TV ad volumes rise 39% in Jan-April; coming months likely to be challenging

Advertising volumes on television between January and April this year surged to 39 per cent, a multi-year high, versus the same period in 2020, the Broadcast Audience Research Council of India (BARC) said.

The trend is in line with what has been visible since the ‘unlock’ phase began last year, when pent-up demand began pushing up ad volumes on TV.

However, advertising experts said the year-ago period, especially April, was constrained by the nationwide lockdown, and warned that the coming months could be challenging owing to the second Covid-19 wave. BARC said television continued to be resilient even during tough times.