TV FCT continues to dip in week 18: BARC-Nielsen

NEW DELHI: The dip in overall FCTs continued in week 18 as well, reveals the fresh batch of BARC-Nielsen data on media behavior during the COVID19 lockdown. As compared to week 17, a dip of 9 per cent was witnessed in overall FCTs, taking the number from 205 lakhs to 187 lakh.

Ad volumes while remained consistent across GEC for the last couple of weeks, News and Movies recorded a dip of seven-eight per cent as compared to the last week.

The drop in news has come mostly from Hindi language channels while regional languages and English channels remain stable. Kannada and Gujarati channels, in fact, witnessed a slight improvement in FCT.

The previous week had seen a dip in the inventories by top 10 advertisers and an increase of 9 per cent by the next 40. This week witnessed a dip in FCT of next 40 as well, while the top 10 mostly remained consistent.

After a spike in the number of new brands on TV in the past week, this week saw a massive slump. The numbers dropped from 395 to 274. A 7 per cent dip in advertiser count was also witnessed.