PMAR 2020: In 2019, IPL saw phenomenal uptake in terms of ads: BARC CEO Sunil Lulla
Sunil Lulla, CEO, BARC India spoke on the topic - What new at BARC? – while delivering the keynote speech at the unveiling of the Pitch Madison Advertising Report 2020
Sunil Lulla, CEO, BARC India, delivered the keynote speech at the unveiling of the Pitch Madison Advertising Report 2020. Lulla embarked on his topic — ‘What new at BARC?’ with 'Tiny Tales' of 2019. He shared that last year FMCG had the highest volume of advertising on television and over the last few years this category has achieved an all-time high with 57% share in the ad volume.
Sharing data on the news genre, Lulla said 2019 was a ‘Record Year’ for news viewership – 4 out of 5 all-time high viewership weeks, over the last 4 years, took place in 2019 and this included events like floods, rainfalls, aggression with the neighbouring country and the General Elections.
Meanwhile, according to Lulla, during IPL 12, the Top 5 most viewed matches featured Mumbai Indians. “Everytime Mumbai Indians played, IPL viewership went up.”
Sharing interesting statistics on regional markets, Lulla said that Tamil Pay GEC has the highest number of advertisers (901) compared to other language GECs and is 1.6x of Hindi Pay GEC (575).
However, Telugu movie ‘iSmart Shankar’ was the highest rated World Television Premiere across India with an average rating of 14.4%.
Meanwhile, football gets only 3% of overall sports viewership and more than half of the viewership comes from Kerala, Assam/North East/Sikkim and West Bengal. “Mixed Martial Arts and Tennis has more than 45% of women watching the games very intensely. There are some interesting stories sitting in that landscape which perhaps get brushed under in the larger scheme of things,” added Lulla.
With the latest season of IPL just a month away, Lulla mentioned that 2019 was a huge year for advertising and that happened because the broadcaster put the match out on so many different languages. The finale was played out on 17 different TV channels and it was phenomenal uptake in terms of ads. There has been an enormous growth of advertising on IPL in the last 4 years.”
Lulla further said: “IPL-12 had 424 million viewers watching live on TV– an increase of 2% compare to the previous edition. Also, 1.58 billion impressions was garnered by IPL-12 on live TV which is an increase of 11% compared to the previous season. Meanwhile, 81% viewership came from vernacular/regional languages led by Hindi – up from 77% in the previous season.
Sharing more about growth based on genres and languages, he said that over the last four years, Bhojpuri has shown a growth of 24% followed by Bengali at 19%. Malayalam has registered 15% growth whereas Punjabi and Gujarati are at 13% and 11% growth respectively in terms of advertising volume.
“Overall the volume of advertising was muted, because it was reasonably the same as 2018. But this is where the growth is coming from. So these are indicators where you could expect growth in 2020 and onwards,” Lulla concluded.
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