GEC, movies & news accounted for 78% of ad volumes in 2019: BARC India report

The report also revealed that the news genre contributed to 9% of total viewership but accounted for 32% of ad volumes

e4m by exchange4media Staff
Updated: Mar 27, 2020 9:05 AM
BARC iNdia

Over the last four years, the volume of advertising on TV (free commercial time) has grown by 21 per cent according to the BARC India- What India Watched 2019 report. Despite digital growing phenomenally, advertising on TV remains the most preferable medium to reach out to the mass audience.  

The report unveiled that advertising on TV is growing with the viewership. In 2019, when the company was battling the economic slowdown and NTO pressure, TV witnessed 11,525 advertisers run 76.8 million ads across 634 measured channels that reached out to 197 million homes across India. The number of advertisers has gone down by 2.64 per cent from 11837 advertisers in 2018.  

Though all the brands and services use TV as a medium to reach out their target audience, FMCG remained the largest category spending on the traditional medium, and it accounted for 54 per cent of ad duration in 2019. 

Apart from FMCG, e-commerce was another segment that upped its ad volumes on TV in 2019 over the previous year.  FMCG ad volume grew by 1.97% to 865 million from 848 million seconds in 2018 whereas e-commerce saw a 7.83 increase in ad volume to 124 million seconds from 115 million seconds in the previous year.  

In terms of genre shares in advertising, GEC, Movies and news account for the largest share of ad volumes which was 78% in 2019. The report states that this is linked to the substantial viewership of these three genres which is 83 per cent of total viewing minutes in 2019. 

“However the volume of TV advertising across various genres is linked not only to the viewership size of the genre but also factors like the number of channels available, brand fitment, ad rates, among others,” says the report. 

On the other hand, news genre, for instance, contributed to 9 per cent of total viewership but accounts for 32 per cent of ad volumes. The percentage share of ad volume remains the same as 32 per cent in 2018 as well. 

The top ten advertised category across all channels were toilet soaps, social advertisement- govt, shampoos, washing powder/liquid, toilet floor cleaners, toothpaste, e-com media/entertainment/social media, milk beverages, chocolates, and auto-cars contributed 1587 (mn secs ) ad volumes. 

GEC and movies are two genres with the largest TV viewership share at 74 per cent whereas news is 9 per cent with viewership share across 205 channels. 

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