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Storyboard18 | Led by festivities and sporting events, October 21 saw 178 million seconds of advertising: BARC

Top 10 brands advertised in the festive period were Horlicks, Amazon, Dettol soaps, Harpic Power Plus 10X Max Clean, Clinic Plus shampoo, Lizol, Harpic Bathroom Cleaner, Lalithaa jewellery, Surf Excel Easy Wash and Boost.

November 25, 2021 / 10:33 AM IST
Reckitt Benckiser was among the top advertisers in India in October 2021, when the festive season overlapped with the second phase of IPL 2021. (REUTERS/Stephen Hird/File Photo)

Reckitt Benckiser was among the top advertisers in India in October 2021, when the festive season overlapped with the second phase of IPL 2021. (REUTERS/Stephen Hird/File Photo)

This festive season (also called the fifth quarter in advertising) set new records in terms of ad volumes. A recent festive trend report by BARC (Broadcast Audience Research Council) India said October 2021 registered the highest ad volume so far, as compared to 2019 and 2020. According to the report, ad volumes in October 2021 were 11% higher than 2020 and 23% higher when compared to the same period 2019.

October 2021 was a golden period for advertisers with the festive season coinciding with the second phase of IPL 2021 (Indian Premier League 2021) between September 19 and October 15. Legacy brands as well as new age brands parked a sizable chunk of their annual ad budget in television advertising.

The report on ad volumes say Dussehra Week this year witnessed 13% growth in ad volumes over the previous four weeks and 25% over the corresponding period in 2019. The number of advertisers and brands during the Dussehra was the highest as compared to previous years; 18% more than the previous four weeks.

This festive season was the first big advertising opportunity for brands after the second wave of the ongoing pandemic hit the country, resulting in slowing down of business and low consumer sentiments.

No wonder the festive season saw new advertisers in abundance. As per the BARC report, out of the 2,851 total advertisers on board in October 2021, 22% were new advertisers, and out of the 4,624 brands advertised on TV in the period, 1,065 were new ones.

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In terms of sectors, retail, durables, BFSI (banking, financial services and insurance, textile and personal accessories, registered the highest growth over 2020.

The top 10 advertisers this festive season were Hindustan Unilever, Reckitt Benckiser Group, Godrej Group, Procter & Gamble, Cadburys India Ltd, Amazon Online India Pvt. Ltd, ITC Ltd, Coca-Cola Ltd, Colgate Palmolive India Ltd, and Tata (G).

The top 10 brands advertised in the period according to the report were Horlicks, Amazon.in, Dettol toilet soaps, Harpic Power Plus 10X Max Clean, Clinic Plus Shampoo, Lizol, Harpic Bathroom Cleaner, Lalithaa jewellery, Surf Excel Easy Wash and Boost.

An analysis of the trends in 2021 October showed that while the top 10 advertisers remained steady, the next 40 grew by 17% over October 2020. Rest of the advertisers witnessed 26% growth.

Regional language channels saw the maximum traction, said the report. Ad volumes for Bhojpuri language during the festive period were at an all-time high in 2021, recording a growth of 111% compared to the same period in October 2019. Apart from Bhojpuri, Punjabi viewership has also recorded a 52% growth over October 2019, while the growth percentage for Telugu and Marathi languages was 33% and 35%, respectively.
Tasmayee Laha Roy is Assistant Editor of Storyboard18. Storyboard18 is Network18's flagship platform focused on the advertising & marketing community and a leading source of news and analyses on the business of brands.
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