone consumption during COVID-19.

In week 18 the total FCT was 187 lakh seconds as compared to 205 lakh seconds in week 17. Whereas pre-covid period that is week 2-4, the FCT was at 281 lakh seconds. Therefore the total TV FCT has dropped by 33.4% in week 18. 

In terms of ad volumes by genres, GEC largely consistent for the last couple of weeks, whereas News and Movies witness a drop of 7-8% as compared to week 17. However, ad volumes based on languages, there is a drop in FCT volume in Hindi news whereas English and regional languages are at stable levels. 

As per the report, top 10 FCT from advertisers remains consistent and the next 40 see a drop in their weekly FCT. Hindustan Unilever, Reckitt Benckiser and the Government of India are among the top ten advertisers of this week. 

As per the report, the week also witnessed a 7% decrease in advertiser count as compared to the last one. The total number of advertisers stood at 1331 in week 18 as compared to 1430 in week 17. 

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