Mumbai: Television ad volumes continue to showcase steady growth with 156 million seconds in November, three per cent higher than November 2020 and 31 per cent higher than November 2019, according to Broadcast Audience Research Council (Barc) India.

The month of November recorded the highest number of advertisers and brands on TV in 2021. The month witnessed 14 per cent more advertisers and 13 per cent more brands as compared to November 2019. 19 per cent of advertisers and brands were new in the month. Advertisers beyond the top 50 registered highest growth of 44 per cent over November 2019, the top 50 registered a 24 per cent growth.

BFSI category bounces back with a 62 per cent growth over the previous two years, month on month, with 3.8 million seconds of ad volumes. E-commerce registered an impressive 37 per cent growth with 15.5 million seconds of ad volumes in November 2021 over November 2020. Ad volumes for auto, textiles, retail, and personal accessories category grew by two times over November 2019.

Ad volumes for regional languages have shown growth. Telugu grew by 17 per cent, Malayalam by 13 per cent, Bhojpuri and Hindi by 10 per cent each, and Punjabi by nine per cent, as compared to November 2020. While the ad volumes for Bhojpuri have doubled as compared to November 2019. Marathi and Punjabi languages ad volume have grown by 60 per cent. Ad volumes for Tamil, Telugu, Hindi have witnessed the growth of 30 per cent over November 2019 showcasing steady performance. Ad volumes for Bhojpuri language channels grew by 103 per cent in November 2021 over November 2019.

“2021 has been an interesting year from an advertising point of view given the momentum of events we have witnessed since the beginning of the year,” said BARC India head of client partnership and revenue function Aaditya Pathak. “Despite economic challenges that were accelerated with the second wave of Covid-19, legacy advertisers continued to increase spends on TV, and new brands placed faith in the medium to ensure that they were able to stay connected with their TG. The double-digit growth in ad volumes that regional language channels like Telugu, Malayalam, and Bhojpuri have recorded, indicates that marketers continue to explore regional content strongly.”