TV ad volume rises to 5-year high as brands, advertisers boost visibility

Advertising on television (TV) channels peaked to a five-year high in the week to October 30, the Broadcast Audience Research Council India (BARC India) said on Thursday, as brands and advertisers increased their visibility during the festival season.

The release of the data spells good news for the domestic advertising and media industry hit hard by the lockdown in the April-June quarter.

The path to recovery for the sector has been slow but steady, said media analysts, as companies increase advertising spends amid an Unlock 6.0 programme unleashed by the government. Recovery rates in TV, digital, and print have been high from a volume perspective. Value-wise, discounting has been high, impacting advertising rates.