Ad volumes drop 3% in 2020: BARC

12 Jan,2021

By A Correspondent


Advertising volumes dipped by 3 per cent in Calendar Year 2020, with the volumes dipping as 18% in the H1 period January-June over the corresponding period the previous year. In H2 – that’s July to December – the growth over the previous H2 was 12%, and over H1 of 2020 the growth was in fact 34%.



Hindustan Unilever was the biggest advertiser in 2020 with a 30% growth in ad volumes over 2019, followed by the RB Group, with their ad volumes growing by 37% in 2020 over 2019.


Said Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India: “Television continues to be the screen of the household and the most important medium for all the major advertisers to reach their audience pre-pandemic and post lockdown too. Return of originals along with the festive season and live sporting events boosted the ad volumes, taking the overall growth in ad volumes to 34% as compared to H1, 2020 and eventually minimising the reduction in volumes to a marginal -3% for the overall year, as compared to 2019”.


The movies genre saw significant growth in ad volumes in 2020 as compared to 2019. Hindi GEC witnessed the highest growth in ad volumes with 10% as compared to 2019. Other Regional GECs saw a growth of 8% as over 2019. News genre in 2020 too had the highest volume, while ad volumes dropped by 1%


A heightened consciousness of safeguarding our health, understandably gave a boost to the antiseptics and personal care categories. Ad volumes for Dettol Toilet Soaps and Dettol Antiseptic Liquid, went up by 118% and 136% respectively. Horlicks ad volumes also surged by 60% in 2020 as compared to 2019.


During the peak lockdown in April and May, the ad volumes for digital brands was the highest with 16% and 13% respectively as compared to the month of January 2020. The highest ad volumes share for digital brands in 2019 was at 9% in the months of March, September and December.



For PDF of the Advertising-Related Data, please click here: BARC India Ad Volumes Report – An Insight

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