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Wednesday, October 27, 2021

TV begins 2021 strongly, ad volumes up 34%

Most genres are reported to be growing and the broadcast industry seems to be poised to overcome the challenge posed by the pandemic. After witnessing a sharp drop in the first half of 2020, the sector has started 2021 on a positive note. According to TAM AdEx data, TV’s advertising volumes grew by 34% in January 2021 compared to January 2020.

The first week of the year has showed a growth of 28% in the total TV ad volumes compared to the previous year’s same period, according to the Broadcast Audience Research Council (BARC) India. 

The indexed ad volume growth of the top five channel genres in January 21 over January 2020 ranged between 25% and 52%. GEC registered a growth of 27%; news saw a 25% increase, whereas movies, music, and kids grew 36%, 52%, and 43%, respectively, according to the TAM data. 

In terms of advertisers, the top five names in January this year were Hindustan Unilever, Reckitt Benckiser, Ponds India, Colgate Palmolive India and ITC. Hindustan Unilever, Reckitt Benckiser, Ponds India are among the top five advertisers in both the periods. Colgate Palmolive India and ITC are the new entrants this year.  

Interestingly, the top five categories remain the same during both the periods. Toilet Soap was the leading category during both the periods. Lizol, Dettol Antiseptic Liquid, Harpic Bathroom Cleaner, Lux Toilet Soap, and Colgate Dental Cream were the top five brands of January 2020.

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