Sharp 26% drop in TV advertisements amid coronavirus

During week 14 (4th to 10th April) the advertisement volume on television channels has reduced sharply by 26%. TV Ads have reduced from 28 million seconds to 20 million seconds while notable in week 13 there was a 9% increase in advertisement volume.

The latest data from BARC-NIELSEN shows a sharp decline in the advertisement volume across all genres and languages except English Entertainment Channels. EEC in week 14 was the only language which got a 19% raise in Free Commercial Time (FCT).

Drop in Music and Youth genre is highest at 58% and 52% respectively. The movie genre whose TRP has been steadily increasing has also lost 43% FCT. News channels, on the other hand, are least affected with just a 1% drop in their FCT.

The decline in advertisement volume can be clearly seen in the above graph. One of the reasons for this sharp decline in FCT is the national lockdown which has created supply chain issues and challenges for companies. However, as time passes, essential products have started showing signs of growth while social Ads have continued to rise exponentially during the COVID-19 period.