Ad volumes on TV in India have shown consistent growth: Shashi Sinha
Sinha, CEO of IPG Mediabrands, said TV is still a sizeable business in the rest of the world especially in India
While digital media is growing in India and across the world, TV has not taken a back seat, said Shashi Sinha, CEO, IPG Mediabrands at the second edition of the e4mTV First conference in Mumbai on Friday.
He began his address by making a point about the slowdown and how it affects the industry. “Finally economists will measure over what had happened in a five year period or a ten year period not what has happened in the last six months. Rest assured this is a passing phase. The industry is going to grow,” he said.
Taking about growth, Sinha said TV is growing and still has a lot of scope as an industry. “Digital is growing and it is taking over our lives undoubtedly but if you see what advertising trends are across the world other than China, TV is still a sizeable business in rest of world especially in India,” he said.
Sinha said even with the advent and growth of OTT, TV still remains a preferred choice for a huge part of the population in India.“Look at India as a whole, not as a small section of people who watch Netflix and Amazon Prime," he remarked.
Sinha also cleared a lot of misconceptions regarding the measurement system in the country. According to him, BARC India, the body that measures audience data for television is one of the best across the globe.
“A lot of people complain that measurement is not fair in India but if we check ground realities I am happy to report it is perhaps the largest and most accurate in the world. BARC measured 170000 individuals and if you look at markets like China which is far bigger in population compared to India and probably as heterogeneous as us, the sample size for measurement is just 30000. So in an average home of 4-5 people, it is roughly about 5000 homes,” said Sinha. “We have the largest TV measurement panel in the world,” he added.
Talking of advertising on TV he said, “Advertisement volumes in India have shown consistent growth. The number of insertions in minutes has gone up in the last five years.”
Sinha also said, “While India’s TV viewing time is lower than the global average of 2 hours and 55 minutes at 2 hours and 44 minutes there is still headroom to grow and the numbers will grow. Have faith in television because people are still watching TV.”
The e4m TV First Conference was supported by Zee TV.
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