General Entertainment Channels are worst affected with up to 61% decline in fills per hour. Hindi GEC fills dropped from 9.9 to 5.2 minutes per hour while that of Kannada slipped from 11.6 to 4.6 minutes per hour.
Compared to GEC, the Movies genre has lesser drop in ads. The Hindi language was stronger in this category with 20% fall in fills whereas Kannada, Malayalam, Tamil and Telugu Movies channel fills per hour fell by up to 37%.
News genre is least affected, however, their fills have also got reduced. Hindi and English news channels ads are marginally declined by less than a minute in one hour but Kannada, Telugu, and Malayalam News channels recorded up to 45% reduction infills or ads per hour.
Hindustan Unilever Limited and Reckitt were top advertisements in most genres including General Entertainment, Movies, and Kids while Government of Madhya Pradesh and Reckitt led during week 16 in terms of advertisements volume on News channels.
Overall Free Commercial Time was stable in week 16 with 1% decline, the share of advertisements related to essential products such as finance, telecom, health, hygiene, food, etc. also reduced from 46% in week 15 to 45% in week 16.