FCT on television drops by 6% in week 17: BARC-Nielsen report

As per the seventh edition of the report, the count of brands advertising on TV grew by 10% whereas advertiser count increased by 9%

e4m by exchange4media Staff
Updated: May 8, 2020 8:31 AM
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The total number of brands, which advertised on television in week 17, saw a 10% increase and was 2138 as compared to 1948 number of brands in week 16 as per the seventh edition of the report on ‘Crisis Consumption on TV and Smartphones’ jointly released by BARC India and Nielsen Media.

The total number of brands in four weeks starting from week 14 has increased by 4.24% to 2051 total number of brands in week 14 to 2138 in week 17. 

The report also states that week 17 saw an upswing of 53% with 395 new brands. However, their contribution to overall weekly FCT was 3%. 

Meanwhile, the advertisers count too saw a spike of 9% in week 17 and the total number stood at 1430 as compared to 1310 in week 16. The advertiser count saw an increase of 4.3% over four weeks (week 14-17). The total number of advertisers has gone up from 1371 in week 14 to 1430 in the current week. 

Despite that, the Free commercial Time (FCT) dropped by 6% on similar levels as that of week 14. The FCT in week 17 stood at 205 lakh seconds as compared to 219 lakh seconds in week 16. Since week 13, the FCT dropped by 18.87% from 253 lakh seconds in week 13. 

As per the report, FCT in news genre dropped by 7% whereas the FCT level in Hindi, Punjabi, Gujarati, Oriya and English is higher/same as Pre- COVID period. Also, the volume on GEC continues to remain stable whereas a 7% drop in Movies in week 17 as compared to week 16 but it grew 13% higher over four weeks. Similarly, the music genre dropped 19% but stable as compared to week 14.  

Also, the top 10 advertisers like HUL, Reckitt Benckiser, Govt of India, Colgate, Wipro, P&G ITC and others have reduced FCT while the next 40 advertisers increased their FCT by 9%. Services comprising Ecom (Wallets, Financial Services, Matrimonials), Profession Financial Services, Courier Services etc., was the only category which saw a marginal increase in FCT during week 17.

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