According to TAM AdEx data, ad spend grew nearly 10 percent over last year’s festive period, due, in large part, to several big properties, such as IPL that were launched during the period after initial postponements.
Even as the pandemic severely affected business and operations in the first half of the Calendar Year, broadcasters have now been able to capitalise on the festive season. As a matter of fact, a lot of delayed launches, such as new products, shows, or the marquee IPL, took place during the festivals, in turn, giving that much-needed push to AdEx growth.
TV ad volumes grew over 19 percent during the festive season (Aug-Nov) in 2020 as compared to the previous year, according to TAM AdEx data. It is pertinent to note that the average ad volumes per day during the festive period registered a higher share compared to the non-festive (Feb-July) period for both the years.
The non-festive period in 2020 experienced a growth of 42 percent as compared to 49 percent growth in the same period last year. Interestingly, despite the ongoing crisis, the festive season witnessed a growth of 58 percent this year as compared to 51 percent growth in 2019.
Most notably, this year, Week 43 of the Broadcast Audience Research Council (BARC) experienced the highest-ever advertising volume on television since Week 16 of 2015. The week recorded 38.7 million seconds of ad volume on television. The festive season and big-ticket properties stimulated this growth even as ad volumes were returning to pre-Covid levels, according to the report.
According to BARC, Q2 for most large advertisers has been encouraging with impressive sales growths. Moreover, the outlook for rest of the calendar year is also positive with advertisers returning to invest in growing their brands. Notably, even as the lockdown precipitated a surge in television consumption, it also created opportunities for several new businesses.
Owing to the pandemic, the second quarter of the Financial Year 2020-21 year saw minimal spends, which showed signs of improvement only from July-August. Moreover, in the wake of the festive season, advertisers spotted the opportunity to free up funds held up in the second and third quarters of the year.