TV advertising volumes remained stable in the first quarter of 2022 with a total of 443 million seconds across all channels, according to the Broadcast Audience Research Council (BARC) India report. Compared to the previous two years, the first quarter of 2022 was almost at the same level as the first quarter of 2021 and the first quarter of 2022 saw a 20% increase in ad volumes compared to the first quarter of 2020. March 2022 also saw the highest ad volumes of the year at 154 million seconds.
“The first quarter of 2022 was a strong first quarter for the year given the upward growth in January, February and March 2022. The number of advertisers and brands that continued to engage with viewers is also higher. higher in Q1 2022 than in Q1 2021. Steady TV growth in ad volumes in Q1 2022 reaffirms the reach of the medium,” said Aaditya Pathak, Manager – Client Partnership and Revenue Function, BARC India.
At 4,259, the total number of advertisers on TV in the quarter was higher compared to the same period in 2021. 49% of advertisers in this period were either new advertisers or known advertisers on TV and January 2022 saw the highest number of advertisers for the quarter with 2,769 advertisers.
The next 40 advertisers beyond the top 10 were 36% higher in the first quarter of 2022 than in the first quarter of 2020. Ad volumes for categories such as corporate branding, telecommunications products and education grew exponentially in Q1 2021. E-commerce ad volumes increased 40% in Q1 2022, compared to Q1 2021.
While the number of advertisers for personal accessories saw the strongest growth of 17% compared to Q1 2021, the e-commerce category grew significantly by 58% in Q1 2022 compared to Q1 2020 At 64%, the education category had the highest share of new and known advertisers in Q1 2022.
Tamil-language channels have the highest share of exclusive advertisers at 54% and Hindi has the highest share of new and repeat advertisers at 48%.
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