After three consecutive weeks of growth, ad volumes fall on TV by 26% in April

The scenario for ad volumes was entirely different in the previous weeks. In weeks 11, 12 and 13, ad volumes were seeing a strong spike.

Maryam Farooqui

April 17, 2020 / 20:14 IST

Den Networks | The company reported higher consolidated profit at Rs 36.98 crore in Q4FY21 against Rs 24.65 crore in Q4FY20, revenue fell to Rs 326.23 crore from Rs 327.8 crore YoY.

For three consecutive weeks, ad volumes on TV have been witnessing significant growth. However, things took a different turn in the fourth week.

In week 14, that is the week starting April 4, the total advertising Free Commercial Time (FCT) dropped by 26 percent in comparison to the pre-COVID-19 period – January 11 to 31.

The overall FCT dropped from 28 million seconds to 20 million seconds, according to BARC-Nielsen data released on April 16.

Free commercial time is defined as the amount of secondage bought on a channel.

While the drop has been observed across genres, the highest fall is in channel categories like music, youth, kids, movies, GEC (General Entertainment Channels) at 58 percent, 52 percent, 43 percent (kids and movies) and 34 percent respectively.

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